Local and global search engine optimization (SEO) are two different approaches to optimizing a website or online presence for search engines. They both aim to improve a website’s visibility in search engine results pages (SERPs), but they focus on different geographic scopes and target audiences. Small, service-based businesses will generally always be making use of local SEO, so it is important to understand the differences between the two and their implementation. Here are the four key differences between local and global SEO:
1. Geographic Scope
Local SEO is primarily concerned with optimizing a website to rank well in local search results. It aims to target a specific geographic area, such as a city (i.e. Seattle, Washington), region (downtown Seattle), or even a neighborhood. The goal is to attract customers who are searching for products or services in that specific location. Local SEO strategies often involve creating and optimizing Google My Business profiles, local keyword targeting, and obtaining local reviews.
Global SEO, on the other hand, has a broader geographic focus. It is designed to reach a global or national audience rather than a specific local area. Global SEO strategies aim to rank a website’s content for keywords and topics that are relevant to a wide-ranging audience. This may involve optimizing content for multiple languages and regions and using international SEO best practices.
2. Target Audience
The target audience for local SEO is typically local consumers who are searching for products or services within their immediate vicinity. This could include individuals looking for nearby restaurants, stores, or service providers. The intent is to drive foot traffic or local inquiries.
Global SEO targets a broader and potentially international audience. The goal is to attract users from various locations, which may require catering to different languages, cultures, and search behaviors. It’s often used by businesses that offer products or services that can be accessed or shipped globally.
3. Keyword Targeting
Local SEO strategies often involve using location-specific keywords, such as “best pizza in New York City” or “plumber near me.” These keywords help the website rank for searches that include the local area.
Global SEO focuses on broader keywords and topics that are relevant to a global or national audience. For example, a global SEO strategy for an e-commerce site selling electronics might target keywords like “top-rated smartphones” or “best laptops.”
4. Content and Backlinks
Local SEO may emphasize creating content that is highly relevant to the local audience, such as location-specific blog posts, event promotions, or news updates. Building local citations and obtaining backlinks from local businesses and directories are also common strategies.
Global SEO often involves creating content that appeals to a wider audience and obtaining high-quality backlinks from authoritative websites in various regions. Content may need to be translated or adapted for different languages and cultures.
To summarize, the main difference between local and global SEO is their geographic scope and target audience. Local SEO focuses on a specific geographic area and targets local customers, while global SEO aims to reach a broader, potentially international audience. The strategies and tactics used in each approach are tailored to their respective goals.