The top search engines differ from each other, and each one of them is unique in their way and has their own set of ranking factors and best practices. If you do not take the help of solid global and regional SEO strategy, it is sure that you can run into mistakes that can trouble the search engines to get down your site rankings or just delist your site from the list.
Customizing the contents to a certain extent is important for each country or market because it makes the content more relatable and relevant.
It also increases conversions and decreases duplicate content.