The difference is strategy.
While Local SEO targets a specific location, the role of Global SEO shifts from having a specific focus to instead being part of a comprehensive strategy. Global businesses still need to consider both local and international SEO elements to effectively reach their target audience on a larger scale; but for local businesses to optimize their website’s visibility in search engines like Google, the content needs to not only focuses not only to bring value to their customers, but to their target geographies.
Geography and Target Locations
• Local SEO
The goal is to attract customers within a local vicinity, so content will have names of neighborhoods within a specific city in order to gain interest from viewers from that location. This can include a state, city, entire region, or just one neighborhood.
• Global SEO
Regardless of geographic location, the SEO for these websites will have services and products that can be accessed from anywhere. As such, if geographical location is ever even mentioned in the content, there will be enough designated for every region in the world. For example, separate fashion blog articles dedicated to wearing winter fashion in the North or swimwear on the coasts.Target Audiences and Ideal Customers
• Local SEO
The ideal customer within a particular geographic area may have a lifestyle and habits that are only fit for that particular area. For example, a local South Florida restaurant would choose to participate in Miami Spice in order to attract their target audience. By doing so, they will naturally receive nearby customers looking for Miami Spice dining options, a program dedicated to only the city of Miami.
• Global SEO
Because the target audience is much larger on a global scale, it will encompass individuals from various regions and cultures who might be interest in a business’s offerings on a larger scale. This may mean catering to every region’s local niche program, or targeting other global businesses.Keywords and Content
• Local SEO
Location-specific keywords are used for Local SEO. For example, “best pasta in [city]” or “veterinarian near me.” Website content should highlight local events, programs, landmarks, and community involvement.
• Global SEO
Global businesses should focus on targeting keywords with a global reach, building authoritative backlinks from international websites, and creating content that resonates with diverse audiences around the world.Business and Local Directories
• Local SEO
Is your small business listed with Google? If not, be sure to apply for your Google Business Profile here. Optimizing this profile helps businesses appear in local map searches and it will increase visibility within the local community.
• Global SEO
Instead of listing businesses on local directories, global businesses with multiple brick-and-mortar locations across the globe can still find use in a Google Business Profile, however instead of being used to gain visibility online, it may be used instead to provide accurate information for those who come across the business locally.Competition and Ranking
• Local SEO
When you are targeting a local region, there is definitely less competition. By gearing each website page and blog post to a specific target region, it will help the business site gain visibility within that local area, which can lead to higher conversion rates and foot traffic.
• Global SEO
Competition is typically much higher in global SEO because of the broader reach. There needs to be a comprehensive SEO strategy in place to optimize the global website for every part of the world.Backlinks and Authority
• Local SEO
By mentioning other local websites, blogs, or news sources on your website, it will raise the reputation of the site itself, as well as increase authority in your local SEO ranking. Being mentioned in local contexts helps establish credibility for the area.
• Global SEO
Backlinks from quality websites with a high authority across the world are crucial for global SEO efforts. Similar to local authority with local SEO, being mentioned in global contexts helps establish a business’s reputation and authority on a global level.
While global SEO expands a business’s reach to a broad audience to increase international engagement, local SEO focuses on capturing the attention of nearby customers and driving in-person visits or local transactions. The choice between these strategies depends on a business’s scope, goals, and target market.
