|SEO||– 7 min read|
Interview With Gianluca Fiorelli: Technical Considerations For International SEO
We are asked to help internationalize a website when the directors already decided to go international for any possible business reason. Understanding them is essential because they can make us know how to accept things we would not maybe suggest to do.
1) I start with analyzing for what keywords the competitors are ranking;
2) I look at what the SERPs themselves suggest me (i.e.: related searches or entities);
3) I prepare a first big list of keywords that my local collaborators will refine.
Then, the KW research is not so different than you do it for your own native market. PAY ATTENTION: check the Google features in the local Google. Not always they are same.
And never forget to check out local seasonalities. For instance, I saw more than 1 fashion sites trying to sell winter fashion in Australia... forgetting they were in full summer.
I agree with Alex Tachalova that to get some basic list of keywords, you can use Google Translate or look at the sites that are selling the same products as you. Next, you can use tools like Serpstat to expand this list. But it makes sense to hire a native speaker.
Remember, in case of multi-country, that you can geo-larget subfolders via the old version of Google Search Console (which is still alive). Only once we have enough data (and do not forget non-SEO business reason), only then we can start thinking if it is opportune to migrate one or more version to a separate domain name. However, there are cases where you must start with separate domain names. For instance, if you are in the pharma industry, the legislation can be very different from country to country, that you cannot have 1 site only. Another case is when the brand is already present with local offices or shops in the country. In that case, it may be better to start directly with a dedicated domain name for having a unique local message and tone of voice. I like how Apple does it. Only the most relevant markets have a full version of the website with the store. The less relevant no (just a page to local retailers).
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