International SEO Guide
URL Structure Options
| Structure | Example | Pros | Cons |
|---|---|---|---|
| ccTLD | example.de | Clear geo signal; best for geo | Expensive; complex to manage |
| Subdomain | de.example.com | Easy setup; separate crawl | Less link equity sharing |
| Subdirectory | example.com/de/ | Consolidates link equity; easier to manage | Weaker geo signal |
Recommendation: Subdirectory is the most practical for most sites. Use ccTLD only if you have resources to manage separate sites.
Hreflang Implementation
Add to every page's <head> for all language/region variants:
<!-- On https://example.com/en/page -->
<link rel="alternate" hreflang="x-default" href="https://example.com/en/page">
<link rel="alternate" hreflang="en" href="https://example.com/en/page">
<link rel="alternate" hreflang="en-US" href="https://example.com/en-us/page">
<link rel="alternate" hreflang="de" href="https://example.com/de/page">
<link rel="alternate" hreflang="zh-CN" href="https://example.com/zh-cn/page">
Rules: Every page must reference all its variants, including itself. Always include x-default for users who don't match any specific locale.
Content Localization Tips
- Use native speakers for translation, not just machine translation
- Localize dates, currency, units, and phone formats
- Use local keywords — don't just translate your primary keyword
- Add local schema markup (LocalBusiness, address, telephone)
- Build local backlinks from country-specific sites
- Submit country-specific sitemaps to Google Search Console
- Use geotargeting settings in GSC for subdirectory/subdomain sites