Choose a regional structure
Use stable, crawlable URLs for each genuinely distinct market. Subdirectories are usually easier to manage than separate domains while a brand is still building authority.
Localise the substance
Changing a country name is not localisation. Adapt terminology, buying concerns, proof, pricing context, examples and frequently asked questions.
Connect regional versions
Use accurate hreflang annotations, self-referencing canonicals and clear internal navigation. Every market page should remain useful on its own.
Measure by market
Track qualified leads, visibility and conversions separately. Ranking for a broad term matters less than attracting the right buyer in each country.