Almost every time we get a phone inquiry from someone wanting to have their website optimized, there is a singular question which seems to trip everyone up. And it is an important question to get a clear answer too, because it dictates to us what kind of campaign we need to get your site geared up for. To try and help you answer that question for yourself when you’re ready to make that phone call, I’ll lay out some of the differences you need to consider – are you going after local visibility, or are you going after the big prize of national visibility.
The difference between a local results page, and national results page can be a staggering amount, the term that I’ve used in both searches is “best hotel”, and added the local of “in Winnipeg” to illustrate how different the results can be.
Taking a look at the local results, you start off with reviews, prices, a map picture with locations, and after a scroll to the bottom of the page, you start to find the organic results for the search. While it looks like there are no adwords on the results page, the listings at the top noted as sponsored and the dialogue box notes that they may have paid to have the average room price, and ranking displayed within that box. Something else to note, besides the way the page is laid out, is the amount of results delivered – 19.1 million. In almost every case Google doesn’t really expect anyone to go all the way back to, page 1.9 million in this case, so they usually stop displaying results after page 100. For the purposes of the discussion however, we’ll note the results delivered at 19.1 million.
To acquire a search result that excludes localized data, you need to use the url switch /ncr, meaning “no country redirect”, and use “best hotel” as my search parameter.
Right off the bat it’s clear that the results are completely different. There are no sponsored ads on the page, it consists entirely of organic results. Of those results, the top two are from review sites, followed by a couple of referral sites, then an actual hotel. Once you scroll to the bottom half of the page it’s a similar image, you have a couple reviews, Wikipedia articles and pictures, with a hotel chain bringing up the bottom of the top 10 results. No ads, no maps, no local locations, just a handful of review sites, two hotels and the definition of the word “hotel” on the page, and the total results delivered? Dwarfing the local page at 497 million it should be clear how different the local market competition can be versus the rest of the world, not that it should have been in question.
Now to go back to the initial question, are you looking for local search optimization, or national search optimization? Hopefully the brief descriptions and the images can help you determine your course of action.