International SEO is where good domestic sites usually break. The same product page appears in four markets, hreflang is half-implemented, the UK page outranks the Australian one in Australia, and nobody can explain why traffic from the new market never arrives.
Having run search for brands across the UK, US, Australia and Nepal, I can tell you the failures repeat: structure chosen for convenience rather than strategy, translation mistaken for localisation, and search intent assumed to be identical across borders when the actual queries differ.
What the work includes
- Structure decision: subdirectories, subdomains or ccTLDs, argued rather than defaulted
- Hreflang implementation and validation, including the return-tag errors that silently void it
- Market-specific keyword research, because localisation is not translation
- Duplicate and near-duplicate content resolution across regions
- Local signals: currency, contact, schema, and where relevant local hosting or CDN
- Per-market reporting so a weak country is visible instead of averaged away