Technical SEO
International SEO Checklist (Plus the Mistakes That Break It)
Expanding to the UK, Canada, Australia, Germany or the Netherlands? Get the structure right before you translate a word.
Google distinguishes multilingual sites (content in more than one language) from multi-regional sites (content targeted at different countries). Many sites are both, such as separate US and Canadian versions with English and French Canadian content.
Its guidance comes down to clear, separate URLs for each version, explicit signals about who each is for, and letting users choose.
Short answer: International SEO checklist: decide which countries and languages you’ll serve; give each version its own URL (ccTLD, subdomain or subfolder, not cookies or parameters); implement hreflang with return links and x-default; use one language per page; don’t automatically redirect by IP or browser language; link between versions so users can switch; localize currency, contact details and content; canonicalize same-language duplicates; and set up Search Console for each version.
Key Takeaways
- Separate URLs per language or country version.
- Hreflang with return links and x-default.
- Don’t redirect or change content by IP address.
- One language per page; avoid translated boilerplate only.
- Local currency, addresses and phone numbers are useful signals.
Checklist
| Check | Why |
|---|---|
| Markets and languages decided | Structure depends on it |
| URL structure chosen (ccTLD vs subdomain vs subfolder) | Clear, crawlable versions |
| Hreflang complete and reciprocal (hreflang) | Google shows the right version |
| Language switcher with links | Users and crawlers can reach every version |
| No IP-based or language-based automatic redirects | Googlebot usually crawls from the US and may never see other versions |
| Localized prices, currency, addresses, phone numbers | Signals and usefulness |
| Canonicals for same-language duplicates | Avoids duplicate confusion |
| Search Console property per version | Monitor each market |
Common mistakes
- Redirecting visitors by IP: Google says IP analysis is unreliable and it may not crawl all versions.
- Using cookies or browser settings to switch language on one URL.
- Hreflang without return links, or with codes like en-UK (use en-GB).
- Translating only menus and footers while main content stays in one language.
- Side-by-side translations on one page.
- Relying on geo meta tags, which Google ignores.
- Machine translations published without review.
How Google determines the target country
Google lists ccTLDs, hreflang, server location (not definitive with CDNs) and other signals such as local addresses, phone numbers, language, currency, local links and Business Profile information. Some country domains like .io, .co and .ai are treated as generic.
For help working through this checklist before launch, see our international SEO service.
Frequently asked questions
Should I redirect UK visitors to my UK site automatically?
Google advises against automatic redirects based on assumed location or language. Suggest the right version and let users choose.
Do I need hreflang for US and UK English?
If you have separate versions for each, yes; it helps Google show the right one.
Does server location matter?
It’s one signal, but not definitive, especially with CDNs.
Expanding into other countries?
We plan language and country targeting, implement hreflang correctly and avoid duplicate-content problems across markets.
Sources
- Google Search Central: Managing multi-regional and multilingual sites
- Google Search Central: Tell Google about localized versions of your page
Last reviewed October 14, 2026.
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