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Suppose you see great chasms of unused marketing space abroad in other countries and just know you want that success, and fast. Even if good competition exists you still think success can be made. You’re going to need to create international websites, honed to their location, many of them in other languages. When you start looking into it things can get rather complicated very quickly.
Don’t panic, follow these tips and you’ll be heading in the right direction.
1. Pick A URL
Your first task, if deadly serious about international website creation, is to pick one of the 3 URLs detailed below that best fits your circumstances:
A subdomain e.g. uk.example.com/
Advantages of this URL structure include the retention of various ranking metrics such as domain popularity, and domain trust that exist with the root domain. Visitors to your website are easily able to identify that they are in a country-specific version of the original website they know and trust. Lastly, subdomains are actually able to be hosted on servers with the designated country IP address.
Disadvantages are that, although some of the beneficial ranking metrics are kept, a significant quantity is lost. Another problem is that anyone referencing your website URL may inadvertently use the “www” instead of the country-specific subdomain.
This option can be useful for websites that really are looking to expand their international reach from within the company. Due to the lack of transfer of ranking metrics (commonly known as ‘link juice’) from the original domain to the subdomain (search engines see two distinctly separate websites), in addition to setting up a subdomain being rather more complex to achieve, we as an agency would generally recommend against this form of domain modification. The following two URL examples have, in our opinion, a greater chance of providing ranking increases/ search engine visibility for your website.
Country-specific top-level domains (TLD) e.g. www.example.co.uk/
Advantages are that website users are easily aware of and understand the country reference of this type of TLD, similarly, they are less likely to get the links incorrectly spelt in blog posts or social commenting and so forth. Country-specific IP addresses are a possibility for the correct country domain name, a powerful move when hoping to rank in search engines more specific to that country.
Disadvantages include the fact that totally different domains mean there is no internal link juice to benefit from, all your sister sites are separated!
Generally, this option can be superb for websites that benefit hugely from their own country of origin. Country-specific TLDs are also useful if the many country-specific sister sites you have are extremely different from each other, internal linking between wildly differing sites can be a tricky business.
Subfolders e.g. www.example.com/en-gb/
The advantages here are that any internal linking between different country versions of the site can have very positive ranking effects. Additionally, linking mistakes from people referencing your site is less common when adopting this URL strategy.
Disadvantages include time-tested evidence that this particular URL option is the least useful when trying to rank in country-specific search engines. Also, people hunting around for country-specific TLDs can sometimes be confused, as not all URL subfolders in use are easy to understand, let alone remember.
Lastly, with this use of your URL structure, you are not able to host your country-specific on the exact country’s servers and related IP addresses.
This option is best used with websites that have had a large customer base for some time, and which are now looking to expand their reach abroad.
2. Localise Your Content
So, you’re expanding your website internationally—great! But before you rely on Google Translate and call it a day, let’s talk about the difference between translation and localisation (because yes, they’re not the same thing).
Translation: The Bare Minimum
Translation is just converting text from one language to another. It gets the job done—technically—but it doesn’t consider cultural context, local expressions, or even things as simple as currency and date formats.
For example, a UK-based online store that just “translates” its product page for a US target audience might still display prices in pounds (£) and use British spelling (“favourite” instead of “favorite”). While technically readable, it creates friction for users, making them less likely to buy.
Localisation: Speaking Their Language (Literally and Culturally)
Localisation is translation done right. It adapts content to fit local language nuances, cultural references, idioms, humour, and even shopping habits.
Take a look at these differences:
✅ Translation: “Enjoy your meal.”
✅ Localisation for a Spanish audience: “Buen provecho.” (A common phrase used before eating.)
✅ Translation: “Our jackets are perfect for fall.”
✅ Localisation for a UK audience: “Our jackets are perfect for autumn.” (Because “fall” isn’t used in British English.)
✅ Translation: “Free shipping on orders over $50.”
✅ Localisation for a European audience: “Free shipping on orders over €45.” (Because a US dollar price doesn’t make sense outside the US.)
In short, localisation makes your content feel native rather than something awkwardly transplanted from another country or region.
Why Machine Translation Isn’t Enough
Tools like Google Translate have come a long way, but they still:
❌ Miss context – “Bank” could mean a place for money or the side of a river.
❌ Mess up grammar – Some languages have completely different sentence structures.
❌ Lose cultural nuance – Idioms and humour don’t always translate well.
For example, if you directly translate “It’s raining cats and dogs” into another language, people might think you’ve lost your mind.
This is why a translation company (or at least native-speaking proofreaders) is a must, especially for customer-facing content, legal pages, and digital marketing materials.
Don’t Forget Customer Support
Localisation doesn’t stop at your website content—it must accommodate for customer support too. If a French customer has a question and the only available support is in English, that’s a bad user experience and could cost you a sale.
Where possible, offer:
- Live chat, email, or phone support in the local language.
- A well-translated FAQ page to reduce the need for direct support.
3. Avoid Duplicate Content
Duplicate content happens when search engines see multiple versions of the same content and struggle to decide which one to rank. This can cause issues like:
- The wrong version ranking in search results (e.g., the US English version ranking in the UK instead of the UK version).
- Dilution of ranking signals – Instead of consolidating authority to one URL, Google may split ranking power among multiple versions.
International SEO Solutions for Preventing Duplicate Content Issues
Implement Hreflang Tags Correctly
Hreflang tags tell Google which language and regional version of a page to serve users.
Example:
If there’s a general version that serves multiple regions, use "x-default"
:
Canonical Tags for Similar Content
If two versions of a page are nearly identical (e.g., British English vs. American English), use a canonical tag to indicate the preferred version:
This prevents search engines from seeing them as duplicate content.
4. Use Structured Data
If you want search engines to understand and properly rank your international pages, structured data is your best friend. It helps Google (and other search engines) interpret your content, display rich results, and ensure the right version of your site appears in the correct country’s search results.
Why Structured Data Matters for Multi-Language Sites
Structured data gives search engines clear signals about your content, making it easier to:
✅ Show the correct language version of a page in search results.
✅ Display rich snippets (like product prices in local currency).
✅ Improve visibility for region-specific searches.
For example, if you run an e-commerce store with a product page available in English, French, and German, structured data can help ensure French users see the French page, rather than the English one ranking by default.
How to Use Structured Data for International SEO
Use Schema Markup for Local Relevance
Adding structured data to key pages (like product pages, articles, and business listings) helps search engines display region-specific info in search results.
Here are some examples:
- Local Business Schema → Helps search engines show the correct location-specific info.
- Product Schema → Displays product prices in the right currency.
- Breadcrumb Schema → Helps users and search engines understand site structure across different languages.
Example of a multi-language Product Schema:
This ensures users searching in France see prices in euros (€), not dollars ($) or pounds (£).
Optimise Metadata for Each Language
Don’t just translate the content—localise your meta titles and descriptions too. If you’re using structured data for articles or blog posts, make sure the title, description, and keywords are adapted for each audience.
5. Adapt To The Culture
Expanding your website internationally isn’t just about translation—it’s about understanding cultural differences in design, payment preferences, and user behaviour. What works for customers in one country might fall flat in another.
1. Cultural Differences in Web Design
Website design preferences vary widely across the world. If you assume that a sleek, minimalist layout will work everywhere, you might be in for a surprise.
- Western Countries (U.S., U.K., Europe) → Tend to prefer clean, minimalist designs with plenty of white space, simple navigation, and concise text.
- Asian Markets (China, Japan, South Korea) → Often favour vibrant, information-dense pages with lots of text, animations, and multiple CTAs. Websites like Alibaba and Rakuten showcase more visual elements and heavier use of colours than their Western counterparts.
- Middle Eastern Markets → Arabic is read right to left, meaning website layouts need to mirror Western designs for better usability.
Tip: Research top-ranking websites in your target country to understand local design trends before launching your international site.
2. Adapting Payment Methods for Local Markets
If customers can’t pay the way they want, they won’t buy—it’s that simple. Different countries have very different payment preferences, and supporting the right ones can dramatically improve conversions.
- China → Credit cards aren’t widely used. Instead, platforms like Alipay and WeChat Pay dominate online transactions.
- Germany & Nordic Countries → Many shoppers prefer Klarna (buy now, pay later) over traditional credit cards.
- Japan → Konbini payments allow shoppers to pay for online purchases at convenience stores.
- Brazil & Mexico → Many people use Boleto Bancário and OXXO—cash-based payment systems that let users pay for online purchases in physical locations.
Tip: Research and integrate local payment options to avoid losing potential customers at checkout.
3. Adjusting CTAs for Cultural Behaviours
A Call-to-Action (CTA) that converts well in one country might not work in another. Different cultures respond to different levels of urgency, formality, and persuasion.
- U.S. & U.K. → Direct and action-oriented CTAs work best (e.g., “Buy Now” or “Get Started”).
- Japan & Germany → Users prefer more detailed explanations before making a purchase, so softer CTAs like “Learn More” or “See Details” work better.
- China & India → Flash sales, countdown timers, and social proof (e.g., “10,000+ people bought this today!”) tend to drive conversions.
Tip: A/B test different CTA styles in each region to see what resonates best with local audiences.