Search engine optimisation is one of the most important aspects of website design and content creation. Every website needs to be structured and designed to appeal to search engine algorithms. Every piece of online content needs to include relevant keywords so that search engines can tell what that content is about and offer it up in response to relevant searches. Regardless of the size of your business or the prominence of your website, you need SEO in order to ensure that viewers can find you online.
However, before you can launch a successful search engine optimisation campaign, you have to decide whether you want to focus on general SEO or local SEO. Here at Pint Sized Giants, we offer high-quality search engine optimisation services and can provide you with valuable guidance on the subject. In today’s blog, we’ll give you the information you need to choose between a general, wide-reaching SEO campaign and a more local one.
1. Size and market position
It’s important to think about the size of your business and how well-established it is in the market. Keywords are an essential part of SEO, which means there’s a lot of competition for certain keywords. In most market sectors, general, non-specific keywords are usually used by hundreds upon hundreds of websites. Any website that builds an SEO campaign around general keywords will have to compete with all these other sites for a decent position in the search engine results pages (or ‘SERPs’).
If you run a larger business with an established market position, you can focus on general keywords because you are in a strong position and can easily compete with rival businesses. However, if you run a small business, it makes more sense to focus on local SEO. There is less competition for locality-specific keywords and most of the custom your business attracts will be local anyway.
2. Specificity of target demographic
If your business offers products or services that appeal to a very large number of people, you may wish to focus on local SEO. This is because there are likely to be a lot of other businesses offering similar products and services, and it doesn’t make sense to try to compete with all of them. However, if you offer products or services that appeal to a niche demographic, you should utilise general SEO instead (even if your business is very small). There are two reasons for this. Firstly, there isn’t likely to be many other businesses offering the same products and services, so you don’t have to worry about competition. Secondly, you may not find enough customers in your local area to support your business. Ergo, you need to ensure that as many people as possible become aware of your business. You can do this by using SEO techniques that will increase your website’s visibility across the country, or even around the world.
Here at Pint Sized Giants, we are prepared to help with either local or general SEO, along with website design and other aspects of web development. When you’ve decided whether to focus on local or general search engine optimisation, or if you want to talk to one of our experts about which would benefit your business the most, get in touch with us and we’ll help you build a high-quality SEO campaign.