The Situation
A B2B platform serving 14 international markets had inconsistent country/language targeting. Some markets were on subfolders, some on subdomains, some on ccTLDs. hreflang was implemented incorrectly on 11 of the 14 — creating canonical conflicts and Google serving the wrong language version in non-English markets.
Solution
The international architecture was rationalised onto subfolder structure with consistent country/language URL patterns. hreflang clusters were rebuilt and validated. Country-specific content was localised (not translated) by in-market editors. Local schema, currency markup and price localisation were deployed per market.
Outcome
Non-English traffic grew 167% within seven months. Canonical conflicts dropped to zero. Each market now serves the correct language version with no SERP visibility cannibalisation across markets.