International SEO Guide for B2B Expansion

Planning to scale into new markets? International SEO is the foundation that ensures the right buyers find your business, in the right language, at the right time. This guide gives B2B scale-ups a clear, practical framework for global visibility and conversion.

Use it as your hub. Every related article in our Resources section links back here. Whether you're entering two countries or ten, you'll find proven advice, visual aids, and downloadable assets to make smart, confident decisions.

Table of Contents

  • Why international SEO matters for B2B teams

  • How search intent changes by market

  • Site structure: ccTLD, subdomain or subfolder?

  • Hreflang and canonical rules made simple

  • International keyword research workflow

  • Multilingual content and localisation quality

  • Technical SEO checklist for global sites

  • Local link building strategies

  • Measurement and KPIs

  • International SEO checklist

  • FAQs

Why International SEO Matters for B2B Teams

Selling B2B into new countries introduces more than language barriers. You’re managing longer sales cycles, multiple decision-makers, and unfamiliar buyer behaviour. At the same time, local incumbents often dominate search rankings and already speak the customer’s language, literally and culturally.

Without a clear international SEO strategy, even your best content risks being invisible. Misdirected hreflang tags, unclear domain structures, or inconsistent localisation can confuse search engines and frustrate users. Meanwhile, internal teams may work at cross purposes if the SEO foundation isn’t clear.

A strong strategy brings alignment. It ensures that your content ranks where it should, your messaging feels relevant, and your site supports conversions from first search to closed deal.

How Search Intent Changes by Market

Search behaviour is cultural. Even if your offering stays the same, how people search for it won’t.

A UK buyer might search for “freight software,” while a Dutch buyer types in English but adds “Nederland.” Local terminology, spelling, and phrasing affect rankings.

Simple validation tip: Use incognito search via VPN in each market. Compare SERPs to spot differences. Combine this with keyword tools and local input.

Read the Keyword Research Step-by-Step guide →

Site Structure: ccTLD, Subdomain or Subfolder?

Your site structure plays a major role in how search engines interpret your site and how much trust you earn from local users. There are three main options, each with different implications for authority, scalability, and localisation.

A ccTLD (country code top-level domain) is a domain that ends in a country-specific extension like .de for Germany or .fr for France. It sends a strong signal to both search engines and users that your site is built for that specific market.

A subdomain (such as de.example.com) separates content by country or language using a prefix. While it keeps things cleaner in your CMS, subdomains are often treated as separate entities by search engines, which can dilute domain authority.

A subfolder (like example.com/de/) places localised content within your main domain. It allows you to consolidate authority, simplifies analytics, and is easier to maintain across teams. This is usually the best choice for B2B companies scaling into multiple markets with centralised resources.

Read the Site Structure deep dive →

Hreflang and Canonical Rules Made Simple

Hreflang is a simple but powerful tag that helps Google show the right version of your webpage to users in different countries and languages. Without it, someone in France might be shown your UK page in English, or an American user could land on a Canadian pricing page. This creates confusion and can hurt your chances of converting visitors into leads.

To make hreflang work properly, there are a few basic principles to follow:

  • Use ISO codes: "en-gb", "fr", etc. to clearly specify both the language and region each page targets. This ensures Google can serve the right version to the right audience.

  • Add hreflang either directly into the page's code or via your XML sitemap. For websites with multiple country versions, using the sitemap is often simpler and easier to maintain.

  • Make all tags reciprocal, meaning every local version must link back to the others. If one page points to another, it must also be referenced in return.

  • Include x-default fallback, to serve as a fallback for visitors who don't match any specific language or country rules. This typically points to a language selector or your global homepage.

Read the Hreflang guide with examples →

International Keyword Research Workflow

Don’t translate your UK keywords and hope for the best. Build per-country keyword lists:

  • Define core themes. These are the main topics your product or service addresses, which should remain consistent across markets even if the phrasing changes.

  • Localise modifiers and language. For example, a UK user might search for "HR software" while a German buyer may use "HR-Software Deutschland." Adjust accordingly.

  • Validate with search volume and Search Engine Results Page (SERPs). This ensures you’re targeting keywords that are both relevant and in demand.

  • Tag each keyword by intent and map it to a corresponding landing page. This helps ensure each query leads to the right part of your site.

Multilingual Content and Localisation Quality

B2B buyers spot lazy localisation instantly. Instead of pure translation, aim for transcreation:

Start by matching the tone of your message to the culture you're targeting. What sounds confident and direct in English might come across as too aggressive or informal in other languages. Always adapt your voice to fit local expectations.

Next, update proof points and calls to action so they resonate in each market. This could mean swapping a global stat for a local one or changing a CTA from "Book a Demo" to something more culturally appropriate.

Finally, make sure your content reflects local laws, norms, and pricing structures. If you’re selling in Germany, for instance, referencing GDPR compliance or offering pricing in Euros adds relevance and builds trust.

Use Hofstede’s cultural dimensions to guide how you adjust your tone and structure across regions.

Read: Localised Content That Converts →

International Technical SEO Checklist

The most common issues:

  • Wrong canonical tags across language versions

  • Incomplete hreflang setups

  • Duplicate English content across markets

  • Geo-targeting not set in GSC

Local Link Building and Partnerships

Backlinks from local domains help build authority and rankings.

Start by featuring your business in regional directories or local business listings that are trusted and indexed in your target market.

Form co-marketing relationships with local partners or distributors who can link to your content naturally as part of shared campaigns.

Get PR coverage in local media by announcing country-specific product launches, senior hires, or customer wins to relevant publications.

See: Link Building That Scales →

Measurement and KPIs

Track international SEO impact by:

  • Segmenting Google Search Console by country and query

  • Setting up goals in Analytics per language/market

  • Monitoring assisted conversions and conversion lag

Don’t just track rankings, track business impact.

International SEO Checklist

✅ Target market defined per page
✅ Site structure supports growth
✅ Hreflang implemented and tested
✅ Keywords validated in local SERPs
✅ Content localised, not just translated
✅ Local UX and CTAs in place
✅ Link strategy aligned with market
✅ Technical SEO checklist applied
✅ KPIs set by region