Global SEO isn’t about treating every market the same. As Lau Míguez puts it, ‘European markets demand full commitment and strong EEAT signals — well-positioned experts are now essential for success,’ and that expectation has only grown over the past few years.

Lau says: “What’s really shifted is how demanding each market has become. Working closely with Spain, and across international campaigns, I’ve seen clients move away from the idea of ‘Europe’ as one block. A few still ask for LATAM as a region, but no one says, ‘Can you do Europe?’ anymore.

The penny has finally dropped: each country behaves differently. If you want results, you have to show genuine expertise, authority, and brand trust – not generic international presence.”

Is using hreflang and a direct translation of content not enough anymore?

“If you’re translating a piece that was originally written for the US, what you end up with is a perfectly translated article about a completely different reality. It will still talk about states instead of regions or cities, and even if you mention Spain once or twice, you might pick up a couple of links – but you’re not building any real trust.

Nothing in that content shows an understanding of the Spanish audience or what’s actually relevant to them.

That’s why localisation matters. If you’re talking about the job market, and Spain is currently debating a 37-hour working week, include it. Reflect what’s happening in that country.

When you speak to the concerns and conversations happening locally, the audience feels it — and so do journalists. That’s why localising your content and your strategy has become more important than ever.”