International SEO Strategy: Beyond Translation

The Translation Trap

Many companies approach international SEO by simply translating their English keyword list into other languages. This rarely works.

Why? Search Intent Varies by Market

What works in the Netherlands won’t necessarily work in France, Germany, or Spain. Here’s why:

1. Cultural Differences

Search behavior reflects local culture. A query that converts well in one market might have completely different intent in another.

2. Market Maturity

E-commerce maturity varies significantly. Some markets search for “buy online” while others assume that’s the default.

3. Local Competition

Competitor landscapes differ by market, influencing what you need to rank for.

4. Technical Considerations

  • Hreflang implementation - Critical but often broken
  • URL structure - Subdirectories vs subdomains vs ccTLDs
  • Server location - Still matters for some markets
  • Mobile-first - Even more critical in emerging markets

Best Practices from the Field

From my work at FedEx managing SEO across EU, MEISA, LAC, and APAC:

Start with Data, Not Assumptions

  • Partner with local teams or vendors who understand the market
  • Analyze local search behavior, don’t just translate
  • Use tools like Acolad for proper localization, not just translation

Build for Scale

  • Create processes that work globally but allow local flexibility
  • Document everything - what you learn in one market applies to the next
  • Automate where possible (think programmatic content for city-to-city searches)

Technical Excellence

  • Get hreflang right from day one (it’s harder to fix later)
  • Test your international setup with Search Console
  • Monitor each market separately - aggregate data hides problems

The Payoff

Done right, international SEO doesn’t just multiply your traffic - it multiplies your opportunities. But it requires:

  • Local market understanding
  • Solid technical foundation
  • Scalable processes
  • Patience

International SEO is complex, but that’s also what makes it interesting. Every market is a new puzzle to solve.