What’s the Difference Between SEO and Local SEO?
If you’re new to online marketing, you may wonder: What is the difference between SEO and local SEO? Are they the same? Which one does your business need?
In this post, we’ll break down the key distinctions between SEO and local SEO, explain how each one works, and explore the unique benefits they offer—especially for small businesses. Whether you run a local service company or an online brand, understanding these strategies can help improve your visibility and attract more customers.
What Is SEO?
Search Engine Optimization (SEO) is the process of improving a website’s visibility on search engines like Google, Bing, and Yahoo. The goal is to rank higher in organic (non-paid) search results for relevant keywords.
SEO involves a range of techniques, including:
- Keyword research to find what your target audience is searching for
- On-page optimization like meta titles, descriptions, and headers
- Quality content creation that aligns with search intent
- Technical SEO improvements like site speed and mobile responsiveness
- Link building to earn authority and trust from other websites
SEO focuses on increasing traffic from a broader audience—regionally, nationally, or even globally.
What Is Local SEO?
Local SEO, on the other hand, is all about optimizing your online presence to attract customers from a specific geographic area. It’s ideal for businesses that serve customers in person or within a defined local region—like restaurants, law firms, salons, or service providers.
Local SEO strategies include:
- Claiming and optimizing your Google Business Profile
- Adding location-specific keywords (e.g., “personal injury lawyer in Peoria, IL”)
- Building local citations (directory listings with consistent NAP—name, address, phone number)
- Generating and responding to customer reviews
- Creating local content relevant to your community or service area
By optimizing for local search, your business is more likely to appear in Google’s Local Pack, Map results, and “near me” searches.
SEO vs. Local SEO: What’s the Real Difference?
While traditional SEO and local SEO share similar principles, they target different types of search behavior:
| Feature | Traditional SEO | Local SEO |
| Target Audience | National or global | Local or regional |
| Keyword Focus | Broad (e.g., “divorce attorney”) | Geo-specific (e.g., “divorce attorney in Peoria”) |
| Search Results | Standard organic listings | Local Pack, Map listings, organic |
| Tools Used | Google Search Console, Ahrefs | Google Business Profile, Moz Local |
| Link Strategy | Backlinks from high-authority sites | Citations and local backlinks |
In short, SEO casts a wider net, while local SEO zeroes in on a nearby audience looking for quick access to products or services.
Why Local SEO Is Crucial for Small Businesses
If you’re a small business, local SEO is one of the most powerful tools you can use to compete with larger companies. Here’s why:
- More Visibility in Local Searches: Most consumers search for services “near me.” With a strong local SEO strategy, your business can appear at the top of those search results.
- Higher Conversion Rates: Local searchers often have immediate intent. If they find you nearby and see great reviews, they’re more likely to call or visit.
- Cost-Effective Marketing: Unlike paid ads, SEO generates traffic organically. Once you’re ranking well, you don’t pay for every click.
- Improved Trust and Credibility: A verified Google Business Profile and positive local reviews can boost your reputation and credibility.
Tips to Optimize for Both SEO and Local SEO
Want the best of both worlds? Here are some tips to improve your overall online presence:
- Perform Keyword Research for Both Broad and Local Terms
- Mix general keywords with location-specific phrases.
- Mix general keywords with location-specific phrases.
- Claim and Optimize Your Google Business Profile
- Add accurate business hours, categories, services, and high-quality photos.
- Add accurate business hours, categories, services, and high-quality photos.
- Encourage and Respond to Reviews
- Positive reviews build trust and impact local rankings.
- Positive reviews build trust and impact local rankings.
- Use Structured Data Markup
- Help search engines understand your content with schema (especially for local businesses).
- Help search engines understand your content with schema (especially for local businesses).
- Create Localized Content
- Write blog posts or service pages that address local issues, news, or events.
- Write blog posts or service pages that address local issues, news, or events.
- Ensure Mobile Optimization
- Most local searches happen on mobile devices—make sure your site is fast and responsive.
- Most local searches happen on mobile devices—make sure your site is fast and responsive.
Final Thoughts
While SEO and local SEO serve different purposes, they work best when used together. A well-rounded digital strategy should include both, especially for small and mid-sized businesses looking to grow.
At Resonate Marketing Studios, we specialize in helping businesses build visibility—locally and beyond. Whether you need a custom SEO strategy, local optimization, or just want to show up when people are searching for your services, we’re here to help.
📞 Ready to boost your online presence? Call us today at (309) 316-7011 and let’s get your business ranking where it belongs—on top.
