International SEO
I'm Pablo Caño, an independent technical SEO consultant. I help companies that sell in several countries get Google to show the right version in each one and open new markets without breaking the one that already works.
Prefer to go straight to it? Email me at consulta@pablocano.es
I work with the most advanced SEO and GEO tools on the market: Screaming Frog, Semrush, Ahrefs and Sistrix.
Pablo Caño15 years in technical SEO · LinkedIn
I also collaborate with agencies that bring in my technical judgment for their own clients.
Tags that only go one way, which Google ignores, or that point to redirected, noindexed or canonicalised URLs. Also country codes that are written wrong. Google doesn't warn you about any of it and ends up showing whichever version it prefers.
Sending each visitor to their country by IP looks convenient, but by default Googlebot crawls from US IP addresses. If the site redirects it, it may never see your UK or Spanish edition.
A UK version and a US version with 90% of the text in common compete with each other. Without proper hreflang, Google picks one and shows it in both markets.
Each market has its own keywords: people in the UK search differently from people in Spain or the US. A page translated word for word doesn't answer that search.
For years I've worked on websites with editions for Spain, Mexico and the United States, where hreflang, country redirects and content shared between markets are everyday work.
I check which version Google shows in each country, where hreflang breaks and which edition never gets crawled.
Domains, subdomains or subfolders depending on your case, with the hreflang, canonical and redirect rules written up for your team.
I start with what that market searches for. That shows which pages you need and how to launch them without cannibalising the version that already ranks.
Search Console filtered by country and language, to check each market is getting its own version.
noindex or canonicalise to another page.en-UK instead of en-GB or es-419 for Latin America. A country with no language doesn't work either.x-default is missing, which Google recommends for visitors who don't fit any market.Three years working with him.
Exceptionally strong technically, resourceful and inventive, and always willing to help.
What companies selling in several countries, or about to expand abroad, usually ask before we start.
For most companies, subfolders: /es/, /us/, /en-gb/. They add to the main domain's authority and are the easiest to maintain. A country domain makes sense if the local brand already exists, if there's a separate legal entity or if the market distrusts foreign sites. A subdomain mainly suits cases where each country runs on its own infrastructure. Whichever you choose, avoid changing it every two years.
Better not to do it automatically. By default Googlebot crawls from US IP addresses, so an IP redirect can hide your other editions from it. Instead, show a banner linking to the visitor's country version and let each URL always load the same version, wherever the request comes from.
It helps, although in that case Google usually gets it right on its own and hreflang makes sure it does. It becomes essential when several countries share a language, such as the UK and the US or Spain and Mexico, because that's where Google mixes up the versions.
Rarely, if you want to show up in another country. Each market searches with its own words, compares you with different competitors and sometimes needs pages that don't exist in yours. Translation is the starting point; after that you have to check the keywords and adapt titles, examples and prices.
It depends on the project, and you get the price in writing with a fixed scope within 48 hours of a 30-minute call. I don't publish rates because every website and every situation is different: reviewing six templates doesn't cost the same as reviewing sixty, and one market doesn't cost the same as five. It also matters whether you have developers available to implement the changes. A generic range wouldn't help you decide. What's in that quote is what I invoice.
Use the form or email me. I reply within 1-2 working days.
We look at the site together and at what's worrying you. If I'm not the right person, I'll say so there and then.
With a fixed scope and the price in writing. If it doesn't suit you, there's no commitment.
Send me your URL, which countries you sell in and where you've noticed something isn't working. If it looks like a fit, I'll suggest a 30-minute call.