Our setup guide for international SEO objectives and KPIs is intended to help you establish a framework for reporting on success of your international SEO campaigns to various stakeholders. We’ll also share insights on our recommended KPIs to monitor when reviewing performance across a global portfolio of websites. The first step is to define the objectives of your business’ international SEO strategy. This will vary significantly from business to business, but there area a few important KPIs which should be referenced as part of this planning process. The KPIs to include in your international SEO plan:
Percentage uplift in organic sessions for target markets. Percentage uplift in organic conversions for target markets. Keyword ranking changes for relevant local search engines per target market. Acquire backlinks from regional IPs relevant to target markets. Increase in measurable ROI attributed to SEO. You should ensure that these SEO KPIs and goals are setup for each local market. It is not satisfactory to only analyse top level metrics, although this should be considered for communications with senior management. It is extremely important to have a clear set of SEO guidelines and KPIs outlined for international SEO when working with multiple local agencies. Setting up local market reports using views with uniform KPIs and segments to accurately evaluate performance globally is the key outcome of your planning stage. We have encountered a number of instances where tracking for smaller countries has been badly maintained.
To retain a dependable international tracking setup, you must make sure that all KPIs are recorded consistently across all websites in your international portfolio.
How to prioritise markets for international SEO
When planning an international SEO expansion, it’s useful to produce organic forecasts using a click-through-rate model which will help you to scope the size of opportunity and prioritise SEO efforts across various international markets. The best method for this is to undertake a localised keyword research project for each priority country or region before producing a full forecast. You can also use the localised keyword research to perform competitor gap analysis for each local market, using the following method:Upload your priority localised target keywords into a ranking tracking tool, and download a top 20 ranking position competitor report. Select a few competitors that are operational and ranking in your priority markets, then assume that you could obtain their rankings after SEO efforts. Apply an industry average click-through-rate model organic ranking positions in that industry, and you should be able to calculate an estimate organic sessions uplift obtainable in that market. You can use this to evaluate international expansion SEO opportunities, which will also help when setting realistic objectives. If you do not have the full localised keyword research, you can use SEO tools (such as ahrefs and Searchmetrics) to identify the localised head terms per priority international market using your English-language keyword research. Calculate the variance between the US / UK head term monthly searches and the localised head term for your local market. This can give you a rough indication of size of opportunity.
Calculating organic session variance across international sub folders and sub domains
However, if you have completed the keyword research in English-language for the UK or US, and you already have international sub folders or sub domains live on your website, you can use a tactical calculation to forecast size of opportunity. This process involves the following:
In Google Analytics, you can review to see the quantity of organic sessions for the US / UK section of your website over the past 12 months. You should then be able to check the number of organic sessions from the relevant international markets via Geolocation in Google Analytics. Calculate the % variance in organic sessions between the international markets.
How to review the Geolocation of organic sessions in Google Analytics
Useful tip: In Google Analytics, review Audiences > Geo > Location to identify new locations which you can prioritise. You will probably include these locations when expanding your HREFLANG.
