June 11, 2025
Reading time: 11 minutes

How to Build an International SEO Strategy That Works?

Globe with a wrench
Globe with a wrench
Going international with your business? Then your SEO strategy needs to be global too. International SEO ensures that your content not only reaches the right countries but also speaks the right language - literally and strategically. Whether you're expanding into new markets or already serving a multilingual audience, a well-executed international SEO strategy will help you grow traffic, improve visibility, and connect with users where it matters most. 
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​This guide breaks down the key decisions and best practices you need to build an SEO foundation that scales across borders. 

What is international SEO? 

International SEO is the process of optimizing your website to rank in search engines for different countries and languages. It involves technical, content, and strategic considerations to ensure users from different regions can find, understand, and engage with your site. 

Why it matters: language vs. location targeting 

A successful international SEO strategy hinges on understanding two key types of targeting:

  • Language Targeting focuses on reaching users who speak a particular language, no matter where they are. For example, a Spanish-language blog might serve readers in Spain, Mexico, Argentina, and the U.S. Hispanic market from the same domain or subfolder.

  • Location (or Country) Targeting optimizes content for users in a specific region. This approach often includes local language, currency, time zone, and cultural context. For instance, an ecommerce site might create different product pages for users in Germany and Austria, even though both speak German.

Most international websites need a combination of both. Understanding which to prioritize - and when - is key to avoiding SEO pitfalls like duplicate content, poor rankings, or confusing user experiences. 

When to consider international SEO?  

International SEO isn’t just for global giants or enterprise-level brands. If your business is attracting traffic, leads, or sales from users outside your primary market, it may be time to start thinking internationally.

Here are key signs it’s time to invest in international SEO: 

1. You're getting international traffic already 

Check Google Analytics or Search Console. Are visitors coming from other countries or language regions? That’s untapped potential for targeted growth. 

2. You offer services or ship products across borders 

If your business operates or delivers internationally, SEO needs to reflect that - with localized content, country/language pages, and proper technical signals. 

3. Your competitors are ranking globally 

A quick check in Ahrefs or Semrush might show that competitors are gaining traction in markets you haven’t touched yet. 

4. Your content is in a major global language 

Publishing in widely spoken languages like English, Spanish, or Arabic means your content can (and likely already does) reach a global audience. The question is whether your site is structured to serve that audience well. 

5. You're planning a market expansion 

Whether it’s launching a product in Germany, opening a branch in Brazil, or testing the waters in Southeast Asia, it’s crucial to lay SEO foundations before you scale. 

Proven international SEO strategy by Concept21: Step by step 

At Concept21, we follow a proven international SEO plan whenever a client is ready to expand into global markets. Below is our detailed, step-by-step guide to optimizing websites for international audiences:  

1. Define your international markets 

magnifying glass on the ground

Before diving into international SEO tactics, you need a clear understanding of which global markets to target. This foundational step ensures your efforts focus on regions with the highest potential impact.

Watch for: 

1.1. Undiscovered demand in unexpected regions 

You may already have a growing international audience without realizing it. Use tools like Google Analytics, Google Search Console or internal statistics to analyze your own site’s traffic by country - you might find strong organic interest from regions you haven't actively targeted yet. These insights can reveal overlooked markets that are already engaging with your brand. 

1.2. Low-competition, high-potential opportunities 

Some regions may have relevant search demand but relatively weak competition. Identifying these gaps can help you enter new markets with greater ease and less investment. Look for countries where your core keywords have volume but limited strong competitors. 

1.3. Competitor market insights 

Take a close look at where your top competitors are gaining traction. Their traffic distribution can highlight regions they’ve successfully penetrated - or regions they’ve ignored. Either scenario offers strategic value: you can follow their lead or capitalize on markets they’ve overlooked.

2. Choose language strategy  

International SEO is not just about geography; language plays a critical role. Understanding how to approach language targeting can make or break your global SEO success. 

2.1. Understand multilingual countries 

Multilingual considerations go beyond simply translating your site. Some countries, like Canada or Switzerland, have more than one official language, meaning a single-language version won't reach everyone effectively. To perform well in search and build trust, you’ll need localized content tailored to each language group, ideally created or reviewed by native speakers. 

2.2. Serving diverse populations 

At the same time, even countries with a single official language can have linguistically diverse populations. For example, websites offering immigration, healthcare, or public services often serve users who speak a wide range of languages - from Spanish and Arabic to Mandarin or Urdu. Making your site accessible to these groups expands your reach and improves usability. 

2.3. Targeting language vs. country 

You’ll also need to decide whether you're targeting users based on their language (e.g. Spanish speakers globally) or their location (e.g. users in Mexico or Spain). Often, the best international SEO strategies involve both - providing region-specific content in the appropriate local language(s). For instance, English speakers in the UK expect different spelling, phrasing, and even product options than those in the US or Australia. 

3. Plan the right URL structure 

One of the most important technical decisions for your international SEO strategy is choosing the right URL structure. This affects how both users and search engines perceive your site’s organization by country and language.

Here are the four main URL structures to consider: 

3.1. ccTLDs (Country Code Top-Level Domains) - example.fr 

The most localized option, ccTLDs clearly signal to search engines and users the country you’re targeting. For instance, .fr for France or .de for Germany. This approach offers strong geo-targeting but can be costly and complex to manage, especially if you’re entering many markets. 

3.2. gTLD + Subdomains - fr.example.com 

Using subdomains for each country or language gives you moderate control. It allows some separation of content and can be geo-targeted in Google Search Console. However, SEO benefits may vary, and managing multiple subdomains requires technical expertise. 

3.3. gTLD + Subfolders - example.com/fr/ 

Subfolders are often the easiest to manage. This structure keeps your entire site under one domain, consolidating authority and making maintenance simpler. It’s an ideal choice for many businesses expanding internationally without huge budgets or technical resources. 

3.4. gTLD + Subdomains + Subfolders - fr.example.com/fr-ca/ 

The most flexible but also the most complex. This combines subdomains with subfolders, enabling targeting by both country and language precisely. This setup suits very large enterprises with robust technical teams. 
Why to avoid URL parameters for internationalization?
Using URL parameters (e.g., example.com?lang=fr) to serve different languages or countries is strongly discouraged. Parameters confuse search engines, dilute SEO value, and create indexing problems. Dedicated URLs for each language and country ensure better crawlability and ranking potential. 

4. Prepare technical setup 

Getting your international SEO right means setting up your website technically to support multiple languages and countries without confusing users or search engines.

4.1. Stick to rule “One language per page” 

Avoid mixing multiple languages on the same page. Each language needs its own unique URL. This helps Google understand and index your content properly, improving your chances of ranking well in each market. 

4.2. Separate URLs for each language or country 

Whether you use subfolders (example.com/fr/), subdomains (fr.example.com), or ccTLDs (example.fr), make sure every language and country version has a distinct URL. This clarity is essential for SEO and user experience. 

4.3. Avoid automatic redirects based on IP or cookies 

Redirecting visitors automatically to a country or language version based on their IP address or cookies can frustrate users who may want to browse other versions. It also confuses search engines, which can’t see all your site versions properly.

Instead, let users switch manually through clear navigation menus, language selectors, or banners. This gives control to your visitors and ensures everyone can access the content they want.

4.4. Build internal linking 

Link only to pages in the same language or region. Mixing links to other languages can hurt user experience and confuse search engines, potentially weakening your SEO. 

5. Implement Hreflang  

Hreflang code on laptop

As your site expands internationally, it’s critical that users and search engines see the right version of each page based on language and location. That’s where hreflang comes in.

This behind-the-scenes signal tells Google, “This page is for French speakers in Canada” or “This version is for UK English users.” Without hreflang, your international content may appear in the wrong market, or worse, be treated as duplicate content.

There is 3 way to implement Hreflang:  

Method

Best for

HTML head tags

Most standard websites and CMS setups

HTTP headers

PDFs or files without HTML structure

XML sitemaps

Large sites with many languages

💡 Growth Tip:

Some website platforms automatically generate correct hreflang tags when you set up a multilingual website. Check your CMS or website builder’s internationalization features - this can save time and reduce the risk of implementation errors. 

6. Make international keyword research 

Effective keyword research is the foundation of any successful international SEO strategy. Each market has its own search habits, language nuances, and terminology - so a one-size-fits-all approach won’t work. 

6.1. Understand local keyword variations 

Even when the language is the same, people search differently. For example, a term that’s common in the US might have a different preferred phrase in the UK or Canada. Tailoring your keywords to local preferences improves relevance and traffic. 

6.2. Consider search volume differences 

Population size and market interest influence how many people search for certain terms. Some keywords might be high volume in one country but barely searched in another. 

6.3. Adapt your content strategy by market 

Use your keyword research to decide how much content to create for each market. Launching with only a handful of pages might limit your international SEO success. Plan enough content to cover popular topics and provide value to your local audience. 

7. Take care of content localization 

People connect with content that reflects their culture, language nuances, and local context. This builds trust and improves engagement, which positively impacts your SEO and conversions. 
Localization vs. Translation:

While translation converts text from one language to another, localization adjusts the tone, style, idioms, and even images to make the content feel native to the local audience. This ensures better engagement and relevance. 
What to localize: 

7.1. Text 

Instead of direct translation, focus on rewriting content to reflect how locals speak and search. This includes tone of voice, idioms, and region-specific terminology. For example, a product called a “jumper” in the UK would be a “sweater” in the US.

  • Use native copywriters or professional localization services, not just machine translation.
  • Tailor messaging to reflect local values, humor, or customer pain points. 

7.2. Images 

Visuals carry cultural weight. Use images that feel familiar and relatable to the target audience.

  • Feature local people, recognizable settings, and cultural symbols.
  • Avoid generic stock photos that don’t align with the regional identity. 

7.3. Currency and measurements 

Using local formats is critical for conversion.

  • Display prices in the user’s local currency (€, $, ¥).
  • Convert units of measurement (e.g., kilograms vs. pounds, Celsius vs. Fahrenheit). 

7.4. Contact information 

Show users that you’re locally accessible and trustworthy.

  • Include a local phone number, even if it's a forwarding service.
  • Add physical addresses when applicable, such as regional offices or warehouses.
  • Match business hours to the local time zone and standard working days. 

7.5. Time zones 

Any time-sensitive offers, webinars, or delivery times must reflect the local timezone to avoid confusion.

  • Display event times in the user’s local time zone.
  • Update automated emails or reminders to reflect regional timing. 

8. Implement Content Delivery Network (CDN)  

People working on laptops

Users worldwide expect fast-loading pages, and slow sites can frustrate visitors and hurt your rankings. 
How a Content Delivery Network (CDN) helps:

A CDN distributes your website’s content across multiple servers around the world. When someone visits your site, the CDN serves content from the server closest to them, reducing load times significantly. 
When to use a CDN:

  • If your site uses a global URL structure serving multiple countries from one domain (like example.com).
  • If you don’t have localized hosting in each country.
  • If you notice slow load times from international locations.


Investing in a CDN is a simple but powerful way to speed up your international website and keep both users and search engines happy. 

9. Build local authority 

Establishing your website’s credibility in each target market is crucial for international SEO success. Local authority signals help search engines trust your site and improve rankings in specific countries or regions. 

9.1. Focus on local backlinks 

Backlinks from authoritative websites in your target country carry more weight than links from unrelated regions. Building a strong backlink profile locally can boost your SEO performance significantly. 

9.2. Engage with local influencers and communities 

Partner with relevant influencers, guest blog on regional sites, and get listed in local directories. These actions increase your brand visibility and build valuable local signals. 

9.3. Monitor your backlink profile by market 

Use tools like Ahrefs or Semrush to analyze where your backlinks are coming from and identify opportunities to improve local link-building efforts. 

9.4. Leverage region-specific social media and reviews 

Social platforms vary worldwide - consider channels popular in your target markets (for example, WeChat in China or VKontakte in Russia). Encourage user reviews and social engagement to enhance trust and user experience locally. 

Concept21 services: International SEO that drives results 

Breaking into new regions? We craft strategies that are both technically sound and commercially smart. From hreflang and URL structure to keyword localization and authority building, our international SEO approach ensures your content ranks - and converts - globally.

Our international SEO services include:
  • Market research & opportunity mapping
  • Technical SEO for international sites (hreflang, crawlability, speed)
  • Localized keyword research & content planning
  • Backlink acquisition in regional markets
  • Ongoing performance tracking with market-level insights

We don’t do guesswork. We combine deep SEO knowledge with local market intelligence to help you grow with confidence.

Want to go global with your website?
Get in touch with Concept21 to build a multilingual SEO engine that scales. 

Ready to top international rankings?  

Expanding your reach to global markets is a powerful growth strategy, but it requires a thoughtful and tailored approach. By following this step-by-step international SEO strategy, you’ll be well-equipped to connect with the right audiences - across languages, cultures, and countries.

Have questions or want advice on a specific international SEO challenge? Feel free to ask! 
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Talk to an International SEO Expert Now

International SEO done right. Our SEO experts ensure your site speaks to every market you serve.

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Karol Andruszkow
Co-founder and CEO of Concept21
Karol is a serial entrepreneur, e-commerce speaker, and founder of 3 startups. He advised hundreds of companies and led projects worth over EUR 50 million for financial institutions across Europe.

He earned two master's degrees – Computer Science and Marketing Management – in Poland and Portugal. He has 10+ years of experience in Silicon Valley, Poland, Portugal, USA, and UK, helping startups, financial institutions, and SMEs improve operations through digitization.
Karol Andruszkow
Co-founder and CEO of Concept21
Karol is a serial entrepreneur, e-commerce speaker, and founder of 3 startups. He advised hundreds of companies and led projects worth over EUR 50 million for financial institutions across Europe.

He earned two master's degrees – Computer Science and Marketing Management – in Poland and Portugal. He has 10+ years of experience in Silicon Valley, Poland, Portugal, USA, and UK, helping startups, financial institutions, and SMEs improve operations through digitization.