Deciding whether to go forward with a website restructure and some questions regarding the process

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We have a multilingual website and our team is decided whether to restructure the website to increase our organic presence.
Taking the hypothetical example of a copywriting business.
Current Scenario: We have 4 different services. Among which, copywriting is the most in demand and the highest paying one.
Our website is currently translated into 4 languages.

Our current url structure is:
a. x.com/copywriting
b. x.com/copywriting/india(dedicated language page for a specific country)

The problem: Although the “b” page ranks in top 3 for kws like copywriting services india, the a page ranks for the general term like copywriting services on page 3/4.
And this is an issue we have been facing for almost all the countries.

Possible fix: What if we did a website restructure, wherein we had:

x.com (global site)

x.com/en-gb (UK site)

x.com/en-us (US site)

For each country site, we’d only show pages specific to that country and can tweak the text to only what is relevant for that country.

So instead of having /copywriting/uk, /copywriting/india etc

We’d have:

x.com/en-fr/copywriting (this will show copywriting for france)
x.com/en-us/copywriting (this will show copywriting services for us)
x.com/de-de/werbetexten (this will show copywriting services in German for Germany)

Questions:
The process: which method is your experience feasible/better for organic growth?
Question: How to set up a process to redirect the current pages to the relevant ones. ( To start with subfolders/ or how to select which section of the website to start with)
Questions: How to scale the pages for each language and country?
Question: How to prioritize pages? ( apart from comparing the organic metrics such as backlinks and organic traffic)
Question: How to decide where to redirect the existing pages to?
Question: How to decide on which language versions to create for each country?

Last edited by @neha 2023-05-18T05:55:37Z

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@pablo May have an opinion here.

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I don’t think there are clear cut answers to most of these. Even with some of these change ideas, performance outcome may become worse, or stay the same (somewhere within measurement error range), at which point you’ve still paid all transition costs for probably nothing.

For next step, I’d recommend also listing what resources are you working with as inputs to working out answers.

For example, have you already read Multiregionale und mehrsprachige Websites verwalten | Google Search Central  |  Dokumentation  |  Google for Developers

I’d probably go through all current top search engines’ documentation, contrast and compare, then see what questions still remain.

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