Expanding into new markets takes more than good rankings. True growth comes from understanding your customers, how they search, what influences them, and how to meet that intent in every market you serve.

Why Local and International SEO Go Hand in Hand

In this episode of Born To Be Found, I spoke with Charlie Clark, founder of Minty Digital, about what it really takes to scale both locally and internationally. We explored what separates strong strategies from scattergun approaches, and how brands can create SEO frameworks that actually drive revenue across regions.

1. Knowing When to Go International

Not every brand is ready to expand. Before taking on new markets, you need to be certain the demand is there and that your offer fits.

When Charlie and I discussed this, we agreed that the decision should be driven by data,  not guesswork. Businesses that sell online or across borders often see faster results because their products are accessible to international audiences. But for others, the best first step is mastering local visibility.

When assessing international potential, focus on:

• Search demand and opportunity in target regions
• Competition levels and keyword difficulty
• Cultural and behavioural factors that influence intent
• Pricing, logistics, and conversion readiness

Smart growth isn’t about going global overnight. It’s about testing, proving, and scaling once you know where the opportunity lies.

2. Localisation Over Translation

Many brands fall into the trap of thinking that translation equals localisation. It doesn’t. A page that’s technically translated may still miss the cultural tone, search habits, and nuances that matter most.

We discussed how much this can affect performance. A page that reads naturally to local users will always outperform one that feels automated or out of touch.

To get localisation right:

• Carry out native keyword research for each region
• Adapt tone, phrasing, and cultural references
• Update metadata and headings to match local search intent
• Work with local editors who understand how people actually speak and search

When content feels native, it builds trust. And trust is what drives clicks, time on page, and ultimately conversions.

3. Technical SEO: The Foundation for Global Visibility

Strong technical SEO is the difference between a website that works and one that disappears. When you start scaling internationally, structure matters more than ever.

We talked about the importance of clarity and consistency, making sure search engines understand which content belongs to which region and language.

A technically sound website should have:

• Correct hreflang tags for every language and region
• A logical URL structure
• Fast load speeds and stable Core Web Vitals
• Structured data to help search engines understand your content

When your technical setup is right, everything else, from content to authority building — performs better.

4. Building Authority and Trust with Digital PR

Visibility gets you noticed. Authority keeps you there.

One of the most effective ways to strengthen SEO signals across multiple markets is through Digital PR. It’s not just about backlinks, it’s about earning credible coverage and consistent mentions in the right places.

At Circulate, we build authority by:

• Earning coverage in local and industry publications
• Building relevant regional backlinks
• Encouraging customer reviews and testimonials
• Keeping business listings accurate and consistent

Charlie and I agreed that PR and SEO are now more connected than ever. Strong digital PR strengthens brand credibility, which directly supports both local and international rankings.

5. Measuring Performance Across Markets

The only way to improve SEO performance is by measuring it accurately. International campaigns need more granular tracking, you can’t treat every market the same.

When reviewing results, track:

• Organic visibility by country and language
• Keyword movement across each market
• Engagement and conversion data
• ROI linked directly to SEO activity

At Circulate, our focus is always on meaningful metrics. Rankings alone don’t define success, growth and revenue do.

Conclusion: Scaling Search with Strategy

Expanding into new markets can transform a business, but only when it’s done with structure and intent. Local SEO builds credibility in your home market; international SEO takes that authority and scales it globally.

Strong localisation, clean technical setup, and consistent authority signals are what make that growth sustainable. At Circulate, we help brands build search marketing strategies that work everywhere, locally, nationally, and internationally.

If you’re looking to partner with an international SEO agency that knows how to scale search performance the right way, we’d love to talk.