National, and international copy require more complex process, it is always said it is harder to rank, but not impossible - you will have to dive right in with a large number of pages supported with content marketing. The crucial is the first choice when doing discovery service, the keyword research, sitemap structure and website functionality is highly related to copywriting. When we start smaller it is easier to scale up rather than start bigger and scale down, this implies mostly to small businesses, however large organizations with enterprise teams have enough budget to cover copywriting at worldwide scale.