International SEO: Ranking in Multiple Countries and Languages

Ranking in Calgary doesn't mean ranking in Chicago, London or Montreal. International SEO helps search engines show the right version of your site to the right audience in each country and language. Here's how to set it up.

This guide is part of our international expansion series, and builds on our SEO tips.

Step 1: Choose a site structure

Structure	Example	Pros	Cons
Country domains	yourbrand.ca, yourbrand.co.uk	Strong local signal	Separate authority, more cost
Subfolders	yourbrand.com/en-us/	One domain's authority, easier to manage	Weaker local signal alone
Subdomains	us.yourbrand.com	Some separation	Often treated more like separate sites

For many growing businesses, subfolders are the practical choice.

Step 2: Implement hreflang

Hreflang tells search engines which page version is for which language and region: English for Canada (en-CA), English for the U.S. (en-US), French for Canada (fr-CA), and so on. Include a default (x-default) version and make sure every version references the others.

Step 3: Research keywords locally

• Search terms differ by country, even in the same language ("colour" vs. "color," "mobile" vs. "cell")
• Search volume and intent vary
• Use keyword tools set to each country and language
• Ask local people how they'd search

Step 4: Localize content, not just language

• Currency, units and spelling
• Local examples, case studies and testimonials
• Local phone numbers and addresses
• Legal and shipping information for that market

See brand localization and multilingual marketing.

Step 5: Build local authority

• Earn links from local media, partners and directories (international PR)
• Create local business listings where you have a presence (Google Business Profile)
• Engage with local communities and associations

Step 6: Get the technical basics right

• Don't auto-redirect users based on IP without offering a choice
• Keep URLs clear and consistent
• Make sure each version loads fast in its target market
• Submit sitemaps that include all language versions

Search beyond Google

Google dominates in many markets, but not all. Some markets use other search engines or rely heavily on marketplaces and apps for discovery. Check local habits; see regional consumer habits.

Measure by market

Track impressions, clicks, rankings and conversions separately for each country and language in your search console and analytics. See metrics across markets.

Common mistakes

1. Machine-translating pages without review
2. Missing or broken hreflang
3. One page trying to serve every country
4. No local links or signals
5. Forcing redirects based on location

International SEO takes time, so start early, ideally before your paid campaigns launch in a new market.