Search engine optimization is a multi-faceted operation. There are a number of things to keep in mind as you go through the process, and there are a few angles you can take as you try to adjust the practice to your own website.
One of the main areas that people get caught up in is whether to use local vs organic SEO. Further, many of us have a hard time discerning the two ideas from one another.
We’re going to look at the difference between local and organic search engine optimization today, giving you some insight into what they are and how they operate. Hopefully, the ideas below can inform your SEO campaign and bring some success to your business.
What is Organic SEO?
Let’s start with the most common form of SEO.
Organic search engine optimization is the kind of optimization that depends on lasting website factors to push your website to the top of the search results. There’s a two-way relationship between your website and Google bots, and the result is a changing position in search rankings.
Organic SEO sits in opposition to paid advertisements, which send web pages and ads to top positions in the search results without too much time or effort. There are also curated forms of SEO that seek to rank for very specific audiences and keyword phrases.
Those forms of SEO have a lot of overlap with “organic” SEO, but they might not be exactly the same in all cases. When it comes to organic optimization, the idea is that you produce a quality site and well-optimized content, and the results will follow.
That approach falls in line with Google’s interests as well, considering that the algorithm aims to reward sites that provide the most quality to users.
Important Factors of Organic Optimization
If you’re looking to rank well, a few things have to be in place.
First, your website has to be structurally sound. Things have to load fast, all of the links have to work, and your website should be set up in a way that’s logical. “Site architecture” is a term used to denote the arrangement of the links in your site.
If you can imagine your website and all of its pages as a building, how easy would it be to get from one room to the next? Ideally, no user should be more than two clicks away from any page on your site at any time.
Your site should also be engaging for users. There’s an unexplainable quality that makes users enjoy and engage with a website, so it’s hard to say just what you need to do to improve that. At the same time, you can look at your web metrics and see where users are engaging and where they’re not.
Examine the parts of your site where users are spending the most time, then compare those spots to the problem areas and troubleshoot.
Further, your well-situated site should have solid content to promote. A content creation effort should produce information based on the keyword trends in your niche. When you find an ideal keyword, the goal is to produce content that includes that phrase naturally.
The ideas above loosely describe the approach to organic SEO. Note that there are numerous other factors to consider, and it takes a while to start seeing results. Results will come, though, and quality of content is the name of the game.
What Is Local SEO?
Instead of trying to acquire rankings in general, local SEO narrows down the approach to a specific area. When you do this, you get closer proximity to the users in your area who happen to be potential customers.
You also strip down the number of other websites that you’re competing with. You turn into a big fish in a little pond. Ideally, you’re only competing with the local businesses.
In many cases, the keyword phrases you should optimize for will include “near me” or “in Albuquerque,” for example. People looking for goods and services in a particular area tend to denote the area in the keyword search.
When those keywords start to trend, you should make note of it through your keyword research. Create content in response to those keywords and give your best shot at beating the competition.
It takes some time to increase rankings, though, because it takes a while to produce high domain authority. Domain authority is the weight that your site holds in the rankings.
Locally, you might notice that popular businesses hold the top spots even if they don’t put much time into optimization. This is because they have high domain authority as a result of all the traffic they’ve gotten over the years.
Important Factors to Consider
Local SEO is different from organic SEO in that the importance of different factors shifts. For one, the value of business reviews is very high.
You should try to accumulate as many Google business reviews as you can. Before you start incentivizing customers to give reviews, make sure that you claim your website on Google and populate it with all of the correct information.
You can get good SEO karma from reviews on sites like Yelp! as well.
You’ll also want to keep a close eye on your local keyword research. Because the pool of competition is smaller than normal, you have a lot of great opportunities to rise up in the rankings. Many small businesses don’t keep a close eye on keyword trends or optimization.
Win a number of small battles in the search rankings and you’ll find that you increase domain authority and start to inch upward in the most popular searches.
Want to Learn More About Local vs Organic SEO?
Hopefully, our look at organic SEO and local SEO was helpful to you. There’s a lot more to learn, though, and it’s important that you get a well-rounded idea of SEO before you start your campaign.
We’re here to help. Contact us for professional insight into search engine optimization.