International SEO Check-list for PMs

PM check-list for SEOAs an SEO Consultant you see how difficult it can be for a PM trying to get a handle on their starting point for an SEO project, the following list is a should help and if anyone has any additional suggestions, please leave them in the comments.


  • Agree structure of site with stakeholders (ccTLD or Directory structure – ll-cc).
  • Removal of parameters (where possible, ensure not significant functionality is parameter driven)
  • If Source is US, is the US content optimised, do we want to create a seed keyword list using English as a source.
  • Create localised keyword lists by page (localised keyword research)
  • Content transcreated using seed keywords (for intent), original text and localised keywords
  • Titles, descriptions optimised per market / language
  • Image alt Text localised
  • Upload content and publish globally


  • Create Google Search Console account at “root” level
  • Creation of Google Search Console accounts at country level
  • Apply International targeting to accounts
  • Creation of Bing Webmaster Tools account
  • Apply geo targeting at directory level
  • Creation of Yandex Webmaster Tools Account
  • Creation of Baidu Webmaster Tools account
  • Creation of 360 Search (Haosou) Webmaster Tools account


  • Create XML sitemap
  • Create HTML sitemap
  • Create hreflang enabled sitemaps at country level for main pages (if necessary)
  • Create Image Sitemap (where appropriate for Universal search)
  • Create Video sitemap (where appropriate for Universal search)
  • Upload sitemaps to:
    • Google
    • Bing (hreflang not applicable)
    • Yandex (hreflang not applicable currently)
    • Baidu (hreflang not applicable, submit Chinese only sitemap initially)
    • 360 Search (hreflang not applicable, submit Chinese only sitemap initially)


  • Create benchmark Ranking and SEO Reports in BrightEdge or Linkdex
  • Create scheduled reports for evaluating project success
  • Distribute reports to relevant audience(s) monthly


  • Blogs: is blog content available, does the client want to leverage this across markets or create unique content in each market.
  • Is there a plan for Content Amplification
  • Localisation of social pages (e.g. regional version of LinkedIn Showcase page)
  • Local social media sites
  • Google Local Business pages, if appropriate

Author: Brendan

Currently working as an International SEO Consultant with Lionbridge, a localisation company with offices in Dublin. My role includes working with major multi-national companies on their global SEO solutions.

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