[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fhow-to-choose-a-website-setup-for-international-seo":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":434,"breadcrumbs":435,"reading_minutes":166,"category":443,"head":446},"2026-06-16T10:18:43",{"rendered":6},"\n\u003Cp>\u003Cspan>Whether your business operates in multiple territories or has plans to expand, achieving your goals will require you to understand and push beyond international SEO best practices. Doing so will ensure that you’re in the best position to take advantage of the opportunities present in your target markets by maximising visibility in these regions.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>Taking the time to carefully plan and execute your \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Finternational-seo\u002F\">\u003Cspan>international SEO\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> strategy will not only save your business a potential admin headache down the line but also a financial one.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>Read on to learn about why you might want to invest in international SEO, and the key considerations to be aware of when making important decisions such as the structure of your URLs.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>NOTE: This post has been updated for 2026 👍 \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-international-seo\">What is international SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-international-seo-important\">Why is international SEO important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#international-seo-best-practices\">International SEO best practices\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-do-i-set-up-international-targeting-for-my-website\">How do I set up international targeting for my website?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-are-subdirectories-aka-subfolders\">What are subdirectories (aka subfolders)?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#hreflang\">How to set hreflang for subdomains\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#subdirectory-advantages\">Subdirectory advantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#subdirectory-disadvantages\">Subdirectory disadvantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-country-code-top-level-domains-cctlds\">What are country-code top-level domains (ccTLDs)?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#separate-domain-advantages\">Separate domain advantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#separate-domain-disadvantages\">Separate domain disadvantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-international-subdomains\">What are international subdomains?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#subdomain-advantages\">Subdomain advantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#subdomain-disadvantages\">Subdomain disadvantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#which-url-structure-is-right-for-me\">Which URL structure is right for me?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#if-you-already-use-a-cctld\">If you already use a ccTLD:\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#if-youre-planning-on-expanding-into-multiple-territories\">If you’re planning on expanding into multiple territories:\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#if-youre-deciding-between-multiregional-and-multilingual\">If you’re deciding between multiregional and multilingual:\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-optimise-international-seo-for-ai-generative-search\">How to optimise international SEO for AI & generative search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-dangers-of-translation-only-subfolders\">The dangers of “translation-only” subfolders\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#find-the-best-international-seo-strategy-with-impression-digital\">Find the best international SEO strategy with Impression Digital\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-international-seo\">\u003Cspan>What is international SEO?\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>International SEO is a form of website optimisation that enables search engines to determine which countries to present your pages to in search results, and in which languages.\u003C\u002Fp>\n\n\n\n\u003Cp>In short, it is the process of making sure that the UK version of your website appears in the UK search results and likewise for other markets and countries. \u003C\u002Fp>\n\n\n\n\u003Cp>From geotargeting to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-choose-a-website-setup-for-international-seo#hreflang\">hreflang\u003C\u002Fa>, there are plenty of vital considerations to take into account as part of your strategy. Before you get to that stage, though, you need to set up the right international SEO URL structure to help you achieve your business goals.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-is-international-seo-important\">\u003Cstrong>Why is international SEO important?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To understand why your business needs international SEO, it’s important to first understand how search engines like Google crawl, index and present websites to different audiences.\u003C\u002Fp>\n\n\n\n\u003Cp>The goal of a search engine is to present the most relevant, useful and authoritative content to its users. The content that a user deems to be relevant, useful and authoritative changes depending on their language and the country that they’re searching from.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, someone searching for shoes in France will be presented with different search results than someone searching in the UK. This is because search engines understand that someone searching in France will want to browse websites written in their native language, offering products or services that are available to them at competitive prices. Presenting websites written in another language, or websites offering products unavailable in their market, would result in a bad search experience for the user – something which Google tries to avoid at all costs!\u003C\u002Fp>\n\n\n\n\u003Cp>As a result, businesses looking to trade in another market will need to ensure their website is optimised for each respective audience. Doing so requires making sure their site is multi-regional (one that targets users in different countries who speak the same language, such as the UK and the USA) or multilingual (one that offers content in more than one language).\u003C\u002Fp>\n\n\n\n\u003Cp>Much like a website requiring SEO in its country to rank organically for its target keywords, a multi-regional or multilingual site will need an international SEO strategy to perform strongly.\u003C\u002Fp>\n\n\n\n\u003Cp>The first step is choosing the optimal international website setup.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"international-seo-best-practices\">I\u003Cstrong>nternational SEO best practices\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-do-i-set-up-international-targeting-for-my-website\">\u003Cstrong>How do I set up international targeting for my website?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan>There are three main options for building a website that can perform well organically overseas:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cspan>Subdirectories\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan>Separate country-code Top-Level Domains\u003C\u002Fspan> (ccTLDs)\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan>International subdomains\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-subdirectories-aka-subfolders\">\u003Cb>\u003Cstrong>What are subdirectories (aka subfolders)\u003C\u002Fstrong>\u003C\u002Fb>?\u003C\u002Fh3>\n\n\n\n\u003Cp>A subdirectory, also known as a subfolder, is the part of a website which houses a specific subset of content. Subdirectories are displayed in the URL, appended to the right of the domain. Common examples of subdirectories include: \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Fblog\">www.businessname.com\u002Fblog\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Fshop\">www.businessname.com\u002Fshop\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>A good way of understanding subdirectories is to \u003Cstrong>imagine them like separate folders within a filing cabinet\u003C\u002Fstrong>, with the filing cabinet being the website in its entirety.\u003C\u002Fp>\n\n\n\n\u003Cp>Not only do subdirectories allow you to structure and organise domestic-targeted content, but they are also the first option available to businesses looking to expand abroad. This option involves having the company domain sit on a .com generic top-level domain (gTLD), as this is the industry standard for international sites.\u003C\u002Fp>\n\n\n\n\u003Cp>The website would then require separate subdirectories on the domain to target different markets, such as:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Fgb\u002F\">\u003Cspan>www.businessname.com\u002Fgb\u002F\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Ffr\u002F\">\u003Cspan>www.businessname.com\u002Ffr\u002F\u003C\u002Fspan>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>These country-specific subfolders serve as a signal to search engines that they are aimed at different markets. However, this is not enough.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"hreflang\">How to set hreflang for subdomains\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cspan>Each subfolder also requires the appropriate hreflang tag attributes to be implemented to avoid being seen by Google or AI as duplicated, even if it is translated into different languages.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>Hreflang tag attributes explicitly tell search engines which language you are using on a specific page, so they can serve that result to users searching in that language. They can also state the region in which a page should be served to users.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, the following hreflang tag attributes tell search engines that the page is aimed at an English-speaking US audience (hence ‘en-us’).\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cspan><link rel=”alternate” href=”http:\u002F\u002Fexample.com” hreflang=”en-us” \u002F>\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>While search engines are adept at understanding the content on a page, they still require i\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F189077?hl=en\">nformation about localised versions\u003C\u002Fa> of your pages to be able to differentiate them. As well as hreflang tag attributes, each country-specific subdirectory should also ideally be geo-targeted in Google Search Console, Bing Webmaster Tools or other similar platforms. If a page lacks local relevance, even if it has an hreflang tag, most search engines, especially AI, will ignore the tag and filter the page as a duplicate.\u003C\u002Fp>\n\n\n\n\u003Cp>An example of a website utilising this approach is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nike.com\u002F\">Nike.com\u003C\u002Fa>. The global sportswear giant has chosen to offer content for each of its markets on the .com generic top-level domain (gTLD), with the content for each territory being available on a country-specific subfolder with the correct hreflang tag attributes implemented. The version of the site for users in Great Britain is https:\u002F\u002Fwww.nike.com\u002Fgb\u002F, which has ‘en-gb’ as an attribute in its hreflang tag.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image alignwide size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fnikeinternationaltargeting.png\" alt=\"An image showing the multiple locations available on nike.com including Africa and the Americas\" class=\"wp-image-16456\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An image showing the international site options available on Nike.com.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"subdirectory-advantages\">\u003Cb>Subdirectory advantages\u003C\u002Fb>\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cspan>There may be less technical management and overhead costs in the long-term, e.g. hosting.\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan>Each country-specific subdirectory will inherit authority from other subfolders on the same gTLD, meaning any backlinks earned for one market will benefit another. Each country-specific subfolder would still need country and language-specific backlinks.\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>Subdirectories can be built to target users in multiple countries that share the same language.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"subdirectory-disadvantages\">\u003Cb>Subdirectory disadvantages\u003C\u002Fb>\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>While the subdirectory option works for certain businesses, it’s important to remember that a brand name, especially one with exact-match domains (EMDs), does not always translate well into other languages. Website names that hold little meaning in a foreign market will likely struggle to achieve strong organic rankings, let alone receive a positive click-through rate (CTR).\u003C\u002Fli>\n\n\n\n\u003Cli>Having a multi-site approach means that all sites can be edited from the same CMS, which can be confusing and result in mistakes being made. Moreover, a singular data breach could affect the business’s service offering in every territory.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-country-code-top-level-domains-cctlds\">\u003Cb>What are country-code top-level domains (ccTLDs)?\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>A country-code top-level domain (ccTLD) shows users and search engines which country or independent territory a website is registered in using a two-letter country-code. It gives an indication as to who may find the content relevant based on where they reside.\u003C\u002Fp>\n\n\n\n\u003Cp>Creating a new and entirely separate ccTLD is the second option available for websites expanding into new markets. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, a standard UK business may have its current website like the following:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.co.uk\u002F\">www.businessname.co.uk\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>The ‘co.uk’ is the country-code part of the domain, meaning its purpose is to indicate the market in which a country is supposed to be ranking. While this helps the website rank well in that particular market, it also makes it nearly impossible for it to be seen in other countries. \u003C\u002Fp>\n\n\n\n\u003Cp>For this reason, a business looking to expand overseas will need to either migrate to a ‘.com’ gTLD or purchase a new ccTLD for the country they wish to target. A business looking to expand into the French market may purchase a domain such as:\u003C\u002Fp>\n\n\n\n\u003Cp>www.businessname.fr A good example of a business using the ccTLD route is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.flixbus.co.uk\u002F\">Flixbus\u003C\u002Fa>. Similar to the subfolder option, the website would need to implement hreflang tags between the two sites to ensure that other search engines view the content on each site as intended for different audiences.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image alignwide size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2019-11-29-at-16.39.33.png\" alt=\"An image showing the hreflang set up for international websites targeting multiple territories\" class=\"wp-image-16459\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An image showing the hreflang tag set up for Flixbus\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>It’s important to bear in mind, however, that subfolders targeting different territories cannot be built on a ccTLD.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"separate-domain-advantages\">\u003Cb>Separate domain advantages\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Content can be prioritised, and the site can be launched with only key content as opposed to risking having half-translated subdirectories. \u003C\u002Fli>\n\n\n\n\u003Cli>Having separate domains offers the option of different content management systems to avoid confusion. It is also possible to manage several key pages, such as the homepage, across both websites.\u003C\u002Fli>\n\n\n\n\u003Cli>Hosting the international site on its local ccTLD will boost its local ranking signals and increase its potential for ranking well in the target market.\u003C\u002Fli>\n\n\n\n\u003Cli>The overseas audience may be particularly favourable to ccTLD websites, as they see it as a trustworthy signal.\u003C\u002Fli>\n\n\n\n\u003Cli>If your brand name means little to the foreign market, having a separate domain with a country-specific brand name will likely give you a higher chance of market entry success.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"separate-domain-disadvantages\">\u003Cb>Separate domain disadvantages\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>More costly in the short-term to build and host a new domain.\u003C\u002Fli>\n\n\n\n\u003Cli>There are key customer service and market entry considerations that would need to be reviewed: address, customer service team, telephone number, etc.\u003C\u002Fli>\n\n\n\n\u003Cli>The domain will need to build authority from scratch.\u003C\u002Fli>\n\n\n\n\u003Cli>Links will need to be built for each site separately, meaning that building authority in a new market will take longer.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-international-subdomains\">\u003Cb>\u003Cstrong>What are international subdomains?\u003C\u002Fstrong>\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>Subdomains are parts of the larger domain that can be treated separately, much like having different subfolders for different markets. They typically sit in front of the main domain, such as uk.companyname.com, for a business targeting the UK market. \u003C\u002Fp>\n\n\n\n\u003Cp>Some CMS tools or proxies default to this behaviour, so it’s been a popular technique for many international websites.\u003C\u002Fp>\n\n\n\n\u003Cp>A business can decide to use subdomains to target its content to different markets, as long as it uses the correct href lang tag attributes to help search engines serve the content to the correct markets.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>A good example of a business using the subdomain route is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fuk.gymshark.com\u002F\">Gymshark\u003C\u002Fa>.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image alignwide size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2019-11-29-at-16.54.51.png\" alt=\"An image showing Gymshark's DE (Germay) homepage\" class=\"wp-image-16472\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An image showing the homepage for Gymshark’s German site – de.gymshark.com \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>One caveat – you cannot create subdomains targeting other countries on a ccTLD.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"subdomain-advantages\">\u003Cb>Subdomain advantages\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Subdomains are the default for some CMS tools\u003C\u002Fli>\n\n\n\n\u003Cli>They have some connection to the current SEO authority of the main website, which can aid performance when launching in a new country.\u003C\u002Fli>\n\n\n\n\u003Cli>It does not require the purchase of new domains.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"subdomain-disadvantages\">\u003Cb>Subdomain disadvantages\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Subdomains are considered a separate entity from the parent domain for links; therefore, each subdomain will require a unique SEO and link-building strategy.\u003C\u002Fli>\n\n\n\n\u003Cli>No automatic user association with the target country, unlike ccTLDs.\u003C\u002Fli>\n\n\n\n\u003Cli>Not a common use of language targeting, which might confuse users.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"which-url-structure-is-right-for-me\">Which URL structure is right for me?\u003C\u002Fh2>\n\n\n\n\u003Cp>Deciding on which solution is best for your business depends on a wide range of criteria. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-you-already-use-a-cctld\">If you already use a ccTLD:\u003C\u002Fh3>\n\n\n\n\u003Cp>If your existing site sits on a UK ccTLD (\u003Cem>.co.uk\u003C\u002Fem>, for example), it might be best to purchase the equivalent ccTLD (such as \u003Cem>.fr\u003C\u002Fem> or \u003Cem>.de\u003C\u002Fem>) in your target market to avoid a costly website migration to a .com gTLD.\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, if you operate with local teams and need to meet strict local regulations or require the highest level of trust from native users, having separate ccTLDs may be useful.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-youre-planning-on-expanding-into-multiple-territories\">If you’re planning on expanding into multiple territories:\u003C\u002Fh3>\n\n\n\n\u003Cp>If you have a smaller team or budget but plan on expanding to multiple territories and would like to share any authority built across each country, it may be best to choose the subdirectory route (for example, .com\u002Fgb\u002F). AI crawlers can help boost visibility for small businesses this way, provided you have local relevance across your subdirectories. Choosing this path can also be less costly than purchasing and hosting numerous ccTLDs.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-youre-deciding-between-multiregional-and-multilingual\">If you’re deciding between multiregional and multilingual:\u003C\u002Fh3>\n\n\n\n\u003Cp>Another consideration is whether your goal is primarily multi-regional or multilingual. If you purchase a ccTLD, it is almost impossible to rank in any country other than the one targeted. On the other hand, subdirectories are slightly more flexible and can be tailored for targeting multiple countries and regions with the same languages.\u003C\u002Fp>\n\n\n\n\u003Cp>The subdomain route offers similar benefits to the subdirectory route, but search engines appear not to pass on authority to subdomains. It also doesn’t benefit from the advantages of the separate domain route, making it perhaps the least attractive of the three options.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Note\u003C\u002Fstrong>: Remember that when choosing a setup, you should choose one that aligns with the localised payment of the region. Eg, if an e-commerce page uses a subfolder setup but forces a global checkout experience, it will result in conversion drops that will quickly tank its organic visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>A summary of each option can be found in the table below:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>URL Structure\u003C\u002Fth>\u003Cth>Less overheads and technical work\u003C\u002Fth>\u003Cth>Inherited authority\u003C\u002Fth>\u003Cth>Separate brand name\u003C\u002Fth>\u003Cth>Separate CMS\u003C\u002Fth>\u003Cth>Local Ranking Signals\u003C\u002Fth>\u003Cth>Effective with AI\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Subdirectory\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>ccTLD\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>Only Local\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Subdomain\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>Partially\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>A table showing the pros and cons of each website setup option\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-optimise-international-seo-for-ai-generative-search\">\u003Cstrong>How to optimise international SEO for AI & generative search\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Getting the URL sorted is only the first step to effective International SEO. Nowadays, you also have to consider the impacts of Large Language Models (LLMs) such as Gemini and ChatGPT, as well as Google AI Overviews, on your organic traffic. \u003C\u002Fp>\n\n\n\n\u003Cp>Subfolders are the fastest way to feed AI engines large, authoritative blocks of content, but if a brand solely relies on global authority without local validation, AI engines will filter out any content that is simply translated as a replica. This is where ccTLDs can be very useful, as they signal local trust, which AIs can then cross-reference against local business databases to determine authority. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-dangers-of-translation-only-subfolders\">The dangers of “translation-only” subfolders\u003C\u002Fh3>\n\n\n\n\u003Cp>Recently, implementing a unique hreflang tag for subdirectories, whilst necessary, is not enough to prove its uniqueness. The rise of AIOs and LLMs has made it necessary to create more semantic differences, namely, changing the local context, product availability, legal disclosures, intent, or any other piece of information that might change to match the new subfolder. Pages that are “semantically identical” will be identified by AI and filtered out, meaning international subfolders will not be shown. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, “content thinness” is another factor AI look to filter out. This means that not only does your subfolder have to be unique, but it should also aim to retain the same amount of useful and relevant content. This ultimately means you need to spend much more time editing your subfolders to be relevant in the context of that region, including changing the copy and updating any currencies, team members, or colloquialisms. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"find-the-best-international-seo-strategy-with-impression-digital\">\u003Cb>\u003Cstrong>Find the best international SEO strategy with Impression Digital\u003C\u002Fstrong>\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan>Choosing the best URL structure is the first step to making sure your website(s) are visible in every country and market you operate in. If you’re interested in learning more about the opportunities available for your business, contact our team of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Finternational-seo\u002F\">international SEO specialists\u003C\u002Fa> today.\u003C\u002Fspan>\u003C\u002Fp>\n",false,"standard",[10,11],166,1,[],[14],109,[16,17,18,19,20,21,22,23,24],"post-4746","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-international-marketing","category-seo",{"page_content_modules":26,"hero":162},[27,124],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"International SEO Strategy: Beyond Best Practice",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},19,"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F","Charlie Norledge","Director, Head of SEO","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":40,"job_title":36,"specialist_service_links":41,"photo":68},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n",[42,59],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":60,"link_text":63},{"ID":61,"post_author":45,"post_date":62,"post_date_gmt":62,"post_content":47,"post_title":63,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":64,"to_ping":47,"pinged":47,"post_modified":65,"post_modified_gmt":65,"post_content_filtered":47,"post_parent":44,"guid":66,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":67},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":69,"id":69,"title":70,"filename":71,"filesize":53,"url":72,"link":73,"alt":47,"author":74,"description":47,"caption":47,"name":75,"status":76,"uploaded_to":53,"date":77,"modified":78,"menu_order":53,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":85},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":86,"thumbnail-width":87,"thumbnail-height":87,"medium":88,"medium-width":89,"medium-height":90,"medium_large":91,"medium_large-width":92,"medium_large-height":93,"large":94,"large-width":95,"large-height":96,"1536x1536":97,"1536x1536-width":98,"1536x1536-height":99,"2048x2048":100,"2048x2048-width":101,"2048x2048-height":102,"post-thumbnail":103,"post-thumbnail-width":104,"post-thumbnail-height":105,"12_col":106,"12_col-width":107,"12_col-height":108,"default_landscape":109,"default_landscape-width":110,"default_landscape-height":84,"default_portrait":111,"default_portrait-width":84,"default_portrait-height":110,"6_col_and_margin_short":112,"6_col_and_margin_short-width":104,"6_col_and_margin_short-height":108,"11_col_and_margin":113,"11_col_and_margin-width":114,"11_col_and_margin-height":108,"9_col_rectangle":115,"9_col_rectangle-width":116,"9_col_rectangle-height":117,"11_col":118,"11_col-width":119,"11_col-height":108,"staff_image_696_600":120,"staff_image_696_600-width":83,"staff_image_696_600-height":84,"rectangular_thumbnail":121,"rectangular_thumbnail-width":122,"rectangular_thumbnail-height":123},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":125,"reduced":29,"top_overlap":126,"bottom_underlap":126,"disable_observer":-1,"heading":127,"cta_text":128,"cta_link":129,"items":130},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[131,144,153],{"type_key":17,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":142},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139],{"name":140,"image":141},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":143,"name":48},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":17,"title":145,"excerpt":146,"to":147,"postedAt":148,"readingTime":136,"image":149,"authors":150,"category":152},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[151],{"name":140,"image":141},{"to":143,"name":48},{"type_key":17,"title":154,"excerpt":155,"to":156,"postedAt":157,"readingTime":136,"image":158,"authors":159,"category":161},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[160],{"name":140,"image":141},{"to":143,"name":48},{"type":163,"style":164,"heading":30,"date":4,"updatedAt":165,"reading_minutes":166,"image":167,"imageAlt":30,"categories":168,"collections":433},"blog-post","light","2026-06-16T10:37:26",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F0hy4R7yg-050720211625503353_s-o-c-i-a-l-c-u-t-96A9UTFAMUM-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[169,350],{"id":10,"count":170,"description":171,"link":172,"name":173,"slug":174,"taxonomy":175,"parent":53,"meta":176,"acf":177,"head_links":178,"resource_count":53,"yoast_title":179,"yoast_meta":180,"yoast_json_ld":225,"_links":322},3,"An international strategy requires a multi-disciplined approach to succeed, with numerous factors able to hinder the performance of your campaign. 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