‘The Guide to International Website Expansion: Hreflang, ccTLDs, & More!’ – MOZ
Kate Morris says, “Growth. Revenue, visits, conversions. We all want to see growth. For many, focusing on a new set of potential customers in another market (international, for instance) is a source of growth. It can sometimes seem like an easy expansion. If your current target market is in the US, UK, or Australia, the other two look promising. Same language, same content — all you need is to set up a site for them and target it at them, right?
International expansion is more complicated than that. The ease of expansion depends highly on your business, your resources, and your customers. How you approach expansion and scale it over time takes consideration and planning. Once you’ve gone down a path of URL structure and a process for marketing and content, it’s difficult to change.
This guide is here to help you go down the international expansion path on the web, focused on ensuring your users see the right content for their query in the search engines. This guide isn’t about recommendations for translation tools or how to target a specific country”.
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