National SEO vs Local SEO: Understanding the Powerful Key Differences (2024)

This isn’t about picking sides. Understanding the difference between national SEO vs local SEO can feel overwhelming. But what if you didn’t need to choose? In the digital world, it’s less about picking one path and more about mapping out the terrain that makes the most sense for you.

This means understanding the core differences of local SEO vs national SEO, and then, sometimes, combining them for a comprehensive SEO strategy.

Defining Your Digital Storefront

Let’s discuss the distinctions between local SEO and national SEO strategies. That way, you can identify which strategy is right for your business, or even better—if you should utilize both. You’ll need to consider factors such as your target customers and business profile in order to decide on the right approach.

What is Local SEO?: Dominating Your Neighborhood

Think about the last time you searched “best pizza near me.” Chances are, you craved immediate gratification, right? That’s the heart of local SEO—connecting with eager customers ready to engage with your business immediately. It’s the magic that leads a full 76% of mobile users to visit a local business they found on a search within just 24 hours.

This is due to local intent, meaning the searcher is looking for a business in their immediate vicinity.

But it’s bigger than just “near me” searches. Local SEO gets hyper-targeted by using location-based keywords (like “Brooklyn pizza” instead of just “pizza”). Around 97% of consumers rely on online searches to find local businesses, this is your way to become their go-to solution.

Think about it: are you more likely to travel an hour for nationally known pizza or pop down the street for a place with great reviews and a Tuesday night discount? We’ve all been there. For businesses with a brick-and-mortar location–salons, restaurants, shops–prioritizing local SEO is non-negotiable.

What is National SEO?: Building Brand Authority and Wider Reach

National SEO isn’t about zip codes; it’s about becoming a household name and improving search rankings across a wider geographic area. With national SEO, you’re playing on a larger field, competing for broader keywords like “best cloud storage solutions.” While national SEO campaigns can mean significantly more effort, the rewards are huge.

You have the potential to reach millions and establish yourself as a major player in your industry. One key way businesses boost their national SEO is by tapping into the power of platforms like Google Shopping, making it easier to reach online shoppers across the country. National SEO, although powerful, tends to work best for specific types of businesses.

These include e-commerce brands, large businesses with multiple locations, or online service providers with a wide target audience.

For example, imagine you sell custom cowboy boots nationwide from your Texas-based e-commerce store. In that case, you would target national SEO keywords like “custom cowboy boots” or “best cowboy boots online.” You would not focus on local SEO keywords that specify any particular location in Texas. But, national companies need local SEO, too, and we’ll get into why in just a minute.

Why Choosing One Doesn’t Have to Mean Excluding the Other

Here’s the truth: the local SEO vs national SEO battle has a surprising answer: you can actually do both. For a lot of brands, it’s not either/or, but a balancing act. This type of approach is known as a hybrid strategy and can be highly effective at attracting customers. It allows you to cover all of your SEO targets.

Why National Brands Need a Local SEO Strategy? (and How It Benefits Everyone)

Even large, national brands can benefit tremendously from including some localized strategies. Let me share a personal story to show why local SEO is essential, even for huge businesses.

I needed my dryer vent cleaned. When I searched “dryer vent cleaning,” a nationally recognized brand came up first. But, here’s the kicker: They weren’t servicing my area. Ultimately, I called a small, local competitor ranking lower on the search engine results page (SERP) because they specified my location and were easy to contact.

Even for national brands with physical locations, a robust local SEO strategy can make all the difference in attracting foot traffic. Incorporate local landing pages with localized keywords (including your business’ address.). You should also claim and optimize your Google Business Profile, which plays a significant role in local search results, especially the Google Map Pack.

This small effort of including location-specific SEO practices on your website can attract those ready-to-convert “near me” searches. It creates trust, instant visibility, and helps convert online searches into customers through your door, even if you’re also competing for broader keywords on a national scale.

Global SEO: Navigating International Waters

Let’s say your business is booming. You’ve got the US market covered, but you’re ready to go global. This is where understanding international SEO comes in – and it can get pretty complex.

International SEO requires careful consideration of factors like language, cultural nuances, and search engine preferences in different countries. Because online users in the United States will use “.com,” while those in the UK use “.co.uk” primarily, businesses targeting customers in several countries may utilize unique country code top-level domains (ccTLD), such as “.uk,” “.de,” or “.es.”

You also have to consider translating your site into different languages and making sure all your content aligns with local regulations. Don’t use AI for website translation; the quality won’t be good enough. Instead, work with a professional translator to ensure accuracy and cultural sensitivity.

This can be tricky for one person or even a whole team, but there are plenty of reputable SEO companies to help.

Determining Which Approach Is Right For Your Business

Choosing whether to start with local SEO, national SEO, or both boils down to two critical questions. Answering honestly will guide your next move:

1. Where is your target market located?

If you have one physical location (or several locations clustered in one geographic area) targeting a mostly local clientele, focusing heavily on local SEO is critical. Online users need to be able to find you both on search engines and social media platforms. So prioritize that “near me” strategy by optimizing your website and online presence for local search queries.

However, as a rapidly expanding national business–or one already well-established nationwide or internationally–shifting your efforts toward national (or global) SEO strategies will help you achieve broader reach.

Remember, these broader SEO campaigns often take significantly more effort, content, backlinks, and knowledge, so be sure you’re working with the best SEO team. Find one who specializes in both ethical and strategic planning to maximize your organic traffic.

2. What are your current business goals?

Before writing a single line of copy or code, ask yourself: what are you hoping to achieve? Is driving foot traffic into a brick-and-mortar location your #1 priority? Or are you looking to expand your e-commerce platform nationally or even globally?

Think of those key performance indicators or KPIs you want to hit this quarter. Having a clearly defined plan for where you want to be in six months or even a year will save you so much stress and drive those incredible, bottom-line results.

But always stay flexible, as the market is constantly shifting. Remember to adapt and get creative by adjusting your goals and SEO practices as your needs evolve.

My Summary about National SEO vs Local SEO

When approaching local SEO vs national SEO, you’re not simply choosing a lane but navigating the map of digital growth. Choose the path most strategic for your business needs. Each SEO strategy brings incredible rewards when implemented correctly and can make a real difference in achieving (and even exceeding) those bottom-line goals.

This nuanced approach to local SEO vs national SEO ensures you’re maximizing visibility, whether with your local community or audiences across the world. And often, doing both delivers a combined strategy with incredible results.

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