Local SEO vs Global SEO: ¿ What’s Better for Business?

January 7, 2024

Local and global SEO have become a pivotal point of discussion for marketers and specialists. As businesses strive to enhance their online presence and attract a larger audience, the choice between investing in them has become crucial.

Delving into their intricacies and features and examining their unique characteristics, advantages, and potential impact on businesses is vital to understanding what’s best for your site.

A Brief Explanation of Local SEO

Local SEO is all about optimizing the online presence of a website to increase its local traffic, visibility, and brand awareness. Its most common tasks often include optimizing Google Business profiles, local keywords, and relevant content based on location.

Any business with a physical store or location can significantly benefit from this type of SEO, which boosts the chances of the site appearing in Google search results based on geographic areas.

Employing local SEO is very important because more than 75% of consumers look for business information on Google. In addition, features like “shops near me” from Google Maps or mobile searches provide immense visibility, profoundly influencing relevant keywords.

How Does It Work?

Local SEO algorithms are usually based on three factors that help them find the best match. These are:

  1. Relevance (how close a search query is related to a business profile)
  2. Distance (how far the business is from the user), and
  3. Prominence (how important it is for a customer).

Based on those three rules, Google can display two types of search results for those local searches. The first are organic results, the expected results appearing on search queries. The second is local packs, featured as business listings at the top, alongside a map.

When Should It Be Prioritized?

Local SEO is essential for businesses in a particular area, especially stores with local customers. This includes all types of shops, such as restaurants, retailers, legal firms, dentists, gym centers, schools, etc. All efforts are made locally since there’s no need to focus internationally.

This process dramatically increases the visibility in the map packs and knowledge panels when users search for specific business types within a town. The focus on local SEO will provide amazingly great ranks for these residents, generating new clicks, calls, and conversions.

It also ensures an advantage over other competitors and high-domain authority sites. The role of citations such as contact address, proximity, and prominence metrics is critical to making more customers come to you.

Understanding Global SEO

Global SEO is a method used to optimize content on a website for multiple locations and audiences that could be anywhere worldwide. While it is not different from most SEO strategies, it requires content that can work for other languages besides the one your main target speaks.

It’s essential that depending on the languages focused on, those search results may appear differently based on search engines. Google differs from engines like Baidu in China, Yandex in Russia, and Yahoo in Japan.

All these differences mean a specialist must focus not only on wine but also on every other one to get more visibility.

When Should Global SEO Be Used?

Global SEO is very effective when operating in specific scenarios, such as online or international goods and services. These e-commerce have a significant advantage over their competitors with a proper strategy, gaining a lot of visibility.

It also offers many benefits for companies with no geographical boundaries, benefitting from every global SEO advantage.

Local businesses looking forward to expanding their reach internationally can also benefit from global SEO. Any business can reach this new status with the correct localization methods and good campaigns.

Main Differences Between Local and Global SEO

Comparing local SEO vs global SEO is a crucial step to further understanding the features and reach of both processes.


When it comes to global SEO, the targeting of keywords and traffic must be focused internationally. This means that specialists must attract potential customers and users from worldwide to visit your company’s website. This provides many potential benefits to increase sales for people outside your physical region.

On the other hand, local SEO competition levels are tied to products and services within the same zone or geographical region. For example, physical stores with a specific location within a city can display their website to interested customers within the area.


The work of SEO globalization means that the process must be carried through more than one language to reach the most people possible. Producing content in different languages to reach a target audience is a must for it to succeed. For example, a site should have different versions of its website for its users.

While it’s unnecessary to expand to other languages, language optimization is also required in local SEO, although only for the region where the business is located.

Domain Structure

Creating a global SEO domain requires a proper structure to optimize it for each country. Marketing specialists must create a different website for each country or establish subdomains or subfolders. As for local SEO, a single domain can be used for it.

Link Building

When marketing specialists involve themselves in creating a global SEO strategy, link-building becomes vital. This involves using relevant sites in every language and country where the experts are focused or targeting. Doing so improves visibility and local rankings in those places.

Link building in local SEO focuses on creating a structure for related websites within the local area. Local directories, chambers of commerce, businesses and organizations are some of the most used examples. This helps to get links from local blogs or websites that can increase the search ranking and visibility.


Another noticeable difference between both processes is the citations used within a site. Local SEO heavily involves using correct data such as addresses, names, or phone numbers. Businesses like restaurants, shops or providers need this to be accurate so local people can contact them.

As for global SEO, using citations isn’t particularly relevant or necessary in most cases. Global industries do not have a target audience explicitly searching for local businesses. Hence, it’s not required to include part of such data.

Google My Business

Known as GMB for short, My Business is a vital SEO tool provided by Google, which allows specialists to create listings that can appear on Google Maps. Such listings contain relevant data about the shop, such as address, phone number, and closing hours. This is a must-use tool for local SEO.

As for global SEO, Google My Business listings don’t show physical locations, although they can display information and necessary details from the company that are of interest to users.

How do You Choose the Correct one for your business?

After comparing local SEO vs global SEO, it’s vital to acknowledge which could be the most helpful process to benefit your company and website. The first step would be to assess the company’s business goals, whether you want to reach a global or local connection.

Know Your Audience

One of the most impactful ways a business company has to address whether they should go for local or global SEO is by knowing the audience they will target. If the product or service is location-specific, local SEO is the go-to option. For a more international appeal, global SEO might be handy.

Consider the Available Budget

While a company’s goals and its reach are important, the site’s budget is a significant factor that is essential to always staying within what’s possible and not trying to go for possibilities that require substantial investment and could lead to a crisis.

Local SEO requires much less resources and is way more affordable than a global SEO strategy. Considerable investments must be made, but the reach is much more extensive. Hiring a marketing agency like Kala could be a great idea to address what is best for your site.

Define Business Objectives

A clear schedule and objectives are essential to know what to expect long-term. Expanding into new markets or strengthening local presence is an important decision, and the SEO strategy should be aligned with that.

Understanding these goals and aiming towards them will pave the path that needs to be followed, reflecting the business’ ambition and capabilities.


The choice of local SEO vs global SEO depends on the nature and goals of a business. Investing in local SEO strategies is essential for businesses with a primarily local customer base. International SEO is indispensable for companies aiming to reach a wider audience beyond geographical constraints.

Striking the right balance between both processes can also be a viable approach for businesses with both local and international aspirations, tailoring their strategies to address the diverse needs of their target audience.

Always remember that before taking action in any of these processes, contacting specialists like Kala Agency can provide the insights needed to carry out the strategy. Our experts have every tool and skill required to ensure your company increases its rankings, visibility, and profit.

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