International SEO Checklist

Choose the right URL structure

Select between subdirectories (/en/), subdomains (en.example.com), or ccTLDs (example.de). Subdirectories are recommended for most sites as they consolidate domain authority.

Set up country or language targeting in GSC

Configure international targeting in Google Search Console for each version of your site to signal which audiences you're targeting.

Create a consistent URL pattern across languages

Maintain consistent URL structures across all language versions. If /en/products/ exists, ensure /de/produkte/ follows the same pattern.

Set up separate sitemaps per language

Create language-specific sitemaps or a single sitemap with hreflang annotations to help search engines discover all language versions.

Handle the default language version

Decide how to handle your primary language — redirect root to /en/ or serve default content at root. Be consistent with your approach.

Implement x-default hreflang for fallback

Add x-default hreflang to specify which page should display for users whose language or region isn't specifically targeted.

Add hreflang tags to all pages

Implement hreflang annotations via HTML link tags, HTTP headers, or sitemap for every page that has alternate language versions.

Use correct language and region codes

Follow ISO 639-1 for language codes (en, de, fr) and ISO 3166-1 for region codes (en-US, en-GB). Incorrect codes invalidate hreflang entirely.

Ensure bidirectional hreflang references

Every hreflang reference must be reciprocal — if page A points to page B, page B must also point back to page A.

Include self-referencing hreflang tags

Every page should include a hreflang tag pointing to itself. This confirms the page is the correct version for its specified language.

Validate hreflang implementation

Use hreflang validation tools to check for errors like missing return links, invalid language codes, and non-canonical hreflang URLs.

Handle pages without translations

For pages that exist in some languages but not all, only include hreflang tags for existing translations. Don't create hreflang for non-existent pages.

Localize content, don't just translate

Adapt content for local markets including idioms, examples, currencies, measurements, and cultural references — not just word-for-word translation.

Conduct keyword research per market

Search behavior differs across languages and regions. Research keywords natively in each target language rather than translating your English keywords.

Localize meta tags and structured data

Translate title tags, meta descriptions, alt text, and structured data for each language version. Don't leave English metadata on translated pages.

Adapt visuals and media for local markets

Localize images, videos, infographics, and screenshots to reflect local culture, language, and user expectations.

Handle date, number, and currency formats

Display dates, numbers, currencies, and measurements in the format expected by each target market to build trust and reduce confusion.

Create region-specific content where needed

Develop content addressing region-specific topics, regulations, events, or trends that aren't relevant to your global audience.

Set language declaration in HTML

Include the correct lang attribute on the html tag for each language version to help browsers and assistive technologies identify the content language.

Handle currency and pricing display

Show prices in local currency for ecommerce sites. Implement proper geo-IP detection or user selection for currency display.

Configure CDN for global performance

Use a CDN with edge locations near your target markets to ensure fast page loads regardless of user geography.

Implement proper server location or CDN targeting

Host your site on servers near your primary audience or use a CDN that serves content from the closest edge location to each user.

Test pages from different geographic locations

Verify your pages load correctly and serve the right content when accessed from different countries using VPN or geo-testing tools.

Avoid automatic redirects based on IP

Don't force redirect users based on their IP location. Instead, show a banner suggesting the local version. Forced redirects can block search engine crawlers.