Local SEO vs. national SEO vs. global SEO: A strategy guide

SEO (search engine optimization) refers to various strategies that improve a business's visibility in search engine results. Business type and target audience determine whether it’s best to focus on local, national, or global SEO. And it may even make sense to adopt a hybrid strategy. But before choosing your SEO path, you need to understand the difference between local SEO vs. SEO in general. Let's delve into each strategy and break down some scenarios that might make one a better fit over the other.

Key differences between local SEO, national SEO, and global SEO

Despite their unique approaches, all three SEO strategies share the goal of improving search engine visibility. Whether you need local attention or you’re planning a European expansion, effective SEO drives traffic and increases conversions. Each strategy requires ongoing monitoring, adaptation to algorithm updates, and a commitment to high-quality, relevant content. But ignoring the differences between local SEO vs. national SEO vs. global SEO is unlikely to reap results. While there is plenty of overlap, a generic approach overlooks some important tactics that make each strategy effective.

For example, local SEO is a good strategy for businesses with a physical location. It focuses on optimizing to appear in local search results for queries like “[product/service] near me.” Restaurants, stores, and tradesmen such as plumbers and electricians can all benefit from a good local SEO strategy. Local SEO can target customers looking for immediate solutions, and therefore have a high commercial intent.

Local search results for a customer with a strong desire to buy chocolate.

Local SEO techniques include building citations, ensuring NAP (name, address, phone number) consistency and review generation.

National SEO targets a broad audience unconfined to a specific area. This approach works for businesses that sell online or work remotely. Marketers are free to conduct broader keyword research and can leverage Google Shopping to boost online orders. National SEO typically involves high-quality content creation and earning backlinks from reputable sites.

Global SEO works for businesses aiming to reach an international audience. This strategy requires a deep understanding of cultural nuances and search engine preferences across different regions. Multilingual websites, regional website versions and international data policies are all part of a global SEO strategy.

SEO is a big undertaking, so focusing on the wrong techniques is a huge waste of your marketing efforts. For example, local businesses that don't ship outside the state probably shouldn’t optimize for keywords like “best [product].” While Google may know your geographic location, it’s better to optimize for local intent. Help search engines by signposting your proximity to the user with long-tail keywords like “best [product] in [location].” Ultimately, you need to align your business and SEO strategies to get the best return on your marketing investment.

Local SEO, national SEO, and global SEO strategy breakdowns

The way in which each SEO strategy achieves its goals varies, although there is plenty of overlap between the three. Local SEO has a big focus on platforms that give users information without having to click through to websites. This might be Google Business Profile or voice search assistants like Siri.

A Google Business Profile with essential information.

Effective local SEO strategies include:

• Claiming and verifying Google Business Profiles
• Building local citations on other important directories
• Maintaining business listings for accuracy
• Encouraging customers to leave online reviews
• Researching and optimizing for local keywords
• Managing a local content marketing strategy
• Building location-specific landing pages
• Earning local backlinks from high-authority websites
• Adding local business schema markup to your website
• Making sure the website is mobile friendly

National SEO isn’t as concerned with listings platforms and reviews, and instead:

• Targets relevant keywords in website copy
• Focuses on industry-specific content marketing
• Identifies technical optimizations to speed up the website
• Optimize meta titles, descriptions, header tags, and images (on-page SEO)
• Build links to improve domain authority 

The components of an effective global SEO strategy are:

• Using country code top-level domains (ccTLD) such as .uk, .de, .es
• Creating culturally relevant content that resonates with audiences abroad
• Writing content with language nuances, currency, and measurements
• Researching regional search intent and optimizing for local keywords
• Implementing Hreflang tags so search engines know which version of a page to show in a specific language or region
• Adhering to local laws and regulations, such as GDPR in Europe

When weighing up national SEO vs local SEO vs global SEO strategies, you need to consider the long term. No SEO strategy is a set-it-and-forget-it solution; it requires continuous performance monitoring. You need to review traffic, engagement metrics, and conversion rates, then optimize to better serve each target market.

Can a business benefit from blending local, national, and global SEO strategies?

If your business targets customers at both local and international levels, an integrated approach might be the best strategy. For example, a brick-and-mortar store that targets local customers and also takes orders online for delivery, or a national business that needs to appeal to locals after opening a new branch in the suburbs.

The key to successfully blending local, national, and global SEO strategies is to leverage the unique value each brings. For example, national market trends that local businesses might overlook may help to optimize opening hours for physical stores, or with specific local promotions.

National keyword data in Google Trends. 

Similarly, national marketers can localize content that was successful with general audiences so it resonates with local and regional customers. By adopting a hybrid SEO strategy, businesses can capture diverse customer segments and build a dynamic online presence.