Gemma Fontané recommends that personalisation is key when it comes to international SEO success.

Gemma says: “Focus on personalisation, adapting your content in each language and across different formats, to really build your brand in each region.

These actions will allow you to stand out from your competition, demonstrate authority and expertise, compete in multilingual markets, and stay visible in the era of generative AI.”

How do you go about personalising content?

“First of all, personalising content is very important nowadays because search engines today are rewarding depth, expertise, and true relevance, in order to stand out.

In 2026, with AI-generated content everywhere, what will really make the difference is cultural, linguistic, and format-specific personalisation, if you really want to differentiate your brand.

How can you do that? There are two different things that you can do. If you want to start your strategy in a newer market or you are already working in that region, you can do an EEAT analysis to analyse which channels will allow you to show expertise, experience, trust, and authority. Also, you can analyse the main experts to see how people show trustworthiness through different formats.

In order to personalise your content, you can also conduct multilingual keyword research in each market. This will not only help you know what people are looking for, related to your product or service, but also understand how people are looking for your product in each market. This will help you identify the best strategy related to the format.

For example, you might find that people are looking for images related to your product, a step-by-step guide, or maybe a video that will help them to understand, know, or choose to purchase your product.”