National SEO drives website traffic and conversions on a national level and focuses more on "brand" than location.
National strategies use content, a keyword strategy and comprehensive marketing to build recognition from the search engines to rank your website across the country. With Google localizing search results a few years ago, "national" SEO is really a hybrid that uses several local tactics with significant marketing efforts to gain brand recognition from powerful authoritative sites.
A robust strategy of relationship marketing and content building are implemented to create authoritative links including:
Social Media Sharing
This is a highly competitive environment. In many categories, your business will be competing with national brands which have the resources to produce the content and links needed to generate signals in cities across the country. Some brands, such as Home Depot, have both a national SEO strategy and the advantage of thousands of locations which engage a local SEO strategy, making them a formidable competitor.
Competitive Environment Strategies
Each client is unique and our strategies are customized for the client's goals and budget. Local SEO is such an effective strategy that overlapping a national SEO campaign with local SEO campaigns in targeted cities will bring significant results more quickly in those cities.
It may also be more effective to roll-out a national SEO campaign over time in regions or implement the national SEO campaign but overlap a regionally based local SEO campaign in phases.
We use tools in Google Analytics and trend data to produce heat maps to see locations where primary keywords and phrases are searched most to guide these decisions and discuss with you the most effective strategy.
National vs. Local Search Results?
Local SEO drives traffic based on a niche and location while National SEO drives traffic based on a branded niche.
If you traveled with your family to a sporting event in Dallas, Texas and you were injured and needed immediate care, if you Googled "Urgent Care" from your phone, Urgent Care centers in Dallas would show in the search results. Google has "localized" results to show those in proximity to the IP address of your device.
If that evening you Google "Orthopedic Back Surgeon" from your hotel room, you would get a mix of local orthopedic centers located in Dallas. You would also see larger practices that offer services regionally, across several states, or are competing nationally to inform patients of their services. These are regionally targeted and nationally targeted SEO efforts that enable them to show up in the search results.
How Can You Tell a Difference in Search Results? Below you'll see the search results from a computer with an IP address in Metro Atlanta searching for "Kitchen Appliances".
You'll see only those businesses with local addresses show up in the Map Pack. In the organic listings, national retailers with a local store are found in many of the top spots and at #5 a local appliance retailer is found. The national retailers are using a hybrid national/local strategy while the local retailer is using a local strategy for their ranking results.