You’re likely familiar with SEO and have heard the term local SEO tossed around. But as you compare SEO vs. Local SEO, which one is right for your business?
Before we jump into the nitty-gritty details of the benefits, differences, and common goals of local SEO vs. national SEO, consider your business’s unique needs and target audience. Do you own or work for a small local company focused solely on serving your local community or a more prominent national brand that caters to customers outside your area?
The answer to this question will help determine whether to focus on taking advantage of local SEO services or if a national SEO strategy will produce more significant results.
Let us be your neighbor and help you navigate the complexities to make the best choice for your business’s growth!
Understanding Local SEO
Local SEO, or local search engine optimization, optimizes your online content to attract more local customers to your physical business location. It boosts your business’s visibility in local search results, such as Google My Business profile, Google Maps, Yelp, and other local directories, when potential customers are looking for products or services nearby.
Incorporating specifically chosen local keywords into your website content, meta descriptions, and titles signals to search engines that your business is relevant to local searches in those areas and increases your chances of appearing in the top spots.
These key phrases often include location indicators, such as city names, neighborhoods, or even landmarks. For example, if you own a bakery in Seattle, using keywords like “Seattle bakery” or “best bakery in Seattle” can help attract local customers searching for such businesses in the area.
Additionally, linking to relevant local resources, such as other local businesses, events in your area, community organizations, or local news outlets, can further boost your local SEO efforts by improving your website’s credibility and authority in the eyes of search engines.
Benefits of Local SEO
Several reasons point to why you may want your business to enhance its local SEO, especially if standing out in your local community will help it flourish.
- Reach a better-targeted audience. With Local SEO, you can attract customers specifically looking for businesses like yours in your area, which translates into higher-quality leads and a greater chance of conversion.
- Achieve enhanced visibility in search results, which increases your chances of showing up in local search results and getting noticed by potential customers in your area.
- Receive cost-effectiveness compared to traditional advertising methods.
- Help establish trust among local customers. When your business ranks high in local search results, it signals to potential customers that you are a trusted and reputable business in the community.
Local SEO’s Limitations
While local SEO can be a powerful tool for your business to boost its visibility in local markets, it does have its place in an overall SEO strategy. So, also be aware of the following factors and possible disadvantages.
- Provides a limited reach that doesn’t extend beyond local markets to a broader audience.
- Requires significant upkeep to maintain your local search presence.
- The results of your local SEO efforts may depend heavily on the level of local competition and market activity.
What Is National SEO?
The digital marketing strategy of national SEO, short for National Search Engine Optimization, focuses on improving a website’s visibility on a wider scale across the entire country rather than targeting a specific local area. It involves optimizing a website’s content, keywords, and backlinks to rank higher in search engine results pages for relevant national keywords.
With national SEO, businesses aim to rank for high-volume keywords with significant search demand on a national scale. This comprehensive approach includes on-page optimization, off-page SEO, technical SEO, and content marketing strategies to improve overall search engine visibility and organic traffic.
When to Use National SEO
If your business offers products or services that appeal to customers beyond your local area, national SEO can help you tap into markets across multiple regions or globally to drive substantial traffic to your site.
It also boosts brand awareness, which helps establish your business as a reputable authority in your industry.
By expanding your reach through national SEO, you also open the door to new business opportunities that may not have been accessible through local efforts alone, including partnerships with national retailers or collaborations with influential industry players.
Where National SEO Falls Short
In some cases, businesses may encounter challenges with running a successful national SEO campaign. Why? Here’s a quick breakdown:
- More competition: With national SEO, you compete on a larger scale. Facing off against countless other companies vying for the same top spots on search engines can make it harder to stand out in the crowd and get ranked in the top spots on search engine results pages.
- Less-targeted approach: National SEO casts a wide net, aiming to reach a broad audience across multiple locations, which may dilute the effectiveness of your message in targeting specific local customers who are more likely to convert.
- Higher price tag: From competing for high-traffic keywords to implementing large-scale marketing campaigns, the cost of national SEO can quickly add up if you don’t strategically manage your budget.
- Long-game results: National SEO is a marathon, not a sprint. It takes time to build up your authority, reach a wider audience, and start seeing a return on your investment.
Key Differences Between Local and National
As your business decides between local SEO vs. national SEO strategies, consider that both have unique strengths and purposes. To be clear, traditional SEO, such as SEO authority and localized content, are important signals to get your content ranking high locally.
So, how do you choose which one fits your business best? Let’s break down the key differences to help you choose the right strategy.
Target Audience Size and Location
Local SEO hones in on a specific geographic area, suiting businesses that cater to a smaller local customer base. National SEO, on the other hand, aims for a broader audience reach, regardless of location.
Keywords
Local SEO heavily emphasizes location-specific keywords like “best coffee shop in Brooklyn,” whereas National SEO revolves around more general keywords such as “best coffee shop” without any specific location attached.
Types of Competition
In Local SEO, you compete mainly with businesses in your vicinity for the top spot on the search results. National SEO pits you against businesses nationwide, raising the competition stakes considerably.
Factors Impacting Ranking
Local SEO relies on factors such as local business reviews, Google My Business listings, and NAP consistency to rank well. National SEO, on the other hand, places more emphasis on domain authority, backlinks, and overall website quality.
Search Intent from Local vs National Users
Local users often have clear buying intent, searching for immediate solutions nearby, while national users may be in the research phase, looking for information without immediate purchase intent.
Costs
Local SEO can be more cost-effective for small businesses targeting a specific area, as it focuses on a narrower audience. National SEO requires a considerable investment to compete on a broader scale and reach a wider range of potential customers.
Leveraging Both Strategies
Improving your business’s online visibility doesn’t necessarily require a showdown between SEO vs. local SEO. Follow these steps to combine SEO strategies and improve your search results both near and far:
- Optimize your business’s website content with local and national keywords that target both a broader audience and potential customers in your specific area.
- Use backlinks from both local and national sources to boost your website’s authority.
- Develop relevant content that appeals to both your local community and a broader audience to help you connect with a wider range of customers.
- Create a strong local business profile on Google by ensuring your business information appears accurate and up-to-date and encouraging customers to leave reviews to enhance your online reputation.
Determining What’s Best For Your Business
When deciding which SEO approach aligns best with your business strategy, it all comes down to what can produce the best results.
Take a Good, Hard Look at Your Budget
National SEO can often be a bit pricier due to its broader reach, while local SEO tends to be more cost-effective for businesses looking to target a specific geographic area.
Revisit Your Business and Marketing Goals
Are you looking to increase brand awareness on a national scale, or are you more focused on driving foot traffic to your brick-and-mortar store?
Define Your Target Audience
If you’re catering to a local clientele, local SEO is the way to go. But if your customer base is spread across the country or beyond, traditional SEO might be more beneficial.
By carefully considering these factors, you’ll be well-equipped to choose the SEO strategy that best suits your business’s unique needs and goals.
Let Digital Neighbor Be Your SEO Guide
Are you ready to take your business’s online presence to the next level? Book a meeting with Digital Neighbor today to get started and create your Neighborly Roadmap strategy for amplifying your business!
