International SEO is the practice of optimising a website so that search engines can identify which countries and languages it is targeting, and serve the correct version to users in each market. The central technical mechanism is the hreflang attribute, which signals alternate-language or alternate-region versions of a page. Site structure choices — whether to use country-code top-level domains (ccTLDs such as .ie or .de), subdomains (de.example.com), or subdirectories (example.com/de/) — each carry different implications for how link equity is consolidated and how clearly geotargeting signals are sent to Google. Geotargeting can also be set explicitly in Google Search Console for subdirectory or subdomain configurations. Content localisation beyond translation — adapting currency, spelling, cultural references, and legal disclaimers — is equally important for conversion and quality signals.