National SEO refers to optimizing a website and content to rank highly across a broad geographic region, rather than just a single location. This allows multi-location businesses like franchises and chains to improve visibility and gain customers nationwide.
Properly executing national SEO can drive more website traffic, phone calls, and sales by making you discoverable to searchers across states, territories, or countries. However, it requires more strategic planning compared to local SEO to be effective.
Develop a Strategy and Set Objectives
Before optimizing nationally, clearly define your business objectives, target locations, and internal stakeholders. Understanding your goals allows you to shape your SEO approach accordingly.
Determine which geographies and locations you want to focus on based on your locations and revenue potential. Identify who needs to be involved, from corporate leadership to local franchisees. Defining these elements upfront provides direction.
Conduct Broad Keyword Research
Use keyword research tools to find high-potential search terms people use when looking for your products or services nationally. Research competitor websites for ideas.
Gather keywords related to your offerings along with various location modifiers like city names. This provides insights into search volume and difficulty for keyword opportunities across regions.
Structure Your Website Thoughtfully
Your website architecture can use subdirectories, subfolders, or microsites to target different locations while maintaining a consistent brand. Ensure your structure aligns with your business model and locations.
For example, a national retailer may have product subfolders with specific locale pages like “jeans/boston” or “shirts/miami.” Take location density into account when structuring your site.
Optimize Your Google My Business Profile
Submit complete business information across all locations on Google My Business. This allows you to appear prominently in search results and maps for local customer searches.
Include location-specific details like address, phone number, photos, and service pages on your GMB profile. Maintain and update these consistently to provide the best local visibility.
Manage Online Reputation
Actively monitor reviews and questions across directories and websites. Respond appropriately in a timely manner to demonstrate you value customers and feedback.
Have a clear strategy and process for gathering and promoting reviews that is consistent nationally. Aim for at least 30+ reviews per location as this builds trust and authority.
Build National and Local Citations
Build brand awareness by getting citations on national and local business directories. Tools can help distribute and maintain accurate NAP information at scale across top platforms.
Keep citations consistent and current over time to reinforce your business legitimacy and right to rank for related keywords in each geographic area.
Develop Valuable National + Local Content
Create locally-relevant blogs, videos, and other content that also appeal to a national audience. Focus on addressing customer pain points with helpful educational content.
Promote content through owned channels and paid ads to maximize reach. Ensure you have an integrated content process across corporate and local teams for consistency.
Conduct Ethical Link Outreach
There are many ethical ways to build high-quality links, such as contributing as a subject matter expert for national publications or providing value to websites through relevant resources. Focus on forging genuine connections and partnerships to earn links naturally over time. Avoid manipulative tactics.
Executing national SEO requires strategic coordination across locations while allowing for localization where relevant. Consistency, accuracy, and value are key throughout the process. Monitoring results and continuously optimizing will help improve national visibility and organic growth over time.
