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Are you trying to grow your business online, but you’re not sure whether you should focus on local SEO or national SEO? Understanding the differences (and the similarities) between the two can help you create a tailored strategy to reach your target audience more effectively.
Let’s take a closer look at the essentials of both strategies, and how they can work together to turbocharge your success.
What is National SEO?
National SEO (or search engine optimization) focuses on increasing your website’s visibility on search engines like Google. Think of it as a wide-ranging strategy to attract customers from all across the country – or even the globe.
National SEO strategies include:
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- Targeting broad keywords like “best hiking boots” or “digital marketing services”
- Producing high-quality content that appeals to a wide audience
- Building authoritative backlinks from other reputable sites
For example, if you own a Detroit-based e-commerce store that specializes in selling clothes, national SEO can help you reach someone searching for “comfortable summer dresses” in Texas or California.
When is National SEO a Good Fit?
National SEO is ideal for businesses like:
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- Online retailers or e-commerce brands
- SaaS companies and digital products
- Enterprises targeting a countrywide or global audience
If your aim is to cast a wide net and rank for competitive, industry-wide keywords, then national SEO should be one of your primary focuses. We equate it to fishing in the ocean!
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What is Local SEO?
Conversely, Local SEO places its spotlight on attracting customers within a specific geographic area. It’s about showing up in searches with high local intent, like “plumber near me” or “best coffee shop in Wixom.”
Key components of a local SEO strategy include:
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- Google Business Profile: Optimizing your business listing helps customers find you on Google Maps and in the local pack.
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- Location-specific keywords: Targeting geographic phrases like “Grand Blanc wedding photographer” to rank for local searches.
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- Local Directory Submissions: Ensuring your business’s name, address, and phone number (NAP) are consistent across directories like Google, Yelp, or Facebook.
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- Localized content: Creating blog posts or landing pages specific to your city, county, or neighborhood.
For example, if you’re running a bakery in Southfield, an effective local SEO strategy will make it easy for someone searching for “birthday cakes near me” to order their dream cake from you.
When Should You Focus on Local SEO?
Local SEO is a key approach for businesses like:
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- Brick-and-mortar stores
- Local service providers (electricians, dentists, personal trainers, etc.)
- Multi-location businesses aiming to drive foot traffic to each site
If you’re rooted in a specific community and your business relies on locals finding you, a strong local SEO strategy is the way to go. We equate this to fishing in a pond!
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What Are the Differences Between National SEO and Local SEO?
While both strategies aim to improve your online visibility, their approaches and goals do vary quite a bit:
| Local SEO | National SEO |
| Targets a specific location or region | Broad, non-location-specific focus |
| Relies on local keywords (“near me”) | Focuses on industry-wide keywords |
| Optimizes Google Business listings and maps | Prioritizes website authority and ranking |
| Ideal for driving foot traffic or local leads | Perfect for national or even international reach |
The most significant difference lies in their purpose. Local SEO caters to capturing nearby customers who are ready to come right over to your business and make a purchase, while national SEO builds visibility on a much larger scale.
How Do Local SEO and National SEO Work Together?
Here’s the great news: Local and national SEO aren’t mutually exclusive. In fact, they complement each other exceptionally well. Instead of drawing a firm box between the two (like we did just a moment ago), think of them as overlapping strategies that, when done right, amplify each other’s results.
Here’s how the magic happens:
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- Strong National SEO helps Local SEO by improving the overall authority of your website. When Google views your site as reliable and valuable, your local pages are much more likely to show up in regional searches.
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- Strong Local SEO enhances National SEO by creating high-quality localized content and backlinks. These elements contribute to your overall domain authority, which benefits your national rankings.
For example, a restaurant chain that has national SEO efforts ranking for keywords like “family restaurants” can also use local SEO to rank for “family restaurants in Pontiac,” allowing them to dominate both the regional and national search space.
Consistently targeting keywords across both arenas is a great strategy to make sure you aren’t leaving any opportunities on the table.
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Which SEO Strategy Should You Prioritize?
There’s no one-size-fits-all answer, of course, but your decision will probably depend on:
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- Your Business Goals: Are you aiming to attract local customers, or expand your reach nationwide?
- Your Target Audience: Do your customers search for businesses near their location, or are they looking for broader solutions online?
- Your Budget: Local SEO is often more affordable and quicker to show results, while national SEO typically requires longer-term investment.
You may want to put more focus on one – but luckily you don’t have to choose one over the other. Many businesses see the best results when they combine local and national SEO, creating a unified strategy that grows their visibility both globally and locally.
Find Your Perfect SEO Strategy
Whether you need a tailored national SEO or local SEO strategy (or a combination of both) Smart Link Solutions is here to help. From optimizing your Google Business Profile to building domain authority with smart content and link-building campaigns, we’re committed to helping you expand your digital footprint.
If you’re looking for impactful online marketing solutions backed by a dedicated team of friendly experts, Smart Link Solutions is here to take your business to new heights of success. We’ve been helping businesses thrive online since 1994.
Want to see how your business is showing up in local search right now? Click here to run a free listing report.
Call (866) 757 – 5100 or visit Smart Link Solutions today!