Search engine optimization (SEO) is a key element of digital marketing that helps to ensure your company’s website reaches your target audience. There are many different SEO strategies available to marketers and businesses, but two of the most common are organic SEO and local SEO.
Let’s take a closer look at the difference between organic and local SEO and how they can help you increase your visibility online.
Organic SEO vs. Local SEO: Strategy
Local SEO is centered around generating relevant search results based on a specific geographical location. This strategy is especially important for businesses with a brick-and-mortar storefront, or those that offer services within a particular region. All local SEO efforts are tied to a geographical anchor and are aimed at bringing people to your physical location. Common local optimization tools include geo-focused keywords, Google Business listings, customer reviews, and more.
Organic SEO, on the other hand, is a strategy used to improve the visibility of your website in an attempt to drive more traffic to it. The majority of this traffic comes from search engines like Bing or Google. Therefore, organic SEO works to improve your website’s ranking on search engine results pages (SERPs), aiming for placement at the top of the first page. To do this, SEO strategists rely heavily on keywords – namely niche, long-tail opportunities. Without the geographical limitations inherent with local SEO, organic SEO allows you to draw potential customers to your content from anywhere in the world.
That being said, both strategies are critical in ensuring your business is reaching its target audience. It’s wise to use all available elements of digital marketing to accomplish the long-term goal of staying relevant and visible to your potential customers. These can all be fine-tuned to fit the unique characteristics of your business and its clientele.
Organic SEO vs. Local SEO: Execution
In terms of execution, local and organic SEO can have several overlapping components. For example, both strategies require well-researched keywords that should be incorporated into high-quality content. And while organic SEO execution comes from implementing relevant tag work and content, local SEO takes this a step further by tying these elements into Google Business listings.
To see success with a local SEO campaign, your business’s information must remain up to date at all times. Outdated and inaccurate information decreases your reliability and makes it much harder for potential customers to get in contact with you. Local SEO strategies also rely on and encourage customer reviews, as businesses with a large number of positive reviews typically appear higher on SERPs.
In addition to traditional searches, many individuals are utilizing virtual assistants (like Siri and Amazon’s Alexa) to get information. Therefore, it’s important to keep voice search strategies in mind for both local and organic SEO. Consider queries such as “grocery stores near me” for local campaigns, and questions like “what is organic SEO vs. PPC?” for organic strategies.
All Elements of SEO are Ongoing
All of your SEO efforts – regardless of whether they’re local or organic – must be ongoing. There is no “all done” moment with digital marketing, simply because things are always changing. With local SEO in particular, you’ll want to remain aware of any new locations, moves, and store openings. That way, you can ensure that all phone numbers, addresses, and even local schema markup can be adjusted accordingly.
Increase Your Online Visibility with Help from a Team of SEO Experts
Whether you run a brick-and-mortar storefront or an eCommerce site, the Zero Gravity Marketing team can help you develop an effective SEO strategy. For more information about our local and organic SEO services, contact us today!