Local SEO and traditional SEO are two distinct strategies in the realm of search engine optimization. This article delves into the unique advantages and differences each approach presents, aiding businesses in determining which strategy aligns better with their objectives.
For those engaged in online business marketing, the terms ‘organic SEO’ and ‘local SEO’ are likely familiar. While both strategies are effective for optimizing search results, determining which one suits your business best can be a crucial consideration.
What is Local SEO?
A specialized subset of traditional SEO, local SEO is a strategy focused on optimizing for local searches. Typically employed by businesses with physical storefronts, local SEO aims to connect with customers in their vicinity.
Consider the term ‘pizza’ as an example. If searched on a mobile device, it is likely to yield local results and recommendations for nearby pizza establishments rather than general recipes. Additionally, local SEO extends to result-based ranking on platforms like Google Maps. For instance, a hotel in Auckland may target global tourists planning a trip to New Zealand.
In the absence of proximity as the primary factor, Google relies on various local ranking metrics, including keywords, NAP citations, reviews, and more, to determine Google Maps rankings. It’s noteworthy that local search rankings often originate from Google My Business (GMB) listings. Without a Google My Business profile, a business may not be visible for local searches.
What is SEO?
Search Engine Optimization (SEO) is the strategic process of enhancing the visibility of your website when individuals search for services or products related to your business.
Marketers employ various optimization techniques and adhere to best practices aligned with search algorithms to achieve higher rankings in search results. This involves activities such as keyword research, link building, optimizing page speed, and more.
Typically, SEO involves creating content that addresses relevant queries your target audience may be actively searching for. Unlike local SEO, organic SEO focuses on optimizing for searches without specific local intent. In other words, users are seeking information rather than a particular location.
Differences Between SEO and Local SEO
At this point, it’s clear that both traditional and local SEO share the goal of enhancing your rankings in online search results, making it easier for more people to discover and engage with your business. Nevertheless, there are key distinctions between the two strategies that you should be aware of when deciding which approach is more suitable for your business.
Audience
The primary distinction between organic and local SEO lies in the target audience and their search intent.
Organic SEO focuses on addressing the needs of individuals who are seeking information to a specific question. They are in search of resources and may not be actively making transactions. Their primary goal is to acquire facts and information that can address their current query. Targeting audiences through organic SEO is ideal if your aim is to enhance your website’s visibility and brand recognition. While they may not be immediate buyers, they could potentially become leads by subscribing to your funnel.
On the contrary, local SEO allows you to capture individuals actively searching for a product or service from a business in their vicinity. Local searches typically include the type of service or product along with either the city name or the term “near me.” Statistics indicate that these users are actively seeking to choose a business for their purchase, often on the same day. Therefore, ranking high in your local search area helps connect searchers in your vicinity with your business.
SERPs
As evident, organic search results manifest when search engines ascertain that the search lacks local intent and the user is seeking information rather than a specific location.
For businesses with physical stores, it is imperative to rank high in local searches. On the other hand, if the objective is for the business to appear for specific search terms but not necessarily tied to a particular location, achieving a higher ranking in organic search is the goal.
Unlike organic SEO, local SEO outcomes extend beyond the typical Search Engine Results Pages (SERPs) and can be found on maps and business directories, such as Google Maps apps, Local Packs, and even voice search.
Content
Content holds a crucial role in both organic and local SEO strategies. Search engines value content as it provides insights into the nature of your website and signals regular updates.
However, the function of content varies between the two optimization approaches.
Organic SEO places emphasis on content centered around topics and keyword clusters relevant to your target audience. For instance, if you operate a plumbing business, you would want content addressing issues like slab leaks or providing guidance on inspecting a leaking pipe.
In the context of local SEO, your content marketing endeavors should generate material specifically tailored to the behavior and language of your local audience by targeting the local keywords they commonly use. For instance, your audience in Lakeland might prefer the phrase “dentists in Lakeland,” while in New York, they may use “dentists near me.”
By understanding the search queries employed by your local customers, you can craft localized content that aids in converting your local audience and reinforces your geographic relevance to search engines.
Link Citations
Citations serve as a pivotal ranking factor for local SEO, akin to the significance of backlinks in organic SEO. Both elements play crucial roles in their respective optimization strategies.
Local citations occur when you explicitly mention your business’s address, phone number, and name (NAP). Similar to backlinks, the consistency and growth in citation numbers contribute to the SEO by establishing online authority for your business.
However, for a citation to provide optimal benefits to your SEO strategy, it must align with the NAP information present on your Google My Business listing and your website.
Conversely, backlinks involve direct links to your website from pages on other sites and are highly contingent on a blend of quality and quantity. Ideally, your backlinks should originate from pertinent and reputable websites, accompanied by anchor text containing a significant keyword.
