Do You Need Local or Global SEO? Here’s How to Tell

October 25, 2016

Global SEO and Local SEO both influence your search rankings.

Search engine optimization tactics for your business website should depend on the audience you seek. Are you looking for customers from your local neighborhood or customers from around the world? By answering this simple question, you can determine if you should be focusing on local or global SEO.

If the content on your website includes keywords and phrases that match or resemble common search queries, your website is more likely to show up in search results.

Every keyword or phrase that you place properly acts as a flag that indicates that your website is relevant to those searching for certain topics. Below we examine which type of SEO, local or global, businesses should focus on based on their goals, target audience and budget.

Local SEO

Local SEO is designed to reach a higher rate of local customers. Generally speaking, small, local businesses, restaurants and businesses with only 1 or 2 locations can benefit from Local SEO.

Locally optimizing a website and social media pages requires that you provide information that is relevant to the local customer that may be interested in your products or services. This includes hours, location and contact information. This is the information that is going to bring customers directly to your door.

If it sounds like you should be focusing on Local SEO for your business, here are some of the benefits:

  • Mobile search queries are on the rise and show no sign of stopping. As you can guess, most mobile searches are completed while the users are on the go. In fact, one in two consumers searches for businesses while on the go and half of those that use mobile search visit the business searched that day. With more and more people relying on their smart phones and wearable devices to gather information on the go, proximity-based searches will become more and more popular. Local SEO markers help ensure that your business shows up in results when someone is near.
  • In its attempt to provide its users with a personalized experience, Google has come to favor local businesses over larger business with greater resources. Through its many algorithm changes, local businesses have always suffered far less than larger counterparts.

 

Global SEO

Businesses that want to be recognized within a given industry rather than a specific locale should focus on Global SEO. Often, committing to a single location could be potentially detrimental to such a company. A company that wishes to do business nationally or internationally does not want to be pigeonholed into one specific region.

Rather than creating local listings, these companies should focus on creating brand pages that share information about the company as a whole rather than the physical location of the business.

For companies that fall within these parameters, content truly is king. Where companies vying for local consumers need to focus on using location-specific markers and keywords, companies that want to attract broader audiences need to exhibit expertise through content.

If it sounds like you should be focusing on Global SEO for your business, here are some of the benefits:

  • Focusing on Global SEO opens your eyes to what it takes to perform in the international market. Only one-seventh of the world’s population speaks English. Of those that do, only 340 million speak it as their first language. If you are an online marketer that ships globally, those figures mean that you need to broaden your focus. This means creating multiple versions of your website in different languages and appealing to search engines that are strong in other countries.
  • Increasing the Global SEO health of your website does not limit the ability to perform locally where you have brick and mortar locations. In fact, Local and Global SEO strategies work together for businesses that sell goods both over the web and in retail stores.

There is no doubt that SEO is important to your website and business. Global and Local are simply two approaches you can take to building your online presence. The driving force behind each approach is knowledge about your target audience. Before you choose a plan of attack, do your research. Know your potential customers. Understand what makes them tick, where they are and how they interact with brands. Empowered with that information, your SEO plan can’t fail.

 Galen KashtockBy Galen Kashtock

I lead sales support strategy and execution. Our team is hands-on from start to finish with the sales process, ensuring that we build and execute wildly successful media strategies for our clients.