Local SEO VS National SEO: Understanding the Differences and Benefits

When it comes to search engine optimization, businesses often grapple with whether to focus on Local SEO or general SEO. While both aim to improve search engine rankings, they serve different purposes. Local SEO is ideal for businesses that depend on local customers, like restaurants or service providers, while general SEO is better suited for companies with a national or global focus. Understanding these differences helps businesses develop targeted strategies to boost their online visibility and reach the right audience effectively.

The first step in your SEO journey is deciding whether to focus on local or broader efforts, as this choice will significantly influence your keyword strategy. For local SEO, your keyword research should emphasize geo-modified terms rather than broader, non-specific phrases. This local focus can have a profound impact on your approach. Google’s Keyword Planner is a good tool for keyword research, as it can help identify relevant keywords. However, it’s important to note that tools like ChatGPT do not capture the nuances of local searches since search behaviors can vary by region. Different areas also use distinct terms, dialects, or phrases. This means that if your search is in English at the national or international level, your company will compete against every English-speaking company for ranking. It’s essential to tailor your strategy while considering these factors.

Local businesses should focus on their Google Business Profile, as it’s key for visibility in local search results and Google Maps. Keeping your profile accurate—with details like address, phone number, business hours, and categories—greatly increases localized business’s chances of being found by local customers. Plus, actively managing positive reviews can enhance a profile’s ranking since reviews are important for local SEO.

On the other hand, national brands face a more competitive environment that requires a more advanced technical SEO strategy. With so many competitors, these brands need to optimize their website structure, improve loading speeds, and enhance user experience. It is important to develop comprehensive content strategies to build authority, including long-form articles and media opportunities. While local SEO focuses on geographic relevance, national SEO involves a broader approach, including diverse keywords and effective link-building to reach a wider audience.

Local businesses should focus on short-form content and social media engagement in their content strategy. Quick updates, eye-catching photos, and timely promotions can effectively connect with a local audience, helping to build community loyalty. For example, a local coffee shop might share daily specials or feature customer stories to foster a personal connection. While longer blog posts may not be crucial, occasional updates about community events can still be valuable.

National brands should invest in detailed, long-form content for a wider audience. This might include in-depth articles, expert opinions, and insightful data that establish their authority in the industry. National brands can also use PR efforts to gain media coverage, enhancing visibility across different markets. This strategy improves search engine rankings and attracts backlinks from reputable sources, boosting their online presence. By balancing high-quality content with effective distribution, both local and national businesses can optimize their digital marketing for greater impact.

On-page optimization for local SEO involves focusing on geo-modified terms in title tags, meta descriptions, and content. Using location-based keywords can enhance local search rankings and attract the right audience. However, finding a balance is important; over-optimizing for local terms might hurt broader SEO efforts and reduce visibility in non-local searches. Incorporating natural language and contextually relevant content can help avoid this issue, ensuring the website appeals to both local and wider audiences.

In contrast, national businesses often create location-specific pages or use a sub-folder strategy (e.g., yoursite.com/charlotte). This allows them to target local markets while still reaching a national audience. By optimizing these pages with relevant local keywords, unique content, and localized information, national brands can compete effectively in local searches without losing sight of their broader marketing goals. Additionally, using schema markup for local businesses can further improve visibility in search results, making it easier for potential customers to find relevant information quickly.

Q & A

Josh Mangum, WiT Group Founder & CEO

Question #1

How does your approach to keyword research differ when focusing on local SEO compared to general SEO?

Answer:

When conducting keyword research, the first step is to define whether the effort is local or non-local. They can’t be combined; if both are needed, distinct strategies must be developed. Local markets are unique, with different vernaculars and search behaviors, so using national keyword data for local SEO is ineffective. For instance, localized searches like “Pizza near me” differ from geo-modified searches like “Pizza Joint Charlotte, NC,” mobile searches emphasize proximity more due to GPS capabilities.

Question #2

Are there any technical SEO considerations specific to local businesses that wouldn’t be as important for national brands?

Answer:

Local businesses must focus significantly on their Google Business Profile. Accurate and complete information and reviews are crucial for local visibility. National brands, however, typically rely on website strength and domain authority rather than local listings. Competition is fierce for national SEO, and technical SEO needs to be robust to rank against top companies globally.

Question #3

Are there any technical SEO considerations specific to local businesses that wouldn’t be as important for national brands?

Answer:

Local businesses must focus significantly on their Google Business Profile. Accurate and complete information and reviews are crucial for local visibility. National brands, however, typically rely on website strength and domain authority rather than local listings. Competition is fierce for national SEO, and technical SEO needs to be robust to rank against top companies globally.

Question #4

What link-building tactics are most effective for local SEO campaigns, and how do they differ from traditional backlink strategies?

Answer:

For local SEO, focus on citations and ensuring consistent NAP (name, address, phone number) across local listings rather than traditional backlinks. While backlinks can provide traffic, they are not as crucial for local rankings. Google has indicated that backlinks are not direct ranking factors, so local businesses should prioritize local engagement and accurate listings.

Question #5

What on-page elements require special attention when optimizing a website for local SEO compared to general SEO?

Answer:

In local SEO, it’s important to include geo-modified terms in title tags, headings, and content. For example, using “marketing agency in Charlotte, NC” helps local search visibility. If targeting national visibility, businesses should consider creating location-specific pages. Implementing schema markup for locations and embedding maps on contact pages can also enhance local search optimization.