WavePoint Media
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August 22, 2024
Local SEO and Organic SEO are two highly distinct strategies and are subsections of the broader and more common field of Search Engine Optimization. Each of these have specific goals and tactics that can prove beneficial depending on your company's goals and SEO based KPIs. In this article, we will discuss the main differences between these two strategies and the direct impact they will have on your businesses' overall strategy.
Imagine someone in your area is looking for the exact services or products your business offers. If you're not showing up in their search results, you're invisible to them. Local SEO is designed to improve your visibility by optimizing for local search queries with a focus on location-based key phrases such as "Web Design Agency in Burnaby". Naturally, this targets a specific geographic area and tailors content towards local customers, prospects, and visitors.
By optimizing your website and online profiles for local search terms, you increase the chances of appearing in the coveted “Local Pack” on Google, where nearly half of all clicks on search results happen. The local pack or Google 3-Pack is the initial 3 results on display at the top of Google's SERPs (Search Engine Results Pages). The purpose from Google's perspective is to visually and strategically provide firms that best follow that specific search query and accompany that query with an embedded map.
Local SEO goes beyond just ranking in Google. It helps you connect with potential customers through Google My Business, online directories, and even social media platforms. The more visible you are in these spaces, the more likely you are to attract customers who are ready to buy.
Below is an image for the search "Best Pizza in Burnaby" to get a clearer picture of how the local pack appears in SERPs.
Local SEO is designed to help businesses appear prominently in search results when users search for local services or products. This is especially important for small to medium-sized businesses that depend on local customers for growth and sustainability. The most notable feature of Local SEO is the Google 3-pack—the top three business listings that appear in search results along with a map. Businesses that rank in this highly visible spot are more likely to get clicks and foot traffic. For instance, if someone searches for "best coffee in Salt Lake City," they will see three prominent business listings, which often include reviews, hours of operation, and distance from the searcher.
With Local SEO, your business has a better chance of appearing in this prime real estate, increasing your visibility significantly. This increased visibility is crucial, as research shows that the majority of clicks go to businesses that appear in the top positions. By optimizing for Local SEO, you're ensuring your business is seen by the people most likely to convert into paying customers.
One of the key benefits of Local SEO is that it drives highly targeted, qualified traffic to your business. Since Local SEO focuses on geographic-specific searches, it targets customers who are already looking for services or products in your area. These searchers typically have a strong intent to take action—whether that’s visiting your physical location, making a phone call, or booking an appointment.
For example, someone searching for "plumber near me" likely needs a plumber immediately. By optimizing your business to show up in local search results for queries like these, you’re attracting people who are ready to take action. This targeted approach not only increases traffic to your website or store but also ensures that the traffic is highly relevant, which means higher conversion rates. Compared to more general forms of SEO, Local SEO focuses on connecting businesses with consumers who are most likely to convert into customers.
Local SEO doesn’t just improve visibility and drive traffic—it also enhances your business’s trust and credibility. A key component of Local SEO is managing your Google Business Profile (GBP), which appears in local search results and is an essential touchpoint for potential customers. By keeping your GBP updated with accurate information such as operating hours, contact details, photos, and services offered, you’re creating a trustworthy and professional image.
Moreover, Local SEO encourages businesses to collect and manage customer reviews. Reviews are one of the most influential factors in local search rankings and customer decision-making. A high volume of positive reviews signals to both Google and potential customers that your business is reputable and delivers quality services. This helps build a positive online reputation and instills confidence in prospective customers before they even visit your website or store. In fact, many people rely on reviews as a form of social proof, and a well-optimized Local SEO strategy that incorporates review management can significantly boost your business's credibility.
In summary, Local SEO allows businesses to be seen by local customers, attract more relevant traffic, and build a reputation of trustworthiness and reliability—key components for growing any local business.
Explore further insights into the benefits of SEO and how you can maximize your value to clients in our comprehensive guide: Must-Know SEO Trends for 2024
Now you know the power of Local SEO and the Google 3-Pack, but how can you gain such a prominent position with your business? Let's explore some tactics and jump into the details:
Optimizing your Google Business Profile (GBP) is one of the most impactful actions you can take for Local SEO. To ensure your business ranks well and is easily discoverable in local searches, your GBP must be fully optimized with the following:
Local citations are online mentions of your business on websites like directories, review sites, and social platforms. They signal to search engines that your business is legitimate and located in a specific area. Strong citations help reinforce your presence in local searches:
Customer reviews play a pivotal role in building trust and improving your local search rankings. A well-executed review management strategy can boost both your credibility and visibility in local searches:
Creating locally relevant content and using schema markup can significantly enhance your local SEO efforts by making your business more relevant to local queries and helping search engines understand your business better:
These are just some tips that provide a general strategy to aim for the coveted local pack. Implementing these strategies does not guarantee this feat, though it does significantly improve both the probability of such and will certainly benefit your local ranking.
Organic SEO is the idea of increasing website traffic for unpaid search results, hence "organic". Essentially, it is a natural way of increasing your search rank without relying on paid advertisements. By focusing on enhancing the quality and relevance of your content, improving site structure, and building authoritative backlinks, organic SEO helps your site attract valuable traffic over time. The goal is to increase visibility for a wide range of non-location-specific search queries, making it easier for potential customers to discover your business when searching for the products or services you offer.
Below is an image showcasing the difference between paid vs organic spots on SERPs and how to quickly differentiate the two:
Organic SEO allows your business to be seen by a larger, more diverse audience. Unlike Local SEO, which focuses on region-specific searches, Organic SEO targets broader, more general search phrases. This means you can attract users who are searching for industry-relevant topics, regardless of where they are. For example, a fitness company could target phrases like “best home workouts” or “how to build muscle,” which are not tied to a specific location.
With Organic SEO, your business has the opportunity to appear in front of a global audience, capturing traffic from users who may not be actively looking for local services but are interested in your offerings. This increased visibility across search engines helps to establish your brand’s presence in your industry and creates more opportunities for attracting new customers.
One of the greatest strengths of Organic SEO lies in its ability to attract visitors with specific needs or questions. By creating in-depth, informative content that aligns with what users are searching for, you can attract high-intent traffic—visitors who are genuinely interested in learning more about your products or services. This is where strategic keyword research and content development come into play.
For example, a company specializing in eco-friendly products might create blog posts or guides around topics like “sustainable living tips” or “best zero-waste products.” When users search for these phrases, they are directed to your site, where you’re able to provide them with the valuable information they’re seeking. This type of content not only helps drive traffic but also positions your brand as an authority in your field, increasing trust and engagement with your audience.
Unlike paid advertising, which stops bringing in traffic as soon as you stop paying, Organic SEO delivers long-term results. By steadily building your website’s authority through content, backlinks, and proper site structure, you establish a strong foundation that continues to attract visitors over time. Search engines recognize authoritative sites that consistently provide valuable content, leading to sustained higher rankings.
The more quality content you create, the more opportunities you have to be featured for different search terms. Over time, this consistent effort helps to elevate your brand’s reputation, making it more recognizable and credible to users and search engines alike. Organic SEO’s long-term approach ensures that your investment pays off not just today, but well into the future.
To capitalize on the benefits of Organic SEO, it’s essential to focus on core tactics that elevate your site’s performance and relevance to search engines:
Keyword research forms the foundation of any successful organic SEO strategy. The goal is to identify high-value, non-location-based keywords that your target audience frequently searches for. Start by understanding your audience’s intent—are they looking for information, a specific product, or trying to solve a problem? Tools like Google Keyword Planner, SEMrush, or Ahrefs can help uncover relevant keywords with substantial search volume and moderate competition. However, the focus shouldn’t just be on short, popular keywords. Long-tail keywords (e.g., “how to boost website speed for e-commerce”) often attract more qualified traffic since they reflect more specific user intent. By carefully selecting keywords that align with what your audience is searching for, you ensure your content is seen by those most likely to engage with your brand.
Evergreen content refers to material that remains relevant over a long period of time, continually attracting visitors to your site. This could include in-depth guides, how-to articles, tutorials, and industry insights. Creating such content means focusing on topics that consistently matter to your audience, like solving common problems or offering actionable tips. To make it high-quality, ensure that your content is well-researched, authoritative, and informative. Use credible sources, statistics, and expert opinions to back up your claims. In addition, the content should be optimized for your chosen keywords without overstuffing, and include clear structure with headings, bullet points, and engaging visuals to improve readability. By consistently delivering valuable content that educates or entertains your audience, you enhance your site's authority and increase the likelihood of gaining higher rankings over time.
On-page SEO involves optimizing the elements on your website that are directly under your control to improve your search engine rankings. This includes fine-tuning title tags, meta descriptions, headers, and URL structures. Title tags should be concise yet descriptive, incorporating the primary keyword and reflecting the page’s content to entice clicks from the SERPs. Meta descriptions, while not a ranking factor, play a significant role in click-through rates—craft compelling descriptions that include keywords and encourage users to visit your page. Headers (H1, H2, H3) not only improve the readability of your content but also help search engines understand the hierarchy and structure of your page. Additionally, SEO-friendly URLs should be short, descriptive, and include relevant keywords. These elements, when optimized properly, improve both the user experience and the ease with which search engines index and rank your pages.
Backlinks remain one of the most important ranking signals in organic SEO. They act as endorsements from other websites, telling search engines that your content is valuable and trustworthy. However, not all backlinks are created equal. The quality of the backlink is much more important than the quantity—links from authoritative and reputable websites within your industry hold far more weight than numerous low-quality links. To build these backlinks, focus on creating shareable, link-worthy content like original research, infographics, case studies, or expert interviews. Additionally, engage in outreach efforts, such as guest posting on high-authority blogs, collaborating with influencers, or earning mentions in industry publications. A strong backlink profile signals to search engines that your site is a credible resource, boosting your organic rankings.
The technical performance of your site has a direct impact on organic rankings. Site speed, mobile-friendliness, and overall usability are all factors that search engines consider when determining your rank in the SERPs. Slow-loading pages can lead to higher bounce rates, meaning users leave before engaging with your content. Google’s algorithm prioritizes websites that offer a seamless user experience, which includes fast load times, responsive design, and minimal downtime. To improve performance, consider optimizing images, leveraging browser caching, and minimizing JavaScript and CSS files. Mobile optimization is critical—ensure your website is responsive and provides a smooth experience across devices, as Google uses mobile-first indexing. A technically sound site not only improves rankings but also keeps visitors on your page longer, increasing the likelihood of conversions.
While both Local SEO and Organic SEO aim to increase your website’s visibility and drive traffic, they target different types of audiences and employ distinct strategies. Here's a breakdown of the key differences:
Local SEO: Primarily targets search queries with geographic intent. It’s ideal for businesses with a physical presence looking to attract customers in a specific location (e.g., "plumber in Burnaby"). Local SEO prioritizes ranking in the Google 3-Pack, maps, and localized search results, helping businesses reach users who are looking for nearby services.
Organic SEO: Focuses on broader, non-location-based searches. The goal is to rank higher in general SERPs for relevant keywords that aren’t tied to a specific location (e.g., “best workout tips” or “how to improve website speed”). This is better suited for businesses aiming to reach a national or global audience.
Local SEO: Targets users who are searching for services or products in a particular geographic area. It’s perfect for businesses that depend on foot traffic or serve a local community, such as restaurants, doctors, or service-based businesses.
Organic SEO: Aims to capture a wider range of users who are searching for information, services, or products online without regard to location. It’s beneficial for e-commerce stores, digital services, or content-driven websites that want to reach a diverse, global audience.
Local SEO: Relies heavily on localized signals such as proximity, Google Business Profile optimization, local citations, and reviews. Factors like the consistency of your Name, Address, and Phone Number (NAP) across listings and the volume of positive reviews play a significant role in ranking well in local searches.
Organic SEO: Relies on content quality, keyword optimization, backlinks, and technical SEO. It emphasizes the overall authority of your website, with factors like backlinks from authoritative sources, keyword-rich content, and a well-structured site playing a critical role in rankings.
Local SEO: Places a strong emphasis on optimizing your Google Business Profile (formerly Google My Business), along with gathering positive local reviews and managing listings across various local directories. The focus is on ensuring your business is prominent in local searches, including map packs.
Organic SEO: Concentrates more on your website’s content and structure, ensuring that it ranks well for a wide array of queries. Website optimization involves improving on-page SEO, enhancing user experience, and building backlinks to strengthen your site’s authority in search engines.
Local SEO: Often drives immediate, high-intent actions, such as phone calls, store visits, or direct inquiries from local customers who are ready to make a purchase or book a service.
Organic SEO: Typically nurtures a longer customer journey, with users researching products, services, or information before converting. It’s about building brand recognition and authority over time, resulting in broader engagement, inquiries, or eventual purchases.
When deciding whether to focus on Local SEO, Organic SEO, or a combination of both, businesses should consider their target audience and goals. Local SEO is best for businesses that rely on attracting nearby customers, such as retail stores, restaurants, or service providers with a specific geographic presence. In contrast, Organic SEO is more suitable for businesses seeking to expand their online reach on a broader scale, such as e-commerce stores, online service providers, or content-driven websites. Ultimately, businesses with both physical and digital offerings may benefit from a balanced approach, leveraging Local SEO to capture local customers while using Organic SEO to build long-term visibility and authority on a national or global level. Tailoring your strategy to align with your audience’s search behaviour will maximize the impact of your SEO efforts.