Regarding international SEO, we usually think about localizing website content, but there’s more to it. Architecture and navigation are just as important. Local culture, trends, and user behaviour bring unique nuances to how people search and interact online, and ignoring these can mean missing out on key opportunities.
So how do you nail localization? Google’s search features — like Topic Filters, People Also Ask, and Buyers Guides — are a treasure trove of insights into what users care about in specific regions. Pair that with Google Trends, and you’ve got a clear picture of what your audience is searching for and how to meet their needs.
In this talk, which I prepared and delivered for the International Search Summit Barcelona 2024, I present practical ways to use these tools and insights to localize your website’s architecture, navigation, and content. The goal? Boost your organic visibility and connect with users on a deeper level across different countries.
This video is a good companion to this talk of the blog post “Secrets Google hides in plain sight, and how to use them to assess our SEO strategy“, as well it compliments and updates its information.
You can also see and download the slides here.
