An SEO professional was concerned about international pages. They have a site that is being created where their international targets are already fully defined by the client.
For example: the client only wants pages in UK and US, and only defined as showing up for those countries, not any other English-speaking countries.
John explained that they should set expectations with the client now, because it’s impossible to define what pages will appear in country-specific search results.
If a page is in English, then it can show up for any user who is searching in English.
For the English US vs. the English UK version, this just means that you would swap out the URL for the correct version, depending on which country it is.
If you have different content for English US, and English UK, even if that’s something that’s as small as a contact address, or even currencies, then it makes sense to have these things on entirely separate URLs.
However, if it’s all the exact same content, even if it’s just a text article, then he recommends making it one English version, because you can’t limit those to certain countries anyway.
Creating one single version of this content will help you from an efficiency point of view.
And, when it comes to search, it’s much easier for Google to rank one page vs. someone taking the same content and publishing it on multiple pages.
His final recommendation was to create one English version of that content. And let the client know that you can’t just limit such pages to certain countries.
This happens at approximately the 00:44 mark in the video.