Should You Target Local Or National SEO?
If your business is new to the workings of SEO, you may be unsure as to which SEO strategy is right for you. There are two types of strategies when organising an effective SEO campaign: local and national.
Many SEO techniques are similar for both strategies. The main differences between local and national SEO are that local SEO concentrates on location, whereas national SEO is more concerned with the brand, product or service you are providing and whether they can be offered on a national level. Here’s a quick guide to help you decide whether local or national SEO is more suitable for your business.
Local SEO strategies are more suitable for smaller businesses who will benefit from local customers. As local SEO primarily concentrates on location, it tends to be used by businesses that offer a service or product that is easily obtainable in the surrounding area. For example: a pizzeria, restaurant, leisure centre or health club. There’s no point in going national if your customers are going to have to travel the country to reach you. If you have a chiropractic clinic in Brighton, you’ll be focussing on a client base in Sussex, not Manchester.
The most important factor for local SEO is local business indexing that search engines use. If your business is listed then it will show up in local searches. Local SEO relies on customer reviews and comments to increase a company’s rating on local business indexes.
It’s easier to improve your rankings with local SEO as you can concentrate on your niche market and it’s less competitive than national SEO rankings. Good local SEO practice involves using longer, more detailed and specific keyword phrases so that customers can find you more easily.
National SEO tends to be used if you have a product or service that can be marketed nationally or even globally. If you have an online shop and can deliver across the country then you won’t need just local customers. For example our client looking for organic search results for the keywords Wrong Fuel Recovery and Petrol In Diesel Car Nationally has achieved a steady progression up the rankings
Competition however, is much higher than local SEO as you won’t just be competing against local rivals. You’ll also be up against the giant traders such as Amazon and Ebay. One strategy is to consider pay-per-click advertising. You’ll also need a much stronger social media presence and consistently fresh content to attract more visitors. Ultimately, national SEO is more expensive than local.
Talk to our SEO consultants about your options including, a combination of both local and national SEO. Get Manic can offer valuable advice on the best SEO strategy for your business.