SEO Elements for a Successful International Expansion

International expansion of your business can open the gates for several opportunities. Although it requires the strategic implementation of SEO strategies,

International exposure for your business also comes with certain risks. In this case, selecting a smart SEO service provider can greatly help.

SEO service companies thoroughly research the global market before designing their grand entry into it.
It’s important to grasp local search phrases because studies reveal that up to 75% of searches made internationally don’t use English.

Let’s explore some crucial SEO elements required for a successful international expansion.

What is International Expansion?

International expansion is a meticulously designed growth strategy in which companies leave their native nation to make a name for themselves in international markets. The primary objective of this strategy is to acquire an adequate share of the global market.
It includes capturing proper information about the international market, knowing their cultural traditions, and establishing local credibility.
The International Trade Centre (ITC) reports that global trade in commercial services reached a record $5.7 trillion in 2022.
Some of the most common methods of this expansion are:

• Exporting: This entails using recognized channels to sell goods made domestically to customers abroad. The importance of exporting as an entry option is shown by the World Trade Organization’s (WTO) report that the global merchandise trade reached a record $25.8 trillion in 2023.
• Foreign Subsidiaries: Businesses create a physical presence in a new market by establishing branch offices or manufacturing facilities. Doing this gives them more control and the ability to communicate directly with local clients. According to the United Nations Conference on Trade and Development (UNCTAD), foreign direct investment (FDI) inflows hit $1.65 trillion globally in 2023.

The International Franchise Association (IFA) has issued a report showcasing that the global franchise industry generates over $42 trillion in annual revenue. It explains the potential for expanding your business internationally. 

Source:media.licdn.com

The Benefit of International Expansion

International expansion is a tactical shift that cuts beyond simple geographic restrictions and opens up a bunch of advantages that help businesses achieve notable expansion and market leadership.
Spreading your business operations over several nations provides a safety net. This is because your company can continue to grow in other markets even if a recession or other economic slump affects one. This practice helps reduce overall risk.

Increased Market Reach

A global business expansion refers to the integration of more customers and results in creating a broad customer base. This process helps you gain increased market reach through:

• Larger Market Size: The entire world’s population exceeds that of any one country. You can reach a large pool of prospective clients by expanding into new nations, which will greatly increase your potential sales and earnings.
• Diversified Customer Segments: Global marketplaces present a variety of customers with distinct requirements and preferences.

Source:Slidegeeks.com

Access to Global Talent

• Diversity of Thought: International teams combine individuals with disparate experiences and perspectives. This diversity of opinion encourages creativity and problem-solving, which results in improved concepts and, eventually, a more robust company.
• Specialized Skills and Expertise: Certain information or skill sets can be concentrated in particular areas. Your business can access these particular skill sets and gain a competitive advantage by reaching out abroad.

Boston Consulting Group found that companies with a global mindset are 50% more likely to launch new products successfully. 

Staying Ahead of Your Competitors

Do you know that 72% of businesses said that growing internationally contributed to developing new goods and services?

• Entering a new market before competitors can help you establish brand awareness and gain customer loyalty.
• Growing internationally keeps you well aware of the ongoing trends in the global market.
• By properly studying your competitors, you can change your products and services.
• Use tools like SimilarWeb to learn more about your competitor’s traffic source.

Related: 13 SEO Trends You Should Know in 2024

Steps to SEO Considerations for a Successful International Expansion

Expanding your company globally is a wonderful opportunity, but managing the intricacies of search engines across national boundaries requires a calculated SEO strategy. Here is a data-driven roadmap to lead your SEO strategy for successful global expansion:

Identify Target Markets and Languages

Use Google Analytics to examine your present website traffic before further action. Seek out areas that consistently receive organic traffic and conversions. These first results can reveal prospective customers who already need your products.

For market research:

• You can search the World Bank to gain better insights into the wealth of information on GDP, population, and internet penetration rates by nation.
• Look for markets that show rising internet usage and an expanding middle class, as these trends suggest potential online activity and spending power.
• Search Digital Market Outlook on Statista to get information about e-commerce market size and growth forecasts by country.
• This data helps you identify markets where online shopping is gaining traction, aligning with your potential online sales strategy.

For Languages:

A site called “Internet World Stats” provides information on internet users’ overall statistics by language. You must prioritize markets with a large number of internet users:
For example:

• Mandarin Chinese: Over 1.3 billion users (the largest globally)
• Spanish: Over 888 million users
• Over 1.35 billion users (widespread but not dominant in every market)
• Over 600 million users (a rapidly growing market)
• Arabic: Over 350 million users

Research Local Keywords

• Generate a comprehensive list of products and services that your business offers.
• Gain proper insight into the user’s intent by checking the frequent queries that they search for on the internet.
• Search for suitable terms related to your niche in a constrained geographical area.
• Use keyword research tools such as Ahrefs, SEMrush, Moz, etc.
• Target the linguistic nuances of particular regions to identify suitable keywords.
• Embrace the power of long-tail keywords.

Apply Hreflang Tags for Multilingual Content

Hreflang tags are HTML properties that tell search engines what language and area a webpage is targeting.

• First, you should pick your language. It can be multiple from every place you are working.
• These tags are in the <head> section of your website’s code. You can apply them easily, as the builder platforms are easy to understand.
• Tell the search engine about it. For example: <link rel=”alternate” href=”https://www.yoursite.com/fr/” hreflang=”fr-fr” />
• If you have a large number of languages, then you can create a sitemap that shows your web pages and their related corresponding Hreflang tags.

Source: Semrush

Use Language- and Region-Specific URLs

According to recent studies, nearly 75% of consumers prefer to purchase goods in their mother tongue. Isn’t it an incredible figure? The worst part is that almost 60% of customers hardly ever or never buy from websites that exclusively offer English.

• Add language codes straight to your URLs. This clearly indicates the webpage’s language to search engines and visitors alike.
• You can also use ccTLDs for precise targeting. These nation-specific suffixes, such as “.de” for Germany or “.fr” for France, can be helpful if your content is extensively regionalized or targets certain geographic markets.

Globalize Your Content

Invest in accurate translations performed by skilled experts aware of the target language’s subtle cultural differences.

• Employ localization to increase user engagement and create content that resonates with a particular region.
• Consider references, holidays, and cultural norms pertinent to your target audience. A careful approach to culture promotes trust and strengthens bonds.

Use Content Delivery Networks for International Reach

Content delivery networks use globally distributed servers to strategically distribute cached copies of your website’s static material (text, photos, and videos).

Source:Hubspot

• Choose a perfect CDN partner that aligns with your business’s needs and requirements.
• Sing up and co-negotiate your account.
• Optimize all settings and update your website for DNS records.
• Test the website and monitor it regularly.

Conclusion

Businesses of all sizes can find many opportunities in the global economy. You can set up your business for international SEO success by carrying out in-depth market research, choosing smart keywords, and adapting your website to local tastes. The technical facets of international SEO and content optimization techniques that will catapult your website to the top of search engine results pages in your target markets are covered in the following sections.

Read more: A Complete SEO Checklist for Your Website (2024)

FAQS:

• How do I optimize for international SEO?

There are various procedures involved in international SEO optimization. Find appropriate keywords in the target markets’ native languages by conducting initial research. Next, give each language its unique content while considering cultural quirks. Use hreflang tags to organize your website into several languages, and select a URL structure that best suits your requirements.

• What is an international SEO?

International SEO refers to making your website globally accessible for both search engines and users. This practice is like normal SEO but for different countries and their native languages.

• What are some unique considerations for international SEO?

SEO for international audiences extends beyond website translation. You must consider local search preferences and identify terms unique to each target market by using keyword research tools. Cultural sensitivity is another factor that must be considered when creating material for local consumers.

• What is the biggest challenge when it comes to international SEO?

Language is the biggest barrier and challenge for international SEO practices. Accurate translation is only one aspect of this; other tasks include comprehending cultural variations, customizing material to appeal to regional audiences, and obtaining backlinks from websites associated with each target market.

• What is international SEO vs. local SEO?

The target audiences for local and international SEO are different. The main goal of local SEO is to attract clients to a particular location, such as a city or town. On the other hand, international SEO targets a worldwide audience. This entails looking out for cultural preferences, utilizing multilingual content, and focusing on keywords in several languages.