Laying the Foundations of International SEO

Laying the Foundations of International SEO

Estimated reading time: 9 minutes.

Expanding beyond your local market is both exciting and challenging for any SaaS company. Each new region brings its own nuances—cultural, technical, and competitive—that can’t be addressed with a simple “one-size-fits-all” approach. Yet with the right strategy, these complexities can become real opportunities for global growth.

In this two-article series, I’ll introduce the crucial elements that anyone venturing into international SEO should keep in mind. While not exhaustive, these insights should help you steer clear of common pitfalls and build a strong foundation for reaching audiences worldwide.


Key Takeaways:

  1. Begin your international SEO journey sooner rather than later– Smaller home markets often cannot sustain ambitious growth goals, so expanding globally early on can be vital.
  2. Prioritise the most promising countries first – Rather than jumping into multiple territories at once, pinpoint where resources, demand, and cultural alignment are strongest.
  3. Local competitor insights are essential – Every region has unique market leaders, and understanding how they operate will help you tailor your own strategy for better results.

 

Table of Contents

 

A Short Introduction...

I recently connected with an SEO content specialist from the Middle East who’s working in a rapidly growing SaaS scene. Despite their local industry’s enormous potential, the combination of geo-political hurdles and sheer distance from major markets makes achieving global organic reach an uphill struggle. Interestingly, their research revealed parallels with many New Zealand SaaS companies—particularly here in Christchurch—so they reached out for a fresh perspective.

Indeed, Christchurch is known for its growing tech scene. According to the Technology Investment Network (TIN) Report 2023, New Zealand’s top 200 technology exporters collectively generated over $15 billion (NZD) in revenue, illustrating just how rapidly our local tech sector is expanding. Even so, we remain relatively small by international standards, and our proximity to major markets like the United States and Australia can be both an advantage and a challenge. The common refrain is to begin an international SEO strategy early on, since the home audience in New Zealand is tiny compared to the wider global market.

I’ve worked with numerous SaaS companies in New Zealand, and nearly all have placed international SEO high on their to-do list. It can, however, be quite overwhelming once you see the full scope of what’s involved. It’s time-consuming, requires a carefully planned structure, technical fine-tuning, and—crucially—content that speaks directly to the needs of each target market. Plus, you have to factor in competitors on the ground in each territory, which means local competitor analysis and local keyword research become especially important.

 

1. Define and Prioritise Your Target Markets

I like to emphasise that you shouldn’t leap into “global” SEO without a careful plan. It’s often better to focus on a few strategic markets upfront rather than spreading yourself thin across multiple countries all at once. While it might be tempting to say, “Let’s just go everywhere!”, the reality is that every new region comes with its own cultural nuances, legal requirements, and competitive dynamics—diving into all of them simultaneously can quickly become overwhelming.

 

Business Considerations

It’s often the case that practical business objectives drive international expansion. For instance, your leadership team might decide that Australia and the UK are their next logical steps, and your SEO strategy tends to follow suit. However, it’s still vital to validate that choice by looking at:

  • Available Resources – Can you realistically support customers in those regions (e.g., different time zones, language capabilities)? Do you have the budget to support 24/7 or build brand awareness on the ground?
  • Cultural Fit – Even seemingly small language shifts—like British English vs. American English—can matter. Does your target market share the same problems or challenges internationally, as they do domestically? On a larger scale, all markets have their own industry regulations, how will this affect how you present your products or services?
  • Potential Partners – Sometimes entry into a market happens because you’ve secured a local partner or distributor. In that scenario, how can you coordinate strategies with them so your online presence feels authentic?

 

Using Search Metrics for Direction

A key practice is to use keyword and competitor research to back up your instincts about new territories. If you suspect a product will resonate in, say, Malaysia—test it. Check local keyword demand, investigate competitors’ authority, and see which topics draw significant search interest. If the data confirms strong potential, that’s a good sign to prioritise that market.

 

Cultural Differences & Customer Personas

A customer persona that works well in your home market might not translate seamlessly abroad. In some regions, the decision-maker could be a different role or part of a larger procurement process. Local norms around communication, software adoption, or even technical infrastructure can also shape how your audience evaluates and interacts with your product. Not to mention, regional political and cultural norms will impact your customer persona and how they may engage with your brand.

 

Competitor & Traffic Clues

It’s also helpful to check your analytics for any existing international visitors. If you see a surprising amount of traffic from Canada, for instance, that may suggest an untapped opportunity. The next logical step is to run competitor analysis in that region—find out what keywords they target, what sort of authority they have, and whether there’s enough search volume to justify deeper investment.

 

Start Small, Then Expand

Rather than trying everything at once, begin with one or two markets where you have solid commercial reasoning and encouraging SEO data. Work through localising content, setting up technical structures, and establishing local credibility. Once you find that rhythm, scaling to additional territories is far more manageable.

In short, defining and prioritising isn’t just about picking countries at random; it’s about combining data-driven insights with a realistic assessment of what your business can handle. By doing so, you’ll be more likely to see a rewarding return on your international SEO efforts—before pouring resources into regions that might be less profitable or require far more groundwork.

 

2. Create or Adapt Content for Each Market

When it comes to localising your content, it’s important to recognise that it’s not simply a case of translating text. Small details—imagery, currency formats, spelling—can shape how customers connect with your brand. If a visitor lands on your site and finds references that don’t suit their region, their trust in you can disappear almost instantly.

 

Moving Beyond Simple Translation

Even for English-speaking regions, directly duplicating pages can trigger unintended consequences. For starters, using the exact same copy across the UK, Australia, New Zealand, and beyond can cause duplicate content issues in search engines. Plus, each country may have unique slang, cultural references, or spelling conventions. If you fail to adapt, your audience may swiftly sense that your messaging isn’t genuinely aimed at them.

 

Show Proof That You “Get” the Local Audience

One of the best ways to build credibility is by featuring customer wins or partnerships specific to each region. For instance, if you’re entering the UK market and already have a British client who benefitted from your platform, showcase that success story. These local case studies reinforce your relevance and trustworthiness in each new market.

 

Legal and Cultural Nuances

Different regions have varying requirements for data privacy and software deployment—GDPR in Europe is a prime example. If your SaaS product operates in a specialised niche (e.g., healthcare, finance), you may need to comply with additional regulations in each territory. Furthermore, local norms might influence acceptable communication styles or user interface choices—such as whether your software should integrate with region-specific platforms.

 

Localising User Experience

When people see details they immediately recognise—local currency, relevant support hours, or tech partners that operate in their region—they gain confidence. Tailoring these details to each audience strengthens customer relationships and shows search engines that you’re genuinely committed to that market.

At a minimum, localised page titles, meta descriptions, and on-page copy form the backbone of your international content strategy. You can also integrate region-specific testimonials, adapt your contact details, and craft locally relevant blog topics to solidify your credibility.

Ultimately, creating or adapting content for each market is about respecting local expectations. By researching each locale’s technical and cultural nuances, and by focusing on genuine value rather than a one-size-fits-all pitch, you’ll foster stronger connections with international audiences—and see corresponding gains in search visibility.

 

3. Keep an Eye on Local Competition

A frequent oversight when expanding abroad is assuming your domestic competitors are the same ones you’ll face overseas. In reality, each market has its own set of local heavyweights. That means competitor research isn’t a one-off step; it must be repeated for every territory you enter.

 

Research & Tools

Use geo-specific SERP checkers or SEO tools to see who ranks well for your focus keywords in each new region. A brand you’ve never encountered might dominate local searches. By studying their site authority, content approach, and backlink profile, you’ll uncover valuable insights to shape your own local strategy.

 

Identifying Content Gaps

Competitor analysis can highlight content opportunities you might have missed. For instance, you might find they host a robust FAQ tailored to local concerns, or they include region-specific imagery and testimonials that resonate with locals. Identifying what works well can guide you to refine or expand your own offerings.

 

Staying Adaptable

What works for you at home might not translate smoothly abroad. Local competitors may stress different product features, marketing channels, or ways of communicating. Being open to adjusting your approach—both technically and in terms of content—will serve you well.

 

Ongoing Monitoring

Markets evolve, and so do competitors. Continue revisiting your competitor landscape to watch for new players or strategy shifts. This ensures you can refine and reposition as needed, staying aligned with the local market’s realities rather than relying on outdated assumptions.

Ultimately, never underestimate how local competitors influence user expectations. By researching them thoroughly and keeping close tabs on their strategies, you’ll better understand how to meet regional needs—and stand out in a crowded global marketplace.

 

Setting a Solid Foundation for Global Growth

Expanding your SaaS or tech business internationally requires more than good intentions. It involves careful market selection, locally tailored content, and continual competitor analysis to stay relevant in ever-shifting landscapes. Once you begin prioritising markets wisely and customising your messaging for local audiences, you’ll lay a strong foundation for future growth.

In the next article, I’ll explore the more technical side of international SEO, including site architecture choices, hreflang tags, and hosting considerations. These practical steps will help you refine your global presence even further, ensuring faster load times and better accessibility to all your regional audiences.

 

Back to blog

FAQs

What Is International or Multilingual SEO?

International (sometimes called multilingual or multinational) SEO involves optimising your website so that search engines—and users—understand which country or language each section of your site targets.

Instead of having a “one-size-fits-all” approach, you tailor content, technical settings, and domain structures to reach specific local audiences. This can involve localised URLs, currency displays, languages, and even cultural references that make your site more relevant and appealing in each market.

Do I Have to Translate All My Content for Each Country?

Translation alone isn’t enough—you need localisation. Even if two regions share a common language, think carefully about currency, measurement units, visual references, and cultural nuances.

Properly localised content helps build trust and ensures that people in each market feel your brand is speaking to them directly.

How Can I Avoid Duplicate Content if I’m Targeting Multiple English-Speaking Countries?

Even if the language is the same, each country version of your site should include distinct details, such as currency, local spelling, testimonials, and any region-specific references (e.g., laws, cultural nuances).

Including hreflang tags further helps Google understand that two similar pages serve different audiences. Adjusting and localising content—even slightly—goes a long way in preventing search engines from flagging it as duplicate.

Why Is Local Competitor Analysis So Important?

Competitor landscapes can shift drastically from one country to the next. A major player at home may be a non-factor elsewhere, and unknown local companies could dominate overseas SERPs.

By researching local competitors—looking at their keywords, content, backlink profiles, and even language or cultural cues—you’ll discover how to stand out in each market. You can also spot content gaps that, if addressed, help you gain traction more quickly with local audiences.

Which Is Better: Separate ccTLDs, Subdirectories, or Subdomains?

It depends on your business goals, budget, and resources.

  • ccTLDs (e.g., example.co.nz) signal strong local relevance but require managing multiple websites.
  • Subdirectories (e.g., example.com/nz/) keep everything under one domain, which can simplify maintenance, but may need extra work to clarify geo-targeting if you start with a country-specific domain.
  • Subdomains (e.g., nz.example.com) can suit large or complex sites but often require building authority for each subdomain. Ultimately, consider your existing infrastructure, local support, and how quickly you need to roll out multiple regions.

Why Shouldn’t I Rely on IP-Based Redirection for Localisation?

Redirecting visitors automatically based on their IP can block search engines (like Googlebot, which crawls primarily from the U.S.) from seeing all versions of your site.

It can also frustrate users who might prefer a different regional or language option. Providing a prominent selector for country or language lets visitors—and bots—freely navigate to the most relevant version of your site while ensuring full discoverability.

Why Is Page Speed So Critical in Global SEO?

Page speed affects both user satisfaction and search rankings. If your site is hosted in one corner of the world, but users are trying to access it from halfway across the globe, slow load times can put them off.

Solutions like Content Delivery Networks (CDNs) help by placing copies of your site closer to different user locations, speeding up access and boosting your chances of ranking well internationally.

About The Author

I’m Michaela Laubscher, and I’ve spent over sixteen years immersed in the ever-evolving digital marketing landscape, specialising in SEO for the past seven years.

Based in Christchurch, New Zealand, I bring a global outlook and extensive experience to guide businesses like yours to new heights online.

Find out more