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International SEO Strategy for

Restructuring a global site architecture and increasing rankings in 7 different markets

Project Goals & Target Markets

A leading financial technology and services company approached POLARIS in 2021 to assist them in increasing their reach across several international markets within their portfolio.

The first challenge was understanding the goals of the business for each of their markets. The markets the business wanted to target were
• USA, Canada, NAM
• Spain, Italy, Southern Europe
• Australia and New Zealand
• UK, France, Western Europe

The particular challenge the business had was to understand what their SEO strategy would be and how to utilize their internal resource as they had no internal SEO experts within their business.

POLARIS took on the project and partnered with the business for 18 months. The business wanted to start with the US first as it offered the most potential, and then roll out a strategy from their main .com site to other local version of their site for each market.

Solution delivery

POLARIS had to understand the application of the clients products in each market and how the clients proposition could effectively compete against local competitors in each market, to gain market share through an increase in rankings and organic traffic.

POLARIS worked with the client to firstly map their target products with target customer profiles per market, and use case scenarios.

As there were gaps with the central marketing teams knowledge of use cases, POLARIS worked with the client to connect them with internal product managers to hold a series of workshops where use case knowledge was uncovered and documented.

Using this information, keyword research was conducted to uncover further detail about each target customers informational needs online, which would later be utilized as a part of an ongoing content strategy to increase rankings for long tail keywords for the knowledge center onsite.

As well as helping to uncover this information from within the business, POLARIS worked with the client to create an international SEO activity roadmap to increase the exposure of each markets local site through a series of technical, onsite, and local market PR SEO activity.

From assessing the technical infrastructure in place, POLARIS briefed into the client a technical overhaul that would dramatically improve the clients visibility in 7 of their key markets, through an improved user and search engine experience.


Within the first 6 months of the partnership, POLARIS was successfully upskilling both the central marketing team out of Europe and liaising with local market coordinators to drive impact through both content and PR in every local market.

Thanks to POLARIS expertise, the financial sector client was able to dramatically improve the crawl health and positioning of 7 of their websites, including their flagship domain on .com.

A single stream of SEO training was identified and rolled out to upskill every marketer on the mechanics of SEO, particularly from a targeting and onsite optimization perspective



Optimised, across America, Europe, Australia and New Zealand.

2888%Increase in organic traffic

within 18 months

44%Increase in tracked keywords

across for US rankings

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