For eCommerce businesses expanding globally, mastering the technical aspects of international SEO is crucial. Proper implementation of hreflang attributes and effective geotargeting can significantly improve your website’s performance in international search results, ensuring that the right content reaches the right audience.
The Importance of Technical International SEO
Implementing proper technical SEO for international markets offers several benefits:
- Improved search engine understanding of your site’s language and regional variations
- Reduced duplicate content issues across different language versions
- Enhanced user experience by serving the most relevant content to each user
- Increased relevance in local search results
- Better overall performance in international markets
Key Strategies for Implementing Hreflang
1. Understand Hreflang Basics
Grasp the fundamentals of hreflang implementation:
- Use hreflang to indicate language and optional regional targeting
- Implement hreflang tags in the <head> of your HTML, in your sitemap, or via HTTP headers
- Ensure all hreflang tags are reciprocal across language versions
- Include self-referencing hreflang tags on each page
2. Use Correct Language and Region Codes
Ensure accurate language and region targeting:
- Use ISO 639-1 format for language codes (e.g., “en” for English)
- Use ISO 3166-1 Alpha 2 for country codes (e.g., “GB” for United Kingdom)
- Combine language and region where necessary (e.g., “en-GB” for British English)
- Use “x-default” for your fallback page or global homepage
3. Implement Hreflang in HTML
Add hreflang tags to your HTML <head> section:
<link rel="alternate" hreflang="en-GB" href="https://example.com/uk/" />
<link rel="alternate" hreflang="fr-FR" href="https://example.com/fr/" />
<link rel="alternate" hreflang="de-DE" href="https://example.com/de/" />
<link rel="alternate" hreflang="x-default" href="https://example.com/" />4. Use Hreflang in XML Sitemaps
Implement hreflang in your XML sitemap for larger sites:
<url>
<loc>https://example.com/uk/</loc>
<xhtml:link rel="alternate" hreflang="en-GB" href="https://example.com/uk/" />
<xhtml:link rel="alternate" hreflang="fr-FR" href="https://example.com/fr/" />
<xhtml:link rel="alternate" hreflang="de-DE" href="https://example.com/de/" />
<xhtml:link rel="alternate" hreflang="x-default" href="https://example.com/" />
</url>5. Handle Multiregional Targeting
Manage content for multiple regions with the same language:
- Use country-specific hreflang tags (e.g., “en-US”, “en-GB”, “en-AU”)
- Ensure content is tailored to each specific region
- Consider using a generic language tag (e.g., “en”) for global content
6. Avoid Common Hreflang Mistakes
Steer clear of frequent implementation errors:
- Ensure all hreflang tags are reciprocal
- Avoid using hreflang on non-canonical pages
- Don’t mix absolute and relative URLs in hreflang tags
- Regularly audit hreflang implementation for errors
Key Strategies for Effective Geotargeting
1. Choose the Right International URL Structure
Select an appropriate URL structure for your global site:
- ccTLDs (e.g., example.co.uk) for strong geotargeting but more resource-intensive
- Subdomains (e.g., uk.example.com) for a balance of geotargeting and ease of implementation
- Subdirectories (e.g., example.com/uk/) for easier management but weaker geotargeting signals
2. Utilise Google Search Console for Geotargeting
Leverage Google Search Console for international targeting:
- Set geotargeting preferences for generic TLDs (.com, .org, etc.)
- Use the International Targeting report to identify hreflang errors
- Monitor performance for different country versions of your site
3. Implement Local Server Hosting
Consider local hosting for improved performance:
- Host content on country-specific IP addresses where possible
- Use Content Delivery Networks (CDNs) to improve loading times globally
- Balance the benefits of local hosting with maintenance complexity
4. Optimise for Local Search Engines
Adapt your strategy for dominant search engines in each market:
- Implement Baidu Webmaster Tools for targeting China
- Use Yandex.Webmaster for Russian markets
- Consider Naver optimisation for South Korea
Learn more about international SEO beyond Google.
5. Leverage Structured Data for Local Relevance
Use schema markup to enhance local relevance:
- Implement LocalBusiness schema with country-specific information
- Use Product schema with local pricing and availability
- Ensure consistency in structured data across language versions
6. Adapt Content for Local Markets
Tailor your content strategy to each target market:
- Develop market-specific content addressing local needs and preferences
- Adapt product descriptions for regional variations
- Consider cultural nuances and local holidays in your content calendar
Best Practices for Technical International SEO
- Regularly audit your international SEO implementation for errors
- Ensure consistency in hreflang implementation across your site
- Combine hreflang with traditional on-page SEO techniques for best results
- Keep your international site structure as simple as possible
- Use geolocation redirects cautiously, allowing users to choose their preferred version
- Stay updated on international SEO best practices and search engine guidelines
Measuring the Impact of Technical International SEO
To gauge the effectiveness of your technical international SEO efforts, monitor:
- Proper indexing of language/regional variants in search engines
- Reduction in duplicate content issues across international versions
- Improved organic traffic from target international markets
- Enhanced user engagement metrics for international visitors
- Increased conversions from global markets
Elevate Your Global eCommerce SEO Strategy
Implementing effective technical international SEO strategies, particularly hreflang and geotargeting, is crucial for success in global eCommerce. By ensuring that search engines understand your site’s language and regional variations, you can significantly improve your visibility and performance across diverse international markets.
If you’re looking to expand your eCommerce business globally and need assistance with technical international SEO implementation, our team of specialists is here to help. We have extensive experience in developing and implementing robust international SEO strategies that consider the complexities of hreflang, geotargeting, and other technical aspects.
Whether you need help with hreflang implementation, choosing the right international URL structure, or developing a comprehensive technical SEO strategy for global markets, contact us today. Let’s discuss how we can help you create a technically sound, effective SEO approach that drives growth for your eCommerce business in international markets.
