What is international SEO?

International SEO is the process of optimising your website to grow its organic presence in different countries and different languages. By letting search engines know that your site is designed to serve users in specific markets, your business can gain more traffic across the globe.

Picture this: your Australian business is thriving, and suddenly you notice a surge in traffic from Canada, China, and Brazil. To truly welcome these visitors, you need to make your website feel at home in their region and language.

That’s where international SEO comes in.

With this strategy, you’re not just telling search engines, “Hey, I cater to these countries!” You’re carefully crafting your website to connect seamlessly with visitors around the world.

It’s about sending all the right signals—speaking their language fluently, meeting local search preferences, and proving that you’re ready to do business with them.

International SEO versus local SEO

The main difference between local and international SEO comes down to scale. Local SEO focuses on attracting customers in a specific area, while international SEO is about reaching audiences across multiple countries and regions.

Let’s break it down.

Reach

Local SEO targets a particular city or region, making it perfect for businesses with a defined local presence. International SEO, however, requires a broader approach, with research to understand and cater to the needs of global audiences in different cultures and languages.

Competition

Local SEO means competing with nearby businesses for visibility. In contrast, international SEO puts you on a global stage, where you’re not just up against local competitors but also massive multinational brands fighting for the same keywords and customers.

Content

Local SEO thrives on content tailored to a specific region. International SEO raises the stakes—you’ll need to produce more content, adapted for various languages and cultural nuances, to resonate with different markets.

Costs

Local SEO is relatively low-cost compared to international campaigns. Expanding globally means a higher budget, more manpower, and greater resources to execute effectively.

In short, local SEO is about dominating your local market, while international SEO is your gateway to building a global presence. It’s a bigger challenge, but the rewards are on an entirely different level.

Keep reading to discover the benefits of a global SEO strategy.

Why international SEO matters

By tailoring your website to meet the needs of audiences in different countries, you can amplify your online presence, connect with diverse consumers, and convert that reach into tangible results

Let’s dive deeper into how investing in international SEO unlocks a world of new opportunities for your business.

Improved visibility on Google

Search engines like Google prioritise results based on location. That way, they can show users the most relevant solutions for each search.

For instance, if someone in Canada searches for “winter boots,” they’re likely to see local retailers and websites tailored to their area, even if a non-local site is highly authoritative.

And with over 96% of internet users browsing on mobile devices, Google’s location tracking has made local searches the standard.

Optimising your content for specific regions ensures that search engines understand your relevance to those areas, increasing your chances of appearing in local search engine results pages (SERPs).

Using strategies like targeting local keywords and securing backlinks from region-specific domains further strengthens your visibility.

By leveraging an international SEO strategy, your business can tap into new markets, expand your audience, and outpace competitors who have yet to establish themselves in those regions.

A better user experience

Market-specific landing pages create a more intuitive and engaging experience for users. When you tailor your offerings to align with local interests, you not only boost engagement but also improve conversion rates.

For example, consider a cosmetics brand launching a product line inspired by the vibrant Holi festival in India. The colours and cultural significance of the line would resonate strongly with the local audience, but it might not connect with users in other parts of the world.

An improved global user experience signals that your brand understands and values its diverse audience, reinforcing your status as a cross-border market leader.

Engaging content

To truly resonate with potential customers, crafting content that feels personal and meaningful is key.

By creating customised versions of your website tailored to different buyer personas and regional submarkets, an international SEO strategy can address the unique needs and preferences of users in different countries.

This personalised approach helps you connect emotionally with your audience, building brand trustworthiness and loyalty.

Local prices and promotions

Dedicated location-specific pages allow you to display prices in local currencies effortlessly while managing taxes, shipping fees, and other region-specific costs with ease.

But why stop there?

Adapt your offers to match the local context. Imagine it’s winter in one region and summer in another—an apparel store could spotlight outerwear in the former and swimwear in the latter, perfectly aligning with customer needs to boost seasonal sales.

By staying in tune with local trends and customer expectations, you can elevate your brand’s relevance and maximise your impact in every market.

Should my business do international SEO?

Whether or not your business needs an international SEO strategy depends on your goals.

If your business is firmly rooted in local markets, such as a specific city or state, investing in international SEO probably doesn’t make sense.

In fact, it can do more harm than good.

Customers landing on international pages might be frustrated to find that your services don’t extend beyond a limited geographic area.

That said, if you’re planning to expand across borders, an international SEO strategy is essential.

Competing on a global scale brings tougher challenges, like ranking for highly competitive keywords, but the rewards can be significant if executed effectively.

To get started, consider these questions that shape a successful strategy:

Are you targeting a language or country?

Are you looking to connect with people who speak a specific language, regardless of where they live?

Or is your goal to dominate a particular country’s market?

For broader appeal, language-based targeting works best.

For brand-building in specific regions, country-focused SEO is the way to go.

Which market have you set your sights on?

The destination determines your international SEO strategy.

After all, each country and region comes with its own unique digital landscape.

For instance, if you’re planning to expand into China, it’s important to know that Baidu is the dominant search engine—not Google. Baidu operates differently, with its own ranking algorithms, keyword practices, and content requirements. Similarly, markets like Russia prioritise Yandex, while South Korea leans heavily on Naver.

Each search engine has its own rules for success, so research is crucial to make sure you’re speaking the right SEO language for each market.

Can you earn local backlinks there?

Building credibility in a new market means establishing connections. You’ll need to write for local blogs, partner with influencers, sponsor regional events, and get your brand featured on trusted local websites. These efforts help boost your visibility and authority.

Do you have the resources?

International SEO isn’t a DIY weekend project—it’s a long-term commitment. Expanding internationally is an exciting challenge, but success hinges on a well-thought-out SEO strategy.

Assess whether you have the tools and talent to handle it in-house or if partnering with an experienced agency could accelerate your results.

How’s your social media performing?

While social media doesn’t directly impact SEO rankings, it’s a powerful tool for building brand awareness and connecting with influencers in your target markets. A strong social presence complements your international strategy.

Are your keywords ready for the world?

The keywords that work wonders locally might flop on a global stage. Dive into research to find terms that resonate in your target markets and stand out in competitive spaces. It’s all about finding the right fit for each audience.

More on this below.

International SEO best practices

An international SEO strategy is the framework of methods and practices your brand uses to optimise its online presence for audiences in different countries. It ensures your content and website structure are tailored to meet the needs of local markets while helping search engines deliver the most relevant pages to the right users.

Here’s how to implement international SEO properly.

Content SEO tips for international websites

Expanding into global markets goes far beyond simply translating your content.

From how users search to the topics they care about, every region has its own quirks, and your content needs to reflect that. You need to create a meaningful experience for every audience you serve.

A successful international SEO strategy begins with knowing which markets to target and understanding what people are actually searching for in those places.

Your keyword strategy, content topics, and tone all need to be localised. That means adapting language, cultural references, and even timing to suit each audience.

Equally important is how you present your content.

Each page should stick to one language, use region-specific URLs, and feature locally relevant information, including currency, visuals, and contact details. Your internal links, forms, and even your examples should feel native to the user.

Finally, don’t overlook authority.

Building backlinks from trusted sites in each target country can massively boost your visibility—but only if your content earns it through relevance and quality.

To explore each of these strategies in detail, read our full guide to website content for international SEO.

Technical SEO tips for international websites

When expanding your website to reach global audiences, technical SEO is critical. It focuses on how search engines interpret, index, and deliver your content in different regions and languages.

One of the first big decisions is how to structure your site: whether to use a ccTLD, subdomain, or subdirectory. Each approach affects SEO performance, user trust, and how easily you can manage your global content.

Dive deeper into the advantages of international domain structures.

Beyond structure, you’ll need to clearly define the language of each page using hreflang tags, avoid duplicate content issues with proper canonicals, and resist the urge to auto-redirect users based on their IP address.

Moreover, if your site is accessed from multiple countries, a Content Delivery Network (CDN) can significantly improve load times—something that directly affects SEO rankings and user experience.

As you can probably already tell, international SEO can get technical quickly. But getting these elements right sets the foundation for global success.

Want to go deeper into the details?

Read our complete guide to technical SEO for international websites.

Must-have international SEO tools

Mastering international SEO isn’t just about setting up strategies—it’s about constantly refining them. By measuring and analysing your performance, you can uncover what’s driving results and what needs a rethink in each market.

Before diving into the data, define your success story.

What does victory look like in each market you’re targeting?

Clear goals act as your compass, steering your efforts in the right direction.

Once you’ve set the stage, arm yourself with the right tools to unlock actionable insights. These platforms are game changers for turning data into a winning international SEO strategy:

• Google Analytics: This comprehensive suite of digital tools helps you track how users from different regions interact with your site, so you can assess what’s working (and what’s not) on a global scale by country.
• Google Search Console: A straightforward way to track search queries, rankings, and global impressions for your site.
• SEMrush: A Swiss Army knife for international SEO. Track your search rankings, pinpoint region-specific keywords, and get the edge on competitors with a detailed look at their backlinks.
• Moz: SEO audits are essential, especially for international campaigns. Moz makes audits simple and also supports keyword research across 170+ search engines while giving you insights into your backlink profile.

A beginner’s international SEO checklist

Ready to take your website global?

With this checklist, you’ll have everything you need to get started on an international SEO strategy that connects with audiences worldwide.

• Define your global vision: Decide which markets and languages you want to target and what content will resonate with each.
• Choose topics that matter: Focus on content with strong SEO potential that aligns with your audience’s needs.
• Speak their language (literally): Create a keyword strategy tailored to the unique terms and phrases used in each region.
• Structure for success: Build an intuitive, international-friendly URL structure to guide users and search engines alike.
• Map it out: Develop a detailed sitemap to help search engines navigate your site effectively.
• Prioritise your launch pad: Choose the initial country and language to focus on and optimise accordingly.
• Let users choose: Make it easy for visitors to switch between languages on your website.
• Add language tags: Implement Hreflang tags to ensure search engines deliver the right pages to the right users.
• Price it right: Display prices in local currencies to build trust and simplify decision-making.
• Set alt tags: Optimise image alt text for each market, ensuring it’s relevant and culturally appropriate.
• Fix technical flaws: Hunt down and repair bad redirects, broken links, and crawling errors.
• Action a market-specific backlink strategy: Create a region-specific link-building strategy to boost visibility in each market.
• Stay in the loop: Keep an eye on local and global search trends to stay ahead of the curve.

International SEO FAQs

Is international SEO expensive?

The cost of international SEO depends on the scale of your efforts. Expanding to multiple countries can require major investment, but focusing on a select few markets makes it much more manageable.

Costs will vary based on the complexity of the campaign, the regions targeted, and the resources required for localisation and optimisation.

Is this type of SEO worth the time and money?

The value of international SEO depends on the potential audience in your target market and your ability to convert traffic into sales.

If a country offers a significant customer base and you can successfully meet their needs, international SEO is well worth the effort.

How does SEO for international sites differ from regular SEO?

Standard SEO typically targets your home country or a single international market. International SEO, on the other hand, is focused on driving traffic from multiple countries. Its goal is to expand your reach far beyond your primary market.

When will I see results from my international SEO strategy?

International SEO requires patience, with noticeable results typically taking four to six months. It’s important to remember that progress is cumulative—the more consistent effort you put in, the greater the long-term growth you’ll see.

Get help with your international SEO strategy

If your audience spans different countries and languages, it’s time to optimise your website for a global reach.

With international SEO, you can ensure your content connects with audiences around the world by tailoring it to their region and preferences.

A single, generic website might reach them, but it won’t resonate. And if your competitors are offering a personalised, localised experience, your potential customers may choose them instead.

Don’t let your website fall behind.

At Redback, we specialise in SEO for international websites, including strategy, implementation and management. From planning to execution, we’re here to help your business go global.

For start-to-finish support, give us a call at (02) 4962 2236 or enquire online today.