When to consider a website localisation growth strategy
Driving organic growth from new markets is an exciting prospect, but it’s essential to approach international SEO with a strategic mindset. Before diving in, it’s crucial to evaluate whether an international SEO strategy is the right move for your business.
Many businesses believe that simply translating their website into multiple languages will unlock a wealth of organic traffic. However, international SEO is a complex discipline that requires a deep understanding of cultural nuances, search engine algorithms, and technical intricacies. Creating effective localised content that resonates with diverse audiences while optimising for local keywords is a significant challenge. It’s also important to consider the technical and engineering complexities associated with managing a multi-language website. Maintaining and updating multiple language versions can significantly increase development and maintenance costs.
So, when should you seriously consider an international SEO growth strategy?
- A Strong Foundation: Your existing SEO strategy in your primary language should be robust and effectively contributing to your business goals. A solid foundation is essential for building upon when launching new locales.
- Established Authority: A strong domain authority is essential to support additional pages, especially for large websites, newer domains, or highly competitive industries.
- Proven Market Demand: Before investing heavily in international SEO, validate product-market fit in your target market(s) with paid search advertising (SEM/PPC). This will provide valuable insights into customer demand and preferences.
By carefully considering these factors, you can make a well-informed decision about whether to expand your SEO efforts internationally and how such a strategy will support your wider business goals.
What to Look for in an International SEO Consultant
To achieve optimal results with your international SEO strategy, it’s essential to partner with the right expert. Consider these key qualities when selecting an international SEO consultant to guide your global expansion.
Technical SEO Expertise: International SEO demands a strong foundation in technical SEO. While many technical challenges are common across all websites, multi-language sites present unique hurdles. A consultant with experience in navigating these complexities, such as hreflang implementation, is essential.
Experience with localisation projects: Executing an international SEO strategy involves coordinating cross-functional teams, including developers, local SEOs, content writers, and potentially translators, link builders, language managers and/or local marketing teams. An international SEO consultant should have a proven track record of success in this area. They’ll need to be able to collaborate effectively with various specialists as well as being able to support with the planning and management of the SEO localisation project.
Large-site experience: If your website has hundreds or thousands of pages, seek a consultant with experience managing and optimising large-scale sites. Their understanding of programmatic SEO and scalable practices will be invaluable in helping you avoid costly pitfalls.
Network of Local SEO Experts: While many aspects of SEO localisation can be automated, there are some tasks (such as keyword research) where a native-speaking SEO is essential. This is particularly true in the more competitive European markets, where good SEO keyword-targeting is essential. However, finding experienced SEO specialists with sufficient English proficiency in overseas markets is a time-consuming task. An international SEO consultant with a well-established network of local SEO experts can save you significant time and effort when launching your website in new markets.
Commercial and Strategic Acumen: For businesses that are new to international SEO, an international SEO consultant may be the first person on your team with localisation experience. Look for someone who can not only execute your international SEO strategy but also provide guidance and advice on your overall localisation and international growth strategy. They should be able to critically assess your business assumptions and help you refine your approach as needed.
Global Outlook and Knowledge of Cultural Differences: Did you know that when translating from English to German, phrases are roughly twice as long in terms of pixels? That South Korea has a local search engine (Naver) that is as popular as Google, or that internet users in the different Spanish-speaking countries can use completely different search queries to search for the same thing? Working with someone who has familiarity with the differences in global cultures, languages and internet usage behaviour in international markets will help you avoid common pitfalls and publish webpages that will engage and convert local users.
By keeping these key qualities in mind, you’ll be well on your way to finding the right international SEO consultant to help you achieve your global SEO goals. I hope this is helpful! Let me know if you have any other questions.
My international SEO consultancy experience
With a proven track record in driving international growth, I offer a unique blend of strategic vision, technical expertise, and leadership skills. My extensive experience living and working in diverse markets, including the UK, Australia, Southeast Asia, Spain, and Argentina, has cultivated a deep understanding of global cultures and consumer behaviours.
As International SEO Lead at Canva, a global design platform with over 170 million monthly users, I scaled the SEO team to 20 markets, delivering a 52% increase in unbranded organic sessions and a 95% growth in sign-ups from non-English markets. This experience, combined with my work wirth traditional corporates like Royal Mail, consumer giants like Johnson & Johnson, and fast-growing startups like Carepatron, provides a comprehensive perspective on SEO challenges and opportunities across various industries and company sizes.
Carepatron, a healthcare technology startup, is a prime example of my ability to drive rapid international growth. Launched in 2022, the platform now attracts over 400,000 monthly sessions. Our recent Spanish language MVP has already generated thousands of sessions and achieved top rankings in Mexico and Colombia for high-volume keywords.
I possess a deep understanding of the complexities of international SEO, including advanced technical SEO, programmatic SEO, and the application of machine learning. My experience in building and leading high-performing SEO teams, coupled with my strong analytical skills, enables me to develop and execute effective international growth strategies tailored to your specific business goals.
Let’s work together to unlock the full potential of your global market.