Where in the world are you? Do you even know? Fact is that one crucial aspect of international online marketing is making sure that your correct content pops up in front of the right potential customers at exactly the right moment. In today's world, that means it's also important to have the right pages ranking for the right keywords in the right version of Google.
We call that geo-targeting which is all about targeting regions of the world appropriately. For us a "Region" is a combination of language and region. So we talk about Belgium::French and France::French as two separate regions for targeting purposes.
Whilst there are plenty of useful tools which can help to improve geo-targeting, such as local domains, local links, webmaster tools settings and hreflang tags, it's still true that a large number of websites have significant geo-targeting gaps.
In this case, a gap means potential customers are falling through the cracks. They're either being presented with inappropriate content, incorrect telephone and address details, pricing in the wrong currency or pages in the wrong language. To the web owner, these gaps manifest themselves as poor rankings or low traffic, but the geo-targeting is actually the cause.
The good news is there are many things you can do to improve things. Some of these may involve infrastructure changes – but in some cases it's a relatively simple fix. But beware of the "deploy everything" tactic where, in panic you deploy everything you can think of. This is quite likely to make matters worse rather than better – it would be much wiser to get sage advice in the first place. That will save you money and help you avoid falling down those nasty gaps.
and we'll point you in the right direction!