Header block
UPDATE
add Row
add block
Block 3
Row 1
4 Minutes Read

Local VS National SEO… Which Is Right For My Business?  

SEO comes down to more than just keywords about your products and services. Location is a huge part of creating an SEO strategy. How can someone find your new cafe if Google doesn’t know where you’re located? Or if you’re an e-commerce store, how will Google know you ship worldwide? 

In a way, SEO is communicating with Google. It’s telling Google, “Hey, we sell coffee in downtown New Orleans.” So they can send people who search for coffee in New Orleans to your store. Or telling them, “We sell jewelry, and we ship it worldwide.” Now Google knows they can send anyone searching for jewelry to you.  

This all comes down to knowing whether a local or national SEO strategy is best for you. 

Similarities between Local & National SEO  

Local and national SEO do have some similarities. They both use keywords to make your business show up higher in Google’s search results. They both optimize your web content, blogs, and other copy. Their key difference is this: location. Does your business have a local location or national exposure? The answer to this will determine which is the best option for you. 

Local SEO 

Local SEO is telling Google you have a location people should go to. If you have a floral shop in Dallas, you may be using keywords surrounding weddings or proms to draw customers. But will someone find you when they ask Google to show them floral shops in Dallas?  

This is the purpose of local SEO. You’ll need to optimize your keywords to focus on the name of the city your store is in. Or focus on the side of town you are in. Below are a few examples of searches a consumer might type into Google where a local SEO strategy should be used. 

Local SEO Search Examples 

Cafe near me 

Best mattress store in Albany 

Seafood restaurant in Miami 

Local SEO is best for you if you have a brick-and-mortar location. You want Google to know where your gourmet chocolate cheesecake shop is located so they can share this with the person searching for cheesecake 2 miles away. In this case, having Google my business set up is a must. Other best practices for local SEO include adding your location to the copy of your website and every piece of content you post. 

National SEO 

By setting your website up for National Audience, you’re telling Google that just targeting local traffic isn’t your focus, or you don’t have a “brick-and-mortar” location you want customers showing up to.  For instance, if you sell custom LED T-Shirts out of a warehouse but it doesn’t have a storefront for customers Google can index your website to users across the nation or entire world depending on how you choose to optimize your website.  

This strategy is much different than local SEO. You are not reaching just people with 10 miles of your shop; you can reach anyone in the world searching for what you offer. That’s exciting but remember you’re also competing with every other business in the world offering similar services and products. Your strategy will be to find ways to stand out. Below are some examples of searches where a national SEO strategy should be used. 

National SEO Search Examples 

Affordable prom dresses 

Alpaca wool blankets 

Shirt stays for men 

National SEO is best for you if you sell products or services that are either completely online or can be shipped to consumers. You want Google to know your homemade jewelry can be shipped around the world. National SEO strategies often have more moving parts than local SEO, since you have more competition and are not restricted by location. 

If you’re using national SEO, you need to know who you are and who your target audience is, utilize long-tail keywords, and create valuable content to come out above the competition. 

What Strategy is Best for You? 

Now that you’ve seen an overview of both, how do you know which SEO strategy is for you? It’s important to ask yourself questions about location. Do you have a physical location you want people to come shop at? Or can anyone in the country or world buy from you online? 

Choose a local SEO strategy if… 

You have a brick-and-mortar store 

You have multiple physical locations (you will need to optimize each location) 

People shop with you in person at your store 

Choose a national SEO strategy if… 

You sell digital services or products 

You don't have a physical location people can shop at 

You’re an e-commerce store 

Implementing Your SEO Strategy 

A successful SEO strategy takes time. You won’t see results the morning after you update your website’s keywords. Remember, Google is an algorithm, and algorithms take time to update, learn and adapt.  

This makes getting your strategy right the first time even more important. You don’t want to get a few months down the road only to realize you chose the wrong strategy. You’ll have to spend time and money to adjust again and spend more time waiting for the results. 

Once you know which strategy is right for you, stick with it. You need to tell Google where you are located or that you lack a location. But whatever content you’re creating also needs to have these locational keywords included. 

Get Help with Your SEO Strategy 

Showing up in searches is more than just your product keywords. It’s about location. Your local or national SEO strategy communicates your location with Google. Stand out to local customers by letting Google know you’re right around the corner. Or expand your reach by telling Google you can ship to that person across the country who is shopping online right now. 

Want to know more about how SEO services can help your business generate more leads? Connect with us today! 

 

Online Marketing

21 Views

0 Comments

Write A Comment

*
*
Related Posts All Posts
06.05.2022

How to Deal with Negative Comments on Social Media Like a Pro

Social media has undoubtedly become a powerful communication and marketing tool. Not only does it allow businesses to connect with their customers on a more personal level, but it also gives customers a voice to share their thoughts and experiences about a company or product.  While this two-way communication channel is beneficial for businesses, it can also be challenging. Negative comments are bound to happen, and when they do, you should handle them in a way that won’t damage your brand or reputation. Let’s discuss how to deal with negative comments on social media like a pro. Make Sure You Respond Although dealing with negative comments can be difficult, it’s important to remember that ignoring them is not an option. When customers take the time to reach out to you with a complaint or concern, they expect (and deserve) a response. Not only will a reply show the customer that you care about their experience, but it also shows others that you’re willing to listen to feedback and address any issues. Of course, it’s not always possible to respond to every negative comment. But if a comment is public and could potentially damage your reputation, take the time to craft a thoughtful response. Handle Issues Promptly In addition to responding to negative comments, quickly take care of the issue that caused the comment in the first place. This may involve refunding their purchase, exchanging an item, or simply apologizing for any inconvenience they may have experienced. Whatever the matter may be, it’s important to take care of it promptly and efficiently. Customers appreciate it when companies own up to their mistakes and try to correct them. If you take too long, customers may think you don’t care about their issue or that you’re sweeping it under the rug. Delaying will only damage your reputation further, so it’s crucial to nip the problem in the bud as soon as possible. Be Professional Although it may be tempting to lash out, remember that what you say can be used against you. Therefore, always err on the side of caution and keep your responses professional. This doesn’t mean that you can’t defend yourself or your business – but you should do so in a respectful way that doesn’t make the situation worse. Try saying things like: “We’re sorry to hear that you had a negative experience. We appreciate your feedback and would like to make this right with you.” “Thank you for bringing this to our attention. We take these issues seriously and would like to look into this further. Please DM us your contact information and order number so we can investigate.” Taking the Conversation Offline In some cases, it may be best to take the conversation offline. This is usually the case when a customer is angry or upset or if the situation could escalate if only addressed publicly.  When you take the conversation offline, you’ll have a chance to diffuse the situation without worrying about making it worse. You can reply to the comment publicly and let the customer know that you’d like to discuss their concerns further in a private message or over the phone.  This shows that you’re willing to listen and help resolve the issue in a way that is considerate of their privacy. Address the Issue Directly When responding to a negative comment, address the issue directly. A straightforward response shows the customer (and anyone else reading) that you take their concerns seriously and are willing to resolve the problem. For example, if a customer is unhappy with your product, you might say something like: “Thank you for your feedback. We’re sorry to hear that you’re disappointed with our product. Can you please provide more information about what you didn’t like? We’d like to pass your feedback along to our team and see if there’s anything we can do to improve the product.” This response shows that you care about the customer’s experience and want to help resolve the issue. It also gives you an opportunity to learn more about what the customer didn’t like so that you can make improvements in the future. Don’t Be Afraid to Apologize  In some cases, the best way to deal with a negative comment is to simply apologize. An apology shows the customer that you understand their frustration and want to make things right. Of course, you shouldn’t apologize for something that wasn’t your fault. But if there was a mistake on your part, or if the customer had a valid complaint, an apology would go a long way in diffusing the situation. Some people just want to feel like they’re heard and that their concerns are taken seriously. In these cases, a simple apology may be enough to resolve the issue. Use Positive Language It’s essential to use positive language when responding to negative comments. However, this doesn’t mean that you should ignore the problem or act like everything is fine. Instead, focus on finding a resolution rather than dwelling on the negative. For example, instead of saying, “We’re sorry that you had a bad experience,” you could say, “Thank you for bringing this to our attention. We want to do everything we can to ensure your next experience is better.” This response shows that you’re committed to resolving the issue while also setting a positive tone for the rest of the conversation. Don’t Scrub Your Social Media Page of Negative Comments While it’s tempting to delete negative comments or hide them from your feed, this is usually a bad idea. Not only does it make you look deceitful, but it also makes it seem like you don’t care about your customers’ concerns. It’s okay to delete comments that are abusive or that don’t add anything to the conversation. But in most cases, it’s best to leave the comment up and respond directly. These comments show that you’re willing to listen to feedback, even if it’s negative. Use Negative Comments to Improve Your Business Finally, it’s important to remember that negative comments can actually be a good thing. They provide you with an opportunity to improve your products or services and show your customers that you care about their experience. As a business owner, you should always look for ways to improve. So, if you’re getting a lot of negative feedback about a certain aspect of your business, use it as a chance to make positive changes.  So next time you get a negative comment on social media, don’t panic. Instead, just follow these tips, and you’ll be able to handle it like a pro.
06.05.2022

How to Drive Traffic & Sales with Short Videos 

Are you looking to increase how much traffic your business is getting online?" You’ve come to the right place. People are constantly on the move, and in today’s world people no longer want to sit through long videos that take up their time. Instead, they prefer short form “bite size” content that is easy to consume on-the-go and doesn’t require too much focus. If you’re a business looking to boost sales and get more people clicking on your site, it’s time to ditch the long videos that just aren’t working and give short-form content a go! Whether it’s 6 seconds or 3 minutes, changing the way you create video content will give your business the results it’s been looking for. Firstly, What is Short Video Content? Most commonly defined as anything under 60 seconds (with some platforms now taking that up to 3 minutes). Short videos are the new marketing go-to. Having surged in popularity after the success of the short-form content platform TikTok, as well as Instagram’s Reel feature, short videos have become commonplace in society. Each video is fast-paced and packed full of excitement, emotion and easy engagement which is why this type of content is still on the rise and showing no signs of slowing down. The more we get done in a day the more accomplished and satisfied we feel. So, being able to consume multiple videos in the time it takes to consume one is a great way to keep people moving whilst also getting the information you want as a business across. And the best bit is, short form content isn’t targeted to one type of business area. Anything can be enhanced with a short video. From brand promotion to product showcasing or even offer announcing, short videos grab, hook and convert. But why is short video content better than traditional long-form content? Have you ever been on a website and seen a blog post you want to read? The chances are, even if you’re intrigued by the content topic, you won’t finish reading the entire article. Whether this is because of time constraints or just a lack of focus, consumers need MORE than lengthy paragraphs to grab their attention and successfully keep it. That’s where visual content comes in, giving the prospective buyer or client a clearer idea without having to try too hard to keep their focus. However, long-form video content just doesn’t cut it anymore. Why? Because there’s no immediacy. People want immediate interest, immediate value, and immediate results. And to do this, you’ve got to be prepared to make the switch to keeping it short. Now that you know exactly what short-form content is and why it’s such a successful strategy, it’s time to get into how you can utilise it to increase site traffic. How Can Your Business Drive Traffic and Sales with Short Video? #1 Add Short Video Testimonials to Your Website This marketing strategy is one we CAN’T stress enough!  Did you know 93% of customers read online views before buying a product? Yes, you heard us right, a whopping 93% of people rely on the feedback of customers to make their own purchasing decisions. So, mix testimonial with short-form video content and you’re onto a winner. Having this on your website will provide users with a sense of comfort as they are already familiar with short-form content on their social media platforms. And short videos are great for answering FAQs quickly without losing the attention of the potential customer. #2 Hop on the Latest Trends Thanks to platforms like TikTok, every day the internet sees a new viral trend or challenge that seemingly appears overnight. Take advantage of this! Not only are you capitalizing on something popular, but because the content is short, there’s more chance of people actually watching it. Hopping on trends is a great way to get your brand out there and really immerse your business in what’s hot online.   Want to participate in an easy trend?  Try the “Tell me without telling me trend.  It works pretty much as you would assume.  Businesses can talk about their core values, and products/services by demonstrating they are high quality/sustainable/earth friendly/long lasting/etc.  Find all the latest trends and sounds on the discover page.  #3 Repurpose Your Content and Repost it on all Social Media Platforms Posted your short video to TikTok? Great. Now post it as a reel on Instagram or a short on YouTube. Content is made to be distributed and if you want to increase site traffic it needs to be seen. And if you want to go even further to achieve a higher conversion rate, slice up your video into smaller clips and use it as an ad creative. Repurposing content is the king of successful marketing. #4 Hire Influencers for your Ad Marketing or Incorporate Customers into Your Content Influencers have been involved with business content for a long time now, with this marketing strategy getting popular and staying popular ever since. And short-form content is the perfect way to get involved with this. Having an influencer on a quickly consumed piece of media isn’t just going to get conversations started but get them started about your brand and what you do.  As a local business, you might not be able to reach the perfect influencer for you. If not, don’t worry! Showing works better than telling. Get creative and film your product or service being enjoyed by real-time customers! This is a really effective way of adding testimonial at the same time as advertising and will still give the effect that an influencer would. Content like this works great if your service/product involves a before and after too so that the audience can see a real transition. #5 Add value and get Educating If there’s one thing your business needs to do, it’s adding value. 10/10 purchases are made because of the product or service’s value-adding properties. Whether it adds aesthetic or makes life easier, adding value is important. This goes for your online content too. Making education a priority in your marketing will improve lead generation and build stronger brand loyalty, as well as increasing that all-important site traffic. How to get TikTok Marketing Right as a Local Business Now you know the best ways to drive forward traffic, it’s time to think about making it happen. And what better way than to take a look at a local business doing exactly that! Carpet Repair Guys, a business located in Bay Area, found success on TikTok at the start of 2021 and have over 23 million likes and 800k+ followers today. But what’s their secret? Well, its’s simple. They are authentic and don’t try too hard to be something they’re not. Which is something that’s super important for smaller businesses looking to grow organically online. Keeping it real is really valuable in today’s climate. Let’s face it, do the internet actively seek TikTok’s about carpet repair? Probably not, which is why their marketing is incredible!  The founder uses light and humorous commentary to show the company’s processes in a satisfying way. By using time lapses of real-time business life, their videos have gone viral on more occasions than we can count on one hand. As a local business yourself, you’ll need to find your niche and play around with TikTok, Instagram Reels and YouTube Shorts to find your flow. But all it takes is a few seconds and you’ve got yourself a good start. Whether you decide to add commentary over business processes like the Carpet Repair Guys or you use trending sounds to bring your videos to life, there are so many different ways you can make short videos work. And don’t forget, short-form video content is great for starting conversations, and Carpet Repair Guys utilise this activity to respond to online comments in the form of videos and strengthen the relationship they share with the community on the platform. Keep this in mind as short videos really do open the door to more audiences than you might think! Be sure to check out the Carpet Repair Guys on TikTok to get some ideas of how you could get started.  Conclusion If you’re a local business looking for new ways to improve your marketing strategies and create content that sells, it’s time to shift to short-form content and watch your traffic soar. There is no ‘one shoe fits all’ method of leveraging short video content to drive more traffic for your business. Instead, there are a whole load of strategies ready for you to play around with and find out which one works best for you and your audience!  For more tips, tricks, and bits of advice on everything marketing and more, head over to our website and check out our other digital marketing resources designed for local business.
06.05.2022

10 Most Common Mistakes Small Businesses Make on Social Media (and How to Fix It) 

As a small business, social media is your secret weapon for marketing. It's essential to use social media to reach new customers and connect with existing ones. Whether you're just getting started or already running a highly successful campaign, there's always room for improvement. In this article, we'll explore the top social media mistakes small businesses make and how to fix them, including our own tips on improving your social media marketing strategy. Not Posting Regularly Enough One of the most common social media mistakes small businesses make is not posting regularly enough. This can be for a variety of reasons, from lack of time to simply forgetting. If you're not posting regularly, your audience will quickly lose interest and move on to other brands that are more active on social media. The fix: Set aside some time each week to plan and schedule your social media posts. If you can, designate someone on your team to be responsible for social media and make sure they have the time and resources they need to succeed.  Some popular social media planners include Hootsuite, Later, and Buffer all with free to paid plans. Posting Too Much On the opposite end, some businesses post a little too much. This can be overwhelming for your followers and turn them off from your brand. It's important to strike a balance between posting too little and too much. The fix: Take a step back and analyze how often you're posting on each social media platform. If you're posting multiple times a day on any platform, try scaling back to once a day or a couple of times a week. Experiment with different posting frequencies and see what works best for your audience. Remember that each industry is different, so what frequency is too much in one niche is perfectly fine in another. Not Posting Relevant Content Another common mistake is posting content that isn't relevant to your audience or industry. This can happen if you're trying to be too general in your social media marketing or if you're not sure who your target audience is. As a result, your posts will fall flat and fail to engage your audience. The fix: Take some time to research your target audience and what kinds of content they're interested in. Once you know who you're talking to, you can start creating content that resonates with them. If you're struggling to come up with ideas, try looking at what other businesses in your industry are doing on social media. Use social listening tools to track relevant keywords and see what kind of content is being shared the most. Then, adapt and improve upon it for your own audience. Not Engaging with Your Followers Another mistake small businesses make on social media is failing to engage with their followers. This means more than just responding to comments and @ mentions (although that's important, too). It also means liking, sharing, and commenting on other people's content. The fix: Spend some time each day engaging with your followers and other people in your industry. Like and comment on their posts, share their content, and start conversations. Not only will this help you build relationships, but it will also make your brand more visible to new potential customers. There are many tools that can help you organize and consolidate all your social media profile into one dashboard. These listening tools can single handedly change the game if you’re trying to increase your engagement across all social media platforms.  Sprout Social, Salesforce’s Service Cloud, and Reputation are the best at this. On a budget? Try Hootsuite. Not Measuring Your Results Measuring your results is essential. This is important for any marketing campaign, but it's especially important on social media. With so much noise, it can be easy to get lost and not know if your efforts are actually paying off. The fix: Use social media analytics tools to track your progress and measure your results. These tools will help you see how many people are engaging with your content, what kind of impact you're making, and where you can improve. Without measuring your results, it's impossible to know if your social media marketing is actually working. Many platforms will have these tools built in, but addition services like Sprout Social, Buffer Analyze, Hootsuite, and Social Report, can give you deeper insights about your customer base and what resonates with them.  Not Having a Strategy One of the biggest mistakes small businesses make on social media is not having a strategy. They might post randomly or without any purpose, which can lead to wasted time and effort. The fix: Having a social media plan in place will guarantee that your efforts are more successful and are working to assist your company's broader objectives. When you're coming up with a strategy, it's critical to keep in mind these goals so that you can create material that supports them. Additionally, figure out what your social media goals are, what you want to get out of it, and make sure to track them with analytic software (mentioned above) to ensure that your work is paying off. When developing a plan, remember who your target audience is and create content that speaks to them that aligns with your goals.  It is essential to take some time to develop a strategy since it's easy to get lost in the sea of social media and fail to accomplish anything without it. Not using social media to its full potential Social media is a powerful marketing tool, but many small businesses don't use it to its full potential. They might not take advantage of all the features available, or they might not use them to reach their target audience. The fix: Make sure you're using all the features available on each social media platform. For example, on Facebook, you can use groups, events, and Messenger to reach more people. On Twitter, you can use hashtags and lists to organize your followers. And on Instagram, you can use Stories, Live Video, and IGTV to engage with your audience. Take some time to learn about all the features of each social media platform and how you can use them to reach your target audience. Then, start using them to your advantage. Not Promoting Your Content Not promoting your content can be a big mistake, especially if you're a small business with limited resources. If you're not promoting your content, it's unlikely that anyone will see it. The fix: Promote your content on social media and other channels. Use paid advertising, share it with influencers, and post it in relevant groups and forums. Don't make the mistake of not promoting your content. Make sure you're doing everything you can to get it in front of as many people as possible. Not taking advantage of social media trends Trends are everywhere and they're easy to pick up if you use social media in both a private and work setting. Taking advantage of a trend can make your post go viral, especially if it's curated to your audience. Ignoring trends will make you miss countless free promotion opportunities. The fix: Use social media trends to your advantage. If you see a trend that's relevant to your business, jump on it and use it to promote your content. Not only will this help you reach more people, but it will also make your brand more visible and relevant.  If you're not sure where to start, check out some influencers in your industry and see what they're doing to get eyes on their posts. Use can also use free websites like Google Trends, TweetDeck, and BrandMentions to track trends. Ignoring negative feedback It's inevitable that you'll receive some negative feedback at some point. And while it's not pleasant, it's important to take it in stride and use it as an opportunity to improve your business. The fix: Don't ignore negative feedback. Respond to it in a constructive way and use it to make your business better. Negative feedback can be painful, but it's important to listen to it and use it to improve your business. Bonus tip: Remaining in your comfort zone can kill your social media marketing efforts If you're not comfortable with change, you'll never be able to take advantage of new opportunities or reach your full potential. The fix: Be open to change and willing to try new things. Social media is constantly changing, so you need to be too. Conclusion  These are just a few of the most common mistakes small businesses make on social media. By avoiding these mistakes, you'll be well on your way to social media success.
add Row
add block