We can use several different techniques and tactics when marketing a company online. However, one of the most significant is search engine optimisation (SEO, and, within that, the subsets of national SEO and local SEO. While they are similar, there are also some differences. In this post, Mac McCarthy, who runs an SEO company in Swindon offering local SEO services, explains national and local SEO, highlighting their similarities and differences.
What Is National SEO?
National SEO refers to optimising a website to achieve high search engine rankings for keywords or phrases related to a business’s products or services. National SEO suits companies with a nationwide presence, unlike firms with only local or regional branches. Generally, businesses that need national SEO have a website that appeals to a broad audience. An example of a national company that would concentrate on this SEO strategy is an e-commerce site that delivers its products nationwide.
What Is Local SEO?
Local SEO is for companies with a regional focus. Businesses focusing on local SEO will have sites designed to appeal to people in a particular area and target keywords and phrases relevant to the local market. An example of a local business would be a local plumber, a beauty salon, or a gym.
The Differences Between Them
Now that we have unravelled the mysteries of national and local SEO, let’s delve into some of the differences between the two.
Target Market
First up, we have the target audience. One of the most striking contrasts between national and local SEO is the audience they cater to. National SEO aims to entice a broader audience, meaning companies need a website with wide appeal. On the other hand, local SEO is geared towards businesses with a specific regional focus, so their website design should be tailored to attract people in that area. It’s like comparing a fireworks display that dazzles the whole nation to a cosy bonfire that brings warmth to the locals.
So, if you want to cast your net far and wide, go for national SEO. But if you want to capture the attention of your local community, local SEO is the way to go.
Keyword Research
One big difference between national and local SEO is how they tackle keywords. National SEO aims to target various keywords and phrases related to their product or service without any specific geographic location in mind. On the other hand, local SEO is all about targeting similar keywords and phrases but with a local twist. For instance, “Boutique near me” or “Bristol boutique” are perfect examples of local SEO, as these searches have the specific intent of finding a nearby business. Conversely, “online women’s boutique” is a search phrase related to the service but lacks local flavour.
Competition
When it comes to national SEO, the competition can be fierce! With such a large audience to target, you’ll find yourself up against countless other brands vying for attention. What used to be a friendly neighbourhood rivalry can suddenly become a national battleground with hundreds of strong brands ahead of you in the search results. If you want to rank nationally, choosing a trustworthy agency with a proven history is crucial. Also, be prepared to spend a considerable amount in your SEO to stand out from the crowd. Even with the right team behind you, the journey to the top is a challenging feat.
Website Design
Let’s talk website design! Regarding national versus local SEO, there are some significant differences to consider. National businesses tend to have websites that appeal to a broad audience, while local businesses focus on their specific target market. This means that local companies often have websites with their name, address, and phone number at the top as these details are important for local organic rankings. On the other hand, national businesses often sell products or services solely online, so they don’t need to worry as much about their local business information.
So, Which Is Best?
When it comes to SEO, businesses must choose between local and national search rankings. Each type has pros and cons. If you focus on local SEO, you will hopefully rank higher in search results for people searching for companies nearby, which can bring in new customers who are interested in what you offer. However, local SEO can be more complicated and time-consuming since you must keep optimising your website for different areas if you expand. In short, there is no one-size-fits-all answer.
Businesses must assess their goals, budget, and target audience to determine which type of SEO (local or national) suits them. Local SEO can be an excellent way to gain new customers interested in what you sell. It’s worth noting that a business can be national with local branches, requiring a hybrid approach to local and national SEO strategies.
