When working with SaaS companies serving multiple markets and languages, SEO can become complicated quickly. Tapping into organic search to enter new markets and meet demand can be challenging.
One of the main issues is that in-house marketing teams, including SEOs, often lack experience in international SEO, which can lead to:
- Difficulties breaking into new markets and capturing organic demand.
- Declines in organic revenue in the home market due to poor implementation.
Building an effective international SEO strategy for SaaS requires a tailored approach, as each situation is unique. Fortunately, our experience working with various SaaS companies has shown us how to drive growth in new markets while improving conversions, such as sign-ups and demos, in the home market.
What is Global SEO for SaaS?
Global SEO, or international SEO, involves optimizing your SaaS website to be discoverable by users in different countries and languages. Unlike traditional SEO, which focuses on a single region or language, global SEO targets a broader audience by tailoring your website’s content and structure to meet the specific needs of users from various geographical locations. This approach helps attract organic traffic from new markets, enhances brand visibility, and drives high-quality leads from around the world.
Why Global SEO is Essential for Scaling Your SaaS Business
For SaaS companies, organic traffic can generate twice as much revenue as other marketing channels. A well-executed SEO strategy can increase your website’s visibility, bringing more visitors and potential customers. However, expanding into international markets requires a shift from local SEO tactics to a more comprehensive global SEO strategy.
Here’s why global SEO is vital:
- Increased Reach: By optimizing your website for different regions and languages, you can attract a wider audience and tap into new markets.
- Higher Search Rankings: Appearing on the first page of search results is crucial, as only 0.63% of users click on the second page. A solid international SEO strategy ensures that your website ranks well in various regions.
- Better User Experience: Tailoring your website content to local languages and cultural preferences enhances user experience, leading to higher engagement and conversions.
Key Questions to Answer Before Implementing Global SEO
Implementing a global SEO strategy for your SaaS business involves more than just translating your website. It requires a strategic approach tailored to your specific goals and target markets. Consider these critical questions to guide your strategy:
- Where Are You Expanding?
Although Google dominates the global search engine market, other countries may prefer different search engines. For example, Baidu is popular in China. Understanding the preferred search engine in each target market is crucial for your international SEO strategy. - Should You Target Language or Country?
Decide whether you want to target users by language or by country. Targeting by language is effective for reaching a broad audience across multiple regions, while country-based targeting is better for penetrating specific regional markets. - What Localization Factors Matter Most?
Localization goes beyond translation. It involves adapting content to meet cultural norms and preferences. This includes considering local idioms, expressions, and user behavior. Accurate and culturally relevant content resonates better with local audiences. - How Can You Build Local Links?
Link-building remains a core element of SEO. Collaborating with local influencers, bloggers, and websites can help build high-quality backlinks that enhance your credibility and visibility in the local market. - Does Social Media Impact SEO?
While social media does not directly improve search rankings, it is essential for building brand awareness and driving traffic to your website. A strong social media presence can complement your SEO efforts and improve overall visibility. - Are Current Keywords Effective?
Keyword relevance can vary significantly between regions. Conduct keyword research to identify terms and phrases that resonate with users in your target markets. Adjusting your keyword strategy to local preferences can improve search rankings and drive more targeted traffic. - Do You Have the Right Tools and Talent?
Implementing a successful global SEO strategy requires specialized skills and tools. If your team lacks the expertise, consider hiring professionals or partnering with an SaaS marketing agency experienced in international markets.
Essential Components of a Global SEO Strategy
To effectively scale your SaaS business globally, focus on these key components of a global SEO strategy:
1. Language Targeting
Rather than focusing solely on regions, prioritize language targeting to connect with a broader audience. For instance, French is spoken in France, Belgium, Canada, Switzerland, and other countries. Using language-specific SEO ensures you reach all these regions effectively.
- Use Hreflang Tags: Implement
hreflangtags to indicate the language and geographical targeting of a webpage. These tags help search engines understand which version of your content to show to users based on their language and location, avoiding duplicate content issues. - Avoid Automatic Redirection: Instead of automatically redirecting users to a region-specific site, provide them with options. This approach caters to travelers or expatriates who might prefer accessing content in their native language.
2. Translate Content into Multiple Languages
Translate your high-quality content into the languages of your target markets. This not only maximizes your reach but also ensures that you can generate leads from different regions using the same content. Remember to consider cultural differences and adjust your phrasing to make the content more relatable.
- Professional Translation: Avoid using machine translation tools like Google Translate, as they often fail to capture cultural nuances. Invest in professional translations to ensure accuracy and cultural relevance.
3. Reflect Cultural Elements in Design
Cultural sensitivity extends beyond language. Adapt your website’s design elements, such as color schemes, imagery, and formats, to align with local preferences. For example, ensure that contact details, currencies, and time zones are accurate for the region you are targeting.
4. Create Country-Specific URLs
Using distinct URLs for different languages and countries makes it easier for search engines to index and serve the appropriate content. There are three main options for structuring URLs:
- ccTLDs (Country Code Top-Level Domains): Use country-specific extensions like
.frfor France or.defor Germany. This approach sends a strong signal to search engines about your target market. - Subdomains: Use subdomains such as
fr.sitename.comorde.sitename.comfor different language versions. - Subdirectories: Use subdirectories like
sitename.com/frorsitename.com/deto organize content by language or region.
5. Target Country-Specific Keywords
Keyword usage varies across different regions, so it’s essential to conduct localized keyword research. For example, “trial lawyer” in the US is referred to as “barrister” in the UK. Adapting your keyword strategy to reflect these regional differences can improve your visibility and relevance.
Here’s a look at our framework for handling SEO in multi-language, multi-market scenarios for SaaS.
The SaaS International SEO Framework
There are three main strategies to consider for implementing a multi-language, multi-market SEO approach in SaaS:
- Sub-Domain Structure
- Folder Structure
- Country Code Top-Level Domains (ccTLDs)
Choosing the right approach depends on factors like:
- The age and history of your domain
- Your website’s current structure and backlink profile
- Market plans over the next 3-5 years
- Whether you’re starting fresh in new markets or looking to optimize an existing multi-market setup
Let’s dive deeper into each option.
1. Sub-Domain Structure
Using a sub-domain structure involves creating sub-domains for each market or language, helping maintain a scalable and easy-to-understand URL structure. For example:
- English content for the US market:
en.domain.com - English content for the UK market:
uk.domain.com - German content for the DACH markets:
de.domain.com - Dutch content for the NL/BE markets:
nl.domain.com
Trustpilot uses this approach, redirecting users to different sub-domains based on their location:
- Switzerland:
ch.trustpilot.com - Austria:
at.trustpilot.com - UK:
uk.trustpilot.com - US:
trustpilot.com
They effectively use hreflang and lang tags to manage multiple languages and countries:
<link rel="canonical" href="https://ch.trustpilot.com"/>
<link rel="alternate" hreflang="da" href="https://dk.trustpilot.com"/>Pros:
- Cost-effective due to centralized link-building efforts
- Easier management for targeting specific demographics
Cons:
- Less clear signal to Google compared to ccTLDs
- Can reduce “link value” due to sub-domain separation
2. Folder Structure
The folder structure places country or language-specific content in dedicated folders on the root domain. Shopify is a prime example:
- Canada (English):
shopify.com/ca - Canada (French):
shopify.com/ca-fr - Norway (English):
shopify.com/no-en
Pros:
- Economical and efficient link-building under one domain
Cons:
- Weaker geographical signal to search engines compared to ccTLDs
3. ccTLDs
Country Code Top-Level Domains (ccTLDs) use country-specific extensions (e.g., .fr, .de) to target users in specific regions. HubSpot employs this strategy:
- France:
hubspot.fr - Germany:
hubspot.de - Spain:
hubspot.es
Pros:
- Strongest signal to search engines about geographic targeting
Cons:
- Higher costs and complexity for link-building across multiple domains
Hreflang and HTML Lang Tags
Implementing hreflang and lang tags is crucial for signaling to Google which language versions of your site are relevant for different users. These tags help avoid content duplication issues and improve user experience by ensuring visitors land on pages in their preferred language.
For example, Adobe uses hreflang tags to differentiate content across multiple countries and languages, reducing the risk of duplicate content penalties.
Domain Consolidation
For companies using ccTLDs, maintaining multiple domains can be resource-intensive. One solution is to consolidate these into a single domain, leveraging sub-domains or folder structures with proper hreflang and lang tag implementation.
FAQs on Global SEO for SaaS
How does international SEO work?
International SEO optimizes your website for different languages and regions, making it easier for search engines to identify and serve the appropriate content to users based on their location and language preferences.
What are ccTLDs?
Country Code Top-Level Domains (ccTLDs) are two-letter domain extensions that indicate the geographical area or country the website targets, such as .uk for the United Kingdom or .ca for Canada.
What is a multilingual website?
A multilingual website displays content in multiple languages using a single domain, often facilitated by translation plugins.
What is a multi-regional website?
A multi-regional website targets users in different countries by offering region-specific content, often through translations or cultural adaptations.
How much does international SEO cost?
The cost of international SEO varies depending on factors like campaign scope, level of customization, and the size of the SEO agency. Typically, international SEO is more expensive than local SEO due to its complexity.
How do you manage duplicate content issues with international SEO?
Using hreflang tags is an effective way to signal search engines about the relationship between different language versions of your content. Additionally, using robots.txt files to block content that might be mistaken for duplicates helps manage this issue.
Your Turn…
Selecting the best international SEO approach is critical and should be tailored to your specific needs and goals. Careful planning is necessary to ensure success in ranking and revenue generation across multiple markets.
By focusing on language targeting, localizing content, and optimizing website structure, you can enhance your search visibility, attract more organic traffic, and drive high-quality leads from international markets.
Whether you’re looking to expand into one country or multiple regions, investing in global SEO will help you achieve your growth objectives and dominate the SERPs across the world.
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Comment (1)
Kai Metz
says August 31, 2024 at 5:51 amThis post was exceptionally well-written, showcasing the author’s clear expertise and thoughtful insights specifically on SaaS and SEO.
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