The international SEO audit: optimising your visibility on a global scale

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On the theme SEO audit International SEO International


The digital world is constantly evolving, and companies are constantly looking to improve their online presence in order to reach a wider audience. audience wider.

Against this backdrop, theinternational SEO audit is a strategic lever for ensuring that your website adapts to the specific characteristics of each target market.

This article looks at the issues involved in this audit and the main steps involved in carrying it out.

International SEO Audit

Why carry out an international SEO audit?

Companies wishing to develop their online presence internationally need to take into account factors such as language, culture and the competitive environment. The aim of an international SEO audit is to identify your website's strengths and weaknesses in these areas, so that you can improve its natural referencing and optimise its visibility on a global scale. There are several reasons for this audit:

  • Competitive analysis : study the performance of your international competitors to determine the differences between your site and those that are better positioned in the search results;
  • Ergonomics : check that your site offers a good user experience according to local standards and cultural preferences;
  • Contents: ensure that texts and visuals are adapted to target markets, taking into account language, symbols and cultural codes;
  • Technical details : identify technical problems that could affect the indexing of the site by international search engines, such as Google.

The key stages of an international SEO audit

To carry out an international SEO audit, you need to go through a number of stages, which will help you identify areas for improvement to optimise your website:

1. Definition of objectives and geographical priorities

Before starting the audit, take the time to define your strategic objectives and identify the geographical priorities for your online presence. Do you want to conquer new markets or strengthen your position in areas where you are already active? Which countries are you planning to invest the most resources in over the next few months? These questions will help you to focus your audit and determine the relevant performance indicators.

2. Analysis of site structure

At this stage, assess whether the structure of your site is tailored to an international audience. Take into account elements such as navigation, content organisation and language management. Also check whether you have set up the Hreflangwhich enable search engines to understand the multilingual and multi-regional structure of your site.

3. Content assessment

The audit then goes on to evaluate the existing contentto determine whether they are suitable for each target market. Analyse the relevance of the texts, images and videos used on your site, making sure that they respect the cultural codes and expectations of users in each country. You could also check that you are using the right keywords for each language and that your content is well optimised according to SEO criteria such as Title tags or Meta Description.

4. Technical analysis

Next, carry out a technical analysis to identify possible factors blocking indexing of your site by exploration robots international search engines. In particular, check the loading speedthe architecture of URLthe internal networkingthe management of outgoing links, the implementation of the Sitemap or 404 errors.

5. Natural referencing performance

Finally, measure the performance of your natural referencing by studying the following indicators:

    • Positioning : track your site's position on strategic keywords in each country;
    • Organic traffic : analyse the volume of visitors coming from natural search engine results;
    • Rate of conversion : measure the rate of conversion of organic traffic into concrete actions (sales), leadssubscriptions, etc.);
    • Global visibility : Evaluate your site's presence in search results for a wide selection of queries related to your business.

The international SEO audit is therefore an essential tool for companies wishing to optimise their online presence on a global scale.

By following these key steps, you'll be able to deploy an effective SEO strategy tailored to each target market, while improving your visibility to an increasingly varied and demanding audience.

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About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs.
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