This is a recording of a talk given at the International Search Summit Barcelona 2024. When we talk about localisation in the international SEO field, we talk almost exclusively about the content on different versions of a website. However, the localisation of other elements such as architecture and navigation are equally important. The influence of local culture adds nuances that must be taken into account when examining how people search and interact with your website. So, how can we achieve this degree of localisation? By using Google and all its search features (such as topic filters, people also ask, people also search for, things to know, buyers' guides, image search tags, and many others). These search features are intrinsically linked to the so-called knowledge vault or rather the knowledge that Google has of the searches that people carry out every day. This knowledge is localised by regional search engines, so by analysing the search features and combining that knowledge with Google Trends insights, we can gain a very precise idea of the different interests and needs of our potential customers when they search on Google. In this talk, Gianluca Fiorelli from IloveSEO.net explains how to carry out these analyses, what tools to use to scale them, and how to put them into practice by localising the architecture, navigation (and content) in a way that can expand the organic visibility of your multi-country website within the Google search ecosystem.
