You might want to create SEO campaigns for a variety of clients or brands. These can include:

Each type has different needs for where the search volume and ranking data should be sourced from, so they should be set up differently. Here, we describe recommendations on how you can

You will need to select the localization level of the campaign at the time of setting it up, from the campaign creation wizard, and this determines its market, and where we source the search volume and the rankings from.

Localized campaigns are limited to a specific location within a country and you can select this location from the campaign creation wizard. This will ensure that the search volume and the ranking data are sourced from the set location. To analyze traffic for these campaigns, connect the dedicated GSC profile and a GA4 property that is set to pull localized traffic.

For country-level campaigns, we source search volumes from the entire country and ranking data from the largest/capital city (where most of the search volume comes from). If you'd like to see data from a different location instead, you can use the multi-location tracking feature that enables you to source search volume and ranking data from there. The same keyword tracked from different locations within the same campaign will only be charged once in your bill.

Depending on the presence of the company or the brand, you might want to track a campaign globally, or separately from each country. Tracking a campaign globally is straightforward- you select Global localization option from the campaign creation wizard, and you will receive search volumes from all over the world and ranking data sourced from New York, a large city contributing a bulk of the search volume.

However, if you'd like to track one website from different countries, we recommend creating separate campaigns for them (with country-specific domains, if present). To analyze traffic, you might need different GSC and GA4 accounts corresponding to each campaign pulling traffic from these specific countries. The same keywords tracked across these different campaigns will be charged once per campaign in your bill.

Once you create different locations or different campaigns, you can then compare the metrics such as Visibility of the same set of keywords from different locations, to see how the campaign is performing in different markets. To focus on specific keywords, you can also compare their Opportunity and Difficulty metrics.

For example, consider two campaigns of the same e-commerce website, one tracked from Switzerland (French) and the other tracked from France. Having groups with the same keywords (say, for the Homeware product category) in both campaigns, and comparing their Visibility, will tell you where the website is performing better for the (Homeware) category, and whether there is a need to focus on specific keywords in either location. By comparing the Opportunity scores and Difficulty metric at a keyword level, you can spot the low-hanging fruits, or keywords that specifically make worthy opportunities in each location.

For all campaigns set to the US, UK or RO market, or any localized campaigns from these countries, we have the Keyword Explorer powered by our own keyword database that provides semantically related, curated keywords for a topic. For all the other markets, the researched keywords are sourced from SERPstat. In both cases, our keyword research is localized to the country level (no multi-location options). However, if you have separate campaigns for the same website tracked from different countries, our Research module corresponds to the country of the campaign, and this way, you can discover new keyword opportunities for specific countries.