Our technical SEO experts migrated five existing websites for United Kingdom, Ireland, Germany, Netherlands, and Belgium into one top-level domain, with country specific folder structures.
Our international strategy utilised wed2b.com for the United Kingdom as the primary territory, with a corresponding folder structure for all other territories as follows:
- wed2b.com - United Kingdom
- wed2b.com/en-ie/ - Ireland
- wed2b.com/de-de/ - Germany
- wed2b.com/nl-nl/ -Netherlands
- wed2b.com/be-be/ - Belgium
- wed2b.com/fr-be/ - French, Belgium
This approach ensured that all territories would benefit from the primary territory, by sharing authority whilst enabling internationalisation and localisation of each store's content for each country.
Following a robust migration strategy allowed us to mitigate the risks of migrating not just one site, but five, into a single top-level domain.
Our team of native German, French and Dutch translators conducted multilingual keyword research by territory, collating a glossary of key terms in order to optimise on-page content in organic search by country, and to ensure consistency in translation across each language.
We then manually translated and localised over 400 pages of store content into German, French, and Dutch, including everything from category pages, store pages, and product pages, to primary content, and blog content.
Native translations and thorough up-front keyword research by territory allowed us to capitalise on search opportunity, build trust signals in new territories, improve the user experience, and ultimately increase conversion rates in local markets.
Full site translation, localisation and accuracy was vital to our client as market research and our own experience tells us that potential customers are much more likely to convert for high value purchases when the site is translated into their native language.