Targeting international consumers in organic search requires a few extra steps. Here are seven tips for higher rankings in the countries of choice.
1. Set up separate sites or sections for each country
To ensure a site ranks in organic search results in more than one country, the options are:
- Create a separate site for each country using country-specific top-level domains (e.g., .de, .uk, .in). Registering all local TLDNs might not be practical, given the cost, restrictions, and unavailability.
- Use a subdomain for each country (e.g., de.yoursite.com). Setting up subdomains requires development and search-optimization resources, such as building links to each subdomain.
- Set up a subdirectory for each country (e.g., yoursite.com/de). Creating directories for each country is often the best approach because the single domain receives all the authority.
| Yoursite.de | De.yoursite.com | Yoursite.com/de | |
|---|---|---|---|
| Targeting | Strongest signal, but targets only one country | Strong signal, easier to separate sites | Strong signal in combination with hreflang |
| Different server locations | Yes | Yes | No |
| Maintainence | Difficult to maintain | Medium | Easiest to maintain |
| Use case | Have a local office and marketing team | Can afford to build authority for each subdomain | Target many countries but cannot afford separate entities |
2. Use hreflang
Google introduced hreflang in December 2011 to replace its geo-targeting settings inside Webmaster Tools (now Search Console). Hreflang is an HTML attribute —...
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