Taking Your Website Global: A Guide to Internationalisation

Expanding your reach? Here’s how to optimise your website for different audiences and languages.

Multiple Paths to Success:

Internationalisation isn’t a one-size-fits-all strategy. It’s a series of choices tailored to your specific needs. Here are key considerations:

URL Structure:

• Purchase a ccTLD (country code top-level domain) for each country. For example, www.assisted.fr for France
• Create subdomains for each territory. For example de.assisted.co.uk for Germany
• Create subdirectories for each territory. For example assisted.co.uk/es for Spain
• Create a new domain. For example assistedusa.com for the USA
• Use URL parameters on a general top-level domain. For example assisted.co.uk/?lang=fr-ca for French Canadians

The Best Choice?

It depends on your budget and goals:

• Limited resources: Translate content and use URL parameters or subdirectories.
• Strong existing domain: Consider subdomains or subdirectories.
• Local SEO focus: Dedicated ccTLDs might be worth it.

SEO Considerations:

• Established website: Starting fresh with a ccTLD might hurt SEO.
• New website: ccTLDs can be ideal for building a local presence.
• Duplicate content: Manage carefully to avoid search engine penalties.
• Clarity for visitors: Prioritise a user-friendly experience across all structures.

Customer Preferences:

• Moz study (2014): ccTLDs are recognisable to most internet users.
• Prioritise user needs: Ask for feedback on preferred language options.

Translation: Ditch the Plugins!

• Machine translation: Avoids nuances and cultural understanding.
• Professional translators: Ensure accurate and culturally appropriate communication.

Getting Started:

• Target audience: Develop content specifically for them.
• Menu and forms: Translate key elements for a seamless user experience.
• Local SEO: Research target keywords and build local backlinks for ccTLDs.

Remember: Internationalisation is a journey, not a destination. Choose the path that best fits your resources and goals, and prioritise providing a clear, culturally relevant experience for your global audience.