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In practice
The selection prevents the most expensive international mistake: spreading placements across five markets that each needed five times the budget, and winning none.
The scoring criteria, in order: readiness — the localised pages exist, are complete, indexable and sellable (a market without its pages takes no link budget, full stop); opportunity — the market’s commercial upside (buyers, deal size, the competition’s weakness there); the competitive gap — who holds the category’s shortlist pages in that market, and how far behind them the brand starts (a market where the gap is closable beats one where incumbents own everything); and the publisher landscape — are there real, qualified publications in the category’s language, at a quality floor worth buying (a market with five credible publishers gets a different plan than one with fifty).
The sequencing that follows: one or two markets at a time, concentrated until the shortlist pages are owned or the ceiling is proven, then the next — because per-market results need concentration to be measurable, and a thin spread produces thin evidence everywhere. The honest caveats: language is not the only marker (a “German” market may split by country-specific search behaviour), and the AI layer adds a check — the engines’ answers in that market draw on local sources whose landscape is worth enumerating before committing.
The measurement discipline: per-market baselines (rankings, brand search, AI presence) taken before the first placement, so the campaign’s effect is attributable — and the market that shows no movement after an honest concentration period gets diagnosed, not doubled down on.
See also: International link building, International campaigns: market brief to go-live, Target page selection.
Related service: International links.
