International SEO

International/multilingual SEO (search engine optimization) is no different from single market SEO, but it requires more co-ordination and collaboration with your country/regional stakeholders and your LSP (language service provider).

Before getting down to the specifics of keyword research, how you structure your multilingual domain structure, your URL (uniform resource locator) will directly affect your SEO success because search engines use them to catalogue their indexes. There are three commonly used options:

Country-code-top-level domains (CCTLDs:



There are pros and cons to each of them and the one you choose should reflect your organization’s objectives, including whether you are targeting audiences by country, language or both.

You then want to optimize your domain to maximize your SEO exposure.  Analyze your regional competitors’ keywords and If possible, undertake keyword research using SEO specialists in the country/region you are targeting.

You should then be prepared to adapt your locale-specific content to incorporate these locale specific keywords.

Finally, remember that Google is not the only search engine in the world.  You may need to modify your SEO strategy to include one or more of these countries leading search engines: Baidu in China, Yandex in Russia and Yahoo in Japan.

Implementing and then incrementally improving your International SEO strategy can provide your company with a significant competitive advantage.

If you would like to have more information about any aspect of web localization and how TML can assist you in reaching your goals, please get in touch with our helpful team.


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