Local and International SEO: Strategies for Companies Operating in Brazil and the United States

For businesses expanding or operating across borders—especially between Brazil and the United States—optimizing search visibility through both local and international SEO is critical. This article explores tailored strategies that mid-sized companies can use to improve their digital presence in both markets.

Understanding the Difference Between Local and International SEO

• Local SEO targets location-specific searches and improves visibility within a particular geographic area.

• International SEO optimizes your site to rank in multiple countries and languages.

Understanding the technical and cultural nuances between Brazil and the U.S. is crucial for visibility and relevance.

Localization Is More Than Translation

Translating content isn't enough. You must localize your site structure, messaging, and cultural references. For example:

• Adjusting CTAs based on cultural tone (direct in the U.S., more relational in Brazil)

• Using local currency, address formats, and measurements

• Adapting imagery to reflect regional preferences

Key Strategies for Cross-Border SEO

• Use hreflang tags to tell search engines which language and region you’re targeting.

• Host local versions of your website with ccTLDs (e.g., .com.br) or subfolders (e.g., /br/).

• Optimize local directories and Google Business Profile listings for each country.

• Generate locally relevant backlinks and content (e.g., blog posts with Brazilian market trends, U.S. regulatory updates).

Real Business Case

A SaaS company operating in both Brazil and the U.S. used separate content hubs in Portuguese and English. They localized service pages, optimized local citations, and acquired region-specific backlinks. Result: a 120% increase in international traffic and stronger conversion rates from both countries.

Why Partner with BM&S

BM&S understands the complexities of bilingual SEO, from cultural adaptation to technical optimization. The agency helps mid-sized companies expand their reach in both markets with a unified yet localized approach.

Whether you’re entering the U.S. or Brazilian market, international SEO ensures your business speaks the right language—literally and strategically. For mid-sized companies, this is a pathway to expansion, authority, and qualified leads across borders.