International SEO
What is the Ideal Domain Structure?
nternational SEO is one of the most complex aspects of a global online strategy. Deciding how to structure your domain for international expansion can make or break your search engine rankings in new markets. In this article, we dive into insights from three SEO experts—Álex Karnatowski, Juan González Villa, and Víctor García Parra—to explore the best domain structure for international SEO.
International SEO: What is the Ideal Domain Structure?
Expanding a website to international markets presents unique challenges for businesses. When considering international SEO, one of the most important decisions is the structure of your domain. Should you opt for subdomains, subdirectories, or even country-specific domains? To help answer these questions, we consulted three top SEO experts: Álex Karnatowski, CEO of Convertix; Juan González Villa, director of Useo; and Víctor García Parra, marketing director at Grupo Todo Luminosos.
Let’s break down their insights on how to best approach your international SEO domain structure.
Understanding the Complexity of International SEO
SEO, in itself, is no easy task. But when you add international markets into the mix, it becomes even more complicated. Every country presents unique challenges—different languages, cultural nuances, competition levels, and user behavior. Your domain structure can significantly impact how easily users in these regions find your website and engage with your content.
For businesses already operating with an established domain, restructuring can feel overwhelming. Sometimes, you have to work with what you’ve got. But what if you were starting from scratch, with global expansion in mind? Is there a one-size-fits-all solution?
Expert Advice: Key Steps to International SEO Strategy
According to Víctor García Parra, the first step in any international SEO strategy is understanding the new markets you want to enter. He explains:
“You need to research your new market thoroughly. What works in Spain might not work in France. The competition is different, and so are the customers. You must adapt to those differences.”
Víctor emphasizes that keyword research is crucial because translating your Spanish keywords directly into English or French may miss the mark. Instead, you need to uncover how users in those countries search for products like yours.
Álex Karnatowski, on the other hand, points out the difference between expanding into culturally similar countries, like Portugal, and venturing into more complex markets like Germany or Hungary. Each region can require a vastly different approach.
Technical Setup: URLs and Hreflang
Once you understand your target market, it’s time to get into the technicalities. Víctor stresses the importance of configuring URLs properly:
“You need to make sure that your URLs are set up correctly for each country. That includes implementing hreflang tags to signal to Google which language and region you’re targeting.”
The hreflang attribute is crucial for telling search engines which version of your site to serve to users based on their language and location. Without it, Google could show the wrong content to the wrong audience.
Keyword Research and Translation Strategy
One common mistake businesses make is directly translating their existing content into another language without considering local search behavior. As Juan González Villa explains:
“It’s not enough to just translate. You need to research the specific search terms users in that country are using. Different countries have different intents even when searching for the same product.”
This means not only adapting your language but also ensuring that your content meets the search intent of users in the new region.
Domain Structure: Subdirectories, Subdomains, or ccTLDs?
One of the most critical decisions in international SEO is choosing the right domain structure. There are three main options:
- Subdirectories (example.com/fr, example.com/de)
Subdirectories allow you to maintain your website’s authority while targeting specific countries or languages. This option is ideal for businesses that already have strong domain authority and want to leverage it in new markets. Víctor García Parra explains, “Using subdirectories can be the simplest approach when expanding, as it allows you to build on the domain authority you’ve already established.” - Subdomains (fr.example.com, de.example.com)
Subdomains offer more separation from the main website, which can be helpful when targeting significantly different regions or product lines. However, this structure doesn’t share the same domain authority, meaning you may need to build authority for each subdomain from scratch. Álex Karnatowski notes, “Subdomains can be useful in certain cases, but they can also dilute your efforts if not executed properly.” - Country-Specific Domains (example.fr, example.de)
Country-specific domains (ccTLDs) are often the best option for fully localizing a brand. These domains provide a strong signal to both users and search engines that you are targeting a specific country. Juan González Villa adds, “In countries like Germany or the UK, having a local domain (.de, .uk) is often the best approach because users expect it. It builds trust.”
Branding Challenges with International Domains
A significant challenge for global brands is maintaining consistency across different markets. For example, a Spanish brand like “Mi Tienda de Arte” had to rebrand itself as “Craftelier” when entering international markets to avoid confusion in countries like Germany and France. The name “Mi Tienda de Arte” was difficult for non-Spanish speakers to understand or pronounce, so adopting a more universally recognizable name made sense.
Conclusion: Which Domain Structure Should You Choose?
When it comes to international SEO, there is no single perfect domain structure. The right choice depends on several factors, including the countries you’re targeting, your brand’s existing presence, and the resources you can allocate to managing different sites.
- If you’re entering a market similar to your home country and want to leverage existing domain authority, subdirectories may be the best choice.
- For more distinct markets, subdomains or ccTLDs could offer the localization needed to gain traction with local audiences.
In the end, the ideal domain structure for international SEO is the one that best fits your business’s needs, resources, and long-term strategy.
FAQs
- What is the best domain structure for international SEO?
The best domain structure depends on your goals. Subdirectories are great for leveraging existing authority, while ccTLDs work well for complete localization. - Is it better to use subdomains or subdirectories for international SEO?
Subdirectories are often better for sharing domain authority, but subdomains provide more flexibility when targeting vastly different markets. - How does hreflang help with international SEO?
Hreflang tags tell search engines which language and regional version of a page to display to users, preventing content mismatches. - Should I translate my website content for each market?
Yes, but more importantly, you should localize it to match the search intent and behavior of each
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