Pick the market before the language
A common shortcut is to translate the site into English and call it international. Search engines do not rank languages in the abstract. They show a page to a person in a particular country who searches in a particular language. So begin by listing the markets where you have a realistic chance of winning orders: Kazakhstan, Russia or Turkey for a Tashkent manufacturer, or English-speaking clients for an IT studio.
Then check how your offer changes from country to country. If prices, delivery terms, currency, certificates or contacts differ, you need country versions. If the offer is the same and only the visitor's language differs, language versions are enough. A travel agency hosting foreign guests, for example, can run English, Russian and German pages without tying them to specific countries.
Where to put the versions: folders, subdomains or domains
For most small and mid-sized businesses, folders on one domain such as /en/ or /kz/ are the practical choice. The site's authority supports every version, and one project is easier to maintain than several. Subdomains are easier to separate technically, but search engines treat them almost like independent sites. Country-specific domains send the clearest local signal, yet each one has to be promoted from scratch, with its own content, links and budget.
Separate domains make sense when each country has its own legal entity, team and warehouse. If everything is run from one office, extra domains mostly split your effort.
Hreflang: telling search engines which version is for whom
Hreflang annotations connect equivalent pages across languages and regions. They only work when they are reciprocal: each page lists every version, including itself, and every version points back. The markup belongs on each page, not just the homepage.
These are the mistakes that show up most often:
- links that point in one direction only;
- wrong or invented language and country codes;
- hreflang URLs that redirect or are blocked from indexing;
- a canonical tag on every version pointing to the same page;
- a translated menu with body text left in the original language.
Localisation, not translation
Translation moves words; localisation moves meaning for a buyer. People in Almaty and Tashkent may name the same product differently, and a literally translated keyword is sometimes one nobody types. Build keyword research separately for each market rather than carrying it over from the original version.
On every version, check the following:
- currency, units of measurement, date and address formats;
- payment and delivery options that actually exist in that country;
- local contacts, working hours and time zone;
- examples and arguments a local buyer will recognise;
- a native speaker's review, since machine text visibly lowers trust.
Automatic redirects and other search engines
Do not push visitors to the supposedly correct version by IP address or browser language. Google's crawler often arrives from one country and may never reach the other versions, while a real person who wants a different one cannot open it. A gentle prompt offering to switch, plus a visible language selector on every page, is safer.
Also check which search engine leads in the target market. In Russia that may be Yandex, which has its own webmaster tools and requirements.
Links and per-version analytics
Each version needs mentions in its own market: industry directories, local media, partners. Links from Uzbek sites to your English page will not do much in Europe. If you have an office or warehouse abroad, create a map listing in that country.
Split reporting by version and country. In Search Console, add folders as separate properties, and set up segments in your analytics. A site-wide average hides the fact that one version is growing while another stands still. Follow the path from visit to enquiry for each version on its own.
How to launch, and where to get help
Do not open ten versions at once. Choose one or two priority markets, bring them up to quality, set up a routine for updating translations, and only then add more. That way you learn what actually brings enquiries and avoid paying to maintain empty pages.
If you are heading into foreign markets and want the structure, hreflang and keyword research planned in advance, the markdev team can help with SEO optimisation in Uzbekistan and the preparation of international versions. Describe your task and we can talk through which market makes sense to start with.
FAQ
Are folders or separate domains better for an international site?
For most companies, folders on one domain are more practical: authority is shared and maintenance is simpler. Separate domains make sense when each country has an independent business and team.
Is translating the site into English enough?
No. You need to check how people search for your product in that language, show local currency, payment, delivery and contacts, and have a native speaker review the text.
Should I redirect visitors automatically by IP?
Better not to. Forced redirects keep crawlers and users from reaching other versions. Use a soft prompt and a language switcher instead.
How do I know a new market version is working?
Track each version separately: impressions and clicks in Search Console, traffic by country, enquiries and the path to a deal. Site-wide averages can mislead.
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