Tags: Local SEO
What is the difference between Local SEO and Organic SEO?
In 2015, Google CMO reported to HubSpot at the Inbound Conference in Boston, Massachusetts, that 78% of clicks are by way of Local SEO.
In this case, the reference was made in conjunction to the Local 3-Pack or Google Maps section of most search engine result pages. In this specific area, you'll have the following:
Local SEO is all about building listings and citations within a geographical location, utilizing relevancy signals, keywords, location and geographic tags, as well as longitude and latitude image tagging.
Local SEO also includes the usage of Google Maps, MapQuest, and other local mapping functions to help your business listings rank properly in your targeted geographic location for specific keyword search engine results.
Without getting overly complicated, the focus of Local SEO is to leverage the power of a geographic location, coupled with keywords to help your business, citations, and listings rank in specific and targeted areas.
Example: "Landscaping Minneapolis MN"
Let’s say you have a landscaping company in suburban Minneapolis MN. Trying to compete in Minneapolis Minnesota is going to be an expensive or endless uphill battle.
Instead, focus on specific suburban areas in the Minneapolis Metropolitan area that use search results to find their ideal landscaping provider. You can use the Google Adwords Keyword Planner to find out which cities are searching for landscaping. In a quick 8 minute search, I found that Richfield, Woodbury, Bloomington, Lakeville, and Hopkins are the 5 cities with the most searches for “(city) Landscaping” and “(city) Lawn Care.”
In this example, you see a couple of things.
First, I didn't include any of the pay-per-click ads in this search result, simply because those are paid advertisements and we are focused on the aspect of Local SEO versus Organic SEO.
You see one business in both of the search engine results page (SERP), that is "3 Bears Landscaping."
In the Local 3-Pack, you'll see the first result as "3 Bears Landscaping", they have optimized their Google My Business listing, which allows them to show up in the maps section.
Also, in the organic results, you'll see the first result from HomeAdvisor.com which provide reviews, articles, and directory listings from their platform.
If you see the very next result, "3 Bears Landscaping - Landscaping" which is an Organic SEO result. This is accomplished through focusing on meeting the demands of the Google Search Ranking Factors. The website isn't beautiful by any means, no offense to 3 Bears Landscaping, but they do meet the requirements of the Google Search Ranking Factors. That's what matters.
LOCAL SEO RANKING FACTORS
Using these quick and free research tools, you can create your very own LOCAL SEO strategy.
The next step is to use all of your local search tools, such as:
You can use a variety of other free resources to get your business listed to have your local business listing show up in your top search results.
OTHER TIPS and STRATEGIES
I use a free tool called, GEOIMGR, which allows you to geotag your images you upload to your website, and Google My Business listing.
In GEOIMGR, you can add your business address, which should be accurate through all of your directory resources as listed above, “Google My Business, Facebook, Yellow Pages, Bing, Merchant Circle, Manta, etc.”
The geotagged image will now represent localized search results based on your address of the image.
Let’s say someone in Richfield, Woodbury, Bloomington, Lakeville, or Hopkins searches for “Landscaping Minneapolis MN”, your listing will appear, so long as you included them in your Google My Business service area.
FYI - You can add specific areas you intend to serve, which can include those top 5 cities searching for “Landscaping Minneapolis MN” or Lawn Care Minneapolis MN.”
Congratulations, you just optimized your local listing for LOCAL SEO.
Obviously, you need your website, and local listings to include a lead capture or call to action which necessitates your visitors to take action and request a quote, or call for more information.
To learn more about how to how to develop growth-driven designs focused on converting visitors to leads and paying clients, visit our LEARNING CENTER.
Google Maps can be embedded into your website, or blog which flag search engines to initiative a relevance score associated with the specific geographic location. Let’s say you’re target is, again, Minneapolis Minnesota, with respect to those five (5) cities with the most searches for lawn care and landscaping. You can create a page on your website that is entitled, “Landscaping-Minneapolis-MN.html” and include all of the Google Rank Factors of the following:
That’s really it. Your page will now take time to index. In the interim, you can share that page url in Facebook, Instagram, LinkedIn, Pinterest, email campaigns, etc. The traffic from click-throughs will validate to Google that your page is of relevance and quality, providing it a “shout out” that Google should show this in the search results.
Organic SEO is a marketing strategies which revolves the development of a website. In 2017 and 2018, the majority of websites are developed in the form of a Niche Website.
A Niche Website is a website focused on a one specific topic. The specific topic can be anything from laptops to shoes, or SaaS to energy drinks and nutritional supplements. The goal is to find a niche that isn’t overpopulated on the web, and build high quality content search engines, again, find relevant and of quality.
Niche Websites focuses on flagging down the attention of search engines for purposes of relevant and quality content, whereas Local SEO is flagging down the attention of search engines for purposes of relevant and quality locations.
Citations and Links are search engine currency, the more backlinks and more citations you have focused on a niche website, the more relevance and authority your search engine results pages will provide.
Citations versus Links
Citations and Links are not the same, nor are they created equal.
Citations are simply the amount of directories you register within using the same information in the form of NAP, which is Name, Address, and Phone Number.
Links are built through the usage of authoritative websites which provide remarks and “shout outs” in regards to your business, products, services or solutions. This can include links from Guest Blogging, local news press release, or any other form of “shout out’ which offers a vote for your link to your website.
YouTube videos, blogs, articles, and other forms of “shout outs” from a reliable web source providing a link back to your website.
Keep in mind, the higher the traffic, engagement and authority of a website, the more powerful the link which redirects back to your website.
OTHER TIPS and STRATEGIES
Find a fellow entrepreneur with a similar business and highly valued blog, submit a guest blog post. Find sources by searching “Guest Writing” or use this list of 10 Guest Blog sources.
Guest Blogging Opportunities:
You can submit your guest blog posts to any of those sources relevant to your website content to generate an author bio link, and back link to your website.
Social Media Interviews and Podcast Guest Interviews
Another form of back link comes by way of utilizing social media. There are a lot of entrepreneurs, groups, and business pages with highly engaging members. These specific entrepreneurs, groups or business pages typically go LIVE on their page often and bring in special guests to speak on topics.
These topics should be relevant to their page, but you can create a backlink to your website, and garner the relevance and authority from those specific sources.
I hope this article has been helpful in helping you gain a clearer understanding between the differences of Local SEO, and Organic SEO. Both are of high value to your long-term sustainability and traffic of your digital assets, but also provide a great method to become an authority in the eyes of search engines alike.