Optimize for local and global search

So far in this course, you’ve learned how to optimize your site for search engines in general. But what if your audience is in a specific location—or spread across multiple countries? Whether you run a neighborhood bakery or an online store serving customers worldwide, tailoring your SEO strategy to reach your specific audience can make a big difference in your search visibility.

In this lesson, we’ll cover two ways to target your audience geographically:

If you have a physical location (like a store, restaurant, or office), you’ll want to help nearby customers find you on Google Search and Maps. This is often called local SEO.

If you serve customers in specific countries or regions (whether you’re an online store shipping internationally or a service provider targeting a particular market), you’ll need to signal to search engines where your audience is. This is typically called international or regional SEO.

What you’ll learn:

• Optimize your site for local search visibility
• Set up your site to target specific geographic regions
• Encourage and leverage customer reviews
• Reach customers in specific countries effectively

If your business depends on customers in your geographic area, these strategies help search engines understand where you are and who you serve.

A local search happens when someone looks for a business or service limited to a geographic area. Sometimes this is explicit (“Chicago dog-friendly hotels”), but typically search engines infer it automatically.

For example, someone searching “lawn maintenance” almost certainly wants results near them—not from across the country. Search engines recognize this and prioritize local businesses in these results.

Add your contact information clearly

Make sure your business name, address, and phone number appear consistently on your site. Key places to include this:

• A Contact Info block in your header, footer, or sidebar
• A dedicated Contact page

Tips for accuracy:

• Use a real street address if possible (P.O. boxes can cause issues)
• Format your phone number consistently: (555) 123-4567
• Spell out or abbreviate addresses consistently (e.g., “Street” vs. “St.”)

Create a strong contact page

Your contact page should include more than just a form. Add:

• Your full business name, address, and phone number
• A map showing your location (if applicable)
• Business hours
• Links to your social media profiles

Use geographic references in your content

Mention your location naturally throughout your site, for example:

“Joe’s Dry Cleaning has served the Desert Ridge area of Phoenix, Arizona, for over 20 years.”

Good places to include geographic references:

• Your site title or tagline
• Page titles (e.g., “Cincinnati Floral Arrangements”)
• Service area pages for different neighborhoods or cities you serve

If you serve multiple areas, consider creating dedicated pages for each one, describing the unique needs or services for that location.

If you have a physical location or serve customers in a specific area, setting up a Google Business Profile (formerly Google My Business) is one of the most impactful things you can do for local search visibility.

Your Google Business Profile controls how your business appears in Google Search and Google Maps, including your hours, photos, and customer reviews. It’s free to set up and manage.

Online reviews are one of the most powerful ways to boost your local visibility—and build trust with potential customers.

Why reviews matter:

• Search engines factor reviews into local rankings
• Positive reviews encourage new customers to choose you
• Reviews extend the reach of word-of-mouth recommendations

Tips for encouraging reviews:

• Send a friendly follow-up email after completing a job or sale
• Include a link to your review profile in email signatures
• Display positive reviews on your site (with links back to the original source)

If your site serves customers in specific countries—or multiple countries—there are additional steps you can take to improve your visibility in those regions.

For country-specific sites, consider using a country code top-level domain name (ccTLD) like .co.uk (United Kingdom) or .ca (Canada). These can help signal to search engines and users that your site is relevant to that country.

However, ccTLDs aren’t always necessary. Many international businesses use .com successfully. The key is to combine your domain name choice with other geographic signals.

Set your site’s language

Set the default language for your site, which controls built-in elements like the comments form and certain buttons:

1. Go to Settings → General.
2. Find Site Language and select your language.
3. Click the “Save Settings” button.

This setting helps search engines understand who your site is for. For example, setting your site language to German signals that your content is intended for German-speaking visitors.

If you want to offer your content in multiple languages, you have a few options on WordPress.com:

• Create separate sites for each language: Each site can have its own domain name (like mysite.com and mysite.de) or subdomain (like en.mysite.com and de.mysite.com). This gives you the most flexibility and SEO benefits.
• Create translated pages on the same site: Manually create separate pages for each language and add a simple language menu so visitors can switch between them.
• Use a multilingual plugin: Plugins like Polylang let you manage translations and add a language switcher without creating separate sites.

Just like with general SEO, links from other sites help build your authority. For regional targeting, focus on:

• Local government or business organization sites
• Country-specific directories
• Regional news outlets or industry publications

Linking to local resources from your site can also reinforce your geographic relevance.

If you have a physical location:

1. Audit your contact information: Check that your business name, address, and phone number appear consistently on your site. Add a Contact Info block to your header, footer, or sidebar so it shows up on all pages.
2. Review (or create) your contact page: Include a contact form, a map, business hours, and links to your social profiles.
3. Add geographic references: Review your homepage and key pages. Can you naturally mention your city, neighborhood, or service area? Try adding one or two location references this week.
4. Google Business Profile: Claim or set up your Google Business Profile.

If you target specific countries or regions:

1. Set your site’s language: Go to Settings → General → Site Language and make sure it reflects your target audience.
2. Explore multilingual options: If you serve customers who speak different languages, review the multilingual site guide to decide which approach works best for you.
3. Check where your visitors are coming from: Look at your Audience Insights to see which countries your traffic is coming from. Are you reaching your target audience?