Optimising websites aimed at more than one country, language, or both, can seem daunting. Should you use local domains for every market, or host everything on one domain? How do you make sure your visitors arrive at the right page for their market, and what should happen if they don’t?

As with most questions in SEO, there’s often more than one right answer and this is a particularly nuanced area. The following aims to give you a good grounding in the key themes you need to consider for websites with global reach.

A quick note on ISO codes

A lot of what follows will refer to…