Case Study: International SEO Standardization for Global Consumer Brands

Disclaimer: This case study is based on my resume. Since I do not have permission to provide details, I cannot include screenshots or disclose the brand's name. However, you can verify this brand in my work history by reviewing my resume and LinkedIn profile.

Objective: Resolve international SEO issues, boost visibility, and reduce cannibalization for a global brand transitioning to a DTC model.

Background: A global brand faced visibility issues, needing a standardized hreflang XML sitemap to prevent regional sites like Gillette UK from appearing in US search results.

Challenges:

1. SEO Cannibalization: Regional content appeared in unintended markets, reducing relevance and rankings.

2. Lack of Standardization: Disparate SEO practices across regions caused inconsistencies in implementation.

3. Resource Constraints: Regional teams had limited resources and technical expertise to manage complex SEO requirements.

   
   

Strategy:

1. Analysis and Audit:

   • Conducted a comprehensive audit of regional sites to identify duplication, cannibalization, and hreflang errors.

   • Assessed sitemap structures and content strategies to understand existing issues.

2. Standardization of hreflang Implementation:

   • Developed a unified hreflang XML sitemap template to align international SEO efforts.

   • Standardized protocols to ensure correct tagging for all regional sites.

3. Collaboration with Regional Teams:

   • Trained regional SEO teams on best practices and provided ongoing support.

   • Facilitated workshops to align global and regional SEO goals.

4. Monitoring and Reporting:

   • Built custom dashboards to monitor hreflang implementation and site performance.

   • Provided detailed reports to track improvements and flag any discrepancies.

Execution:

• Created a centralized hreflang strategy and implemented it across all regional websites.

• Resolved over 90% of cannibalization issues by ensuring accurate geographic targeting.

• Streamlined reporting using Looker dashboards, reducing manual efforts and improving insights.

Results:

• Improved search rankings for regional content in target markets.

• Cut irrelevant content in unintended markets by over 90%.

• Enabled more accurate reporting by eliminating the need to treat regional websites as competitors in Google US search results.

  
  

Key Takeaways:

• Standardized hreflang implementation is critical for resolving international SEO challenges.

• Collaboration and training ensure regional teams align with global SEO goals.

• Consistent monitoring and reporting drive sustained improvements in SEO performance.

Conclusion: The hreflang XML sitemap project improved visibility across all regional websites, highlighting the value of a unified global SEO strategy.