International SEO Checklist
A complete checklist to help your website rank across multiple countries and languages with the right international SEO setup.
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Planning & Strategy
Choose Your Markets and Languages
List the countries/regions and languages you will target (e.g., Canada-EN, Canada-FR, Germany-DE). This drives URL structure, content plans, and hreflang setup later.
Pick an International URL Structure (ccTLD vs. subdomain vs. subdirectory)
Decide whether to use country domains (e.g., example.de), subdomains (de.example.com), or folders (example.com/de/). Each sends different “locale” signals to Google and users—ccTLDs are the clearest country signal, subfolders are simplest to maintain.
Do Market-Specific Keyword Research
Research keywords separately for each language and country—translations often miss local phrasing. Build lists per market instead of reusing one global set.
Check Local SERPs and Competitors
Look at who ranks locally and what their pages include (content angles, trust cues, formats). This helps you localize substance, not just translate words.
Decide Which Search Engines Matter
In some countries, Google isn’t the only game (e.g., Baidu in China, Yandex in Russia). Note if you need extra work beyond Google for critical markets.
Content & Localization
Localize, Don’t Just Translate
Adapt examples, tone, product names, measurements, currency, and support info. “Localization” = culturally and contextually adapting content so it reads native, not literal.
Standardize Formats Users Expect
Use local currency, date formats, units (kg/lb), phone/address formats and local trust signals (returns, payment options, support hours). These increase relevance and conversions.
Give Users a Clear Language/Country Switcher
Add a visible menu or dropdown so visitors can easily switch to their preferred language or country version from any page. Each option should lead to a separate URL (for example, /us/, /fr/, /de/). Avoid automatic redirects based on someone’s IP — Google and users both prefer giving people control.
Avoid Mixed-Language Pages
Keep each page in one language (menus, headings, body) so Google can detect language correctly and rank the right version.
Technical Targeting (hreflang, canonicals, sitemaps)
Implement hreflang Correctly
Use hreflang tags to tell Google which version of a page matches which language or country. For example, tell Google that /en/ is for English and /fr/ is for French. Always include a tag for each version (including itself) so Google can pair them correctly.
Use x-default for a Selector or Global Page
If you have a page where people pick their region or language (like a “Choose Your Country” page), add the x-default hreflang tag. It tells Google this page is for users who don’t match any specific language or country version yet.
Keep hreflang Aligned with Canonicals
Make sure every localized page (like /en/, /fr/, /de/) points to itself as the canonical URL — not to another country version. This tells Google each version is unique and prevents the wrong one from ranking in search results.
Support hreflang via XML Sitemaps (At Scale)
For large sites, put hreflang annotations in XML sitemaps so they’re easier to maintain and audit; ensure only indexable final URLs appear.
Avoid “noindex” Pages in hreflang Groups
Only include pages that are allowed to appear in Google search (indexable pages) in your hreflang setup. If a page has a noindex tag, remove it from the hreflang group. Google ignores noindexed pages, so including them weakens the whole set.
Keep hreflang Links Complete and Symmetric
When you add a new country or language version of a page, update the hreflang tags on all related versions to include it. Every page should list every alternate version (including itself). Missing or one-way links are a common reason hreflang doesn’t work properly.
Architecture & Delivery
Use Different URLs per Language Version
Don’t swap language via cookies or scripts on one URL—create distinct URLs for each version so Google can discover, crawl, and rank them.
Don’t Rely on IP-Based Redirects
IP/location detection is unreliable for search; it can block Googlebot from finding alternatives. Prefer explicit links and hreflang instead of forced country redirects.
Keep Navigation and Internal Links Localized
Menus, breadcrumbs, and internal links should point to the local equivalents (e.g., DE pages linking to DE pages). This reinforces targeting and helps users stay in the right locale.
Handle Duplicates Across Countries in the Same Language
If you run multiple English sites (e.g., US/UK) with near-identical content, pick preferred versions with canonicals and connect them with hreflang so users get the right one.
Use a CDN and Regional Caching for Global Speed
A Content Delivery Network (CDN) stores copies of your website on servers around the world. When someone visits your site, they load it from the nearest location, not your home server. This reduces lag, improves Core Web Vitals, and makes your site feel faster for users in every region.
Match Internal Links and Navigation to Each Locale
On every localized version of your site, make sure menus, breadcrumbs, and internal links lead to pages in the same language or country. For example, your German menu should link to German pages. This helps users stay in their version and helps Google map each language’s structure clearly.
Trust, Compliance & Local Signals
Show Local Trust Elements
Add local contact details, customer support options, delivery/returns policies, and local reviews/testimonials on each market’s pages. These cues can lift conversions and “prominence.”
Consider Legal and Policy Differences
Note privacy, cookie, and content rules that differ by country (e.g., consent banners, disclosures). Clear compliance prevents removals and builds trust with local users.
Build Local Backlinks and Mentions
Pursue links and mentions from local media, associations, and community sites in each market. Local authority supports visibility beyond language matching alone.
QA & Monitoring
Test How Google Sees Each Locale
Use Search Console and live fetch to compare what users see vs. what Google renders—especially on JavaScript sites. Confirm the correct hreflang pair is shown in results
Track Performance Per Market
Create separate GSC properties (or filters) for sections like /de/, /fr/, etc., and watch clicks, queries, and indexing by locale. Investigate mismatches (e.g., German queries landing on English pages).
Monitor hreflang Integrity Over Time
When you add or remove pages, update hreflang everywhere (tags or sitemaps). Regularly crawl to catch missing reciprocals, wrong codes, or non-indexable alternates.
Re-evaluate URL Structure as You Scale
It’s common to start with subfolders and move to ccTLDs or subdomains as markets mature. Revisit structure if operations or branding needs change.
Review Local Content Regularly
Check that localized pages stay accurate—prices, shipping, holidays, examples, and legislation change. Refreshing localized content keeps relevance high in each market