This document discusses how to identify and fix localization ranking issues in an international SEO strategy. It recommends using Google Search Console country reports and Search Analytics for Sheets to find pages ranking incorrectly in other markets. Common causes of localization issues include the domain/sub-domain structure, link authority differences between markets, content quality issues, and technical problems. The document provides tips on fixing issues such as improving page rank, using sub-folders instead of sub-domains, performing local keyword research, and identifying and resolving technical rendering issues.

1. How to identify and fix
localization ranking issues
International
SEO Strategy

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OUR VISION
To create a better life for the
many people.
SEO AND IKEA
Our SEO strategy supports
our vision by allowing us to be
there for the user
searching for inspiration
regarding to home furnishing
and decoration and also when
they are ready to buy our
products!
IKEA and SEO

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Biggest Challenge of
an International SEO
Strategy

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To have the proper page indexed
and ranking in the right market

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Why Is It Important?
• Product pages
Customer not able to complete his/her purchase
Bad user experience
• Customer Service page
Customer needs and problems won´t be satisfied
Customer service team gets swamped with requests they can´t handle
• Content pages
Lack of connection with local reader
Usage of terms/expressions local reader may not understand

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How to identify
localization ranking
issues?

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Using Google Search Console
• Country report from GSC to
identify the markets the site
is ranking
• This specific site should be
ranking only in Spain
• But it´s ranking in other
countries as well

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Using Google Search Console
• Filter now for each
country and you will see
the specific pages that
are ranking in this
country and shouldn´t
be

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Using Search Analytics for Sheets
• You can use Search Analytics for Sheets
Add-on to do it in a more scalable way
• You only need to search for the (sub-
)domain/sub-folder you wish and exclude
the market where it´s supposed to rank

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Using Search Analytics for Sheets
• You have now the list of URLs
that are wrongly ranking in
another markets and you can
start diagnosing the main issues

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Ranking issues
Common Causes and How to Fix

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Common Causes
Domain/Sub-Domain
Link Authority
Content Quality Technical Issues

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Domain/Sub-Domain Link Authority
Sub-Domain/Country Code Top-
Level Domain of the site in another
country with higher link authority
Causes
If this is an issue for only a few
pages:
Improve the page rank of target
URLs
If multiple pages are suffering
from the issue:
Consider to change to localization
method to sub-folder so all markets
can share the same link authority
>> Don´t forget to implement the
redirects properly <<
How to Fix

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Content Quality
Page from another market with a
better written and more engaging
content
Causes
Perform local keyword research
and choose the most appropriate
terms to target for the market
Implement the keywords on-page
properly
Make sure the content is up-to-date
written in a way to satisfy local
searchers
How to Fix

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Technical Issues
Different CMSs across markets or
different CMS version
One of the markets have an issue
regarding to rendering –
Googlebot can´t crawl and render
page´s content properly
Causes
Identify the rendering issues (GSC,
Mobile Friendly Test Tool and View
Rendered Source add-on)
Report those issues to
development teams and make sure
the fix is done properly
How to Fix

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Relevant Implementations
• Hreflang
• Implement NAP in footer/top of the pages
• Add the country name in the title, description and copy
• Have localized and unique content

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Wrap-up

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Wrap-up
• Proper indexation and ranking issues can have multiple causes
• It can be related to links, localization method, content, technical issues
and many other…
• Look into the main aspects - don´t be afraid to ask for support from your
SEO colleagues, developers and other members of your team.
• Once you have identified the issue and the best solution, collaborate with
your team to implement the fix and measure the success!

19. Obrigado!
Morino Neto
https://www.linkedin.com/in/morinoneto/