Global search engine optimization (SEO) is the process of optimizing a website for search performance worldwide. This involves paying attention to keywords, creating different pages for different regions, and targeting specific keywords for each region and language. It is crucial for international companies to invest in global SEO to seize new business opportunities in the global digital community.
To structure your international website for optimal user experience and language support, there are two steps to consider. First, create different versions of your website for each language you want to support. Second, inform search engines where to direct users in different regions to ensure they get the desired language.
Geotargeting is the practice of creating SEO-optimized pages for specific regions. There are different approaches to geotargeting, including country code top-level domains (ccTLDs), subdirectories, and subdomains. Each approach has its pros and cons. ccTLDs are the strongest indicator of content relevance to a specific region but require separate authority building for each domain. Subdirectories consolidate link equity within a single domain, making them easier and cheaper to maintain. Subdomains function as separate websites but share domain authority, diluting it across multiple sources.
To signal language preferences to search engines, you can use hreflang tags. These tags indicate the relationship between web pages in alternate languages. Hreflang tags use language codes and can be extended with region annotations. By using multiple hreflang attributes on each page, you can associate multiple pages together and direct users to the appropriate language version of your site.
Once your site is properly structured, follow global SEO best practices to optimize pages for regional users and intent. Review the relevance of information on each page, conduct keyword research for each region and language, and create high-quality, localized content. Additionally, pay attention to user experience, website loading speed, mobile optimization, and local link building.
In summary, global SEO is crucial for organizations interested in serving or selling to users outside their home region. By structuring your website correctly, signaling language preferences, and following best practices, you can maximize growth and tap into new sources of business in the global digital community.
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