You are no doubt already aware that search engine optimisation (SEO) is all about enhancing a business website’s digital presence so that it appears at the head of the results on major search engines, especially Google which leads to a greater volume of online organic traffic.
There are numerous tools in the SEO kit, from use of relevant keywords to meta descriptions, headings and so on. But several types of SEO services will work differently for each organisation with different goals and aspects.
What is Local SEO?
This helps businesses appear high up in the local search results. So, if you have a particular presence in a specific geographical location, and most of your customers are based nearby, for example if you are a trader such as a plumber or a hairdresser’s, you will particularly feel the benefit of local SEO.
Broadly speaking, search engines rank results according to the prominence, relevance, and popularity of each website. Equally, the likes of Google frequently use updated algorithms to determine this. But location is another key factor, especially if someone makes a local query.
So, if you key in a Google search for a bike shop, you will see results nearest you at the top even if you have not included your location in the search query. That is because the search giant has already guessed that what you require should be found immediately, and nearby.
So local SEO’s algorithm operates slightly differently, focusing exclusively on results not far away, meaning your business should think about using the best local SEO practices and strategies.
What is International SEO?
International SEO is aimed at businesses serving a broad audience across various locations or countries, e.g., a global software company. Content may need to vary from one country to another and be tailored for each of the organisation’s websites.
Key differences between Local & International SEO
Target Audience
While local SEO targets those in a particular geographical area, international SEO is aimed at varied regions and nations.
Language
With international SEO, businesses may need to reach their target audience by producing content in different languages. While most local SEO focuses on a single tongue, that is not always the case. For example, a website for a tourist attraction may also need to be in English as well as the local language.
Content
With global SEO, content must be unique for every different language and nation. So, companies must produce distinct iterations of their websites. Meanwhile, local SEO can use relevant content to target its specific area.
Keyword Research
With global SEO, you need thorough keyword research for all languages and countries in which you operate. This ensures you are targeting the same phrases your audience looks for. If you are an international hotel group, for example, you will have to research the keywords for each nation where you have a presence.
In contrast, local SEO can concentrate on specific keywords relevant to a specific region – for instance ‘Chinese restaurant in Reading’.
Link Building
With global SEO, you need to build links to appropriate websites for all relevant countries and languages. Stick to links to sites which have a strong presence. For local SEO focus on things like local directories, chambers of commerce and other businesses, local blogs, or event websites to attract passing trade.
Google My Business
This creates listings on Google Maps, and so enhances local SEO, with details including contact information, opening hours and customer reviews. So, it is important if you want to be found locally. For global organisations, Google My Business may be less important.
Domain Structure
With global SEO, you need to optimise domain structure for each country you work in. That may mean having a different website for every nation, or a subdomain/subfolder structure. But you can still use a domain for local SEO – discuss with an SEO agency like Simply Search.
Social Media
Approaches to social media vary for global and local SEO. A local bakery could use Twitter or Facebook to promote exclusive deals to customers nearby. A global brand could use similar platforms to highlight what they do to customers in other markets.
Price
This is another key differentiating factor – local SEO clearly concentrates on one region, and so can be cheaper than its global counterpart. However, what you pay for international SEO depends on how many languages and countries you target.
Local and International SEO from Simply Search
At the award-winning SEO consultancy and specialists of Simply Search, we help small businesses thrive with the power of local search. With our strategic range of on and offline activities, we will help you make the most of ‘near me’ searches to pull your website higher up in the Google search results.
But because we are an international SEO agency, we can also help you unlock global opportunities and maximise your digital presence anywhere in the world. Plus, we have a proven record of tangible results. Contact us to learn more, and for a free website review today.