Local and national SEO practices are fundamentally different as they have separate goals and approaches. Businesses with digital or coast-to-coast services typically need national services, while those that only serve a small geographic range pick local services. Here are some reasons why local and national SEO services differ:
Distinctions Between Target Audiences
Audiences define who businesses try to connect with based on where their services are offered. Local SEO focuses on searches for companies in a specific geographic area. These services aim to attract traffic to a business site and improve conversion rates. Local services account for an area’s unique cultural aspects, such as dialects and taboos. This typically does not apply to a broader audience.
National SEO focuses on a nationwide audience to appear in more general searches, often called general positioning. National services aim to develop higher web traffic and brand recognition on a large scale. This approach offers competitive advantages, such as reaching more people.
Differences in Keyword Choices
Local SEO techniques utilize location-specific keywords like “plumber near me” or “dentist in New York.” They are designed for brick-and-mortar businesses such as medical practices, journeymen, and other services. This type of business usually offers in-person services and caters to a single city or region. Local services avoid keywords not applicable to a business’s location, such as “boating equipment” or “fresh seafood” in a landlocked area. As regions reinvest in small local businesses, targeted SEO practices can help create brand awareness.
National techniques embrace broader keywords relevant to an entire industry without geographic qualifiers. This may include services and products like “online tax preparation” or “jewelry for women” that can be purchased from any state. National SEO keywords are intended for businesses that ship products from state to state or offer digital services anywhere. Businesses that sell their services online must rely on SEO to compete with companies in the same industry that could appear first in an online search.
Variations in Strategies
Local and national SEO differ based on their criteria and where information is gathered. Local SEO heavily relies on services like business listings, local citations, and reviews to make a business searchable at a regional level. National services focus more on building high-quality content, strong backlinks from credible websites, and optimization techniques for broader keyword searches.
These SEO techniques are regularly refined as AI and other technologies emerge. National services are usually based on strict criteria involving building site authority, analytics, and credible information. They also remove information that does not help a business become more visible online. Search engines, which are based on algorithms, define these rules.
Levels of Competition
Local SEO usually has less competition than national SEO, as the target audience is smaller and more focused. National brands often face competition that goes beyond their locality. General positioning can pose a significant challenge when competing with similar businesses, and standing out is a priority. National services also navigate a more diverse audience than local SEO. This can make it harder to define a persona specifically for those audiences. Local SEO strategies often present a straightforward process as they tailor a strategy for a specific purpose.
Schedule a National SEO Services Audit
UpFireSEO provides local and national SEO services using a data-driven, analytical approach to your strategy. These services help businesses increase visibility, build brand recognition, and reach a larger share of online traffic. Our data-backed tactics evolve to match current search engine algorithms. Our team of experts can help verify you are getting results and improving your rankings. We also provide SEO assessment and content marketing services. Schedule an audit with UpFireSEO now to learn more about improving your rankings.
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