SEO

International SEO For 2024: 9-Point Checklist For Success

Published

4 months ago

May 31, 2024

International SEO For 2024: 9-Point Checklist For Success

Getting your international SEO strategy right can be an elusive feat.

There are a lot more factors at play than people give credit for, and it’s often a thankless job.

A successful international SEO strategy requires a deep knowledge of your company’s commercial strategy as well as technical SEO knowledge, cultural sensitivity, and excellent data skills.

Yet the industry often regards international SEO as just your hreflang setup.

In this article, I will distill the complexities of international SEO success into an actionable step-by-step list that will take you from beginner to advanced practitioner. Let’s begin!

Part I: Be Commercially Aware

1. Understand Why Your Company Is Going International

Companies can grow by expanding their products and services, focusing on gaining market penetration or expanding into new markets.

While your team’s goal might be traffic, leads, or revenue, the leadership team is likely working under a different set of parameters. Most of the time, leadership’s ultimate goal is to maximize shareholder value.

In founder-owned companies, growth goals might be slower and more sustainable, usually aimed at maintaining and growing profitability.
VC-owned companies have high growth goals because they must provide their investors with a return that’s higher than the stock market. This is what is known as the alpha, or your company’s ability to beat the market in growth.
Publicly traded companies are likely aiming to grow their share value.
Startups, depending on their maturity stage, are likely looking to prove product-market fit or expand their reach fast to show that their operations are scalable and have the potential to be profitable in the future. The goal of this is to aid in raising further capital from investors.

Understanding why businesses go international is essential for informing your SEO decisions. What’s best practice for SEO isn’t always what’s best for business.

You must adapt your strategy to your company’s growth model.

Companies choosing to grow sustainably and maintain profitability will likely expand more slowly to a market that resembles their core market.
VC-owned companies will be able to invest in a wider range of countries, with a smaller concern for providing their users with an experience on par with that of their core markets.
Startups can try to beat their competitors to market by expanding quickly and throwing a lot of money at the project, or they might be concerned with cash flow and try to expand fast but cut corners by using automatic translation.

2. Stack Rank Your Target Markets To Prioritize Your Investment

I promise I’ll get to hreflang implementation soon, but so much about international SEO has to do with commercial awareness – so bear with me; this will make you a better professional.

Many companies have different market tiers to reflect how much of a priority each market is. Market prioritization can happen using many different metrics, such as:

Average order value or lifetime customer value.
Amount of investment required.
Market size.
And market similarity.

American companies often prioritize developed English-speaking countries such as the UK, Canada, or Australia. These are most similar to their core market, and most of their market knowledge will be transferable.

After that, companies are likely to target large European economies, such as Germany and France. They might also target the LatAm market and Spain in the same effort.

The last prioritization tier can vary widely among companies, with a focus on the Nordic, Brazilian, or Asian markets.

Part II: Know Your Tech

3. Define Your International URL Structure

When doing international SEO, there are 4 different possible URL structures, each with its pros and cons.

ccTLD Structure

A ccTLD structure is set up to target different countries based on the domain type.

This structure is not ideal for companies that target different languages rather than different countries. For example, a .es website is targeting Spain, not the Spanish language.

An advantage to this kind of structure is that the ccTLD sends a very strong localization signal to search engines as to what market they are targeting, and they can lead to improved trust and CTR in your core country.

On the other hand, ccTLDs can dilute your site’s authority, as links will be spread across domains rather than concentrated on the .com.

gTLD With Subdirectories

This is my personal favorite when it comes to international SEO.

These URL structures can look like website.com/en if they’re targeting languages or website.com/en-gb if they’re targeting countries.

This configuration aggregates the authority you gain across your different territories into a single domain, it’s cheaper to maintain, and the .com TLD is widely recognizable by users worldwide.

On the other hand, this setup can look less personalized to people outside the US, who might wonder if you can service their markets.

gTLD With Subdomains

This setup involves placing international content on a subdomain like us.website.com. While once popular, it’s slipping in favor because it doesn’t bring anything unique to the table anymore.

This setup offers a clear signal to users and search engines about the intended audience of a specific subdomain.

However, subdomains often face issues with SEO, as Google tends to view them as separate entities. This separation can dilute link, similar to the ccTLD approach but without the geo-targeting advantages.

gTLD With Parameters

This is the setup where you add parameters at the end of the URL to indicate the language of the page, such as website.com/?lang=en.

I strongly advise against this setup, as it can present multiple technical SEO challenges and trust issues.

4. Understand Your Hreflang Setup

In the words of John Mueller: hreflang can be one of the most complex aspects of SEO.

Screenshot from Twitter, May 2024

Hreflang reminds me of a multilingual form of a canonical tag, where we tell search engines that one document is a version of the other and explain the relationship between them.

I find hreflang implementation very interesting from a technical point of view. Because development teams mostly manage it, and it can be very much hit or miss.

Often, hreflang is constructed from existing fields in your content management system (CMS) or content database.

You might find that your development team is pulling the HTML lang tag, which follows a different ISO standard than hreflang, leading to a broken implementation.

Other times, there is a field in your CMS that your development team pulls from to build your hreflang setup.

Finding out how your hreflang tags are generated can be extremely helpful in identifying the sources of different issues or mitigating potential risks.

So speak to your engineering team and ask them how you’re currently generating hreflang.

5. Implement Hreflang Without Errors

There are three ways to implement hreflang on your site:

On your sitemap.
Through your HTTP header.
On your HTML head.

The method most of us are most familiar with is the HTML head. And while you can use more than one method, they should match each other perfectly. Otherwise, you risk confusing search engines.

Here are some basic rules for getting it done correctly:

In your hreflang implementation, the URL must include domain and protocol.
You must follow the ISO 639-1 language codes – don’t go around making up your own.
Hreflang tags must be reciprocal. If the page you’re listing as a language alternative does not list you back, your implementation won’t work.
Audit your hreflang regularly. My favorite tool for this, since it added the hreflang cluster analysis and link graphs, is Ahrefs. For the record, Ahrefs is not paying me to say this; it’s a genuine recommendation and has helped me a lot in my work.
You should only have one page per language.
Your hreflang URLs should be self-canonicalizing and respond with a 200 code.

Follow the above rules, and you’ll avoid the most common hreflang mistakes that SEO pros make.

And if you’re interested in the technical SEO aspect beyond hreflang, I recommend reading Mind your language by Rob Owen.

Part III: Invest In Content Incrementally

6. Translate Your Top-performing Content Topics

Now that you have the basic commercial and technical knowledge covered, you’re ready to start creating a content strategy.

You likely have a wealth of content in your core market that can be recycled. But you want to focus on translating high-converting topics, not just any topic; otherwise, you might be wasting your budget!

Let’s go step by step.

Cluster Your Website’s Content By Topic

Crawl your site using your favorite SEO tool and extract the URL and H1.
Use ChatGPT to classify that list of URLs into topics. You might already know what you usually write about, so include those topics in your prompt. You don’t want to have a classification that’s too granular, so you can prompt chatGPT to only create groups with a minimum of 10 URLs (adjust this to reflect the size of your website) and class everything else as other. This is an example of what your prompt might look like: “I will provide you with a list of article titles and their corresponding URL. Classify this list into the following topics: survey best practices, research and analysis, employee surveys, market research and others. Return this in a table format with the URL, title and group name.”
Start a spreadsheet with all your URLs in the first column, titles in the second column, and the group they belong to in the third column.

Measure Your Performance By Topic

Export your GSC data and use a =VLOOKUP formula to match your clicks to your URLs.
Export your conversion data and use a =VLOOKUP formula to match your conversions (leads, sales, sign-ups, or revenue) to the right URL.
You can then copy your topics column onto a new sheet. Remove duplicates and use the =SUMIF formula to aggregate your click data and conversion data by topic.

Choose What Topics You’ll Be Translating First

Using this data, you can now choose what topics are most likely to drive conversions based on your core market data. Choose how many topics or pieces of content you’ll be translating based on your budget.

Personally, I like translating one topic at a time because I’ve found that generating topical authority on one specific topic makes it easier for me to rank on an adjacent topic that I write about next.

7. Localize Your English Content

Once you’re set up with all your key pages and a few content topics, it’s time to evaluate your investment and see where you could be getting a bigger return.

At this stage, many companies have translated their content into a few different languages and likely copied the US content into their UK and Australian sites. Now that you’ve done some translation, it’s time to work on localization.

If you’ve just copied your US content into your UK and Australian sites, your Google Search Console indexing report might be screaming at you, “Duplicate, Google selected a different canonical than the user.”

A very easy fix that could yield great returns is to localize your English content to the nuances of those English-speaking markets.

You will want to instruct your translation and localization providers to adapt the spellings of certain words, change the choice of words, introduce local expressions, and update any cited statistic for the US with their local equivalent.

For example, if I’m targeting a British audience, “analyze” becomes “analyse,” a “stroller” becomes a “pram,” and “soccer” becomes “football.”

8. Invest In In-market Content

Once you’ve got the basics in place, you can start tackling the specific needs of other markets. This strategy is expensive, and you should only use it in your priority markets, but it can really set you apart from your competitors.

For this, you will need to work with a local linguist to identify pain points, use cases, or needs exclusive to your target market.

For example, if France suddenly made it mandatory to run a diversity and inclusion study for companies with over 250 employees, I’d want to know this and create some content on DEI surveys at SurveyMonkey.

9. Integrate With Other Content Workflows

In step six, we evaluated our top-performing content, chose the best articles to translate, and got it all down. But wait. Some of these source articles have been updated. And there is even more content now!

To run a successful international SEO campaign you must integrate with all the other teams publishing content within your organization.

Usually, the teams creating content in an organization are SEO, content, PR, product marketing, demand generation, customer marketing, customer service, customer education, or solutions engineering.

That’s a lot, and you won’t be able to integrate with everyone all at once. Prioritize the teams that create the most revenue-generating content, such as SEO, content, or product marketing.

Working with these teams, you will have to establish a process for what happens when they create a new piece, update some content, or remove an existing piece.

These processes can differ for everyone, but I can tell you what I do with my team and hope it inspires you.

When a piece of content that’s already been localized into international markets is updated, we get the content in a queue to be re-localized the next quarter.
When they create a new piece of content, we evaluate its performance, and if it’s performing above average, we add it to a localization queue for the next quarter.
When they change the URL of a piece of content or delete it, all international sites must follow suit at the same time, since due to some technical limitations, not making the change globally would create some hreflang issues.

Wrapping Up

International SEO is vast and complex, and no article can cover it all, but many interesting resources have been created by SEO pros across the community for those who want to learn more.

Navigating the complexities of international SEO is no small feat. It’s an intricate dance of aligning commercial strategies with technical precision, cultural insights, and data-driven decisions.

From understanding your company’s core motives for global expansion to meticulously implementing hreflang tags and localizing content, every step plays a crucial role in building a successful international presence.

More resources:

Featured Image: BritCats Studio/Shutterstock

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SEO

How To Stop Filter Results From Eating Crawl Budget

Published

19 hours ago

October 3, 2024

Max

How To Find The Right Long-tail Keywords For Articles

Today’s Ask An SEO question comes from Michal in Bratislava, who asks:

“I have a client who has a website with filters based on a map locations. When the visitor makes a move on the map, a new URL with filters is created. They are not in the sitemap. However, there are over 700,000 URLs in the Search Console (not indexed) and eating crawl budget.

What would be the best way to get rid of these URLs? My idea is keep the base location ‘index, follow’ and newly created URLs of surrounded area with filters switch to ‘noindex, no follow’. Also mark surrounded areas with canonicals to the base location + disavow the unwanted links.”

Great question, Michal, and good news! The answer is an easy one to implement.

First, let’s look at what you’re trying and apply it to other situations like ecommerce and publishers. This way, more people can benefit. Then, go into your strategies above and end with the solution.

What Crawl Budget Is And How Parameters Are Created That Waste It

If you’re not sure what Michal is referring to with crawl budget, this is a term some SEO pros use to explain that Google and other search engines will only crawl so many pages on your website before it stops.

If your crawl budget is used on low-value, thin, or non-indexable pages, your good pages and new pages may not be found in a crawl.

If they’re not found, they may not get indexed or refreshed. If they’re not indexed, they cannot bring you SEO traffic.

This is why optimizing a crawl budget for efficiency is important.

Michal shared an example of how “thin” URLs from an SEO point of view are created as customers use filters.

The experience for the user is value-adding, but from an SEO standpoint, a location-based page would be better. This applies to ecommerce and publishers, too.

Ecommerce stores will have searches for colors like red or green and products like t-shirts and potato chips.

These create URLs with parameters just like a filter search for locations. They could also be created by using filters for size, gender, color, price, variation, compatibility, etc. in the shopping process.

The filtered results help the end user but compete directly with the collection page, and the collection would be the “non-thin” version.

Publishers have the same. Someone might be on SEJ looking for SEO or PPC in the search box and get a filtered result. The filtered result will have articles, but the category of the publication is likely the best result for a search engine.

These filtered results can be indexed because they get shared on social media or someone adds them as a comment on a blog or forum, creating a crawlable backlink. It might also be an employee in customer service responded to a question on the company blog or any other number of ways.

The goal now is to make sure search engines don’t spend time crawling the “thin” versions so you can get the most from your crawl budget.

The Difference Between Indexing And Crawling

There’s one more thing to learn before we go into the proposed ideas and solutions – the difference between indexing and crawling.

Crawling is the discovery of new pages within a website.
Indexing is adding the pages that are worthy of showing to a person using the search engine to the database of pages.

Pages can get crawled but not indexed. Indexed pages have likely been crawled and will likely get crawled again to look for updates and server responses.

But not all indexed pages will bring in traffic or hit the first page because they may not be the best possible answer for queries being searched.

Now, let’s go into making efficient use of crawl budgets for these types of solutions.

Using Meta Robots Or X Robots

The first solution Michal pointed out was an “index,follow” directive. This tells a search engine to index the page and follow the links on it. This is a good idea, but only if the filtered result is the ideal experience.

From what I can see, this would not be the case, so I would recommend making it “noindex,follow.”

Noindex would say, “This is not an official page, but hey, keep crawling my site, you’ll find good pages in here.”

And if you have your main menu and navigational internal links done correctly, the spider will hopefully keep crawling them.

Canonicals To Solve Wasted Crawl Budget

Canonical links are used to help search engines know what the official page to index is.

If a product exists in three categories on three separate URLs, only one should be “the official” version, so the two duplicates should have a canonical pointing to the official version. The official one should have a canonical link that points to itself. This applies to the filtered locations.

If the location search would result in multiple city or neighborhood pages, the result would likely be a duplicate of the official one you have in your sitemap.

Have the filtered results point a canonical back to the main page of filtering instead of being self-referencing if the content on the page stays the same as the original category.

If the content pulls in your localized page with the same locations, point the canonical to that page instead.

In most cases, the filtered version inherits the page you searched or filtered from, so that is where the canonical should point to.

If you do both noindex and have a self-referencing canonical, which is overkill, it becomes a conflicting signal.

The same applies to when someone searches for a product by name on your website. The search result may compete with the actual product or service page.

With this solution, you’re telling the spider not to index this page because it isn’t worth indexing, but it is also the official version. It doesn’t make sense to do this.

Instead, use a canonical link, as I mentioned above, or noindex the result and point the canonical to the official version.

Disavow To Increase Crawl Efficiency

Disavowing doesn’t have anything to do with crawl efficiency unless the search engine spiders are finding your “thin” pages through spammy backlinks.

The disavow tool from Google is a way to say, “Hey, these backlinks are spammy, and we don’t want them to hurt us. Please don’t count them towards our site’s authority.”

In most cases, it doesn’t matter, as Google is good at detecting spammy links and ignoring them.

You do not want to add your own site and your own URLs to the disavow tool. You’re telling Google your own site is spammy and not worth anything.

Plus, submitting backlinks to disavow won’t prevent a spider from seeing what you want and do not want to be crawled, as it is only for saying a link from another site is spammy.

Disavowing won’t help with crawl efficiency or saving crawl budget.

How To Make Crawl Budgets More Efficient

The answer is robots.txt. This is how you tell specific search engines and spiders what to crawl.

You can include the folders you want them to crawl by marketing them as “allow,” and you can say “disallow” on filtered results by disallowing the “?” or “&” symbol or whichever you use.

If some of those parameters should be crawled, add the main word like “?filter=location” or a specific parameter.

Robots.txt is how you define crawl paths and work on crawl efficiency. Once you’ve optimized that, look at your internal links. A link from one page on your site to another.

These help spiders find your most important pages while learning what each is about.

Internal links include:

Breadcrumbs.
Menu navigation.
Links within content to other pages.
Sub-category menus.
Footer links.

You can also use a sitemap if you have a large site, and the spiders are not finding the pages you want with priority.

I hope this helps answer your question. It is one I get a lot – you’re not the only one stuck in that situation.

More resources:

Featured Image: Paulo Bobita/Search Engine Journal

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SEO

Ad Copy Tactics Backed By Study Of Over 1 Million Google Ads

Published

2 days ago

October 2, 2024

Max

Ad Copy Tactics Backed By Study Of Over 1 Million Google Ads

Mastering effective ad copy is crucial for achieving success with Google Ads.

Yet, the PPC landscape can make it challenging to discern which optimization techniques truly yield results.

Although various perspectives exist on optimizing ads, few are substantiated by comprehensive data. A recent study from Optmyzr attempted to address this.

The goal isn’t to promote or dissuade any specific method but to provide a clearer understanding of how different creative decisions impact your campaigns.

Use the data to help you identify higher profit probability opportunities.

Methodology And Data Scope

The Optmyzr study analyzed data from over 22,000 Google Ads accounts that have been active for at least 90 days with a minimum monthly spend of $1,500.

Across more than a million ads, we assessed Responsive Search Ads (RSAs), Expanded Text Ads (ETAs), and Demand Gen campaigns. Due to API limitations, we could not retrieve asset-level data for Performance Max campaigns.

Additionally, all monetary figures were converted to USD to standardize comparisons.

Key Questions Explored

To provide actionable insights, we focused on addressing the following questions:

Is there a correlation between Ad Strength and performance?
How do pinning assets impact ad performance?
Do ads written in title case or sentence case perform better?
How does creative length affect ad performance?
Can ETA strategies effectively translate to RSAs and Demand Gen ads?

As we evaluated the results, it’s important to note that our data set represents advanced marketers.

This means there may be selection bias, and these insights might differ in a broader advertiser pool with varying levels of experience.

The Relationship Between Ad Strength And Performance

Google explicitly states that Ad Strength is a tool designed to guide ad optimization rather than act as a ranking factor.

Despite this, marketers often hold mixed opinions about its usefulness, as its role in ad performance appears inconsistent.

Image from author, September 2024

Our data corroborates this skepticism. Ads labeled with an “average” Ad Strength score outperformed those with “good” or “excellent” scores in key metrics like CPA, conversion rate, and ROAS.

This disparity is particularly evident in RSAs, where the ROAS tends to decrease sharply when moving from “average” to “good,” with only a marginal increase when advancing to “excellent.”

Screenshot from author, September 2024

Interestingly, Demand Gen ads also showed a stronger performance with an “average” Ad Strength, except for ROAS.

The metrics for conversion rates in Demand Gen and RSAs were notably similar, which is surprising since Demand Gen ads are typically designed for awareness, while RSAs focus on driving transactions.

Key Takeaways:

Ad Strength doesn’t reliably correlate with performance, so it shouldn’t be a primary metric for assessing your ads.
Most ads with “poor” or “average” Ad Strength labels perform well by standard advertising KPIs.
“Good” or “excellent” Ad Strength labels do not guarantee better performance.

How Does Pinning Affect Ad Performance?

Pinning refers to locking specific assets like headlines or descriptions in fixed positions within the ad. This technique became common with RSAs, but there’s ongoing debate about its efficacy.

Some advertisers advocate for pinning all assets to replicate the control offered by ETAs, while others prefer to let Google optimize placements automatically.

Image from author, September 2024

Our data suggests that pinning some, but not all, assets offers the most balanced results in terms of CPA, ROAS, and CPC. However, ads where all assets are pinned achieve the highest relevance in terms of CTR.

Still, this marginally higher CTR doesn’t necessarily translate into better conversion metrics. Ads with unpinned or partially pinned assets generally perform better in terms of conversion rates and cost-based metrics.

Key Takeaways:

Selective pinning is optimal, offering a good balance between creative control and automation.
Fully pinned ads may increase CTR but tend to underperform in metrics like CPA and ROAS.
Advertisers should embrace RSAs, as they consistently outperform ETAs – even with fully pinned assets.

Title Case Vs. Sentence Case: Which Performs Better?

The choice between title case (“This Is a Title Case Sentence”) and sentence case (“This is a sentence case sentence”) is often a point of contention among advertisers.

Our analysis revealed a clear trend: Ads using sentence case generally outperformed those in title case, particularly in RSAs and Demand Gen campaigns.

Image from author, September 2024

(RSA Data)

Image from author, September 2024

(ETA Data)

Image from author, September 2024

(Demand Gen)

ROAS, in particular, showed a marked preference for sentence case across these ad types, suggesting that a more natural, conversational tone may resonate better with users.

Interestingly, many advertisers still use a mix of title and sentence case within the same account, which counters the traditional approach of maintaining consistency throughout the ad copy.

Key Takeaways:

Sentence case outperforms title case in RSAs and Demand Gen ads on most KPIs.
Including sentence case ads in your testing can improve performance, as it aligns more closely with organic results, which users perceive as higher quality.
Although ETAs perform slightly better with title case, sentence case is increasingly the preferred choice in modern ad formats.

The Impact Of Ad Length On Performance

Ad copy, particularly for Google Ads, requires brevity without sacrificing impact.

We analyzed the effects of character count on ad performance, grouping ads by the length of headlines and descriptions.

Image from author, September 2024

Image from author, September 2024

(RSA Data)

Image from author, September 2024

1727879162 7 Ad Copy Tactics Backed By Study Of Over 1 Million

Image from author, September 2024

(ETA Data)

Image from author, September 2024

1727879163 98 Ad Copy Tactics Backed By Study Of Over 1 Million

Image from author, September 2024

(Demand Gen Data)

Interestingly, shorter headlines tend to outperform longer ones in CTR and conversion rates, while descriptions benefit from moderate length.

Ads that tried to maximize character counts by using dynamic keyword insertion (DKI) or customizers often saw no significant performance improvement.

Moreover, applying ETA strategies to RSAs proved largely ineffective.

In almost all cases, advertisers who carried over ETA tactics to RSAs saw a decline in performance, likely because of how Google dynamically assembles ad components for display.

Key Takeaways:

Shorter headlines lead to better performance, especially in RSAs.
Focus on concise, impactful messaging instead of trying to fill every available character.
ETA tactics do not translate well to RSAs, and attempting to replicate them can hurt performance.

Final Thoughts On Ad Optimizations

In summary, several key insights emerge from this analysis.

First, Ad Strength should not be your primary focus when assessing performance. Instead, concentrate on creating relevant, engaging ad copy tailored to your target audience.

Additionally, pinning assets should be a strategic, creative decision rather than a hard rule, and advertisers should incorporate sentence case into their testing for RSAs and Demand Gen ads.

Finally, focus on quality over quantity in ad copy length, as longer ads do not always equate to better results.

By refining these elements of your ads, you can drive better ROI and adapt to the evolving landscape of Google Ads.

Read the full Ad Strength & Creative Study from Optmyzr.

More resources:

Featured Image: Sammby/Shutterstock

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SEO

Bing Expands Generative Search Capabilities For Complex Queries

Published

2 days ago

October 1, 2024

Max

Bing Expands Generative Search Capabilities For Complex Queries

Microsoft has announced an expansion of Bing’s generative search capabilities.

The update focuses on handling complex, informational queries.

Bing provides examples such as “how to effectively run a one-on-one” and “how can I remove background noise from my podcast recordings.”

Searchers in the United States can access the new features by typing “Bing generative search” into the search bar. This will present a carousel of sample queries.

Screenshot from: blogs.bing.com, October 2024.

A “Deep search” button on the results page activates the generative search function for other searches.

1727808962 226 Bing Expands Generative Search Capabilities For Complex Queries

Screenshot from: blogs.bing.com, October 2024.

Beta Release and Potential Challenges

It’s important to note that this feature is in beta.

Bing acknowledges that you may experience longer loading times as the system works to ensure accuracy and relevance.

The announcement reads:

“While we’re excited to give you this opportunity to explore generative search firsthand, this experience is still being rolled out in beta. You may notice a bit of loading time as we work to ensure generative search results are shown when we’re confident in their accuracy and relevancy, and when it makes sense for the given query. You will generally see generative search results for informational and complex queries, and it will be indicated under the search box with the sentence “Results enhanced with Bing generative search” …”

This is the waiting screen you get after clicking on “Deep search.”