International SEO Best Practices - Moz

By MOZ on moz.com

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International SEO is the process of optimizing a website so that search engines can identify which countries and languages the website is targeting. It involves specifying a target country and/or region with an international-friendly URL structure, establishing which language the pages are targeting with the use of language tags, and creating and maintaining content in the target users' language. There are several URL structures webmasters can use to target a particular country, such as using a country code top-level domain, a subdomain, a subdirectory, a gTLD with language parameters, or a different domain name. Language tags are used to indicate to search engines which languages the website is available in. Finally, website content should be tailored to the target user's language and culture.