International SEO: the ultimate guide

Econsultancy will be publishing its new Best Practice Guide to SEO in June. As the experts in international SEO, Oban International was asked to contribute a detailed guide to the specific opportunities, challenges, practical considerations and technical demands presented by international search.

Ahead of the publication of the full Best Practice Guide, we have split the International section into two parts: Part one is focussed on how search should inform your expansion strategy right from the very beginning of your market selection. And Part two looks in detail at the technical considerations to ensure you reach potential customers in the organic search results.

Part one: using keyword insight to unlock new markets
In the first part of this guide we help you identify markets to expand into by reviewing potential market size and current market share. We also begin looking at the domain strategy and making sure your content is crawlable by the search engines.

We will help you identify where you currently have visibility and where you are getting traffic from using a range of tools including your analytics and external tools such as Searchmetrics and SEMRush. This will help you create a short list of markets to go into and a priority list for expansion. This is an important part of digital strategy as it’s easier to move into new markets with the internet and search engines allowing you to promote your brand, without the old hurdles of needing to get premises and recruit staff in each country.

The next step covered here is making sure that you have all your content accessible to the search engine and that the domain strategy your website is using isn’t going to stop the site from performing in the search results.

Part two: prepare to succeed, technical essentials
Part two of the guide will be released 2nd June and will help you to ensure that the technical set up on your site works to support your SEO and that there’s nothing which could potentially stop your site from performing.

Firstly, we will look at localising your content, discussing how to decide what to localise and why localisation is better than translation.

We will then go into the process of targeting content to the search engines including the hreflang tag, and beginners guides to SEO for Baidu, Naver and Yandex.

Finally, in this part of the guide we’ll also cover some important things to remember for off page optimisation for international SEO campaigns and how best to measure your success and ROI.


Download part one now. If you have any questions about International SEO, please contact us and we can review your needs.

Part two of this guide is available to download now.