Local Seo Vs Global Seo: What’s Best for Your Business

Search Engine Optimization is a component of our digital marketing strategy that has shown impressive results over time. It has guaranteed returns on investment made over time and has made it a “must-have tool” in our toolbox.

Maximizing this fantastic tool to optimize the results and benefits it has on your business and target audience is something every digital marketer should look into since all SEO efforts are made with search engines and our target audience in mind.

The website of a business or brand is actually an extension of the business, and every business has a specific “offline” location. Even service-based businesses without any apparent need for a physical location would thrive well depending on the place it is run from.

This is why the URL or “location” of a website is also important because it also determines how easy it will be for audiences of differ Search Engine Optimization is a component of our digital marketing strategy that has shown impressive results over time. It has guaranteed returns on investment made over time and has made it a “must-have tool” in our toolbox.

Maximizing this fantastic tool to optimize the results and benefits it has on your business and target audience is something every digital marketer should look into since all SEO efforts are made with search engines and our target audience in mind.

The website of a business or brand is an extension of the company, and every business has a specific “offline” location. Even service-based businesses without any apparent need for a physical location would thrive well depending on the place it is run from.

This is why the URL or “location” of a website is also essential because it also determines how easy it will be for audiences of different demographics to successfully engage with the website.

Optimizing the website with demographics and Location in mind to better the user experience when they use your website is an important step you should look into when carrying out a Search Engine Optimization exercise.

There are precisely two ways you can do this:

  1. Local SEO
  2. Global SEO

These two types of SEO are what they sound like. Local SEO focuses on strategies that would make the immediate users around the Location registered on the website have a better website experience. In contrast, Global SEO focuses on establishing an optimized presence for users from anywhere in the world.

Both forms of SEO based on Location and demographics are valuable in their own way. The best strategy to use depends largely on the kind of products or services you are advertising for or the level of competition you are going up against in your industry.

Understanding these types of SEO will help you go a long way in choosing the best strategy to deploy in your SEO efforts at various stages of your business growth.

LOCAL SEO

Local SEO involves all the efforts you make to provide a better service to the people who use your business on a face-to-face basis. SEO is a targeted campaign that focuses on search phrases that include certain regions in them.

This can be a business with a physical location such as a Vet’s office or a Service-area business that operates within a geographic location such as a house cleaning business. This form of SEO focuses on location-based strategies that aim to build a company’s brand within an area.

These strategies are best for companies that operate within a particular region and don’t need to reach a global audience.

Some Strategies you can use to optimize your website to reach potential customers who use local search to choose which products or services to buy includes;

  1. Using a Business Listing

Google My Business is a great tool to help businesses meet Google’s requirements and assist them in verifying if your business is authentic. This can make them reward your website by ranking it in the sidebar space to improve your rank status.

To use Google my business, make sure to create and verify a Google My Business page.

  1. Optimize all the URLs, Title Tags, Headers, Meta Descriptions, and Contents

This is essential SEO practice you should do whenever you include any new content on your website. You need to optimize this website content to target a geographic search phrase and to give you another opportunity to appear favorably on search engines.

  1. Content on your pages should include a location of interest

This should include your name, address, phone number, open hours, testimonials, and other vital information that your business will easily find.

You could also employ Google Maps to show your business.

  1. Engage your audience on social media

Google places more importance on content shared and engaged with on social media than other forms of content. This is why you have to share your website contents as social media posts, thus, combining your social and search optimization strategies.

  1. Consistently Optimize your online directories and citations

Your details on online directories and authorities should be consistent, complete, and accurate. Avoid inconsistencies such as misspellings, abbreviations, and lack of or wrong numbers. Duplicate listings are another thing you have to avoid at all costs.

 

GLOBAL SEO:

Global SEO is for companies whose audiences are not restricted by borders. A Global SEO campaign focuses on keywords whose target audience is not location-based.

Global SEO will also incorporate Local SEO strategies, but instead of being restricted to local markets alone, they also expand to a much larger audience.

Global and local SEO programs both play a valuable role in the world of web marketing. The ideal form of an SEO program depends on the goal of a web marketing campaign and the type of customer base your website is attempting to reach. Global SEO goes one step further than local SEO as it also attempts to increase the brand’s visibility to a worldwide audience.

Businesses that attempt to optimize their SEO efforts for a global audience do this for many various reasons. These might include a difference in time zone due to Location, the difference in language and culture around the world.

 

Strategies to employ when devising a plan of action when going global with your SEO efforts:

  1. Performing a Target Audience Research

The first thing to do is to get essential and in-depth knowledge about your target audience. You have to know you already fare in the regions or countries you already have in mind to target using such tools as Google Analytics.

The organic results report will give you an idea of your website’s traffic situation from these regions and the kind of keywords that already pull in large crowds to your website. You can then glean other valuable information from this report and note them down, as they will aid your other global SEO efforts.

  1. Perform Competitor Research

This is to know what strategies other people in your industry and niche have been using to get results. Just the mere process of understanding your competitors will help you avoid costly mistakes they must have deployed in the past that didn’t work and give your ideas of what works on your target audience.

  1. Get Successful Target Keywords:

After knowing your target audience, the next step will be to understand the keywords they use and “borrow” some of their best-performing keywords. Go for keywords with high search volume and low difficulty level; they are the ones that will bring in the best traffic results based on what your competitors are indexed for.

  1. Localize your content

After gathering these target keywords, you now have to create content for the audience in the language they widely use. These contents don’t have to be just copy-and-paste ones; you have to be precise, explicit, and engaging.

To do this seamlessly, you can employ some software to help you translate, localize technical sheets, banners, terms of use, and other content.

  1. Get the Technical Aspects Right: International SEO has some technical aspects you must get right before your whole strategy can be complete and useful. The main things to consider are:
  2. Structure of your website based on your targeting option. This could be based on Language or based Country.
  3. Decide on the servers’ Location to host your web content bearing in mind that the farther the servers are from your target audience, the slower the site speed and the worse the user experience on the website will be.
  4. Language translation option should be included in the website to make it easy for users to switch between different languages when using the site.
  5. Language translation can be done using Href tags implementation.

Global and Local SEO, as we have noted, have a common goal of showcasing a brand to its target audience and improving engagements with that brand. they both differ in some areas such as:

  1. Type of keywords Used

While Local SEO focuses on local keywords – which usually includes the location name and targets local consumers based on their interests, Global SEO, on the other hand, the keywords and traffic target is for a global audience.

The local SEO focuses on keywords that are modified to get specific and relevant traffic from that area. Global SEO is focused on generic keywords that can get the traffic to a website.

  1. Use of Directory

Local SEO is not limited to just your website. A comprehensive Local SEO strategy will include other things among creating a Google My Business Listing, Yelp, Apple Maps, and various local directories in your area of interest.

This will give you much-needed exposure that will also improve your website rankings.

  1. Dependence on Reviews

Local SEO depends mainly on reviews, testimonials, and feedback from satisfied customers to build authority as a trusted brand. Schema Markup is a great tool to use when uploading star ratings on your website’s search results.

  1. Type of Goals

Local SEO’s goals might be to get people to take immediate action. E.g., call your business or come down to your store or something; Global SEO’s plans are entirely different; they may be to get people to sign up to a newsletter or to make an online purchase.

  1. Focus on Mobile Optimization

Search engines now place a greater emphasis on mobile responsiveness when displaying search engine results. Mobile-friendly websites have a huge role in local SEO because many searchers are more likely to contact a business with this kind of website.

 

Having known the difference between Local and Global SEO, the big question remains “Local SEO Vs. Global SEO: What’s Best for My Business???”. This is something of interest for search optimizers since we have to optimize our website content for search engines and users based on different goals in mind.

To answer this question, I have come up with a list of factors to consider when deciding on your business’s best. This is NOT a “Holy Grail Answer”; instead, it is a guide to help you make an informed decision that will benefit your business.

These factors include:

  1. The Size of your Business

Your business’s size will help guide you as to the size of people you should be targeting to engage with your business. Your company’s size can determine if you need a vast target audience outside your local environment. Hence dictate if there is a need for your SEO efforts should be directed to people within this environment or not.

  1. The Location of your business

The Location of your business also has a prominent role in deciding which SEO strategy to deploy. This is also connected to the size of your business. A localized company in Abuja and serves only people of that geographical area due to its small size has no justification for deploying global SEO and should focus on Local SEO for that area alone.

  1. Set a Goal:

The goal of your SEO efforts will also help you decide on the best ideas to deploy when carrying out SEO. This will guide you as to what is necessary to help you achieve maximum results.

  1. Your target audience’s demographical data

Targeting a diverse audience of individuals with different Languages and cultures. It would help if you used Global SEO or combine them both to obtain good results.

Is there a “BETTER” or “BEST” option to use for your business??

There is none.

The answer to this question lies in the goals you aim to achieve and the resource you have at your disposal. Rent demographics to successfully engage with the website.

 

Taiwo Sotikare
Taiwo Sotikare is an outstanding freelance writer and blogger with 5 years of experience. He has written hundreds of articles on Freelancing, Entrepreneurship, Career Development, Writing Tips, and many more.

Leave a Reply

Your email address will not be published. Required fields are marked *