When two countries speak the same language and have similar search behavior, what make more sense?

Targeting by language is more efficient when countries share a language and search behavior. This approach allows you to optimize content once for that language, reaching all relevant users regardless of their geographical location. For example, Spanish speakers in Spain, Mexico, and Argentina often search similarly. Targeting by country would necessitate creating and managing separate websites or subdomains for each country, even if the content is nearly identical, leading to unnecessary duplication of effort and resources. While country targeting is crucial when search behavior, cultural nuances, or legal requirements differ significantly between countries, it's less practical when these factors are largely consistent across borders.