SEO tips for international markets

Adapting to local search algorithms is essential to optimise your online presence on global markets. Here are a few SEO tips to help you adapt to local search algorithms and improve your visibility in global search engines:

Translation and cultural adaptation of content

SEO web translation includes the precise conversion of keywords and content for various languages. Cultural adaptation harmonises tone, reference and nuance, improving relevance to local markets and maximising visibility and engagement. For this reason our translation agency AbroadLink, which offers an SEO service, can be an indispensable tool in this respect.

Search for local keywords 

Local keyword research involves identifying the search terms used by users in a particular region or country. The aim is to discover the most common expressions and searches relevant to the local public. This research helps to optimise the quality content of a website In order to meet the needs and preferences of users in a specific geographical area.

When searching for local keywords, it is important to take into account linguistic, cultural and regional differences. Expressions and terms may vary from one place to another, even if the language is the same. For example, the keywords used by users in France may differ from those used by users in French-speaking Canada.

Hreflang tags 

The hreflang is an HTML element used to indicate the specific language and region of a web page to Google search engines. They are essential for websites that target global audiences and offer content in several languages or for different countries. Search engines display the correct version of a page to users based on their language and geographical location. 

Example: 

<link rel="alternate" hreflang="uk" href="https://example.com/uk/page">

<link rel="alternate" hreflang="fr" href="https://example.com/fr/page">

<link rel="alternate" hreflang="es" href="https://example.com/es/page">

Geographic domains 

In SEO, geographic domains are the final parts of web addresses after the last dot, such as ".com", ".org", ".net", etc. Geographic domains are designed to indicate the geographic location or target country of a website.

For example:

".uk" for the United Kingdom

".fr" for France

".es" for Spain

However, the choice between a generic domain (such as ".com") and a geographic domain depends on your site's objectives and your strategy. For example, if you have a global reach, setting up a generic domain may be more appropriate. If you are targeting a specific local market, a geographical area may be more effective.

Difference between hreflang tags and geographic domain 

Hreflang are the adaptation of content to languages and markets. Geographic domains represent the geographic indication. The choice between the two depends on your objectives, your SEO strategy and the resources available. A combination of the two makes it possible to reach a balance between geographic and linguistic relevance.

Hreflang tags:

• Advantages: target several languages on the same domain, and manage different versions of content.
• Disadvantages: less geographic indication, and technical implementation on each page.

Geographic domains:

• Advantages: relevance for users and local search engines, and user confidence.
• Disadvantages: cost of purchasing and managing several domains, and fragmentation of content between different domains.

Local backlinks 

Backlinks are hypertext links from one page of a website to another page on a different site. In other words, they are internal links that direct users from one site to another.

Search engines such as Google regard backlinks as an indication of a site's quality and popularity. The more backlinks a website receives from reputable and relevant sites, the more likely it is to be considered a reliable source. But also trustworthy in the search results.

Local hosting server 

A local hosting server is one that is physically located in the same country or region as the target audience. This approach is often used to improve loading speed and user experience for visitors located in a specific region.

Inclusion of local addresses and telephone numbers 

If you have a physical presence in the country, make sure you include local address and contact information on your site, as well as opening hours and other useful information specific to the country concerned. This can improve local relevance and boost user confidence.

Integration of local social media 

Are you using social media to promote your content? 

Make sure you have presence on popular social media platforms in your target country. Blog posts with inbound links to social media can also be a solution.

Monitoring and analysis 

Use analysis tools such as Google Analytics to track your performance on global markets. Monitor keyword rankings, organic traffic and other metrics to continuously adjust your SEO strategy.

In short, adapting to local search algorithms requires a holistic approach, encompassing language, culture, technology and SEO best practice. By incorporating these tips, you can improve your visibility on search engines and maximise your success on global markets.