SEO on a National Scale
Search engine optimization (SEO) as a methodology is nearly two decades old. But your SEO strategies must mature and evolve in real time, as algorithms change and customer expectations rise.
Brafton is a national SEO company that assists brands in capitalizing on market or industry changes — no matter how subtle or substantial — so they never lose a step to competitors. Those commercial changes may include:
- M&A.
- Business expansion or contraction.
- IPO.
- Tech disruption.
- Product or service innovation.
Any business event that shifts marketing budgets or executive decisions is an opportunity for your company. Brafton helps you strengthen your online presence through quality content, sound SEO efforts and by creating competitive content marketing strategies to win on all fronts—today and tomorrow.
For national SEO, you need a custom national SEO service dedicated to strategizing, implementing and optimizing all facets of your brand in search engines. That’s what we do every day for thousands of clients, ensuring a national brand like yours truly reaches its full potential. Even if you run a small business right now, we can execute a long-term national SEO strategy that scales with your business. Similarly, if your company already has a large presence, we can fine-tune your organic visibility and help you break into even more markets.
Not in the U.S.? We do national SEO internationally:
What Our Clients Say
How We Helped Allitix Go All-In on Thought-Leadership Content
“Our SEO has boosted tremendously, our messaging is more impactful. We would have a much harder time marketing our services without Brafton.”
– Tori Hvizdak,
Marketing Manager,
Allitix
Brafton Ramps up FFVA Mutual’s Digital Marketing Program
“When we started working on SEO and keywords for a web page, we went from pretty much unranked for that campaign to consistently being on Page 1 or 2.”
– Melissa Hide,
VP Marketing & Brand Development, FFVA Mutual
How a Star Wars Analogy Helped Us Find GeekHive’s Voice
“Brafton develops content that is so valuable for our business … As a result, they’re helping us establish our position in the market.”
– Heather Osteen,
Marketing Communications & Brand Manager, GeekHive
Where Does National SEO Fit Into My SEO Strategy?
As a leading SEO agency in North America, Australia and the United Kingdom, Brafton’s been in the SEO game for more than 15 years, during which time we’ve learned a thing or two about pulling together holistic SEO strategies that drive real results.
Our marketing strategy consultants know that a nationwide SEO strategy can expand brand awareness, bolster brand recognition and help your company establish itself as a thought leader in your industry.
No two businesses are identical, so no two SEO strategies are, either. However, some common national SEO strategy elements include:
- Broad, location-agnostic keyword ranking.
- Featured-snippet optimization.
- Enterprise-level link building.
- Multi-site, multi-brand management.
- Advanced audience segmentation and list building.
These tactics can put your brand’s name at the top of first page results for relevant search queries, increase your Domain Authority and widen your brand’s reach. In other words, a national SEO campaign that includes these types of initiatives lays the groundwork for increasing awareness of your offerings and growing your ROI.
However, a holistic SEO strategy includes much more than a national approach. Our SEO campaigns are customized to the realities of your business. This means using SEO tactics that are designed for mass impact at the national level, as well as the local, regional and international levels, as appropriate for your brand.
A national SEO campaign
that includes these types of initiatives
lays the groundwork for increasing awareness
of your offerings and growing your ROI.
____________
Here’s a brief rundown of how SEO services can be configured to scale with your business and its core commercial objectives:
Local SEO:
- Google My Business optimization.
- Citation management.
- Localized keyword targeting.
- Google Maps optimization.
Regional SEO:
- Region-specific organic content creation.
- Geo-targeted long-tail keywords.
- High-value link building.
International SEO:
- Multi-national content creation.
- Language localization.
- Multi-domain and multi-site management.
- Global keyword research.
Every SEO service can be scaled accordingly, and foundational content marketing goals are established at the onset of a Brafton partnership.
Similar to other forms of SEO and content marketing, we can generate quick wins through a coordinated national strategy while simultaneously working toward longer-term goals that can take months to pay off. We don’t over-promise results — we aim for benchmarks, hit milestones and fully manage ROI expectations across your marketing team so that all stakeholders are fully aligned.
On-Page National SEO
On-page SEO relates to optimizing individual webpages, including copy and HTML. Adjustments to on-page elements can increase keyword rankings, generate more organic traffic and make websites user- and search-friendly. On-page SEO is generally the most popular, common SEO technique, as it is fully within your control as a brand to operate and influence.
Common on-page elements to optimize for a national SEO campaign include:
On-page copy, images and videos.
Meta descriptions and title tags.
Image alt text.
HTML headings (H1-H6 tags).
URL strings.
Internal linking structures.
Schema markup.
To enhance your national SEO strategy, Brafton experts may recommend services that include, but are not limited to:
- Blog writing and optimisation.
- Landing page writing and optimisation.
- Copy and content refreshes.
- Creating and updating product descriptions.
- Technical on-page site audits and error remediation.
- Site health checks.
- Website SSL setup.
- Metadata optimisation.
- Link structure analysis and adjustment.
- Conversion rate and mobile optimisation.
- Analytics tracking.
Optimizing current copy on your website is one approach. Creating net-new SEO content is another. For your on-page national SEO strategy, we do both for maximum results.
Off-Page National SEO
Off-page SEO tactics are the external, off-domain optimizations you make, whereas on-page SEO occurs internally, on-site.
SEO packages may contain off-page tactics like:
- Link building.
- Influencer marketing.
- Social media marketing.
- Guest posting.
- Brand monitoring.
- Audience development.
Brafton’s content marketing services also include email marketing. Though not a direct SEO ranking factor, we’ve found that promoting your SEO content through social media and email can generate insightful channel-specific analytics on the backend while also getting your brand in front of a wider array of potential customers. After these initial impressions through these channels, readers may opt to visit your website or research your brand organically — a long game for essentially priming a new audience to boost your SEO efforts in the future.
Technical SEO
Technical SEO consists of the work you can do to your website that helps it rank higher in search, but isn’t visible to the average site visitor. This may include:
- Optimizing loading page speeds.
- Using appropriate HTML like H1-H6 tags, image alt text, Schema markup and more.
- Enabling mobile responsiveness.
- Fixing any broken links or orphaned pages.
- Implementing HTTPS encryption.
- Running an SEO audit.
- Conducting a competitor analysis of your rivals’ technical website health.
A nice-looking website isn’t enough; web crawlers need to understand clearly what your site is about to rank you accordingly in search engine results pages. Technical SEO is how site owners share their information with Google and other search engines.
E-Commerce SEO
E-commerce SEO is vital to brands that sell online, and Brafton’s team of SEO strategists and consultants engineer bespoke solutions that help you funnel more traffic from search engines to your product pages.
Those services may include:
- Product and service page optimization.
- Schema markup.
- Review and citation management.
- Technical integration support.
- Conversion rate optimization.
- Image optimization.
- Web demo creation.
- A/B testing.
- Sophisticated keyword targeting.
- Page speed and mobile optimization.
- Sitemap optimization.
- Rich snippet optimization.
- Website redesign.
- User testing.
- Backlink building.
These strategies help bring customers to the right product pages, and can increase the number of inbound links to your site from the web at large. The inbound links generated from prominent review sites and e-commerce platforms can boost your organic search presence, allowing additional customers to find your products more easily. As this flywheel is set in motion, your business benefits from greater organic, referral and direct traffic from sources all across the web.
Custom Strategy, National SEO
As your business changes, so will your custom-created national SEO strategy. Brafton’s packages are available à la carte, on demand or as part of a rolling contract.
It’s SEO, your way.
Your SEO specialist remains ahead of algorithm changes and on top of the latest SEO tools, making it easier for your brand to continue improving its search presence month over month. The metrics from one campaign can inform subsequent campaigns — even non-SEO campaigns — by leveraging real-time insights from Google Analytics, Google Search Console and more.
Strategize. Execute. Improve. Let’s grow your business.
