International SEO: Search Engine Optimization and its application to multilingual, multimarket websites

The proliferation of the internet has dramatically reshaped the global marketplace, necessitating an innovative and responsive approach to marketing. The modern customer has become a co-creator of the product, to whom traditional promotional techniques do not appeal as they once did. Within the realm of digital marketing, Search Engine Optimization presents itself as a responsive and strategic tool to appeal to and serve online users. SEO practices aim to enhance the visibility and engagement of online businesses, so as to intercept prospects more effectively and ultimately increase conversions and revenue. This thesis explores the complex interplay between SEO strategies and the challenges inherent in catering to diverse cultural and geographically located market segments. The present work starts with a comprehensive review of existing literature on SEO fundamentals to provide a comprehensive framework of this discipline. Through the delineation of the historical development of search engines and web design principles, the study elucidates best practices and innovative strategies for optimizing content across multilingual and multimarket landscapes from both a technical and a semantic point of view. Ultimately, the thesis addresses localization and transcreation as the cornerstone of any business shift to the international market and underscores the imperative need for adaptability required by competitiveness in today’s globalized digital economy. In conclusion, this research contributes to the field of digital marketing by offering a robust framework for understanding and executing SEO in a multilingual environment, highlighting the pivotal role of cultural and linguistic considerations in achieving optimal search engine visibility.