This is a recording of a talk given at the virtual International Search Summit Global 2021. The technical aspects of international SEO are crucial, but they are often given priority over the actual localisation. Localisation, in reality, can really make the difference and making the mistake of not localising by country but by language can lead to a disaster. Still, too many companies are making these mistakes. In this session, Veruska Anconitano from Canva looks at how important localisation and cultural awareness are for SEO in international expansion and focuses on how vital it is for SEO specialists and localisation teams to work together and achieve the best results by applying good project management principles.