International SEO Tips for Better Global Reach

Ella Pybus | 14 October, 2025 | 5 minute read | Blog, Digital Marketing, SEO, Website

Expanding your business internationally can be one of the most exciting and challenging steps in your business’s journey. You’ve nailed your local SEO, built a strong brand at home, and now you’re ready to reach customers internationally. But the thing is, what works in your country doesn’t always translate to what works in a different country. That’s where international SEO comes in, the key to ensuring your website is visible, relevant and competitive in new markets. 

If you’re currently trying to figure out how to grow your website’s international presence, you’re likely asking yourself questions like:

• How do I rank in different countries or languages?
• Do I need separate domains for each region?
• How do I make sure my content resonates with local audiences?

You’re not the only one wondering where to start. Many businesses underestimate the nuances of SEO internationally, from language and cultural context to search engine preferences (because not everyone uses Google).

In this blog, we’ll break down the core international SEO strategies that help brands expand their reach globally, improve organic visibility in target markets, and build trust with new audiences. Whether you’re an e-commerce business, SaaS brand, or B2B service provider, these tips will help you avoid common mistakes. 

Deciding the foundations of international SEO

International SEO isn’t just about translating your website; it’s about optimising for the way people search in different countries and languages. There are many benefits to international SEO; it helps search engines understand which version of your site to show users based on their location, language, and intent. 

• Decide how you’ll structure your site

There’s more than one way to set up your website for multiple regions, and the right approach depends on your goals, resources, and long-term vision. You can use:

• Country-specific domains (e.g. example.fr for France) – great for local trust but harder to manage.
• Subdomains (fr.example.com) – easier to manage but may dilute authority.
• Subdirectories (example.com/fr) – cost-effective and easier for central management. 

Regardless of the route you choose, consistency and clarity are essential. Search engines must clearly understand which audience each version of your site serves.

• Use Hreflang  tags correctly

One of the biggest international SEO headaches is duplicate content – when your UK and US versions of your website compete against each other. Hreflang tags tell Google which version of a page to serve to which audience. Implementing them properly ensures that users see the correct language or regional version, thereby improving engagement and conversions.

Want to learn more about international SEO? Read our ultimate guide to international SEO for 2025.

Crafting Content That Resonates Globally

Once your technical setup is solid, the next step is international SEO localisation, not just translation. 

• Think local

Cultural nuances matter. For instance, a phrase that works perfectly in the UK might fall flat in Germany or Japan. Localisation means adapting your messaging, tone, and examples to fit cultural expectations. Even simple things like using local currencies, time zones, and date formats can make a difference. 

• Research regional keywords 

Keyword intent varies across markets. A word that’s popular in the UK might not be used at all in the US. Use local keywords or native-speaking SEO specialists to identify how your target audience searches. This ensures your content feels natural and ranks better in local search engines.

Tracking and Measuring Global SEO Success

Once you’ve launched your international SEO strategy, ongoing monitoring is crucial. 

• Use specific analytics

Set up country and language filters in Google Analytics and Google Search Console to monitor how each region performs. Track impressions, clicks, and conversions by country to see where you’re gaining traction and where to optimise further.

• Evaluate Local Backlinks and Authority

Backlinks still matter, but focus on earning them from local, credible sources in each market. A mention on a French news outlet or a German business directory sends strong local trust signals to search engines.

• Stay Consistent With Branding

While you’re tailoring your content for local audiences, keep your brand voice consistent. The goal is to connect on a local level without losing the identity that makes your brand unique.

Our final thoughts

International SEO bridges the gap between your business and the global audience you’re ready to reach. By combining technical precision with cultural sensitivity, you can create a website that not only ranks internationally but also resonates with diverse audiences.

The process may feel complex, but each step moves you closer to establishing global authority and achieving sustainable organic growth. Remember, the brands winning internationally aren’t necessarily the biggest; they’re the most adaptable.

Want to see how international SEO can help your brand expand globally? Book a discovery call with our team to explore strategies tailored to your business goals, or check out our case studies to see how we’ve helped brands achieve better global reach.