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Managing standard SEO strategies can be challenging enough, but the task becomes much harder when you go international and attempt to deliver better experiences for visitors in other regions around the world.

If you have recently started optimising your website to help search engines deliver content to users you want to target in different countries and languages, then you will be better prepared to succeed if you know some of the reasons why strategies can falter.

Technical issues

You need search engines to access and crawl your webpages so that you can feature in rankings.

This process is known as technical SEO, and it requires more work when you are managing multiple versions of a website based on locations and languages.

With more to optimise, there is a greater likelihood of technical mix-ups that can hold your international SEO strategies back.

Two of the most prevalent problems that webmasters run into are poor domain and URL structures.

Don’t worry, as even the biggest companies run into these issues.

Netflix had indexing problems back in 2017 and struggled to deliver content to each of the 180-plus countries it operates in.

In addition to optimising domain and URL structures, try to correct any XML sitemap conflicts, poor use of tags, internal linking issues, and mixed hreflang signals.

Slow loading times

A report by Unbounce found that 81% of marketers believe that page speed has a direct impact on conversions, but just 3% focus optimisation efforts on loading times.

Google prefers to serve content that loads quickly, and you will benefit in search performance if you can reduce the time it takes for pages to be usable.

You can improve your page speed times by compressing images, using the best hosting service available to you, reducing the amount of server requests, and minimising redirects.

Strategies that have not been localised

Cutting and pasting a domestic SEO strategy template for international efforts rarely works as it does not take into account the cultures, needs and interests of audiences in each market.

You need to localise your SEO and content campaigns so that they are tailored by language and location.

Merely translating copy with Google is not enough either – you need natural content crafted by native speakers to really engage with audiences overseas.

This will boost your international SEO as content will be search engine optimised for the country and language you are targeting while retaining the authentic and authoritative voice you want to present.

Relying on geo-targeting

Geo-targeting and the practice of delivering content to visitors based on their location is cost-effective and very useful, but you need to be aware of its limitations.

For example, there are countries where multiple languages are spoken or a large expat community does not speak the national language.

This is where website accessibility comes in.

You should try to offer an accessible UI that allows users to change language, location and currency via an intuitive dropdown menu. By doing this, you reduce the risk of alienating visitors who may not be able to navigate your webpages.


For many people, LinkedIn is one of the last social platforms to focus advertising efforts on. However, for B2B marketers, it can be the perfect network, as long as it’s used correctly. Regardless of whether LinkedIn is a major part of content strategy or not, there are essential pointers to consider when developing a campaign, and by following these, marketers place themselves in the best position to experience success.

It should come as no surprise that producing valuable content remains the most important aspect of marketing via LinkedIn. The Global Content Marketing Leader for the network, Jason Miller, says: “The most important thing is to think about LinkedIn beyond recruiting – because it’s so much more than that.” He went on to add,  “For the first time in the history of media, you can engage with the world’s professionals all in one place.”

One of the first steps of any intended content marketing strategy is to sign up to LinkedIn and create a professional, engaging company homepage. It’s essential for this page to properly reflect a company, as it will act as an on-site catalyst for all other marketing plans. The LinkedIn community is huge and rich with expertise; and as such, many professionals want to be part of the website’s conversations. Unlike other platforms, where many people simply spend time, LinkedIn is a place where people invest time to learn, connect and be inspired. Therefor, it’s vital to correctly curate a homepage to maximise appeal and draw readers towards published content.

For all B2B content marketers, it is also essential to increase their content’s exposure. This can be done by publishing material on both LinkedIn and Slideshare. Slideshare acts as a way to draw readers through a self-guided visual journey. It also provides an opportunity to repurpose old content and turn it into something new. This can cut content investment whilst boosting impressions. In addition, according to Mr Miller, LinkedIn’s content gets up to fifteen times more impressions than the website’s job listings, making it an opportunity not to be missed.

Finally, as expected, marketers must be prepared to promote their best content if they want to experience success. The old adage of quantity over quality has been surpassed, and those producing digital content must now pay close attention to ensure new material is fresh and appealing. Producing this content requires significant investment, and this can be wasted if it’s not properly marketed. As such, Mr Miller suggests targeting the correct audience and having the investment budget to properly promote.

For content marketers, LinkedIn offers a great opportunity. Mr Miller concludes: “I don’t think there are any excuses anymore. If you know that you have a different way to fix a problem and you’re not writing about it, and you’re not putting it out there starting with LinkedIn, then you’re just missing opportunities left and right.” Whilst many marketers might be focussed on other platforms, LinkedIn offers real potential – particularly for companies focussing on other business contacts instead of selling directly to the consumer.