International SEO & AI Search
Multilingual and multi-country visibility across search engines and AI systems, now answering in every language you sell in.
The problem has changed shape
For twenty years, international SEO was a targeting problem. Get the hreflang right, get the geo-targeting right, avoid duplication across market versions, and the correct page ranked for the correct audience.
That work still matters. It just no longer decides whether you’re visible.
Language models don’t read hreflang. When someone asks an assistant a question in Italian, the answer is shaped by what that model absorbed in Italian long before any page is retrieved. A brand with strong English coverage and thin presence in its other markets isn’t ranked lower there — it’s absent from the set of candidates before retrieval begins.
That’s a different failure; it doesn’t appear in your rankings, and it’s the one I’m most often called in for now.
What I do
International technical SEO
Hreflang and HTML lang annotations, geo-targeting, ccTLD and subfolder architecture, and the market-level configuration that decides which version of your site each system sees.
International content strategy
Act global, think local. Which markets deserve original content rather than translation; which local questions your existing content doesn’t answer; and where machine-translated pages are actively damaging you, no longer as duplication, but as text that sounds like nobody in particular.
Localization and Transcreation
With native speakers, so your content speaks the actual language of the market rather than a plausible approximation of it.
Market-level retrieval diagnosis
How your brand is actually retrieved, market by market and language by language: in Google, in AI Overviews and AI Mode, and in the assistants your customers use. Where you’re cited, where you’re mentioned without a link, and where you don’t appear at all.
Cross-market entity resolution
A brand can resolve to one entity in Spain and a different one — or none — in Mexico or Italy. I diagnose how each market’s Knowledge Graph and each model’s parametric memory currently understand you, and what it takes to consolidate that into a single, correctly attributed entity.
Market prioritization
Planning international expansion, or fixing an expansion that stalled? Deep analysis of your current traffic, demand and competitive position, so you invest where the growth is rather than where the org chart points.
Why me
I’ve been doing international SEO since 2004 for Glassdoor, MSC Cruises, Iberostar, Visit California, Palladium Hotel Group, Idealista, Pfizer, Seatmaps.com, and others across Europe, the US, LATAM, APAC, and the Middle East.
I work in Italian, Spanish and English, which means I read localisation problems in the original rather than through a translation of a translation. In a field where the failures are linguistic before they’re technical, that turns out to matter more than it sounds.
And I’ve spent the last few years researching how AI systems crawl, retrieve, and represent brands across languages, publishing work, giving conference talks, and working on client audits that treat the multilingual case as the primary case rather than an afterthought.
- International Audience Analysis
- International SEO Expertise
- International SEO Content Strategy
- International Technical SEO
