Local and international SEO: strategies for success in national and global markets

by | Apr 10, 2023 | Guide SEO

SEO (Search Engine Optimization) is a key element to ensure the visibility and success of a website. Depending on whether your business operates at a local or international level, different approaches are necessary to optimize your site and reach your target audience. In this article, we will explore the best practices and strategies for success in local and international SEO.

Local SEO

Local SEO is a strategy aimed at optimizing your website for local searches carried out by users in a specific geographical area. It is particularly important for businesses with a physical presence, such as restaurants, retail stores, or local service providers.

Key strategies for local SEO:

  1. Google My Business optimization: Ensure that your business is listed on Google My Business with up-to-date and accurate information, including address, phone number, opening hours, and quality photos.
  2. Local keywords: Integrate local keywords into your content, meta tags, and URLs to signal to search engines that your site is relevant for local users.
  3. Local page optimization: Create dedicated pages for each location of your business, including specific information for each geographical area, such as address, phone number, and opening hours.
  4. Online reviews: Encourage satisfied customers to leave online reviews on platforms such as Google and Yelp to enhance the credibility of your business among local users.
  5. Structured data markup: Use structured data markup ( to provide additional information about your business to search engines, such as the type of business, location, and opening hours.

International SEO

International SEO is a strategy aimed at optimizing your website for users in different countries and languages. It is crucial for businesses looking to expand their reach on global markets.

Key strategies for international SEO:

  1. Site structure: Choose a site structure suitable for your international strategy, such as using subdomains, subdirectories, or country-specific top-level domains (ccTLD).
  2. Hreflang: Use the hreflang attribute to indicate to search engines the target language and region of each page of your site, so they can present the appropriate version to users based on their location and language.
  3. Multilingual content: Translate and adapt your content for each target market, taking into account cultural differences, user preferences, and linguistic peculiarities.
  4. International keywords: Conduct keyword research specific to each market to identify the most relevant and searched terms and phrases by local users. Adapt your content based on these keywords to increase the relevance and appeal of your site for international audiences.
  5. Internal link optimization: Ensure that the internal links on your site are consistent and adapted to each language and regional version of your site. This facilitates navigation for users and improves internal linking for SEO.
  6. International backlinks: Obtain backlinks from quality and relevant sites in each target country to enhance the credibility and relevance of your site with local search engines.
  7. Loading speed and hosting: Optimize the loading speed of your site for international users by using suitable hosting solutions, such as Content Delivery Networks (CDN) and local servers.
  8. Social media localization: Adapt your profiles and communication strategies on social media for each target market, taking into account popular platforms, user preferences, and cultural specifics.
  9. Performance tracking and analysis: Use analysis tools such as Google Analytics and Search Console to track the performance of your site across different markets and languages, and make improvements based on the data collected.


Local and international SEO are essential strategies for businesses looking to succeed on national and global markets. By implementing the best practices and strategies presented in this article, you can optimize your website to attract and retain a diverse target audience and thus ensure the long-term success of your business.

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