As competition intensifies in overseas markets, search engine optimization (SEO) has become a critical tool for Chinese brands expanding globally. But one key question arises: Should businesses adopt a global SEO strategy or tailor their approach with localized SEO for each market?

The choice between these strategies directly impacts website traffic, search rankings, and brand visibility. Understanding their differences is essential for crafting an effective international marketing plan.

Ⅰ. Defining Localized SEO and Global SEO

1. What is Localized SEO?

Localized SEO focuses on optimizing for specific countries, regions, or languages to rank higher in local search engines. Examples include:

• Optimizing for Google Japan & Yahoo Japan in the Japanese market.

• Adapting to Yandex’s algorithms for Russia.

• Complying with Naver’s SEO rules in South Korea.

Beyond keyword optimization, localized SEO involves content adaptation, website structure adjustments, and local backlink building—all designed to enhance a business's visibility in regional search engines and connect with local audiences in their native digital ecosystems.

2. What is Global SEO?

Global SEO represents an international optimization approach targeting multiple markets simultaneously. This strategy focuses on building worldwide brand awareness and driving cross-border website traffic through a unified SEO framework, primarily leveraging global search platforms like Google.

The core objective of Global SEO is to achieve substantial organic visibility across multiple countries and language markets, rather than concentrating on individual geographic or linguistic segments.

Ⅱ. Key Elements of Localized SEO

Localized SEO focuses on adapting to a target market's search engine ecosystem and user behavior, with these core components:

1. Local Search Engine Selection

Search engine dominance varies by market:

• North America/Europe: Google dominates.

• China: Baidu leads the market.

• Russia: Yandex holds majority share.

• South Korea: Naver and Daum control local traffic.

Strategy: Identify dominant search platforms in each market and optimize content for their specific algorithms.

2. Culturally Adapted Keyword Optimization

Search behavior differs regionally—even in English-speaking markets:

“sneakers” (US) vs. “trainers” (UK)

Germans prefer “auto versicherung” to “car insurance”

Strategy: Leverage tools like Google Keyword Planner, Ahrefs, and SEMrush to identify authentic local search patterns and choose the suitable localized keywords.

3. Content Localization

Avoid direct translation—adapt messaging to cultural context.

Develop market-specific content, such as market trend analyses, case studies, and customer testimonials.

Incorporate local references and current events to enhance brand influence in the local market.

Strategy: True localization transcends mere language conversion—it demands cultural adaptation and alignment with user demands.

4. Local Backlink Development

Localized SEO requires obtaining links from local authoritative websites in the target market, such as:

Submit press releases to local news outlets.

Engage in local forums, blogs, and social discussions.

List on local directories (Google My Business, Yelp).

Strategy: Establish credibility through locally relevant backlinks to boost domain authority.

Ⅲ. Core Components of Global SEO

Global SEO aims to improve a website’s ranking across international search engines, primarily leveraging Google and other global search platforms. Its key components include:

1. Multilingual Website Architecture

For businesses targeting multiple markets, website structure must align with global SEO best practices. Common approaches:

Independent domains (ccTLDs, e.g., example.fr, example.de) – Best for markets requiring strong local presence and SEO autonomy.

Subdomains (e.g., fr.example.com) – Suitable for multilingual operations where partial local SEO benefits are needed.

Subdirectories (e.g., example.com/fr/) – Ideal for maintaining centralized SEO authority while supporting multiple languages.

Strategy: Implement hreflang tags to help search engines correctly serve language/regional versions to users.

2. Unified Brand Messaging & Keyword Strategy

Global SEO prioritizes consistent brand positioning, with keyword targeting focused on high-search-volume, cross-market industry terms. Use Google Trends or SEMrush to analyze global trends and select valuable keywords.

3. High-Authority Backlinks & Global Media Presence

Global SEO requires authoritative external links from:

Earned media coverage in international publications

Thought leadership on platforms like LinkedIn, Medium, and Quora

Industry engagement via global conferences and partnerships

Strategy: Focus on B2B platforms, niche forums, and expert blogs to secure authoritative backlinks that reinforce global search rankings.

Ⅳ. Localized SEO vs. Global SEO: Key Differences

Ⅴ. Determining Your Optimal SEO Strategy

• Global SEO is ideal when:

Expanding international brand presence across multiple markets, with Google as the primary traffic driver.

• Localized SEO works best for:

Focus markets (targeting specific country/region) requiring deep adaptation to local culture, language, and user habits to maximize conversions through regional search engines.

• Best Practice: Integrated Global + Local SEO

Businesses can effectively enhance brand visibility through global SEO strategies while implementing localized SEO optimizations in key markets to significantly boost conversion rates.

Landelion delivers comprehensive international website solutions, offering end-to-end services including website development, design, operations, content creation, and SEO optimization. Our expertise ensures your digital assets are efficient, professional, and search engine-compliant—driving targeted traffic and fueling sustainable business growth!