The Difference Between Organic SEO and Local Search
It’s easy to confuse organic SEO and local search. This confusion is understandable. However, differentiating between the two can lead to powerful results for your small business. Organic SEO and local search can help you get better exposure and traction locally, nationally, and globally.
So what’s the difference between these two online marketing techniques? Which one is best for your business? Which of them is sure to get you the better results? Is it best to adopt both techniques? Let me help you answer these questions.
Organic SEO is the standard online marketing practice that aims to get your website raked on search engines for your relevant keywords. This may or may not have a local element, but is not usually tied to a brick and motor business.
Organic SEO is therefore more common among individuals, small, medium, and large businesses that aren’t encumbered by their location. They want their websites to rank for more generic or global terms. Some examples of keywords used in organic SEO campaigns are “weight loss”, gardening tips”, “solar panels installation guide”, “martial arts training” and so on. As you can see, none of these keywords are location specific.
Organic search volume is not something you should take lightly. For instance, there were approximately 6 billion searches per day on Google alone in 2013. That’s a total of roughly 2.2 trillion searches for the entire year.
Local search marketing has online and local components. All local search campaigns are built with the geographical location of the business in mind. Each listing has “indicators” that clearly show that the business is relevant for its targeted keywords and location.
For instance, a local SEO campaign will aim at keywords such as “Vancouver plumber”, “cosmetic dentists in Ottawa”, “Victoria chiropractors”, “personal injury attorneys in British Columbia”, “flower shops in Toronto” and so on. There are always city, province, or county components. For local search, the keywords are very specific to a location unlike organic SEO.
Local search may be equally as important at organic SEO for your small business. According to the Multiscreen World Study, about 60% of consumers expect a business to be within walking distance of their location. Further, about 20% of the 6 billion searches a day on Google are local searches. So any local business that isn’t taking advantage of the local listings on Google is doing itself a huge disfavour.
Which of These Powerful Online Marketing Methods is Best For Your Local Business?
Businesses that employ an organic SEO campaign aim to rank on search engines specifically for trusted content. Businesses that employ a local search campaign aim to rank on search engines for specific locations tied to that business.
However, choosing the right strategy will depend on the nature of your business. Each marketing technique has its merits. When organic SEO and local search are combined together they can deliver truly powerful results. For instance, if you own a law firm that has branches in cities outside of your main headquarters, you will want to rank in those cities and also all around the country.
In this scenario we would recommend a combination of both local search and organic SEO. This would make for a very lethal “ranking weapon” because you’ll be targeting keywords both at the home front and on a national scale.
The only situation in which you’ll need only local search is when your business doesn’t have any clientele, prospects, or business coming from outside of your immediate area.
If you would like more clarifications or wish to discuss the processes and strategies involved with organic SEO and local search, feel free to give us a call and find out how we can help your business get the exposure it deserves. We’re more than happy to assist you.