A list of the most significant differences in between Local SEO and Global SEO. Aimed to give a quick insight in Local SEO and with the extra requirements per difference with each of them.
Less Competition then a global market
A plumber in London does not have to worry about the SEO strategy of a Plumber in Manchester. That said, the first page of Google quite often has an extra competitor the 7 Google+ listings and with over 3,000 plumbers in London the competition is still fierce. If you have listed your business on the old Google Places, then it is automatically in the new Google+ Local listings. Although your business might not be in the top 7 for a search for “Plumber London”, your listing probably already helps you to get clients that are searching close to your location. So having an optimised Google+ page should give you some business even without being in the top at the moment. Your Local SEO consultant should focus on optimising the Google+ page and adding your business to the right directory listings. The more you show on Google+ that your business is the authority for your market the more you will appear in the top 7 results.
Local also means a smaller market
The definition of Local depends on your type of business. A hairdresser in Isle of Dogs has no competition with a Hair salon in Westminster where a Roofer in South London might still have some competition with a Roofer in North London. Knowing what your target market is using as a search query is vital to your SEO strategy. Local Keyword research is far more complex than normal Keyword research as searches are not only spread throughout North, South, East and West but also spread out over the London Boroughs and Wards. This is where a local Local SEO expert comes in handy.
It is not about backlinks any more
SEO used to be about backlinks, the links from other websites to your website. Luckily it no longer is. The search engines understood that authority for a local business can not directly be measured in links. They also figured out that if a website receives 5,000 backlinks, all in one month, for a keyword that only get 110 exact searches per month that someone is trying to game the system. With local search optimisation, the SEO’er needs to be careful with building backlinks.
Good business with a good website
Good website design with visitor conversion in mind is paramount in all things SEO. For Local businesses, it might be more difficult to supply enough relevant content for a website to keep visitors engaged and to convert them quickly. A Blog can cure this as it helps to put more content on a site and that way feed a site with relevant and valuable information. Good content is a vital step in both forms of Search Engine Optimisation.
Location, Location, Local
Local SEO becomes more cumbersome when a business is serving multiple cities. Now it is crucial to optimise a full website for all desired locations. Compared to Global SEO, where location of search is less critical, Local search is highly reliant on a placing in Google+ Local and the location in the search query.
A strong reputation sells
Thanks to Google+ Local a business reputation is visible to all future customers. This is also the reason people prefer to go after a business listed in the top 7 especially when they show a outstanding reputation. Having one extra star in your reputation has shown to lead to 8-10% more business. Local SEO is for a big part reputation marketing something a Global SEO’er would not be experienced with reputation management let alone reputation marketing.
Targeted PPC is easy
Although PPC is not part of SEO, it does deserve a place here. One of the nicest options in Local Pay Per Click is the option to select a radius or town where the ads can be displayed. This feature makes Pay Per Click an affordable first step into search marketing. Resulting with a flood of businesses experimenting with AdWords, which in turn drives up the cost per click. Making SEO a more stable and wise investment.