Voices of Search Podcast Summary

Episode Title: Game Plan for Launching in Five New International Markets with Limited Resources
Release Date: July 17, 2025
Host: Tyson Stockton
Guest: Sebastian Egger
Guest Company: SEOC

Introduction

In this episode of the Voices of Search, hosted by Tyson Stockton, the focus is on strategizing the expansion of a website into five new international markets while operating with limited resources. The discussion features insights from Sebastian Egger, an experienced SEO professional from SEOC, providing actionable strategies tailored for resource-constrained environments.

Prioritizing Markets Based on Total Addressable Market (TAM)

Sebastian Egger kicks off the conversation by emphasizing the importance of prioritizing markets based on their Total Addressable Market (TAM). He states:

“[00:54] Sam: ...prioritization of market by total addressable volume and aligning it to the TAM total addressable market.”

This approach ensures that efforts are concentrated on markets with the highest potential return on investment, optimizing the limited resources available.

Content Repurposing and Localization

One of the key strategies discussed is the repurposing and localization of existing content. Sebastian highlights the efficiency of this method:

“[00:54] Sam: ...understand how much of your content you already have that you can simply localize and repurpose for other markets, that's still low. A lot lower effort than creating something NET new.”

By leveraging existing content, businesses can save time and resources while still providing relevant and authoritative information to new markets. This method not only reduces workload but also aids in building domain authority across multiple regions.

Building a Solid Technical SEO Foundation

The conversation shifts to the technical aspects of SEO, particularly the structuring of websites using subfolders versus subdomains or country code top-level domains (ccTLDs). Sebastian advises:

“[01:54] Sam: ...make sure that you use subfolders. Don't shoot yourself in the foot and go with a subdomain or cctld. Google moving away from that shows that.”

Using subfolders (e.g., example.com/us/) is recommended over subdomains or ccTLDs as Google is favoring this structure for better SEO performance. This ensures consistent authority and easier management across different markets.

Adapting Strategy Based on Existing Domain Structure

A pivotal moment in the discussion occurs when Sebastian is asked whether the same strategy applies if a company is not using a .com domain, such as a .fr domain expanding into the US. Sebastian responds thoughtfully:

“[02:56] Sam: ...if you're JP, you'll never be able to rank in the US.com even if you have all your tags.”

He emphasizes that the authority of the original domain plays a crucial role in international SEO:

“[02:56] Sam: ...I would most likely run to risk what I would do. If that's what you're doing. I would run the risk of 100%.com and thinking later migrating your fr.fr to fr within.com depending on the authority that you're building.”

This suggests a phased approach where businesses might initially consolidate under a .com domain to build authority before potentially migrating localized domains based on growth and SEO performance.

Leveraging AI with Human Oversight

Given the constraint of limited resources, Sebastian advocates for the integration of Artificial Intelligence (AI) tools to streamline processes:

“[03:00] Sam: ...use AI 100% use it but with the human element in the end.”

While AI can handle repetitive and data-driven tasks, the human element remains essential for ensuring quality, strategic oversight, and nuanced decision-making.

Phased Approach to International Expansion

Summarizing his strategy, Sebastian outlines a phased approach:

“[03:25] Sebastian Egger: Yeah. So it's like do a phased approach, basically. That makes sense.”

This method allows businesses to incrementally expand into new markets, assessing performance and adjusting strategies as needed, thereby managing risks and optimizing resource allocation effectively.

Conclusion

The episode concludes with Tyson Stockton thanking Sebastian Egger for his valuable insights. Listeners are encouraged to connect with Sebastian on LinkedIn or visit his company’s website for more information. The episode wraps up with a reminder to subscribe for daily SEO content and strategies.

Key Takeaways

1. Market Prioritization: Focus on markets with the highest Total Addressable Market (TAM) to maximize ROI with limited resources.
2. Content Repurposing: Localize and repurpose existing content to save time and build authority in new markets.
3. Technical SEO: Utilize subfolders for different regions to maintain consistent domain authority and improve SEO performance.
4. Domain Strategy: Consider the authority of your existing domain when expanding; a phased approach may involve consolidating under a .com before localizing.
5. AI Integration: Use AI tools to optimize processes while maintaining human oversight for quality and strategic adjustments.
6. Phased Expansion: Implement a step-by-step approach to entering new markets, allowing for flexibility and risk management.

Notable Quotes:

• “[00:54] Sam: ...prioritization of market by total addressable volume and aligning it to the TAM total addressable market.”

• “[00:54] Sam: ...understand how much of your content you already have that you can simply localize and repurpose for other markets, that's still low.”

• “[01:54] Sam: ...make sure that you use subfolders. Don't shoot yourself in the foot and go with a subdomain or cctld. Google moving away from that shows that.”

• “[03:00] Sam: ...use AI 100% use it but with the human element in the end.”

This comprehensive discussion provides a strategic roadmap for businesses aiming to expand internationally without overstretching their resources, blending practical SEO tactics with strategic planning.