Life’s funny, isn’t it? We’re forever balancing on this tightrope of choices, gingerly navigating the myriad of decisions that span our existence. Speaking of decisions, one in the digital marketing world has given many business owners sleepless nights – the decision between local SEO and national SEO.
What is local SEO?
Local SEO is comparable to a lighthouse that assists ships during rough weather. It plays a crucial role in guiding businesses to be discovered by local customers.
Imagine someone entering a “nearby Italian restaurant” on their phone, and your business name appears at the top of the list. This is local SEO doing its job.
Google My Business (GMB) is the unnoticed hero of this story, acting as your online billboard. GMB is an essential component of the local SEO process which provides customers with essential information such as your hours of operation, address, and customer reviews.
Here’s a straightforward explanation of how utilizing GMB and local SEO can make your business stand out in the local community and receive positive feedback from locals:
Local SEO is like the town crier of yore, making sure that the local populace knows about the businesses that cater specifically to them. It optimizes online presence for a specific geographical location, making your business easier to find for those in the vicinity.
What is national SEO?
Let’s shift gears for a second. Picture that widely popular clothing brand, the one that people all over the country rave about. The brand wants to be seen by as many eyes as possible, stretching across cities, states, and sometimes even oceans. That’s where national SEO swaggers onto the stage.
National SEO isn’t tethered to a geographical anchor. Instead, it focuses on broader keywords and aims to rank higher in searches nationwide or globally. It’s akin to casting a wider net in the vast ocean of digital users.
Key Differences Between Local SEO vs. National SEO
Understanding the differences between local SEO and national SEO can be difficult. Here’s some useful information to help light the way:
Location-Specific vs. Broad-Range Reach
Local SEO targets a specific geographical audience, like the town crier announcing the local fair. National SEO, on the other hand, is like a famous radio broadcast, reaching out to a larger, more spread-out audience.
Local SEO leverages location-based keywords (think “vintage bookstore in Brooklyn”). National SEO uses more general keywords that don’t tie it down to a location (think “best-selling novels”).
Competition and Budget
Local SEO generally has less competition, as you’re targeting a smaller audience. This can make it more budget-friendly. National SEO, in contrast, can be a battlefield with higher stakes and often requires a larger budget.
The Intersection of Local and National SEO
An interesting fact to note – regardless of their different goals, both local SEO and national SEO aren’t two distinct entities. They often overlap. An impressive local presence will boost the national SEO strategy. However, having a robust national profile will boost your local recognition.
As an example, consider a multinational company. They’d use national SEO strategies to increase the visibility of their brand globally, yet each store might benefit from a unique local SEO method to attract local customers.
When To Use Local SEO vs. National SEO
When it comes to choosing between local and national SEO, it requires careful consideration, just like selecting the appropriate gear for a road trip. You wouldn’t bring a surfboard for a mountain hike, right?
Local SEO, my friend, becomes your secret weapon if you’re an entrepreneur anchoring your ship within a specific locale. Your patrons are the homegrown folks, and your goal is to top their list of choices. Picture a charming cafe, a corner bookstore, or a neighborhood tax consultant.
Conversely, national SEO aligns perfectly with businesses casting their net wider. If geographical coordinates don’t shackle your offerings, national SEO should be your guiding star. Imagine online marketplaces, distance learning platforms, or multinational ad agencies.
If you’re looking to choose between local SEO and national SEO, understanding your goals, business objectives, and demographics for your target audience is essential. When considering the whole web of everything, the most effective approach could involve a combination of both. The appeal of digital marketing is its flexibility and its scale. With a solid plan, even the smallest small local business can aim to make a mark on the national scene.
If you’d like to learn more about local vs. national SEO, one of our experts would be happy to offer a free consultation.