What is the difference between local SEO and regular SEO?
Date Posted: April 15, 2024
Search engine optimisation (SEO) is crucial for any business wanting to gain visibility online. However, with different types of SEO available, how do you decide which strategy best suits your company’s needs? The two primary categories are “regular” SEO and local SEO. Let’s explore their distinctions and how each approach contributes to achieving your business goals.
What is Regular SEO?
Regular SEO, sometimes called “organic” or “national” SEO, improves your website’s rankings in search results across broader geographic regions, often nationally or globally. Its focus lies in enhancing online visibility for queries that don’t contain a location-specific element.
For example, if you own an e-commerce store selling hiking gear, regular SEO would help potential customers find your website when searching for things like “best waterproof backpacks” or “hiking boots for beginners.”
What is Local SEO?
Local SEO is a specialised form of search engine optimisation designed to boost your business’s presence in search results for queries within a specific geographic area. The strategy helps you compete with other businesses operating near you.
If you own a bakery in Australia, local SEO efforts would ensure that your bakery appears when people search for “bakeries in Australia,” “best donuts Australia,” or “Australia bakeries near me.”
Key Differences Between Local SEO and Regular SEO
Let’s delve into the main points that set these approaches apart:
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Target Audience: Regular SEO aims for a broad audience, while local SEO concentrates on attracting customers located near your business.
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Keywords: Regular SEO emphasises broader keywords related to your products or services. Conversely, local SEO employs those same keywords but modifies them with the addition of your city, region, or neighbourhood.
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Search Results: Regular SEO priorities showing up in standard organic search results. Local SEO strategies strive to have your business listed within the localised “map pack” and local search results that frequently appear above traditional organic results.
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Local Listings: Local SEO heavily emphasises managing and optimising business listings on platforms like Google My Business, Yelp, and other local directories.
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Citations and Backlinks: While backlinks from authoritative websites are vital for both forms of SEO, local SEO also priorities acquiring citations (mentions of your business name, address, and phone number, known as NAP) on local websites and directories.
Factors that Influence Local Search Results
Here’s a breakdown of some crucial elements that impact where your business ranks in local search results:
- Google My Business (GMB): Ensuring your Google My Business profile is claimed, verified, and fully optimised is essential for local SEO success.
- NAP Consistency: Your business’s name, address, and phone number must be consistent across all online listings and directories.
- Reviews: Positive reviews from customers carry significant weight in local search rankings.
- Proximity: The searcher’s location significantly influences search results. Businesses that are closer to the searcher are more likely to appear higher up in the results.
- Relevance: Search engines use advanced algorithms to match search queries with the most relevant businesses.
Which SEO Approach is Right for You?
The ideal SEO choice for your business depends on its type and target market:
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Regular SEO is best for:
- E-commerce businesses
- Brands with a national or global reach
- Businesses offering virtual services
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Local SEO is essential for:
- Brick-and-mortar stores
- Service-area businesses (plumbers, electricians, etc.)
- Businesses that primarily target local customers
Keep in mind, many businesses benefit from implementing a blend of local and regular SEO tactics for a balanced strategy that maximizes success on all fronts.
Best Practices for Local SEO
Here’s a quick guide with proven local SEO strategies:
- Create and Optimize Your Google My Business Profile: This free business listing from Google is a centrepiece of local search engine optimisation. Provide accurate information, regularly upload photos, and respond to customer reviews.
- Prioritise Local Listings: Get listed on directories relevant to your industry and region, such as Yelp, Bing Places, Apple Maps, and others. Strive for consistency with your NAP information.
- Encourage Online Reviews: Positive reviews boost your credibility and influence search rankings. Proactively ask satisfied customers to write reviews on platforms like Google and Facebook.
- Use Localised Keywords on Your Website: Include your city, state, or neighbourhood names within page titles, meta descriptions, and website content where natural and appropriate.
- Build Local Backlinks: Seek backlinks from local businesses, community websites, or blogs. These locally relevant links signal your business’s authority within the geographic area.
The Importance of Local SEO for Small Businesses
Small businesses often operate within a defined geographic area, making local SEO incredibly important for their success. Here’s why:
- Increased Visibility: It puts your business on the search results map, literally. This enhances your visibility when potential customers look for products or services in your area.
- Higher Conversion Rates: People searching for local businesses have a higher intent to purchase, potentially boosting conversion rates compared to broader searches.
- Competition: It can help small businesses compete against larger rivals in the area, even those with bigger marketing budgets.
- Cost-Effectiveness: Its tactics are often quite cost-effective, making it a budget-friendly strategy for smaller operations.
In Conclusion
Understanding how local and regular SEO differ will enable you to optimize your digital marketing efforts more effectively. By tailoring your strategy to your business type, you’ll attract the ideal customers and increase your success in the competitive online marketplace.
