Which Type of SEO Do You Actually Need? Part 1

You may currently be in the process of looking for some SEO work to help with your online marketing strategy, but have no idea which type you need. This guide will help you to determine which one best suits your business, and in time, help your business become more visible online. We have also created a buyers guide to SEO packages in another post if you are interested in learning more. 

The world of SEO is a very complex one and deciding which type you need can be even harder. The following breakdown will help give you a clearer insight into the different types.

 

Local SEO

Local SEO is mainly used by businesses who are looking to attract more customers in a specific location, for example, a locksmith, plumber, or a florist. With this type of SEO, it’s all about geo-targeting and being visible in search engines at the exact moment a person is looking for that type of business.

Local search triggers localised results, also known as the ‘map pack’ on Google, to show searchers which business is closer to the location they’re in, but, of course, they’re also listed in organic as well.

Below is an example of the localised results (map pack):

which-type-of-seo-do-you-actually-need

As you can see, these are the results that were generated when I searched for ‘locksmith Sutton Coldfield’. Google is able to identify the location I am in and present results that it thinks are the nearest. From these results, you can see how competitive it can be for companies who want to rank locally because there are only 3 places that show up initially on the search results. Of course, there are more listed, but the majority of searchers expect a result straight away rather than trawling through a long list of pages.

If you require this type of SEO, it’s important to claim a Google My Business Page and ensure your business details are consistent across things such as directory listings. This is because Google sees these as a ‘signal’ when it takes into account which business should rank for that location.

 

National SEO

The opposite of local SEO, national SEO campaigns are broader, bigger, and focus on the brand. They’re less location and service-based and competition is on a much larger scale. For example, a large high street retailer could implement an SEO strategy to drive more traffic to their website to increase their online sales and acquire new customers, but competition comes in the form of other retailers and even online-only stores. Whereas local is quite niche, national isn’t, and will likely target key terms that are broader, and may also have more of an in-depth strategy.

 

On-Page

On-page SEO is the practice of making your website pages search engine friendly in order for them to rank. The most important on-page factor is the page title because it’s an accurate description of what your business does. Optimising these is essential to achieve higher rankings as you typically need to include the keyword in them.

It’s also a good idea to optimise meta descriptions to tell the search engine what the page is about, your H1 and H2 tags (this is HTML code that makes certain words stand out on a page in the header), your web page copy (does it include your keywords?), and things like site speed and readability for a good user experience (after all, searchers can become very frustrated from a slow-loading website).

 

Off-Page

Off-page is the practice of externally improving your site’s ranking. This would include link building and making sure you’re generating inbound links from genuine and authoritative websites. Social media is also another off-site factor because this can be a positive signal to a search engine that your business exists, so make sure you’ve got your social media profiles set up.

Another off-page factor to help with ranking is writing blogs and articles because if these get shared by an audience, it becomes an opportunity to link back to your website. It’s also worth getting customers to leave reviews for your business, as, from a user point of view, this can be very useful to other people, and can help you stay ahead of your competitors.

I hope that the first part of this article has helped you understand the different types of SEO and how they can help improve your ranking. Be sure to check out part 2, which will be uncovering SEO practices such as informational search, international, multi-language, and penalty recovery. Alternatively, get in touch with us to see how we can enlighten you with some of our SEO tips.

Ryan Scollon
ryan@bowlerhat.co.uk

Ryan is our SEO & PPC Consultant. He’s a team leader and wants to lead the team to greatness, but will more likely have to settle for slightly-above-average-ness. He’s a Google Partner, which means he understands Google more than he even knows himself. Ryan also has his own SEO & Marketing blog, free to check it out.

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