International SEO services

A country domain such as .de sends the strongest local signal, but every domain builds its own authority and needs its own management. Subfolders such as /de/ share the authority of your main domain and are the easiest to scale, but require hreflang to be right. Subdomains sit in between and are largely treated by Google as separate sites.

No structure always wins. We choose based on your current domains, how many markets you want to serve, whether local entities exist and how your CMS supports multiple countries. A brand with one store on Shopify Markets makes a different choice from an organisation with a subsidiary per country. Read how Traze handles Shopify Markets and country versions.

Hreflang tells Google which version of a page belongs to which language and country. It goes wrong surprisingly often: annotations that are not reciprocal, a missing x-default, language codes that do not exist or canonicals pointing from the German page to the Dutch version. Each of those errors costs a market visibility without anyone noticing. See how technical optimization catches hreflang errors.

Traze generates hreflang and canonicals from the registration of your country versions, not by hand per page, and checks them on every publish. On existing sites we start with an audit of the whole hreflang cluster and fix structural errors in the template rather than page by page. Read more about multilingual SEO when your site combines several languages.

English in the United Kingdom is not the English of the United States, and Dutch in Flanders searches differently from Dutch in the Netherlands. Product names, sizes, seasons, regulation and competitors differ. A literally translated page answers a question nobody in that country asks. See how the content strategy is built per market.

So we run separate keyword and AI-question research per market and write per country from the local demand. Where volumes are small we cluster smartly, so you do not build a hundred pages for a market with ten searches a month. Cluster Share shows you per country how much of the demand in your category already goes to you. Measure your share per country for free with Cluster Share.

With ten countries and two hundred categories you cannot work page by page. Traze builds the country × category matrix programmatically: one page per combination with local search terms, prices, shipping information and internal links to the right country version of products and guides. Read how programmatic SEO builds a country × category matrix.

Quality stays in charge: every variant gets unique, local content and has to reach a minimum citability score before it goes live. That prevents Google from seeing hundreds of near-identical country pages as duplicates and picking one at random. See our approach to e-commerce SEO across several markets.

Google and AI engines tie a page to a market on more than language: currency, address, phone number, local sources, references from local sites and reviews from that country. Without those signals Google treats your German page as a Dutch site with German text, and ChatGPT in Germany prefers to name a local competitor.

We build that local layer with you: localised business data and schema per country, content that references local sources and pages that answer the questions AI assistants get in that country. The dashboard shows per country and per engine whether you are mentioned. See the example case of a sneaker resale platform in four countries.

Opening everything at once splits your budget and your attention. We start with the market where demand is largest and competition is achievable, build the structure and the first clusters there, and use what we learn for the next market. Every market has its own goal, its own content calendar and its own reporting. See which plans support several markets.

For organisations with a team per country we combine that with the governance from our enterprise offering: one strategy, approval per market and a shared log. Head office knows what happens in every country without having to read every page itself. Read how enterprise SEO handles governance across markets.