To put it simply, the difference between local SEO and normal SEO is this – normal SEO allows you to increase the visibility of your website on a national and even global scale, whereas local SEO allows you to target search users in your area.
Let us explain…
What Is “Normal” SEO?
If you have been marketing your business online, you probably already have an idea of what SEO is. But for those of you that don’t, SEO stands for search engine optimisation and is an invaluable digital marketing technique that enables you to improve the quality and volume of traffic to your website.
In the world we live in, it’s rare to find a business that doesn’t need SEO. After all, more than 90% of online experiences begin with a search engine such as Google. Plus, almost 80% of SME’s believe new customers find them through search engines.
Optimising your website for search engines gives it a better chance of ranking higher and gaining traffic which will (hopefully) convert to customers.
What Is “Local” SEO?
Local SEO is ideal for businesses that have a shop or office and want to attract new customers from the area in which they are based. If a web user searches for a service + location, Google (or whatever search engine they are using) will provide them with services in that area.
For example, if I wanted to go to a yoga class, I may search “yoga Rossendale”, and Google will provide me with a map and a list of places that offer yoga classes in the Rossendale area.
Local SEO applies to most local businesses including health and beauty businesses, estate agents, restaurants and bars, legal services, medical services, franchises and so much more. Basically, if you are a local business looking to increase your footfall and boost sales, you should focus on local SEO.
Local SEO Strategies
Optimising your website to appear in local searches is simple! Here are our tips for implementing local SEO strategies:
- Google My Business – GMB is a powerful tool that enables local search users to find your website quickly. It is also a fantastic tool if your business has numerous locations. If you haven’t already, head to Google My Business, create an account and add as much information as you can about your business. Ensure your key information, such as your contact details and opening hours is updated.
- Create content specific to local search users – For both normal SEO and local SEO, your website should regularly be updated with fresh content relevant to your business. This may include blogs, knowledge articles, how-to guides, or video tutorials. For local SEO, ensure you include content that is specifically targeting search users in your area. For example, if you own a bicycle store in Preston, you may write a blog about the top 5 cycling routes in Preston.
- Include local-specific keywords in web copy – When optimising your website, ensure the copy includes some local-specific keywords, such as (using the same example as the previous point) ‘bicycle repairs in Preston’ or ‘cycling in Preston’.
- Don’t forget about local directories – Ok, so the Yellow Pages may be long gone, but that doesn’t mean people have stopped using directories. Online directories, such as Yell, are valuable to local SEO. Simply add your business details to national and local directories. Bing, Yelp and TripAdvisor are also useful directory websites.
Do I Need Normal SEO and Local SEO?
It’s simple, if your business has a website, you need a solid SEO strategy. And if you don’t have a website, well, what are you doing? It’s 2020!
Without a “normal” SEO strategy, search users will struggle to find your website. If you are looking to attract search users in your area, then you will also need local SEO. However, normal SEO and local SEO tend to go hand in hand.
You may only need to make a few changes to your current SEO strategy to also target potential customers in your area. For example, you may want to tweak your content calendar to add blogs that feature local-specific keywords and phrases.
When done well, normal SEO and local SEO strategies will improve the quantity and quality of traffic to your website, reduce your bounce rate (the number of search users who leave your website quickly) and increase your conversion rate (the number of search users who convert to paying customers).
Need some help with your normal SEO and local SEO?
Get In Touch
GrowTraffic is an award-winning digital marketing agency based in Lancashire and Yorkshire. We specialise in SEO, content marketing and social media – but we offer a range of digital marketing services.
If you would like some help with SEO or local SEO, get in touch with the GrowTraffic team. You can email us on firstname.lastname@example.org or give us a call 0161 706 0012.