SEO (search engine optimization) is one of those unique topics businesses continue to analyze on a daily basis.
There are so many moving parts whether it’s algorithm changes, new regulations, or even which keywords are popular in your niche. All of these variables have a role to play in how well the website ranks on major search engines such as Google and Bing.
With this in mind, you will want to think about two of the more important forms of search engine optimization. It’s best to know the difference between local and organic SEO.
Ranking for Major Keywords
Organic SEO is built around the premise of ranking for major keywords. These keywords are niche-related and don’t have a location attached to them.
A good example of this would be something as simple as “top hairdresser” because you will want to rank for the keyword immediately.
However, local SEO works in a different way to this approach and aims to only target local leads. This means you would go for something along the lines of “top hairdresser in NYC” while building a new marketing campaign.
Local SEO is all about geography and how it plays into the ranking process.
For example, let’s imagine you are a barber shop in the heart of New York City. You will want customers from the area since a person living in Boston won’t be riding over for a quick buzz cut! This is why it is best to go after customers willing to visit your website and your shop with an eye towards spending money.
Geographical keywords are what make local SEO different. With organic SEO, you will aim for keywords such as the “best barber shop” and nothing more. While local SEO requires you to aim for keywords such as “best barber shop in NYC” or “best barber shop near me.”
Targeting is one of the main requirements for people looking to bring in new leads to their business. As you put together an SEO campaign, you will have two routes available to you. Organic SEO is going to be about targeting everyone in the audience at once. While local SEO is going to push towards ranking for a much smaller group closer to the business address.
Each path is unique but it’s best to account for both of them as soon as it is time to optimize your website and business. Otherwise, you can lose out on potential leads down the road!
Type of Backlinks
The backlinks can shape how successful each type of SEO is.
Organic SEO is reliant on authoritative backlinks, which are sourced from some of the highest ranking websites in the world. For example, backlinks from CNN are going to do a lot more than backlinks from a local mommy blog. In the same line of thought, local SEO has a more rigid approach to backlink building.
The goal is to target local websites, directories, and forums instead of international alternatives. If the website is local and posts a backlink to your website, this gives you far more juice in comparison to anything else.
With organic SEO, the aim is to have a well-rounded online footprint (i.e. backlinks, citations, targeted keywords). This can be more than enough to build a full-fledged SEO campaign for years of continued success.
However, local SEO works differently and it’s more about picking the right ways to build an online presence.
For example, a local directory holds far more weight than an international counterpart. This is where being selective comes in handy as you work hard on building something truly meaningful using local SEO techniques.
In the end, both strategies have merit and work well as long as you are committed to the ranking process. It’s not going to happen overnight and it’s best to use a little bit of both in your overall marketing strategy.
For example, you can’t ignore niche-friendly keywords in a bid to only target local keywords.
However, it is also important to make sure local keywords do remain in your mind throughout the marketing campaign. Otherwise, you may lose out to local competitors when people begin to search for your business.
This is why a well-designed and well-rounded approach to SEO goes a long way!