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International SEO

International SEO checklist

Going international is a structure decision first and a translation job second. Get the URLs, hreflang and market signals right and the rest follows.

In short

For international SEO, choose one URL structure (country domains, subdirectories or subdomains), give every market page a unique localized version, link versions with reciprocal hreflang tags including x-default, localize currency, language and contact details, avoid automatic redirects by IP, and report each market separately in Search Console.

1. Decide the structure

StructureExampleStrengthWeakness
Country domainsexample.de, example.frStrong local signal, separate hosting possibleEach domain builds authority alone; more to run
Subdirectoriesexample.com/de/One domain shares authority, simple to manageWeaker local signal; one setup for all markets
Subdomainsde.example.comEasy to host separatelyTreated as separate sites for some purposes; less shared authority

Most small and mid-size businesses do well with subdirectories. Pick country domains if you already own them, need local hosting, or run very different businesses per country. Whatever you choose, do not change it later without a full redirect plan. Our international SEO page explains how we plan this.

Download the checklist as a file and tick off one market at a time.

2. Language or country, or both

Ask what actually differs. English for the US, UK and Australia differs in spelling, currency, shipping, tax, legal text and sometimes products. A page that only swaps color for colour is not enough. Where nothing differs but language, target language only (for example /es/). Where commercial details differ, target language and country (/es-mx/).

  • List each market with language, currency, tax display and legal entity.
  • Mark which markets need unique content, not just translated text.
  • Plan who reviews translations. Machine output needs a native check for product and legal terms.
  • Keep a glossary so brand and product terms stay consistent.

3. Hreflang rules

  1. Self-referenceEvery page lists itself as well as its alternates.
  2. Reciprocal linksIf page A lists page B, page B must list page A. Missing returns are the most common error.
  3. Use valid codesLanguage in ISO 639-1 (en, de), optional region in ISO 3166-1 alpha-2 (GB, AU). The code for the United Kingdom is GB, not UK.
  4. Add x-defaultPoint to the page that should serve unmatched users, often a language selector or your main version.
  5. Match the canonicalThe canonical of each page should be itself. A canonical pointing to another market cancels the hreflang.
  6. Choose one placePut hreflang in HTML head, HTTP headers or the sitemap. Mixing them invites conflicts.

Our hreflang generator builds the tags for you to review.

4. Local signals and content

SignalUKAustraliaGermany
Currency and price displayPounds, VAT shown as customers expectAustralian dollars, GST included in consumer pricesEuros, VAT included, clear shipping cost
Legal textUK GDPR and PECR noticesPrivacy Act notice, ABNImpressum, GDPR notice
ContactLocal number or form, time zone statedLocal hours stated in AEST or AEDTGerman-language contact, local hours
Spelling and styleBritish EnglishAustralian EnglishFormal Sie unless the brand is casual

Check the legal requirements with a local adviser. The row above is a reminder of what to localize, not legal advice.

5. What to avoid

  • Redirecting visitors automatically by IP address. Crawlers often come from one country and will never see the other versions. Offer a banner suggestion instead.
  • Cookie-based language switching with no separate URLs.
  • Translating only the menu and leaving body text in the source language.
  • Duplicate pages with no hreflang or canonicals.
  • Relying on a geotargeting setting in Search Console. The old international targeting tool has been retired.

6. Measure per market

In Search Console, add a property per subdirectory or domain so you can see queries, countries and pages cleanly. Track impressions, clicks and enquiries per market, and compare them with local competitors, not with your home market. A new market usually starts slow: look at indexed pages and impressions in the first two months before judging rankings.

Time zones help here. Our head office is in Pune, with offices in Coventry and New York, so support calls and reviews for most markets overlap with working hours.

Updated 30 October 2026

Questions, answered

Do I need hreflang if I only have English pages for different countries?
If the pages differ by currency, shipping or policy, yes. If they are identical, use one page and avoid duplicates.
Is machine translation acceptable?
As a first draft, yes. Have a native speaker review key pages, especially for legal, product and medical terms.
Should we use a country-code domain for every market?
Only if you can run each one properly. Subdirectories are simpler for most teams.
How long until a new market ranks?
Expect a couple of months before pages are indexed and measured, and longer for competitive terms. Local links and reviews speed it up.
Can Liftup handle a multi-market rollout?
Yes. We plan structure, build or fix the hreflang, and report per market from your Search Console. You get a fixed quote after a short call.

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Planning a new market?

Tell us the countries and languages and we will propose a structure and rollout plan.

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