Local and National SEO Strategies
SEO (Search Engine Optimization) has evolved significantly with Google’s AI advancements. Let us break down both local and national SEO strategies optimized for today’s AI-driven search landscape.
National SEO
Google’s search algorithms now heavily incorporate AI technologies like MUM (Multitask Unified Model), which understands content across text, images, and video. These AI systems can grasp nuanced search intent and evaluate content quality at a deeper level than previous algorithms.
Key National SEO Strategies:
- Content Depth & Expertise
- Create comprehensive, expert content that thoroughly addresses user questions
- Focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Demonstrate firsthand experience on topics through detailed examples
- Intent-Focused Content
- Understand and match various search intents (informational, transactional, navigational)
- Create content that answers related questions users might have
- Structure content logically with clear headings and organization
- Technical Optimization
- Ensure fast page loading times (Core Web Vitals)
- Implement schema markup for enhanced SERP features
- Optimize mobile experience and ensure responsive design
- Natural Language & Conversational Content
- Write in a conversational, human tone rather than keyword-stuffed text
- Focus on topics and semantically related concepts rather than exact keywords
- Use natural questions and answers within content
Local SEO
Local SEO remains crucial for businesses serving specific geographic areas, with several AI-specific optimizations:
Key Local SEO Strategies:
- Google Business Profile Optimization
- Complete all profile information (hours, services, attributes)
- Add high-quality, geotagged photos regularly
- Respond promptly to all reviews (positive and negative)
- Post updates about events, offers, and news
- Local Content Creation
- Develop neighborhood guides and local resource pages
- Create content about local events and community involvement
- Include location-specific case studies and testimonials
- Address local concerns and questions specific to your area
- Local Link Building
- Partner with local organizations and businesses
- Earn mentions in local news outlets and publications
- Participate in community events to generate local coverage
- Join local business organizations and chambers of commerce
- Consistent NAP Information
- Maintain consistent Name, Address, and Phone information across all platforms
- Ensure accuracy in local citations and directories
- Use schema markup to clearly identify local business information
So how do we do this?
- Focus on User Experience
- Prioritize site speed, mobile-friendliness, and intuitive navigation
- Minimize intrusive interstitials and ads
- Create accessible content for all users
- Leverage Structured Data
- Implement JSON-LD schema markup for clearer context
- Use FAQ schema for enhanced visibility in search results
- Apply appropriate schema types for your specific content
- Monitor and Adapt to SGE (Search Generative Experience)
- Create content that’s likely to be featured in AI overviews
- Focus on concise, factual information that AI can easily extract
- Monitor how your content appears in SGE results