National Vs. Local SEO Strategies
Which types of strategies do I need for my business?
Many business owners are confused about what the differences are between local SEO and national SEO. What exactly are the differences? Which is the best strategy to use for your business? You might be asking these questions. It is difficult enough understanding all of the various technical aspects that go into search engine optimization, let alone having to add another layer of complexity in terms of local versus national strategies. Be sure to contact a national search engine optimization company to learn more.
However, we are seeking to do precisely that here. We will be providing you with clarity and our primary goal is to help you understand what each strategy implications are for business.
Definitions of National SEO And Local SEO
Let’s begin with basic definitions of national and local SEO. As we are going along, we will elaborate. However, for now it is very important that you have a thorough understanding of the basics of search engine optimization.
Local SEO: Driving conversions and website traffic for a certain location. Local SEO is location and service specific. Example: a Chinese restaurant in Portland, OR.
National SEO: Driving conversions and website traffic on a national level.
The Goal of Search Engines is Providing Relevant Information
When results are closer to the user’s location they are more relevant!
A search engine’s purpose is providing users with information that is relevant to a user’s queries. They have become great, over time, at doing exactly that. Location is one of the key components in providing results that are relevant.
Imagine that you are planning to spend an afternoon at the Rodeo in Houston, however your day gets cut short due to a bull giving you a swift kick to your leg. After sharing a photo of your wound on Facebook, you then go on to Google “Urgent Care.”
You see the results for Austin, TX (just remember that you are in Houston). Will you drive from Houston for 4 hours all the way to Austin? No, of course you wouldn’t. The search engine has failed. Fortunately for us, search engines make adjustments for these kinds of things. However, it shows that for many businesses location is very important.
If location didn’t factor into search engine searches, just think how chaotic is would make your life. Just think about how long you would continue using search engines? (As you can hopefully see, serving relevant, localized results is in the best interests of the search engines!)
What Type Of SEO Campaign Is Required By Your Business?
The answer to the question will vary depending on what the goals are for your business as well as your service or product. However, even businesses that have national goals should focus on many of the different local SEO techniques that are available. (Keep in mind that local content is provided by search engines depending on the location of the user)
So where would it would it be the most advantageous for your business to obtain more visibility? On a national level or a local stage?
Local Search – Factors to Consider
Local Search is Easier and Faster: Factors impacting search visibility are quite similar where your aim is to rank nationally or locally. SEOs utilize relevant content, map listing and business directories (local citations) for increasing visibility. Typically, increasing visibility within your local area, which will depend on your market size and industry will usually take 3 to 6 months. (That target is a moving one. Some businesses will see results faster and some keywords are more competitive and take a longer time.)
Long Tail Keywords Should Be Focused On More For Higher Conversions and Greater Market Penetration:
SEO has no end to it. The process is an ongoing one. Your market can be penetrated more through the use of long tail keywords which will convert higher as well. So what do we mean when we say long tail keywords? Take a look at two different search queries: “where can my transmission be rebuilt quickly” vs. “auto repair.” In you own an auto shop, which of these two search terms do you believe is more likely to result in more business for you? Hint – the first one! The second search term would be more from somebody who is interested in learning how to repair their own car or somebody searching for a local repair shop. However, the first search term is quite specific. The searcher needs to have their transmission rebuilt (which is a large job) and it needs to be done right away.
Less Authority: It is often easier and faster to gain visibility within your local market, especially for newer companies, since you don’t always need to have the same amount of domain authority (which is determined by your website’s quality and age). If your site doesn’t have a lot of authority yet, focusing on your specific geographic location for starting a customer base makes the most sense.
Less Competition: This is similar to the factor of authority, where it is usually less competitive to rank within your local market. You are just attempting to compete with other local companies providing similar services rather than competing with all companies everywhere that offer the same service that you do.
Local Results Are Provided By Search Engines! And Customers are only wiling to drive so far. Search results are more relevant when they are geographical close to where the use is. Bright Local, in fact, conducted a survey and identified the distance that users were willing to drive in order to reach a local business. You can check it out here.
National Search – Factors To Consider
Increased Competition! If you want to nationally rank your business, the competition will be stiffer. You will have to compete with all companies providing the same service that you do, as opposed to just those servicing customers within your local area.
National Brands: You also will have to compete with national brands such as Amazon, eBay and Walmart, who have marketing departments and national sized budgets.
More Comprehensive And Complex Marketing Services: Most likely your national SEO company will be part of a vigorous marketing campaign that may include paid advertising and a content strategy, in addition to the local strategies that you make use of, such as map listings and local citations. You will need to have a bigger monthly budget and longer time frame.
Which Businesses Need National SEO?
Most business that fall into these 6 categories, could benefit from national SEO: manufacturers, distributors, ecommerce websites, nationwide services, franchises and companies with multiple locations. Relatively speaking and truthfully, very few business require to make use of a national SEO campaign. Even when national SEO is utilized, it tends to be a kind of hybrid making use of numerous local tactics as well as additional marketing strategies.