Search engine optimization (SEO) is a major component of digital marketing since it generates significant traffic and revenue for a business, and local and organic SEO are two important tactics within SEO campaigns. Knowing the difference between them and what goes into their strategies can help increase your visibility online and bring you the leads you want.
With organic SEO, everything revolves around relevant and authoritative content. Organic content results are what Google deems as the best answers to whatever search query is input into the search engine.
Here is an example of organic search results for “how to ride a bike”:
The organic results are the sites listed under these videos with no “ad” box or location placed next to them. This is what sets apart organic search from local and paid search.
The key factor in organic search is relevance to the search query, not your location. In order to achieve this relevance and appear, you need to select specific keywords that you want to rank for. Once you establish your keywords, you can optimize the copy on your website to ensure that Google finds it relevant. Incorporate these keywords into landing page copy, metadata, headers, and even links.
Another factor that affects your organic search rankings is other websites linking to you on their pages. You want other reputable websites to link your site, showing Google that your content is worthwhile and trusted.
The Benefits of Organic Search
- You don’t need to pay for anything, since it’s all free and your own work
- It targets relevant traffic resulting in qualified leads
- You can outrank competitors so that users have a harder time finding their site and instead choose yours
- Organic SEO builds trust and credibility
- It can help you break into new markets with a variety of targeted keywords
Local SEO is all about increasing visibility online in your community and is based on geo-location. It helps businesses promote their products and services to local customers. The audience that this attracts is comprised of users who typically want to go to that local business and make their purchase. So instead of searching for “how to ride a bike” they would search “bike store near me.”
Local SEO is what pops up in this box. This is called the “local pack” of three business listings related to your location of the search query.
The SERPs for local SEO utilizes Google Maps developed from your Google My Business profile. It is in this platform that you incorporate your address, business hours, photos, business description, and customer reviews.
Ranking well locally depends on:
- Proximity – Your location in relation to the searcher
- Prominence – What other consumers say about your services
- Relevance – How relevant your services are to the search query
The Benefits of Local SEO
- It is highly targeted and timely
- It is free to claim your Google My Business listing
- Positive reviews in your GMB profile convinces more consumers to use your business
- Only 44% of businesses claim their GMB listing which increases your visibility to rank against local competitors