International SEO Audit Checklist

Navigating the intricacies of international SEO can be downright scary, especially when scaling across diverse markets. Maintaining consistency in URL structures, implementing hreflang tags, and localizing content are just a few of the technical challenges that businesses face. Given that 84% of marketers have found localization to positively impact revenue growth, getting it wrong simply isn’t an option.

This article presents a comprehensive global SEO audit framework on which to design your approach. We’ll delve into technical implementations, content localization requirements, and market-specific optimization tactics. You’ll also discover how an automation-first mindset can help avoid common pitfalls and give your brand a competitive advantage in overseas markets.

TL;DR

1. Market research is crucial: Understanding audience demographics and competitor strategies provides a data-led foundation for your own expansion plans.
2. Localization beyond translation: Successful international SEO means adapting content to match cultural preferences, including currency, date formats, and imagery.
3. Technical SEO foundations: Correct HTML markup, geo-targeting, and User Experience (UX) considerations are needed when optimizing websites for diverse markets.
4. Hreflang tags are essential: Implementation of hreflang tags prevents search engines from displaying incorrect language versions, avoiding duplicate content issues and boosting UX.
5. Automation tools improve efficiencies: Using a website translation software like Weglot simplifies the translation and management of multilingual websites, ensuring adherence to international SEO best practices while maintaining translation quality.

So, let’s get straight into it!

1. Undertake Market Research and Competitor Analysis

Begin by analyzing your current audience using Google Analytics. Navigate to Audience > Geo > Location to identify which countries are already engaging with your business—such data can help you prioritize markets for expansion.

Next up, dip into Google’s Market Finder to uncover potential new markets based on search volume and commercial opportunities.

Once you’ve established a basis for expansion, conduct a competitor analysis using tools like Semrush or Ahrefs. Look for gaps in their international strategies, such as overlooked markets or poorly-optimized local sites. Content gaps represent valuable opportunities for your business to capture the hearts and minds of untapped audiences.

Don't Forget to Do Keyword Research for Each International Market

Directly translating keywords often fails to connect with local audiences due to differing search behaviors, even among countries that share a language. For example, the moniker ‘mobile phone’ is commonly used in the UK, while ‘cell phone’ is preferred in the US.

Use Google Keyword Planner to gauge search volumes specific to each country. Always validate your keyword choices with native speakers who understand local search habits and cultural nuances to ensure relevance. If site visitors can’t get the answers they need from your content—in phrases they understand—they’re unlikely to turn into customers.

Keep in mind that Google is not the dominant search engine in every country. For instance, Baidu leads in China, while Yandex holds a significant market share in Russia. We’ll take a closer look at search engines shortly.

Technical SEO

Amidst your creative ideas, don’t neglect the foundations of your international sites. Allocate some time to technical SEO and you’ll have a firm base on which to build content and engage with potential customers. Focus on:

• HTML markup: Ensure proper use of language tags and structured data to signal content relevance to search engines.
• Geo-targeting: Use URL structures, IP addresses, and Google Search Console settings to define target regions accurately.
• UX: Assess site navigation, loading speed, and mobile responsiveness.
• Accessibility standards: Ensure compliance with accessibility guidelines to cater to all users, improving overall site usability and extending your reach.

2. Choose the Right Domain Structure for Your Site

Selecting the appropriate domain structure influences how search engines perceive your target markets, and affects the complexity of managing your site. Here are the three main approaches to structuring multilingual URLs:

1. ccTLDs (Country Code Top-Level Domains): ccTLDs (e.g. example.de, example.fr) send the strongest signal to both search engines and users about your target country. This approach builds trust with local audiences, potentially improving click-through rates. However, it requires separate SEO efforts for each domain, making it resource-intensive and often more expensive to maintain. Additionally, each ccTLD must establish its own domain authority, meaning you start from scratch in building visibility in each market.‍
2. Subdomains: Subdomains (e.g. de.example.com) offer a balance between clear geo-targeting and ease of implementation. They allow separate hosting for different regions, which can improve performance. However, subdomains may be perceived as less trustworthy than ccTLDs by some users. They also require careful SEO management to prevent splitting your domain authority across multiple sites, which can dilute the overall effectiveness of such a structure.‍
3. Subdirectories: Subdirectories (e.g. example.com/de/) provide a simpler implementation and maintenance approach. They allow you to maintain your domain authority across all markets, making them cost-effective. While they may send weaker geo-targeting signals compared to ccTLDs, subdirectories are often the best choice for businesses just starting their international expansion, as they’re the easiest to manage.

When considering these options, factor in hidden costs. ccTLDs often necessitate local business registration and physical addresses in the target country, while subdirectories might require additional technical solutions for region-specific features like payment processing.

Practical considerations can be more impactful than pure SEO factors when determining the best structure for your international website. The best approach is to align your domain strategy with your business goals and resources. For more information, read our article on subdirectories and subdomains.

3. Apply Hreflang Tags

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

Hreflang tags guide search engines on which language or geographic version of a page to display to users. Without proper implementation, there’s a risk that search engines may show the wrong language version, leading to poor user experiences and potential duplicate content issues.

You can implement hreflang tags in three primary ways:

1. In the HTML head: Include tags like link rel="alternate" href="https://example.com/fr/" hreflang="fr-fr" / directly in the head section of your HTML pages.
2. Through XML sitemaps: Specify hreflang attributes for multiple pages in a single sitemap, making it easier to manage large websites.
3. Via HTTP headers: For non-HTML content, such as PDFs, you can implement hreflang tags in the HTTP headers.

Implementation requirements include:

• Bidirectional references: Each page must reference its alternate versions, ensuring that if Page A links to Page B, then Page B must also link back to Page A.
• Self-referential tags: Each page should include a hreflang tag pointing to itself, confirming its language and regional targeting.
• ISO language/country codes: Always use the correct ISO codes to specify languages and regions accurately.
• x-default tag: Include an x-default tag for users outside your targeted regions, directing them to a default version of your content.

To ensure your hreflang implementation is correct, refer to Google’s official documentation and use tools designed for validation. Common mistakes include incorrect language codes or missing return tags, which can reduce the effectiveness of your international SEO efforts. Check out this example of a correctly-configured hreflang tag below:

4. Optimize for More Than Google

As we’ve seen, not all countries are dominated by Google when it comes to search. Baidu currently leads in China, Yandex is predominant in Russia, and Naver holds a major market share in South Korea.

Each of these platforms has unique technical requirements that you’ll need to adhere to when expanding into those markets. For example, Baidu does not support hreflang tags and uses specific meta language tags instead.

Tools like the Baidu Index and Yandex Keyword Statistics can provide valuable insights for regional keyword research. Just as a passport validates your identity globally, optimizing for multiple search engines ensures your content is authentic and relevant to users worldwide.

5. Use a Content Delivery Network (CDN)

Implementing a CDN loads your website from servers located closest to your visitors, reducing load times for users across the globe. Performance improvements are good for UX and positively impact results, given page speed is a ranking factor for all search engines.

CDNs also offer protection against traffic spikes and potential security threats (such as DDoS attacks), so your website remains accessible even during high-traffic.

6. Localize Your Website

Localization goes beyond simple word-for-word translation—it adapts content to align with cultural preferences and expectations. According to CSA Research, 76% of buyers prefer purchasing in their native language, highlighting the importance of a tailored approach.

A content localization strategy should include:

• Currency formats and payment preferences: Ensure that pricing is displayed in local currencies and that payment methods align with regional preferences.
• Date formats and units of measurement: Adapt date formats and measurement units to match local conventions.
• Cultural references and imagery: Use culturally-relevant references and imagery that connect with local audiences, avoiding misunderstandings or offense.
• Color schemes and design elements: Adjust these to reflect local aesthetics—colors can have different meanings across cultures, as can favored brand icons or symbols.

We really can’t emphasize the importance of meeting cultural preferences across your assets—check out our in-depth guide to the benefits of localization for further info.

7. Translate URL Slugs and Metadata

Translating your website needs to include granular details that go beyond your landing pages, product descriptions, and blog content:

• URL slugs: Incorporate target language keywords into URL slugs to improve search engine visibility. For example, change an English slug like ‘example.com/how-to-cook’ to ‘example.com/comment-cuisiner’ for French audiences.
• Adapting meta titles and descriptions: Customize meta titles, descriptions, and alt text for each market, ensuring all content is relevant and optimized for local search queries.
• Maintaining a consistent URL structure: Keep a consistent URL structure across languages while ensuring that translated slugs are descriptive and user-friendly.

8. Build Local Backlinks

Building authority in target markets will improve your website’s search engine rankings. Use the following strategies when building backlinks in foreign markets:

• Partner with local industry websites: Collaborate with reputable local businesses and organizations to establish mutually beneficial relationships that can lead to valuable backlinks.
• List your business in regional directories: Ensure your business is listed in relevant regional directories, which can increase visibility and credibility in local markets.
• Create region-specific content: Develop content tailored to local interests and issues, encouraging local websites to link back to your resources. This approach can help to position your brand as a trusted authority within the community.

9. Allow Users to Choose Their Language

Allowing users to control their language preferences is a UX must-have. Clear language selection options should enable visitors to easily choose their preferred language, and language names should be listed in native script to aid recognition.

In competitive markets, a language selector can be a point of difference. Providing users with options demonstrates the caring side of your business, and shows how much you value your customer base. Factors such as these can boost your business reputation and boost customer retention.

10. Ensure Compliance with Local Regulations

Adhering to local regulations is important for maintaining your international SEO strategy’s integrity—and it can also save you money! A lack of compliance can result in major fines, destroy consumer trust, and ruin business reputation. Be sure to comply with local data protection laws such as the General Data Protection Regulation (GDPR) in Europe. This governs how personal data is collected, stored, and processed.

Familiarize yourself with the legal requirements specific to each market you operate in, including privacy laws, consumer protection regulations, and advertising standards. Ensure that your brand’s online privacy policy is available in all of the languages on your site.

11. Track Performance and Refine Strategies

Tracking performance will demonstrate what’s hot and what’s not when it comes to your international SEO strategy. Start by establishing clear Key Performance Indicators (KPIs) tailored to each target region. These may include metrics such as organic traffic growth, keyword rankings, bounce rates, and conversion rates.

Free tools like Google Analytics and Google Search Console should be used to monitor these metrics. Create custom segments for different countries and languages to gain insights into user behavior and engagement levels.

Regularly analyze this data to identify trends and areas for improvement. When it comes to marketing, even the best strategies need to be fluid—business owners who react quickest to market changes will likely steal an advantage.

Automate the Process with Weglot

Now you’ve had time to absorb our international SEO audit checklist, allow us to introduce you to Weglot—our translation solution, geared to streamline your international SEO efforts!

Weglot simplifies the complex technical implementation of international SEO while ensuring high-quality translations. Our platform allows you to choose from various URL structures, including subdirectories or subdomains, and automatically adds compliant hreflang tags to boost your site’s multilingual visibility.

A complete website translation software, Weglot’s first-layer automation process begins with its content/language detection system, which scans your website to detect all text and dynamic content. It then implements initial translations using advanced machine translation providers like DeepL and Google Translate, effectively structuring your multilingual architecture.

To maintain translation quality, Weglot includes a front-end quality assurance layer. A Visual Editor allows you to review translations in context, while collaboration tools enable teamwork with native translators for manual refinement. This ensures that the final output aligns with local nuances and brand voice.

Weglot also maintains SEO signals across languages by translating essential elements such as metadata, image alt text, media/images, and structured data. It effectively handles dynamic content like checkout flows and JavaScript-rendered elements, ensuring that all parts of your site are accurately localized.

Our platform also supports all website technologies, making it compatible with various Content Management Systems (CMS) and web frameworks.

To implement Weglot, you’ll just need to create an account, select your original and target languages, and follow the simple integration steps.

Setup to translation takes under 10 minutes, and you’ll be able to adhere to international SEO best practices, while managing your multilingual website with ease.

Launch Your International Website Today

Correct implementation of strategies is the cornerstone of international SEO success, so be sure to leave no stone unturned by adhering to our checklist! You’ll be building a solid foundation for success and ensure nothing is missed in the bid to connect with new and diverse audiences.

To give your efforts an acceleration boost, automation tools like Weglot to take care of your URLs, hreflang tags, metadata, and content across multiple languages. With Weglot’s multilingual website software, you can speed up the implementation process without sacrificing quality, allowing you to focus on expanding your global reach.

Connect with your global audience with a free Weglot trial today—your international audience awaits!

FAQs

What is International SEO?

‘International SEO’ is the process of optimizing a website for search engines when targeting multiple countries and languages. This involves structuring URLs, implementing hreflang tags, and using geotargeting mechanisms to signal to search engines which audiences your content is intended for.

According to CSA Research, 40% of consumers won’t purchase from websites that don’t provide content in their native language, so a home country-centric approach simply won’t cut it when going global.

What are the Benefits of International SEO?

International SEO extends beyond mere translation, serving as a technical bridge connecting content with users across global markets. Proper implementation allows for effective regional targeting, ensuring that search engines can deliver the right content to the right audience.

Major benefits of international SEO include:

• Elimination of duplicate content issues by clearly defining language and region.
• Improved crawling efficiency for multilingual content, with improved indexing through proper language markup.
• Clear signals for search engines regarding which version of content should be served, leading to a better user experiences and conversion rates.

What is the Difference Between Local and International SEO?

Local SEO focuses on attracting customers within a specific geographic area, optimizing for local search terms, and creating a free Google Business Profile to connect with nearby consumers.

In contrast, international SEO targets a global audience, requiring keyword research tailored to various languages and cultures. It involves optimizing content for multiple regions and implementing hreflang tags to manage different language versions.