International SEO foundation for a global consumer app
A consumer app with users in nearly every country had a small website that only really spoke English. The job was to make it findable market by market, and to prepare it for AI assistants that now answer the questions people used to type into Google.
The challenge
The product was international from day one, but the site wasn't. Search engines had no clear signal for which page served which market, there were only a handful of indexable pages, and the brand had no baseline for how often AI assistants mentioned it. Any fix had to be specified clearly enough for a single developer to ship without guesswork.
What I worked on
International SEO
- Subfolder URL structure (/pt-br/, /es/) chosen over subdomains
- Locale keyword research per market
- hreflang and canonical implementation briefs
- 7-step locale launch SOP across two waves
Technical SEO
- Per-locale HTML audits (pt-BR, es-419, de)
- XML sitemap and Open Graph / Twitter Card spec
- SoftwareApplication JSON-LD, validated against schema.org
- Developer tickets with acceptance criteria
Content & architecture
- 21-page commercial site architecture
- Blog CMS models for posts and FAQs
- Verified-claims list so every stat is approved
- Data-led digital PR story program
AI search visibility
- 50-prompt AI visibility tracker
- llms.txt in four variants
- Citation and mention baseline tracking
- OKR: cited by 3+ AI assistants
By the numbers
Every locale now ships through the same documented process, so a new market is a checklist rather than a project. Performance is being tracked monthly in a reporting hub as the commercial pages and blog roll out.
What I took from it
International SEO is mostly an operations problem. The hreflang tags are the easy part; the hard part is making sure the twentieth locale is built exactly like the first.
Need this kind of work on your site?
Tell me what you're working on. I'll reply within one business day with where I'd start.