International SEO at Scale: Using APIs, AI, and Scripts to Streamline International Site Management

Managing SEO across dozens of markets is no easy feat - but it doesn’t have to be manual. In this practical and innovative session, Kira Khoroshilova (Founder of Diary of an SEO) showcases how automation, AI, and custom scripts can transform the chaos of international SEO into a streamlined, scalable operation.

From dynamic hreflang audits and geo-targeting APIs to multilingual keyword research workflows and AI-powered translation dos and don’ts, this talk is packed with actionable insights. Kira shares custom Python scripts, cultural targeting frameworks, and examples of how to scale localisation without sacrificing relevance or performance.

Transcript

1. International SEO at Scale: Using APIs, AI, and Scripts to Streamline International Site Management K I R A K H O R O S H I L O VA , D I A R Y O F A N S E O 2 4 M AY 2 0 2 5
2. S i n g a p o r e M i n i s t r y o f F o r e i g n A f f a i r s . . .
3. 4 B i g g e s t H e a d a c h e s • Incorrect or Missing Hreflang Tags • Poor Keyword Localisation • Inconsistent URL Structures • Language-Country Mismatches hreflang Types of headaches
4. S o l v i n g e x p e n s i v e p r o b l e m s w i t h a u t o m a t i o n
5. A u d i t H r e f l a n g Ta g s < l i n k r e l = " a l t e r n a t e " h r e f l a n g = " x - d e f a u l t " h r e f = " h t t p s : / / m p i r i c a l . c o m / 5 g - t r a i n i n g " / > < l i n k r e l = " a l t e r n a t e " h r e f l a n g = " e n " h r e f = " h t t p s : / / m p i r i c a l . c o m / 5 g - t r a i n i n g " / > < l i n k r e l = " a l t e r n a t e " h r e f l a n g = " f r " h r e f = " h t t p s : / / m p i r i c a l . c o m / f r / 5 g - t r a i n i n g " / > < l i n k r e l = " a l t e r n a t e " h r e f l a n g = " d e " h r e f = " h t t p s : / / m p i r i c a l . c o m / d e / 5 g - t r a i n i n g " / > < l i n k r e l = " a l t e r n a t e " h r e f l a n g = " p t " h r e f = " h t t p s : / / m p i r i c a l . c o m / p t / 5 g - t r a i n i n g " / > < l i n k r e l = " a l t e r n a t e " h r e f l a n g = " e s " h r e f = " h t t p s : / / m p i r i c a l . c o m / e s / 5 g - t r a i n i n g " / > A u d i t E x p o r t A n a l y s e
6. Native tools for hreflang auditing
7. L o c a l i s a t i o n = C u l t u r a l Re s e a r c h a t S c a l e
8. S t e p 1 : C u s t o m P r o m p t s
9. S t e p 2 : P r o m p t I m p o r t + B a s e K W L
10. S t e p 3 : K e y w o r d To o l I m p o r t
11. S m a r t L o c a l C o n t e n t M a p p i n g Reddit scraping & topic allocation T h e P y t h o n R e d d i t A P I W r a p p e r
12. C r e a t e Yo u r O w n R e d d i t S c r a p e r 1.Install Python 2. Install Reddit API Library 3.Create Your Reddit APP 4.Create Python script 5.Save & Run Script
13. I n 3 3 l a n g u a g e s a t o n c e . . . I will find every relevant subreddit thread in every language & I will use to it to build topical clusters as if I’m a polyglot
14. U R L S t r u c t u r e s & S l u g Ta x o n o m y Get OpenAI API key → Open Google Sheets → Extensions > Apps Script 🔄 What This Script Does Health and Safety Training > Translates it into the target language Returns a clean, SEO-friendly slug (e.g. formation-securite-sante)
15. N o r m a l i s e U R L S t r u c t u r e s h t t p s : / / e x a m p l e . c o m / { l a n g u a g e } - { c o u n t r y } / ✅ / e n - g b / a b o u t - u s ✅ / e s - m x / p l a n e s - i n t e r n e t ❌ / e n g l i s h / a b o u t ❌ / f r / f r / c o n t a c t
16. Automated Canonical Rules G o a l : C a t c h c a n o n i c a l i s a t i o n e r r o r s b e f o r e t h e y c a t c h y o u • I f p a t h = / f r / * , c a n o n i c a l = s e l f - r e f e r e n c i n g • I f U R L h a s ? l a n g = p a r a m , c a n o n i c a l = c l e a n v e r s i o n w i t h o u t q u e r y s t r i n g • I f c o n t e n t = a l t e r n a t e v e r s i o n , c a n o n i c a l = o r i g i n a l
17. • Use a HTML parser or equivalent if you want to scrape your website data • Use to check hreflang, lang codes, or specific phrases • Use language detection on body content and compare to declared tag Catch Language-Country Mismatches with Logic Rules example: gr-gr?!
18. Cultural Compartmentalisation The Leader (Assertive, Competitive, Ambitious) The Explorer (Curious, Adventurous, Independent) The Caregiver (Empathetic, Nurturing, Supportive) The Creator (Imaginative, Artistic, Original) The Ruler (Responsible, Organized, Structured)
19. Cultural Compartmentalisation The Leader (Assertive, Competitive, Ambitious) The Explorer (Curious, Adventurous, Independent) The Caregiver (Empathetic, Nurturing, Supportive) The Creator (Imaginative, Artistic, Original) The Ruler (Responsible, Organized, Structured) United States Germany United Kingdom Singapore Australia Canada Netherlands New Zealand. Greece Nordic Countries (Sweden, Finland, Norway, Denmark) India Mexico Brazil France Italy Japan South Korea Greece UAE Russia China
20. Tools That Help You Scale
21. I n t e r n a t i o n a l S E O R e p o r t i n g Looker Studio Workflows to help you analyse: • technical performance • word count • cultural relevance compared to your competition
22. The future of global seo automation
23. Human Creative Intelligence + Automated Predictable Workflows =
24. T h e t a k e a w a y s Use LLMs to analyse hreflang Scrape Reddit with Python Create Custom Rules to Analyse Culture Logic
25. T h e t r u t h . . . You still have to do manual work, especially in global seo!
26. Thank you, Ελλάδα! K I R A K H O R O S H I L O VA F O U N D E R , D I A RY O F A N S E O W W W. D I A RY O FA N S E O . C O M H A P P Y I N T E R N AT I O N A L S E O - i n g Να ’στε καλά