International Technical SEO

  • International technical SEO from
    SEO professionals with global expertise
  • Elevate performance and user experience
    across your target markets
  • Your full-service agency for international SEO
    with a focus on technical optimization

MONDIS offers expert know-how to help you optimize your website with international technical SEO. We’ll conduct a comprehensive SEO audit to establish the status quo and determine your potential before carrying out the technical optimization measures on the basis of the findings. Our goal is to make your website easily findable, indexable and visible from anywhere in the world.

„When done right, SEO is a valuable foundation for all subsequent SEO optimizations aimed at sending your international website to the top of search engines in your target markets.”

Michael Q
Michael Quast
Managing Partner, MONDIS
Before content, structure

How international technical SEO can give your website
that all-important SEO boost

When we think of SEO, we tend to think of keywords and content. Of course, this is not incorrect per se – but it doesn’t tell the whole story. It is not only search engines that judge on other factors than content alone; after all, what good is even the best website content if it loads agonisingly slowly or is totally unusable on mobile devices? This is where technical optimization comes in. Speed, functionality and compatibility are essential factors for the ranking of a website on a search engine results page.

What do we mean when we talk about technical SEO for international websites?

When it comes to SEO, the ideal mix of art and technology can be compared to the interaction between members of a successful football team. Creative, unique content and a great interface design need a well-functioning technical framework – just like a striker needs a strong midfield behind them. In addition, good international technical SEO offers another pivotal advantage: it makes it much easier to roll out your web presence internationally and translate it into other languages. As such, the right foundation enables significantly smoother expansion.

An SEO audit reveals the status quo and the potential of your international website

The first step in technical optimization is an SEO audit: a comprehensive analysis of the current state of your website. SEO audits can be helpful in many different contexts: auditing the routine operation of your website, for example, can help you shed light on technical problems and figure out steps to improve them. The goal of a technical SEO audit is to draw up a comparison between the current state of your website and an analysis of its potential.

Technical SEO can achieve a more user-friendly website

Poorly optimized websites make it difficult for Google and other crawlers to orient themselves within the content and structure of a website and locate desired subpages and topics. Thus, technical optimization is partially for the benefit of the search engines, because it enables easier logging and thus allows Google (and others) to assign keywords and topics to specific subpages more easily. ‘Clean’ technical SEO also benefits users, since it enables them to navigate more easily and reach their destination more quickly. You, as the website provider, benefit from more leads, more sales and better customer loyalty.

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What really counts

What you really need to know about international technical SEO

The URL

If you were planning ahead for the internationalization of your business at the point of establishing it, you will likely have decided on a ‘.com’ domain, which can easily be extended for all relevant countries using sub-directories. If your initial focus was on German-speaking regions of the world, you will likely have started with a .de domain. Google and other search engines evaluate these so-called ‘top-level domains’ under special criteria. They assume that a .de domain is intended exclusively for Germany. As such, if you want to go international with a .de domain, you will be at a competitive disadvantage. A better approach is to set up a suitable top-level domain for each additional country – for example, .fr for France .fr, .es for Spain or .it for Italy. In basic terms, this enables the different language versions to be cleanly demarcated from each other. The technical elements of the website remain the same in the background, but the content is professionally translated into the different national languages.

Backlinks & social media

A local domain or URL is by no means the only facet of SEO work – it’s also necessary to create local backlinks for each country. These create a strong foundation for successful search engine rankings. Blog articles and press releases in the respective language – which MONDIS can create on your behalf – help to further establish the new domains in the respective country. It can also be helpful to create language-specific social media profiles. Potential customers will generally feel much more comfortable consuming social media in their native language.

Updating security certificates

Reviewing all security certificates on your website is an important step of the technical optimization process. These certify that traffic is secure and are thus a pivotal factor in achieving successful rankings. Pages without valid certificates are mercilessly ‘downranked’ by Google. The reason for this is obvious: if Google directed users to less trustworthy pages, this would jeopardise its own image. By including this step in the technical SEO process, we aim to effectively equip your website with up-to-date security certificates.

Cleaning up the website and eliminating error codes

As part of the technical SEO process, all of your website’s status codes are scanned and ‘searched’ for error codes. In addition to codes like ‘404’ (meaning ‘page not found’) being frustrating for visitors, search engines view such ‘dead’ links as a negative criterion when it comes to ranking. As such, the technical optimization process includes expanding the content of currently used areas of the website and removing dead or unused ones.

Content optimization and technical optimization go hand in hand

The optimization of content should be carried out in parallel to technical SEO measures. Screeds of text are just as boring for search engines to read as they are for human users. Paragraphs, formatting, subheadings and relevant illustrative images have multiple benefits: as well as making texts readable and varied, they help convey the subject matter at a quick glance. The topic and content (and keywords) should also be clearly reflected in the URL, the meta title and the meta description. This is where it gets technical.

Start with technical optimization of the master site, then roll out internationally

An ideal starting point for online expansion into the international realm is a technically optimized master website in the home market. If your original web presence in your country of origin is set up flawlessly in terms of technical SEO, it can serve as a kind of master website. This master can then be used a ‘blueprint’ for the multilingual rollout. When the structure of the master is optimized according to the principles of international technical SEO, it is quite straightforward to feed translated, localized content for each target market into the international website.

Ensuring performance, usability and responsiveness

Technical optimization does not consist solely in the removal of dead links. For search engines, it is not only crucial that a page actually works, but that it performs well. A page must not only be easily accessible on desktop computers, but completely functional on mobile devices, too. This is because mobile devices now account for a very large, if not the largest, share of all page impressions. It goes without saying that a ‘responsive design’ – a website design that adapts to the smaller, usually portrait-format monitors of mobile devices – or a mobile version of the page are expected as standard by Google. The optimization of media files should not be forgotten, either. Fast loading times and good usability on all devices will naturally lead to better rankings.

Storing ‘structured data’ is an increasingly popular option

Google also pays increasing attention to whether text structures and descriptions of content can be found in the source code, in so-called ‘structured data’. The search engine can read this easily and thus understand the content better and faster. From this, the search engine (e.g. Google) generates special search result features such as highlighted snippets or graphical representations. Thanks to this special form of processing, structured data also enable much more accurate results to be returned for specific search queries. Image SEO – including optimized file sizes, file names, descriptions and the obligatory alt tag, which briefly describes what can be seen on the image – should not be forgotten in this context. Google particularly rewards websites where when content and technical optimization are skilfully combined.

Business that are fast, mobile and clear on-page have the best chance of taking off off-page.

Unfortunately, optimization does not end with the creation of a technically flawless website profile – notwithstanding that this lays the vital groundwork. Once you are properly set up in terms of on-page measures, it’s time for off-page optimization to begin. Here, the aim – among other things – is to establish external links and a well-functioning presence in social networks. Ultimately, the great advantage of successful technical SEO optimization is the content-related freedom you enjoy afterwards. A good technical framework allows you to devote your energy to creating sophisticated, user-focused content and presenting your products and services in an optimal light at home and abroad.

FAQ

Frequently asked questions

Which tools can help with technical SEO optimization?

Optimizing your website with international technical SEO is a basic prerequisite for achieving favorable rankings. Google itself provides three free tools in the form of its Google Search Console, page speed testing tool and mobile friendly testing tool, whereby the Google Search Console is the only one of these requiring a login. Screaming Frog is another tool for page analysis and crawling.

What does international technical SEO encompass?

A comprehensive SEO audit serves as the basis for analysis. The URL structure, the status codes of your website, the performance (loading speed), the crawling capability and the responsiveness of the website are examined in detail. Emphasis is placed on the importance of a security certificate with HTTPS to establish trust among users. In addition, the functionalities and potentials of using structured data are analyzed.

What are the biggest sources of error when it comes to technical SEO?

The more extensive and complex a website, the higher the probability of errors in technical SEO. The most common sources of errors include duplicate content without canonical tags, failure to implement hreflang tags during internationalization, non-functioning 301 redirects and broken links within the link structure. Other widespread errors include unnecessary Javascript or old tracking codes hidden in the source code.

How can pagespeed be improved with lasting effect as part of technical SEO?

Pagespeed is afforded a particularly high weighting in the technical SEO process. To optimize it, you must reduce the response times of the server, remove unnecessary plug-ins, bundle CSS files, use a content delivery network and reduce HTTP requests. The compression of images and correct integration of videos can also have a significant impact. With relatively little effort, it is possible to reduce the loading time quite significantly.
GET IN TOUCH

International technical SEO for global websites by MONDIS

Michael Q

Take advantage of our expertise to build a successful international online presence. Using insights gained from an SEO audit and a targeted analysis of your potential, we ensure that your website can be found easily and attract new customers from anywhere in the world.

Contact: Michael Quast, Managing Partner
Telephone: +49 30 48496622-0
Email: kontakt@mondis.de

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