Below are some practices within SEO that should be considered when going forward with pushing your website up to the next level and implementing national SEO.
If you know anything about SEO, we’re sure that you’ll know all about the importance of keyword research.
So what makes it so different when it comes to national SEO?
If you’re a small scale business, perhaps operating from within Manchester, chances are you have initially targeted the localised keywords. For instance; “best cafe in Manchester”. While this is a good keyword to target, what happens when you open a franchise in London perhaps?
Does this mean you’re now going to go for the keyword “Best cafe in London”? Or, are you going to understand that you have the potential to grow and start using national SEO to become the “best cafe in the UK”?
Something to consider is shifting your attention away from the location you’re in, and instead centralising around the business or service that you provide.
For example, rather than opting for something along the lines of “language tutor in London” you would instead, focus on the actual service, so it would be replaced with an example such as “Language tutor for Mandarin”.
As you can see, there is no limitation on the actual location of the keyword, instead it is a holistic keyword that refers to the service or product that your site is used for; this indeed takes more work, however the return is greater too.
So you can see what this might look like and why the return on national SEO is beneficial for your site below with an example of these two keyword examples.
With data pulled from Semrush on these two keywords, you’re able to find both the keyword difficulty (remember, this is how difficult it is to rank) and the search volume (the average amount of searches per month).
Looking at this example, it is clear that the volume is significantly higher for the national SEO keyword than it is for the localised one and while it is often a good starting point, it can be limiting your prospects of visibility and CTR.
However, you may also notice that typically with higher volume keywords, the competition increases and thus, the keyword difficulty also increases. Since this is the case for most national keywords, it would take more work on improving the overall health of the site.
This would include implementing SEO best practices everywhere on your site, like generating backlinks, keeping a consistent flow of content and the many other branches of SEO.