How to approach internationalisation

How to approach internationalisation

7 On-page and off-page SEO

When Google assesses your website in comparison to others, we look at precisely what you rank for (on-page), and how high you rank in search results (off-page).

Your aim is to enable Google to clearly understand what your site is about, easily index your pages, and smoothly navigate its structure and content, in order to rank it accurately. Your aim, of course, is to build your ranking, especially when you’re competing at a national or international level, with a world of online content and competition.

On-page SEO

Your goal with international on-page SEO is to optimise your pages to make it easier for Google to geo-locate them and identify their relevance. So, make sure to organise your global URLs in a rational, repeatable way, so that localised content can be geo-targeted by subdirectory, subdomain, or domain.

It’s vital to localise your site for each target country while presenting a consistent brand presence globally. Localising your design reduces the risk of duplicate content and enhances user engagement

For effective on-page SEO, it’s essential to localise:

  • URLs
  • Title tags, with localised targeted keywords
  • Headings (H1)
  • Body content
  • Alt attributes, including image file names
  • Meta titles and descriptions
  • Navigation labels
  • Address details
  • Fast upload speeds
  • Mobile-friendliness
  • Internal links e.g. link to internal blog, also both help both user and Google

Off-page SEO

This focuses on increasing the authority of your site through building links from other websites, and basically, through all optimisation that happens off-site. The more links your website has, the higher it ranks in Google search. Ways you can build these links include:

  • Creating amazing, relevant, engaging and localised site content

  • Social media marketing — encouraging sharing of your content

  • Genuine reviews on third party sites

  • Article sharing — submitting interesting, high quality articles to well-regarded PR article submission directory, with links to your website

  • Image and/or video submission — on image and video submission sites, including title, description, tags and links

  • Document sharing — unique and valuable content in pdf or ppt format, on document sharing sites