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SEO Brein meetup: CTRL+C is not how to scale in...

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Avatar for Linda Hogenes Linda Hogenes
September 18, 2025
Marketing & SEO
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SEO Brein meetup: CTRL+C is not how to scale international SEO

Avatar for Linda Hogenes

Linda Hogenes

September 18, 2025

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Transcript

  1. Linda Hogenes | Head of SEO @ Coolblue | linkedin.com/in/lindahogenes

    | #seobreinmeetup| speakerdeck.com/lindahogenes

  2. Today's talk is all about how to create a successful

    website in a new market or language at scale.

  3. Stand up if you've ever launched a new-language slite by

    duplicating what already worked in your home market.

  4. Now stay standing if, deep down, you knew it wasn't

    going to work - but shipped it anyway.

  5. Welcome to the copy-paste loop. Let's break it.

  6. Because if your site doesn't feel local, it won't perform

    local.
  7. None

  8. 11 years at Coolblue 2014

  9. Long-time member & moderator SEO Brein

  10. None

  11. We sell consumer electronics

  12. 12 . Netherlands, Belgium and Germany

  13. 13 7 different language/country combinations German English Dutch English Dutch

    French English

  14. You've probably seen us around

  15. Anything for a smile

  16. None

  17. The illusion of scale

  18. Happy customers?

  19. Rankings?

  20. Commercial results?

  21. Will they trust you?

  22. Make a website that is actually local

  23. You can scale a lot still

  24. None

  25. Today's subjects • Words • Assortment • Formatting • Expectations

    • Show you're local
  26. None

  27. Same language Different keywords Droger Wasdroger Droogkast

  28. Untransla table No direct translation possible Kopfhörer Hoofdtelefoon Koptelefoon Oordopjes

  29. Time of day the Dutch 'middag' has a different meaning

    in Netherlands and Belgium

  30. With a smile Fact/slogans

  31. Words A lot of words are the same across countries,

    or can be easily translated. 1

  32. Words Check the correctness of your wording, ideally by a

    native speaker & customize your pages where needed. 1
  33. None

  34. Different products language on panel

  35. Different products Keyboard layout

  36. Service providers Internet, telephony

  37. Assortment Ask vendors & check competitors to find out if

    products are different. 1 ?

  38. Assortment A lot of your assortment will be the exact

    same. 1

  39. Assortment Or the same product, just with a different name

    and look. 1

  40. Assortment Or entirely different products. 1

  41. Assortment Customize where those different products are shown on your

    site. 1
  42. None

  43. Date & time display Different per language 6 février 2025

    14 h 38

  44. Date & time display Different per language 6 février 2025

    14 h 38

  45. Notation of numbers Like dishwasher niche sizes

  46. Formatting Customize the templates per country/language. Test improvements. 1

  47. None

  48. Legislation Impressum (Germany, Austria, Switzerland)

  49. Expectations Service, delivery, installation → strong USP?

  50. Expectations Check competitor websites and market data. 1 ?

  51. None

  52. Credibility Why should people trust us if they don't know

    us?

  53. Payment methods Offer the ones your customers are used to

  54. 'Feel' local Images must match local expectations

  55. 'Feel' local Images are actually local

  56. Be local Stores

  57. Be local Delivery

  58. Be local Customer service

  59. Show you are local Don't fake it. No copy-paste. 1

  60. None

  61. Check where you need to localize • Words • Assortment

    • Formatting • Expectations • Show you're local

  62. Google follows users behaviour

  63. None
  64. None

  65. Hreflangs point to each other & itself Wasdrogers nl-nl Droogkasten

    nl-be Sèche-linges fr-be Dryers en-nl Trockner de-de <head> <link rel="alternate" href="..." hreflang="nl-nl"> <link rel="alternate" href="..." hreflang="en-nl"> <link rel="alternate" href="..." hreflang="nl-be"> <link rel="alternate" href="..." hreflang="fr-be"> <link rel="alternate" href="..." hreflang="de-de"> </head>

  66. Either in the <head> or in sitemap <head> <link rel="alternate"

    href="..." hreflang="nl-nl"> <link rel="alternate" href="..." hreflang="en-nl"> <link rel="alternate" href="..." hreflang="nl-be"> <link rel="alternate" href="..." hreflang="fr-be"> <link rel="alternate" href="..." hreflang="de-de"> </head> <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url> <loc>https://www.coolblue.nl/wasdrogers</loc> <xhtml:link rel="alternate" hreflang="nl-nl" href="https://www.coolblue.nl/wasdrogers"/> <xhtml:link rel="alternate" hreflang="en-nl" href="https://www.coolblue.nl/en/dryers"/> ... </url> <head> sitemap

  67. If unavailable, don't link to it Wasdrogers nl-nl Droogkasten nl-be

    Dryers en-nl Trockner de-de <head> <link rel="alternate" href="..." hreflang="nl-nl"> <link rel="alternate" href="..." hreflang="en-nl"> <link rel="alternate" href="..." hreflang="nl-be"> <link rel="alternate" href="..." hreflang="fr-be"> <link rel="alternate" href="..." hreflang="de-de"> </head> fr-be

  68. Targeting Belgium? be

  69. be Targeting Belgium? Belarusian

  70. be-nl Targeting Belgium?

  71. be-nl Targeting Belgium? Belarusian

  72. nl-be Targeting Belgium?

  73. nl-be Targeting Belgium? Dutch (Flemish)

  74. None

  75. Check where you need to localize • Words • Assortment

    • Formatting • Expectations • Show you're local • Hreflang ... and much more
  76. None
  77. None
  78. None

  79. Linda Hogenes | Head of SEO @ Coolblue | linkedin.com/in/lindahogenes

    | #seobreinmeetup| speakerdeck.com/lindahogenes