Four SEO Strategies Every Digital Marketer Needs to Understand

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Four SEO Strategies Every Digital Marketer Needs to Understand

When it comes to SEO, there are several different types and the strategy is a little different for each one. To help clarify the differences, I will break them down and include tips on how to leverage each one as part of a digital marketing strategy.

Four SEO Strategies Every Digital Marketer Needs | SEJ

Four SEO Approaches You Need

Local SEO

A local focused SEO strategy increases the visibility for brick-n-mortar businesses when consumers either in the radius of the business search on a mobile device or when they perform a desktop search for products and services in a particular geographic area.

Local searches will include keywords and phrases that relate to the businesses within their neighborhood, city, community or anything else that relates to a specific location and its surrounding area.

Local SEO strategies go beyond just your website and include things such as:

  • Participating in chamber and community events (and sharing about those events on your blog and social media)
  • Creating local profiles on Google My Business, Yahoo! Local, and Bing Places for Business
  • Registering on top directory sites and submitting to data aggregators

Barnacle SEO

Barnacle SEO works in much the same way as the marine creature, which attaches itself to a much larger solid surface and then feeds on particles that float by in the water. A business with a lower search ranking can attach itself to a much larger site with a much higher search ranking and feed on the search results they are getting. When someone searches for the larger site, the smaller site, which has been connected to it, can now be found within the larger site.

Let me use a Dallas-based plumbing business as an example. We can all agree that Yelp would most likely rank higher in search results than a local plumbing business, so if the business were to focus some of their SEO efforts on increasing their number of positive reviews on Yelp they would be attaching themselves to Yelp, much like a barnacle to a ship. When someone searches for Yelp and plumbers Dallas, the business will be able to “feed” off Yelp consumers in search results. Yelp is just one example. Optimized profiles and business listings are another way of doing this.

Here is where to start:

  • Identify sites that offer the most by conducting searches using top keywords, phrases, or categories where the business competes.
  • Review the sites and directories that are usually on the top of those search results to help you determine where to focus your efforts.
  • When looking for sites to include as part of your barnacle SEO strategy get creative and think outside the box to get the best results.

National SEO

National SEO is the opposite of local SEO and would apply to businesses that are not bound by a physical location, but instead can service anyone in the nation. Amazon is a good example of a business that would have a national SEO strategy instead of local. They do not have a brick-n-mortar location that they are trying to drive traffic to and, instead, they sell products and services that anyone, anywhere can purchase or use.

A national SEO strategy focuses on feeding search engines information so consumers will find the business no matter the location of the person searching.

To do this:

  • Remove, or just do not include, any references to a specific location.
  • The focus would be “digital marketing services” instead of “digital marketing services Plano”, for example.
  • Look at other websites that come up in a national search and study the elements they have on their website.

One thing to consider when not including a local focus in your SEO strategy, unless you can compete with the big brands like Coke and Pepsi, getting your business found with only a national focus can be challenging.

Technical SEO

Every business needs to include technical SEO as a part of their overall SEO strategy. Technical SEO involves the backend of a website, and, if the backend is unfamiliar to you, then this is an area where you want to hire someone to help. Technical SEO is not something you can ignore.

Technical elements:

  • Website page load time, page optimization and mobile friendliness
  • Optimized page titles and URL, title tags and image titles & descriptions
  • Monitor the site for 301, 302 and 404 errors

This is just a short list of the technical components. There are many more.

The most important thing to remember is whatever type of SEO methods being used, they all must support the overall SEO strategy and digital marketing strategy for the business to rank higher in search results than the competition.

As you can see SEO is a lot more than just putting the keywords on a website. What types of SEO strategies have you been using? Let’s discuss them and the results you have been getting.

4 SEO Strategies You Need to Understand


Image Credits

Featured Image: PureSolution/
In-post photo: Bloomua/

Bernadette Coleman
Bernadette Coleman is the CEO of Advice Local, an award winning technology and Inc 500 digital agency. Bernadette is passionate about all things digital including... Read Full Bio
Bernadette Coleman
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  • Roger Rogerson

    Local and National SEO?
    So what happened to Regional and International?
    What about Multi-national whilst we’re looking ;P
    No mention of NAP, freshness, reviews/ratings etc.?

    Barnacle SEO?
    Well, it’s original (never heard it phrased that way before – good analogy).
    Using 3rd party platforms for ranking is a good secondary approach. Social platforms and certain forum/Q&A type sites can also be used this way.
    Depending on the platform, you may use different methods. Overlap on Directories as for Local.
    Something that many forget to do is promote their 3rd party presences – gaining the odd link to your social profile or listing on a directory site can help (not just with owning the SERPs, but also with things like ORM).

    Why optimise Image Titles … when you can optimise the Alt attribute instead 😀

    • Bernadette Coleman

      Roger, I agree – directory and review sites are quite an important of local SEO, which is why I mentioned them lightly. I didn’t go specifically into NAP data consistency, but that is a must. I appreciate all your comments. Thanks for participating in the conversation.

      • Roger Rogerson

        Welcome 😀
        Nap is (as far as I understand it) still one of the more prominent factors for Local, so I was surprised it wasn’t specifically mentioned.
        No idea if “freshness” of NAP still counts though?

        It’s highly important that people remember to invest in multiple presences. If there is a G glitch, or you get hit by an algo – not showing in the SERPs can be fatal. If people can get to you through a proxy-site, or sidle into one of your other representations, you can usually get enough traffic to keep going,

  • Jeff Moyer – SEO Calgary

    Great article I have been in the industry a while and never heard the term “Barnacle SEO” before. Totally agree with the point about Yelp and the fact you don’t need all SEO to direct just to your website alone. A fun read thanks…

    • John Goatbirth

      What you must also remember is that SEO is the harbinger of the ultimate ROI outcome – qualia based reductionism which will see CAGR soar in a manner which every CEO, and SEO, will see and rejoice at in a manner befitting a celebration of considerable magnitude.

    • Bernadette Coleman

      Jeff, thanks for your comment. You have most likely being doing Barnacle SEO for years and didn’t even realize it.

  • revereye

    Awesome article,up to now i never heard these words ‘Barnacle SEO”.
    Thank you…..

    • Bernadette Coleman

      Thanks! Now go create some barnacles.

  • Jaintechnosoft

    A new Informative one about Barnacle SEO,almost Technical SEO is based on a complete Development of the website which its across errors and issues.

    • Bernadette Coleman

      You have probably already been doing Barnacle SEO and didn’t even realize it.

  • Matt Miciula

    Thank you for sharing Bernadette. Very insightful.

    • Bernadette Coleman

      Matt, thanks! Glad you enjoyed it.

  • Mahalakshmi Marimuthu

    Great post Bernadette. Really informative and I hope every digital marketing expert will consider this.

  • Shawn Christopher

    i found you shared very informative and unique seo strategies,i admire it..thank you so much for helpful a post….

  • Sony Xperia z6

    Thanks a lot. This gonna really helpful for starter bloggers.

  • Superior It Services

    All the Things Are Most Important For Best Digital Marketing Experience National SEO, Local SEO and Technical SEO. You Get instant Result if you focus These Things.