| What you see | What’s underneath |
|---|---|
| Your English site performs. | Authority built in one language, on one market’s signals. |
| The German market has been open for three years. Nobody there can name you. | Local search intent, local pages, local links: never built. A translated site isn’t a local one. |
| A local distributor outranks you for your own product. | Architecture, hreflang and content working against each other across markets. |
| AI answers describe you differently in each language. | They’re built on the same local signals. Where the groundwork is thin, the model improvises. |
Alizée Baudez · International SEO & GEO consultant
Every market meets a different version of you.
International SEO for companies that sell across borders, in French, English and German. Including what AI answers now say about you in each market.
You built one brand. The markets you entered most recently know a thinner version of it, pieced together from what they found. My work is to close the distance between the two.
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- Home market: The version you wrote.
- Germany, year three: An outline. Nobody there can name you.
- In an AI answer: Pieced together from what it found.
The problem
It rarely shows up as a drop in rankings. It shows up as an absence.
A check you can run in five minutes
Search for what you sell, in each market’s language, on that market’s Google. Then ask an AI the same question.
English
- On Google
- Your page, first result.
- In AI answers
- The description you wrote.
German
- On google.de
- A local distributor, then page two.
- In AI answers
- A description from three years ago.
French
- On google.fr
- Your English page, untranslated.
- In AI answers
- A competitor’s name.
Typical results for a multi-market brand. Illustrative.
Three markets, three results. Only one sounds like you.
Evidence
The symptom is new. The cause isn’t.
AI tools still send very little traffic, and your buyers still mostly go through Google. But both are built on the same local signals. A market where the model improvises is a market where the search groundwork is thin. That groundwork is what I fix.
40.5%
of cited sources were German sites
15.5%
were Swiss sites
Asked in German from Zurich, Google AI Overviews cited German sites more than twice as often as Swiss ones. Share of stable citations, 1,944 tests, FR · DE · CH, 2026.
What I work on
International SEO first. AI answers as part of it.
International SEO
Multi-market architecture, hreflang, localisation, market entry, migrations.
Multilingual content strategy
Search intent, editorial structure, and briefs your writers can execute without me.
Search leadership
Priorities per market, briefs, and a review of what ships, without a full-time hire.
AI visibility
Part of the SEO work: what ChatGPT, Perplexity and AI Overviews say about you in each market, read as a signal of how that market understands your brand.
For companies
Two retainers, or one session to start.
Lead
For teams where nobody owns search. I lead it across your markets: scope, priorities, decisions.
From €3,400 / month
Advisor
For teams with SEO in-house. A senior view on the decisions that matter, market by market.
From €1,700 / month
Second Opinion
A senior look at your plan, or at one market, before you commit budget. A written note with the five decisions that matter most.
€950, fixed
Agency with clients in France or Europe? White-label work, starting with a paid pilot. For agencies
Selected work
Lipton Teas & Infusions
Architecture and content for the US corporate site, planned before launch so that four audiences wouldn’t cannibalise each other.
7,900
organic visits a month, about five months in
1st
position on Google US for the target queries
0
paid media
57 projects for 31 clients since 2020, across 11 markets.
I worked on Lipton with Nelly Roos at Queen Communication.
“She’s a good listener, responsive, organised and, above all, very expert in her subjects.”
Speaking & training
“International SEO before the first hreflang tag.”
Lightning talk, Google Search Central Live, Deep Dive Europe 2026, Barcelona.
If you’d rather start by reading.
Beyond Organic · the newsletter
International search, from the field. One argument at a time.
If one of your markets is quieter than it should be, that’s usually fixable.
Let’s find the distance.
A short assessment call to see which market to look at first. This isn’t a sales call.
Book a callAgency? White-label work