What Is SEO?
SEO, otherwise known as “Search Engine Optimization”, is the process of increasing quality website traffic as well as promoting brand awareness through organic search engine results. In today’s day and age, SEO is the engine of digital marketing and without it, businesses will likely not succeed in the ways they would like. It is important to note that whether your business is a household name with worldwide exposure or just a small family-run pizzeria in a quaint town, SEO is a crucial part of maintaining a stable, operating business. Surviving in Google’s rankings and staying relevant as a business is hard enough as it is but with the help of properly implemented SEO strategies, your business is guaranteed to see positive results. It is crucial that business owners understand the importance of SEO and how it has the ability to increase business through organic search. With this being said, when deciding upon your SEO strategy one of the first things you should consider is whether you are aiming for implementing Global SEO or Local SEO. Both of these SEO efforts have their respective benefits and challenges. Regardless of which you choose to focus on, if implemented correctly, your business will see worthwhile results.
Right off the bat, you might be asking yourself, “What is Global SEO?”. This kind of search engine optimization focuses, as the name states, on a global scale. If your business competes, sells, or ships products internationally or if you are looking to target audiences worldwide, your business should most definitely consider the global SEO strategy. This strategy focuses all of its efforts on global, large-scale keywords and phrases. As we discussed earlier, there are both benefits and challenges to both strategies.
For starters, any time you expand your horizons globally and begin to compete within the global market you are putting your business in the ring with exponentially more competitors than previously accustomed to in a local market. In doing so, your business now must learn to navigate the uncharted waters of global SEO in order to stay relevant in Google’s rankings. With more competitors, it challenges each business to perfect their global SEO strategy because if you don’t you run the risk of the business not being visible and as a result, negatively impacting brand awareness in the global market. Furthermore, it is crucial that your business tactics, research, and analysis are specific to whatever country you are looking to zone in on. One of the biggest challenges businesses face when implementing global SEO is that not all countries use Google as their main search engine and as a result, your website needs to be optimized specifically for the countries in which you are aiming for. For example, China has Baidu, Russia has Yandex, and South Korea has Naver. These are just a few of the challenges you must consider when deciding to expand into the global business market.
Local SEO and Internet Marketing
As a business owner, whether you are big or small, if your objective is to target individuals in your community or the surrounding areas you are going to want to properly implement a local SEO strategy. Some businesses that might consider local SEO are local attorney’s offices, doctor’s offices, restaurants, retail stores, coffee shops, or any other establishment that thrives on community business. Local SEO and internet marketing should be tailored and personalized by geography but specifically to a city, town, or region. For example, if you are a pizza parlor selling pizza in Seattle, you want your website to be optimized for Seattle local SEO such as, “Seattle pizza” or “the best pizza in Seattle”. In staying true to local SEO guidelines and making sure keywords are personalized by geography, any keywords chosen should resonate with and include “Seattle”.
In conclusion, before a business even begins to implement a new SEO strategy it is recommended that a specific plan and analysis is completed beforehand. In doing so, you know what kind of SEO you need: local SEO vs global SEO, what location you are targeting, who your target audience is, and what your keywords are. All of these are the key to effective and successful online marketing with SEO.