Search engines have become such an integral component of a typical buyer’s research process. Because of this, they have become such an important component of an effective marketing mix.
Any and every business should be taking the necessary steps to implement effective SEO strategies to get their website ranking higher within the search engines. However, it is important to understand the differences between SEO and local SEO and how it can impact your business differently. Below, we will be going everything that you need to know.
What Is Local SEO?
The biggest difference between regular SEO and local SEO is the local component. Local SEO has a geographical component that helps to determine the rankings.
Thus, if someone in a specific area searches for one of the keywords that you are ranking for, they will be presented with a list of local searches that meet the criteria.
For instance, if someone in Brooklyn, New York is searching for pizza restaurants, they will be greeted with some of the highest ranking Brooklyn pizzerias in the area.
How Does It Impact My Business?
Google and other search engines are always looking to make their search engine results much more relevant and tailored to their users. Because of this, you want to focus on ranking for specific local keywords within your area.
This is especially true if your business has a brick and mortar component to it. If you have a brick and mortar retail store that you are looking to drive customers to, you are going to want to be sure to implement local SEO strategies in your marketing mix.
The better you are able to rank within the local marketplace, the more local traffic you will be able to generate.
What Is Regular SEO?
Regular SEO is something that occurs when the search engine algorithm decides that there is no geographical component to rank for with a user’s search. Therefore, they simply look to display the highest ranking results without the local rankings attached.
Search engines are smart enough to figure out whether or not a user is looking for local results or organic results for the respective keywords that they are searching for.
How Does This Impact My Business?
If you are someone that doesn’t have a brick and mortar retail location to worry about driving traffic to, you are likely not going to be too worried about local SEO as much as you are organic search.
You want to drive traffic to your website regardless of the visitor’s location because you are not limited by geographical restrictions. If you have a website that you sell products on, you are going to be able to sell to anyone that you are able to ship to.
Whereas, if you have a brick and mortar location and you only do business at your retail outlet, the majority of the people that you want to drive to your website are going to be in your local area which means organic search wouldn’t play nearly as big of a role as local SEO.
Who Should Focus On Local And Who Should Focus On Organic Search?
As mentioned above, if you have a local component to your business that limits your respective reach to those that either live in your immediate area or those that are in your immediate vicinity, then you will want to focus primarily on local search.
Whereas, if you don’t have the same geographical restrictions, you want to focus much more on your complete organic SEO efforts.
Beat Your Competition
If you are not currently implementing SEO strategies in your marketing mix, you are going to lose out on significant market share to your competition. The fact is, the barrier to entry for a lot of industries are being broken down.
Regardless if you are a local business or an e-commerce business, you will want to compete for high rankings within the search engines because more and more consumers are using them to make their buying decisions.
SEO is something that is incredibly important and you want to focus on it throughout your marketing mix. Local SEO can play a big role in your overall organic rankings as well. Therefore, you shouldn’t completely ignore one or the other. However, if you don’t have a physical address, you will not truly be able to utilize the same strategies that you would if you did.
For instance, you wouldn’t be creating local listings in various online directories or anything of that nature. If you are primarily looking to target a global reach, you will want to implement a lot of the organic SEO strategies without local strategies.
Hiring a professional SEO company is a great way to ensure that you are implementing your SEO efforts as well as possible. Making mistakes with your SEO implementation can set your business back in a big way.