Hreflang and International Targeting
Hreflang tags tell Google which version of your content to serve to which audience. Common mistakes: incorrect language-country code combinations, missing reciprocal tags, and using hreflang on pages that are canonical to a different URL. Any of these errors can cause your international pages to not rank in their target markets.
I audit and implement hreflang for all multilingual and multi-regional sites, including the complex setup for Arabic, French, and English versions targeting specific MENA countries.
Country Targeting Architecture
The structural decision for international sites is whether to use country-code domains, subdomains, or subdirectories. Subdirectories share the root domain's authority and are generally the best choice for businesses targeting multiple markets without separate regional brands.
For a UAE business expanding into Africa (as I have done with Prezlo), the right structure depends on whether you want unified global authority or separate regional brand identity.
Market-Specific Keyword Research
The same product is searched with different terms in different markets. What UAE buyers call "villa for sale" might be "house for sale" elsewhere. I conduct separate keyword research for each target market, factoring in local terminology and competitive landscape.
For African markets specifically, I have hands-on experience with how Cameroon, Nigeria, and Ghana differ in search patterns, including which topics are dominated by global sites and where local providers have genuine ranking advantage.