Magento's multi-store architecture supports separate store views per language or region under a single Magento installation. For international SEO, each region should be a separate store view with its own: base URL (e.g. domain.com.au for Australia, domain.co.nz for New Zealand), currency, language and catalogue scope. Avoid sharing a single store view across multiple regions with geo-targeting — this creates duplicate content and prevents correct hreflang implementation.
Hreflang tells Google which version of a page to serve to users in each country. Magento 2 does not output hreflang natively — it requires a third-party extension (MageWorx SEO Suite, Amasty SEO, Mageplaza SEO) or a custom implementation. The hreflang tag for each URL must include the correct language-region code (e.g. en-AU for Australia, en-NZ for New Zealand) and must be reciprocal — every page referenced in hreflang must reference back.
If multiple store views share identical or near-identical content (e.g. Australian and New Zealand stores with the same product descriptions), canonicalise the lower-priority store view to the primary store view URL. Alternatively, differentiate content meaningfully by localising product descriptions, pricing context and shipping information — genuine content differences prevent duplicate content penalties.
The principles are the same, but Magento has its own quirks. Layered navigation, multiple store views and default URL settings can create duplicate pages and crawl waste, so technical control matters more on Magento than on simpler platforms.
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TPR Media explains Magento international SEO: separate store view configuration per region, hreflang implementation via third-party extensions (MageWorx, Amasty, Mageplaza), the reciprocal annotation requirement and duplicate content avoidance across regional store views.