Search engines provide users with the most relevant, high-quality results for their queries. The purpose of Search Engine Optimization (SEO) is to ensure that your website appears in search engine results pages (SERPs). We’re going to focus on the SEO strategies for Global and Local.
While they share the same core principles and both contribute to high rankings on SERPs, Global and Local SEO serve different purposes based on your business goals. The main difference lies in the target audience.
Local SEO is targeted towards your regional demographic, while organic SEO reaches the general public. A comprehensive SEO strategy will typically involve both local and global SEO, to ensure you can reach local customers, as well as a wider audience online. In this blog we’ll discuss the differences between local and global SEO, and explain when and how to optimize each one.
Local SEO
Local SEO focuses on optimizing your website to improve geographical relevance. This is great for small businesses that prioritize foot traffic or businesses such as restaurants or retail stores that need to secure customers within a specific geographical area.
In local searches, you’re more likely to work with keywords like ‘near me’ or ‘in my city’, meaning that your website appears more frequently on Google Maps and searches around your area, which typically lead to offline sales.
Similarly, your reviews and Google My Business profile are more important than online-only businesses. Local SEO is highly targeted, focusing on attracting customers within a specific region and honing in on geographic-specific queries, meaning it isn’t often necessary for businesses without a physical location.
There are 3 key elements for local SEO:
- Gain positive reviews and local citations on sites like Yelp, Google, TrustPilot, and Facebook to improve your credibility and influence local search rankings. When you respond to these reviews, you demonstrate that you value customer feedback, whether positive or negative. Transparency builds trust, so ensure that your name, address, and phone number (NAP) are consistent across all platforms.
- Optimize Google My Business (GMB) to ensure you appear in local search results and on Google Maps. Ensure that you include accurate details about your business, such as operating hours (don’t neglect holiday business hours), phone numbers, and customer reviews. Ensure photos are updated to engage customers.
- Incorporate local keywords on key landing pages and content, in order to rank higher for specific geographic searches, for example: ‘best sushi restaurant in [city]’
Global SEO
Global SEO focuses on optimizing your website to improve its rankings in online searches that are not tied to your physical location. Most online businesses focus on global terms.
This can drive significant growth for your company, especially if you offer global services or sell your products internationally. Global SEO mainly focuses on improving your visibility, driving conversions, and attracting a larger audience.
Having an effective SEO campaign can help you rank high in the search engine results pages. These high rankings show your authority in your industry and is a great way to build your online reputation.
Global and organic SEO is a long-term investment, so expect it to take a few months before you start noticing significant improvements in your rankings. Despite this, you’ll be seen as more credible for high SERPs positions that aren’t sponsored. This wil provide sustained, long-term benefits and visibility.
To rank highly with global SEO, you need to focus on a few key elements.
- Identify relevant keywords to your target audience – you can do this using tools like Google Keyword Planner and SEMrush – and integrate them into your website
- Provide high-quality educational content, making sure it’s valuable to your audience by addressing their common queries with up-to-date information
- Focus on on-page optimization, including your site’s content, structure, meta descriptions and internal linking, ensuring it appeals to search engines
- Implement technical SEO tactics to improve your user experience, like fast loading times, mobile compatibility, secure HTTPS protocols, and comprehensive site navigation
- Secure high-quality backlinks from reputable websites in your industry to show search engines that your website is trustworthy
Key Differences and When to Combine
The key differences between local and global SEO are their target audiences and goals.
Local SEO focuses on targeting an audience within a specific geographic area, aiming to get your business listed in local search results. Conversely, global SEO targets a wider audience to rank higher in general search results, without a focus on location.
When deciding which to use, choose local SEO if your business has a physical location, provides regional services, or operates in multiple locations. Opt for global SEO if you have an online business or aim to expand internationally.
If you have both an online and physical presence, or you just want to grow your business, you should use both local and global SEO. This dual approach provides a competitive edge to maximize your online presence and reach a wider audience. Combining these two strategies will strengthen your brand both locally and globally, building a loyal audience while establishing your brand as a leader in the industry and helping you to dominate in your market.
