Search engine optimization (SEO) and what it does for businesses is no secret at this point. SEO, if done well, ensures that your website is at the top of the search engine results pages (SERPs) when shoppers are looking up your products, services, or any other keywords relevant to your brand. What you might not know is that search engine optimization isn’t just a nationwide exercise.
And knowing that simple fact can make all the difference.
Learn all about national and local SEO and what sets them apart with this guide from Coalition Technologies guide.
Table of Contents
Know The Difference
Knowing the difference between these terms matters because Google uses different algorithms based on what shoppers are looking for. Google uses a variety of different parameters to determine which pages will be most relevant for a given search, such as proximity, relevance, location-based terms, and authority, among others.
There is naturally some overlap between the factors used in national searches vs. local searches, but you’ll generally get very different results if you compare the two. The best example of this is the local 3-pack. The 3-pack refers to Google’s practice of placing the three most relevant local business listings at the top of the results page along with an image of Google maps and pins where those businesses are located.
What is National SEO?
Also known as traditional SEO, this form of optimization focuses on directing nationwide traffic to a specific website. This is also where we can see the first and biggest difference in local SEO vs. national SEO. National optimization strategies will target a far broader audience compared to the specific regional parameters of a local strategy.
National strategies are great for building general brand awareness with potential buyers everywhere. If you’re running an ecommerce store catering to customers in multiple states, you absolutely need a solid nationwide strategy to convert those distant buyers.
What is Local SEO?
Local SEO strategies hone in on a specific geographic region, targeting searchers and shoppers within that area. Compared to national SEO, local strategies aim to:
- Drive conversions in a smaller region around a physical store or office
- Target searchers with high purchase intent
- Outrank competitors in a much less competitive environment with more specific keywords
60% of mobile searchers have contacted a business directly from their local Google business listing. Local SEO ensures that your listing is the first one they see.
The Biggest Differences
Let’s take a deeper look at the biggest differences between these two approaches to SEO.
| National | Local | |
| Target Audience | Targets a broad, nationwide audience of shoppers | Focuses on a smaller group of shoppers based in a specific district, city, or town |
| Keywords | Generally focuses on high-volume but less-specific keywords that are relevant to multiple states | Uses location-specific keywords, often including the name of the city or neighborhood |
| Content Strategy | General blog posts, articles, infographics, and videos | Local listicles, reviews, business listings, and events |
| Goal | To grow brand awareness and boost traffic | To grow foot traffic and increase local sales |
| Budget | National SEO generally requires a larger budget due to the wider scope of the campaigns | Can work with smaller budgets but requires ongoing maintenance |
| Link Building | Prioritizes high-quality links from authoritative industry websites | Focuses on links from local websites, directories, and forums |
Local SEO vs. National SEO: Which One’s Better?
Every strategy has its time and place. As a business, it’s best to think about how you can use these two approaches synergistically rather than separately. Let’s take an overly simplified example of an apparel retailer that wants to boost its sales online while attracting more shoppers to its local outlets and how that might affect their choice of keywords and content.
| National SEO | Local SEO | |
| Keywords | A broader strategy would target more general, industry-specific keywords like “premium men’s t-shirts” | A more localized strategy would focus on area-specific keywords like “premium t-shirts in Sedona” |
| Content | National strategies call for content creation that appeals to wider audiences everywhere, such as a general blog titled “How to find the best premium t-shirts” | A local strategy requires businesses to cater to the needs of their local customers. This could be an article published in a local journal titled “The best premium t-shirt store in Sedona” |
So, if we’re discussing the differences between these two approaches, the only right answer is: both! Managing a local and national strategy simultaneously can be challenging, and we recommend contacting a trusted digital marketing agency to avoid any costly mistakes.
Best Practices for Local Search
Local and national SEO aren’t as separate as the names would suggest. Ranking factors used by search engines can overlap all the time, and focusing on a single ranking factor could impact both your local and national ranking. Mobile optimization, for example, is highly valued for both types of rankings.
This means you’ll need to capitalize on Google’s unique local ranking factors to make your mark. If you’re looking to grow, it’s time to move on from the ‘local SEO vs. national SEO’ debate and optimize that business profile.
Google Business Profile
Google Business Profile is the face of your business in any local search. It’s likely the first thing a searcher will see, and you’ll need a great first impression to reel them in. More importantly, an active and updated profile is more likely to rank in the top three results in both Google Search and Google Maps. This is especially important at a time when 40% of shoppers are directly using map apps to find local products.
Here’s how you can use GBP to boost your local and national SEO:
- Fill In Everything: GBP gives stores the power to showcase everything they offer, and there’s no reason to miss out on that feature. Add the relevant product categories your business offers, but be careful when selecting the ‘Primary’ category as it holds more weight than the others.
Similarly, use the Posts feature to let searchers know about any upcoming events or sales you might be holding. If we’re comparing local SEO vs. national SEO, this is where local shines. It’s also a great way to build a community while demonstrating your business’s reliability to search engines and shoppers. - Reviews: Accountability and authority go hand in hand. 87% of shoppers use local Google business reviews before making a purchase. Just like with national SEO, your business needs to demonstrate its authority to sway shoppers.
Encourage your customers to leave a review whenever possible. Make this process as easy as possible by providing a scannable QR code/NFC card at your store or office.
Once a customer has left a review, take the time to respond to it. Responses show that your listing is active and that your business cares about its service. You can also use this as an opportunity to add more keyword-relevant content to your listing. - Questions & Answers: This section tends to fly under the radar for tons of brands. Use the Q&A section to interface directly with potential buyers and show off your commitment to good service.
Link Building
Link building is a part of both local and national SEO. Going back to the ‘local SEO vs. national SEO’ topic, this is also one area where your local strategy can differ massively from a nationwide one.
Local links carry a ton of weight for local SEO, and they can even help you beat out a competitor that’s located closer to the searcher. These links might seem unimpressive when analyzed with a link tool, but they’re incredibly valuable locally.
How does it work? Consider a dentist’s office that wants to increase foot traffic. They could get a link from a local church’s low DA website to improve their local SEO ranking, even if the two businesses are otherwise unrelated. These links signal that your business is located and involved in a specific local community in a way that national SEO doesn’t factor as much. Other ways to build local links could be:
- Sponsoring a Little League team in exchange for a backlink on their website
- Pushing for a mention on a local event bulletin board website
- Getting published on a local action news website or mentioned in a featured quote from a local blogger.
- Getting a profile and backlink built in local business associations and directories
When it comes to local SEO vs. national SEO, nationwide link building is far more expensive and difficult to do. Getting a local citation will always be easier than getting a shoutout in a Forbes article, for example. Use the relationships you’ve established in your area to give yourself a competitive advantage when building local links.
Need help competing locally, regionally, or nationally?
On-Site Local SEO
On-site optimization is important for local and national SEO. Remember to mention the name of your business in all key places to plainly demonstrate to search engines that you’re a local business. You can include your city/town name in:
- Title tags and meta descriptions
- The H1 heading of a blog focused on a local topic
- The content of your landing pages
- The alt-text of a relevant image
- The URL (this is less important, but good to have if possible)
Lastly, don’t forget to embed Google Maps on your landing pages! Using an embed can help buyers find your store while also signaling positively to search engines.
Master Local and National SEO
In the right hands, national and local search optimization strategies can be a powerful tool for growth. A national campaign can push your business to the top of the list when shoppers search for your products, and local SEO can help seal the deal by showing them your business can be trusted. It’s time to stop comparing local SEO vs. national SEO and grow with both.
Managing both of these strategies simultaneously? Easier said than done. Put your business on the map by working with a top-rated SEO agency, and let the experts steer your brand to the top with proven strategies. Rank first everywhere with Coalition Technologies. Contact us for a free consultation today!
