When you’re figuring out how to improve your business’s visibility online, you’ll likely encounter two terms: SEO and local SEO.
Both aim to get your business noticed on search engines like Google, but they do so in very different ways.
What Makes National SEO and Local SEO Different
At their core, SEO (Search Engine Optimization) and local SEO both strive to make your business visible online.
The difference lies in their focus. SEO generally targets a wider audience, aiming to attract users from anywhere in the world.
Local SEO, on the other hand, hones in on your immediate community, helping you connect with nearby customers.
Comparison Table: SEO vs. Local SEO
| Aspect | SEO | Local SEO |
|---|---|---|
| Target Audience | Designed for a broad, non-location-specific audience. Perfect for e-commerce stores, blogs, or SaaS companies with nationwide or global reach. | Focuses on a specific location. Ideal for local businesses like cafes, salons, or service providers (e.g., plumbers or gyms). |
| Keywords | Prioritizes general, high-volume keywords like “best CRM software” or “top fitness apps.” These appeal to a wider audience and are more competitive. | Targets geo-specific keywords, such as “best pizza in Chicago” or “dentist near me,” to connect with people searching for nearby services. |
| User Intent | Caters to users looking for general information or exploring broad options. For example, someone searching “how to train a puppy” might not be looking to hire anyone yet. | Focused on users with immediate, location-based needs. Searches like “puppy trainer in Los Angeles” usually indicate readiness to act or buy. |
| Search Results | Aims to rank in traditional organic search results below ads, featured snippets, or knowledge panels. | Focuses on getting listed in the “local pack” (Google Maps and business listings) and local organic results. |
| Optimization Tools | Relies on tools like Google Search Console, SEMrush, or Ahrefs to track rankings, analyze competitors, and optimize for broader keywords. | Utilizes tools like Google Business Profile, Yelp, and TripAdvisor to improve visibility in maps and location-specific searches. |
| Best Use Cases | Ideal for online-only businesses, blogs, SaaS products, or any company with a digital-only presence. | Critical for brick-and-mortar stores, service providers, or businesses relying on foot traffic. |
Audience and Intent
Think of SEO as a tool for businesses looking to reach a broad or global audience. For example, if you run an online store that ships nationwide, your focus might be on ranking for keywords like “best hiking backpacks” or “affordable kitchen gadgets.”
These searches attract people who could be located anywhere, which means your strategy isn’t tied to one location.
Local SEO works differently. It’s for businesses that serve a specific area, like a bakery, dentist, or gym. Here, the keywords are often geo-specific, such as “bakery in Brooklyn” or “dentist near me.”
These searches reflect immediate intent — someone looking for a local solution right now.
The Role of Keywords
SEO uses broader, high-volume keywords to attract traffic. While competitive, these keywords can bring a lot of visitors to your site. Imagine targeting “best coffee makers” — it’s a popular term, but it’s also used by countless websites, so standing out takes effort.
Local SEO focuses on location-specific keywords, which are often less competitive but highly relevant. For instance, “coffee shop in Seattle” or “coffee roasters near me” narrows the competition and ensures you’re reaching people who are likely to visit or buy from you locally.
Why the Difference Between SEO and Local SEO Matters
Understanding the difference between global SEO and local SEO isn’t just about knowing how search engines work — it’s about aligning your strategy with your business goals.
For businesses targeting a broad audience, SEO can drive long-term growth by boosting your website’s visibility for high-volume searches.
However, if your business thrives on local customers, local SEO ensures you don’t miss out on nearby opportunities.
In many cases, combining the two offers the best results. You might use local SEO to capture immediate needs while building a broader SEO strategy for long-term growth.
Making the Decision: SEO vs. Local SEO
| Your Business Scenario | SEO | Local SEO |
|---|---|---|
| You’re an online-only store or a SaaS business. | ☑️ | |
| Your business depends on foot traffic or serves a specific geographic area. | ☑️ | |
| You want to attract a global or nationwide audience. | ☑️ | |
| You operate a national chain with multiple locations. | ☑️ (Brand Focus) | ☑️ (Local Branch Focus) |
| Your budget is limited, and you need immediate results from local customers. | ☑️ | |
| Your goal is long-term growth, and you’re ready to invest in building domain authority. | ☑️ | ☑️ |
| You want to attract visitors searching for “near me” or location-specific queries. | ☑️ |
Use Cases: When to Use SEO or Local SEO
Different businesses have different needs, and understanding your goals can help you decide which strategy to prioritize.
You don’t have to choose just one! In fact, combining SEO and local SEO often delivers the best results.
- Broader Reach: SEO builds your authority and attracts a global audience, while local SEO ensures you don’t miss out on nearby customers.
- Balanced Strategy: Think of it like casting a wide net with SEO while keeping a sharp focus on your immediate market with local SEO.
- Long-Term Growth: Local SEO drives quick wins with foot traffic or calls, while SEO builds your online presence over time.
| Business Type | When to Focus on SEO | When to Prioritize Local SEO |
|---|---|---|
| E-Commerce Store | If your store operates online, focus on SEO to rank for product-related keywords like “affordable laptops” or “best running shoes.” This attracts shoppers nationwide or globally. | If you have a physical store, target searches like “laptop store in Boston” to drive local traffic while maintaining broader SEO efforts. |
| Service-Based Business | Use SEO for broader content marketing, like “How to fix a leaky faucet,” which builds trust and attracts potential clients. | Essential for ranking in local searches like “plumber in Chicago” or “AC repair near me” to capture ready-to-buy customers. |
| National Brand | Leverage SEO to establish brand authority with terms like “best car insurance” or “top-rated gyms.” | Use local SEO to support individual branches with searches like “insurance agents in Dallas” or “personal trainer near me.” |
| Small Businesses | If your business grows and you want to attract a wider audience, SEO helps expand your reach. | Start with local SEO to target nearby customers on a budget. Use terms like “coffee shop in Brooklyn” to gain traction locally before scaling up. |
Final Thoughts
At the end of the day, both SEO and local SEO are powerful tools to help your business grow. The key is understanding your audience, your goals, and your resources.
If your business operates globally or focuses on online sales, SEO is a must. If you rely on local customers, local SEO should be your top priority. And if your business falls somewhere in between — perhaps a mix of online and offline sales — a combined approach can give you the best of both worlds.
No matter your choice, both strategies require time and effort to see results. But with the right approach, you’ll be well on your way to building a strong online presence and reaching the people who matter most to your business.