What’s the Difference Between SEO and Local SEO?

SEO focuses on improving a website’s visibility in general organic search results, while local SEO targets visibility in geographically relevant searches. Traditional SEO aims to reach a national or global audience through content, backlinks, and technical performance. Local SEO, on the other hand, helps businesses rank in the local pack, Google Maps, and local organic results by optimising for proximity, reviews, and location-based signals.

Understanding the difference is essential if you want to attract the right audience, improve ROI, and allocate your marketing resources effectively.

What is SEO?

SEO (Search Engine Optimisation) is the process of improving your website’s visibility in organic search results. It typically targets broader, non-location-specific keywords and focuses on factors like:

• On-page content quality
• Keyword relevance and intent
• Backlinks from authoritative sites
• Technical performance (page speed, mobile usability, structured data)

The goal of traditional SEO is to rank high in the standard search engine results pages (SERPs), especially for queries with informational or commercial intent.

For example, if someone searches for “how to start a podcast,” strong SEO could help a content-focused website rank well, even without being tied to a specific location.

A real-world example: A UK-based SaaS startup creates long-form blog content around “project management templates” and builds backlinks from industry blogs. This content ranks nationally (and even globally) and attracts a wide audience.

What is Local SEO?

Local SEO is a specialised branch of SEO that focuses on improving visibility in geographically relevant searches. It aims to help businesses show up when users search for products or services in a specific area.

Local SEO is essential for:

• Physical storefronts (e.g. hair salons, cafes, clinics)
• Service-area businesses (e.g. plumbers, electricians)
• Businesses relying on walk-ins, appointments, or local customers

It involves optimising:

• Your Google Business Profile
• NAP (Name, Address, Phone) consistency across directories
• Location-specific keywords
• Customer reviews and ratings
• Citations and local backlinks

For example, a physiotherapy clinic in Leeds might optimise their Google Business Profile, collect reviews, and build citations to appear in map results when users search for “physiotherapist near me.”

According to a 2024 BrightLocal survey, 78% of local mobile searches result in an offline purchase, reinforcing the importance of appearing in those high-intent local moments.

Key Differences Between SEO and Local SEO

SEO is about building long-term authority and reach. Local SEO is about being discovered nearby, often at the moment of intent.

A study by Google and Ipsos found that 4 in 5 consumers use search engines to find local information, and over 50% of those searches result in a store visit within a day.”

Additional research from Moz shows that 29% of all SERPs include a Local Pack, a significant opportunity for local businesses to claim premium visibility.

Common Misconceptions About SEO

There are several persistent myths that prevent businesses from taking full advantage of SEO:

• “SEO is only for big companies.” In reality, local SEO levels the playing field, allowing small businesses to dominate local results.
• “If I have a website, that’s enough.” SEO involves ongoing optimisation, not just having a site.
• “Local SEO doesn’t matter if I don’t have a shop.” Service-area businesses benefit just as much — sometimes more — from location optimisation.
• “Reviews don’t affect rankings.” According to BrightLocal, review signals are one of the top ranking factors in local SEO.

When Should You Use SEO vs Local SEO?

Use traditional SEO if:

• You run an online or national business
• You sell digital products or content
• You want to attract a global audience

Use local SEO if:

• You rely on physical visits, appointments, or local clientele
• You operate in one or more physical locations or service areas
• You want visibility in Google Maps or local searches

Example scenario:

• A UK law firm with one office in Manchester would benefit more from local SEO.
• A legal advice blog targeting readers across the UK should invest in traditional SEO for broad visibility.

Deeper Example: How a Service Business Combines Both

Consider a mobile car detailing company based in Bristol. Their marketing strategy might include:

• Local SEO to rank for “car detailing near me” and appear in the Local Pack for mobile users
• GBP with reviews and NAP consistency across citations
• Traditional SEO to rank national blog content such as “best car cleaning products UK”
• Internal linking between content and local service pages

This hybrid approach ensures visibility for local leads while building topical authority in their niche.

Local SEO isn’t just about showing up, it’s about showing up where and when it matters most. For small businesses, being visible in local search results can drive real, measurable outcomes like phone calls, store visits, and new bookings. If you’re wondering whether investing in local SEO is worth it, explore our guide on why local SEO matters for small businesses to see how it impacts visibility, trust, and revenue.

Can You Use Both SEO and Local SEO Together?

Absolutely. In fact, they often complement each other. Here’s how:

• Local landing pages benefit from strong on-page SEO (headers, content, schema)
• Blog content builds topical relevance, which supports location authority
• Backlinks to local content help both SEO and local SEO rankings
• Internal links from content to service/location pages pass relevance

If you serve both local and broader audiences, a dual SEO strategy maximises reach.

Local vs National Tools Comparison

Local SEO tools:

• Google Business Profile Manager
• BrightLocal
• Whitespark
• Moz Local

Traditional SEO tools:

• Ahrefs
• Semrush
• Screaming Frog
• Surfer SEO

Each type of tool serves a specific purpose. For example, BrightLocal helps manage citations and reviews, while Ahrefs helps track national keyword rankings and backlinks.

Hybrid SEO Strategy Example

A UK-based chain of independent bookstores runs:

• Local SEO for each store (GBP, local pages, reviews)
• Traditional SEO for its blog covering reading lists, literary analysis, and author interviews

This hybrid strategy builds both local discovery and broader content authority, feeding both ends of the sales funnel.

Which One is Best for Your Business?

The best approach depends on your business type and goals:

• Local SEO is essential for any business that depends on customers within a geographic area
• SEO is crucial if you’re targeting users nationally, or trying to build authority around a topic

Most small businesses will see the greatest return from investing in local SEO first, then layering in broader SEO efforts as their digital presence matures.

For help getting started, visit our complete guide to Local SEO.

FAQs

What is the difference between SEO and local SEO? SEO focuses on improving visibility in general search results, while local SEO targets customers searching in a specific geographic area. Local SEO also includes map listings and review-based signals that don’t apply to standard SEO.

Do I need both SEO and local SEO? Yes, especially if your business has both a physical presence and digital products or content. A combined strategy maximises reach, intent coverage, and authority in your niche.

Does Google treat local SEO differently from regular SEO? Yes. Google uses separate algorithms for the Local Pack and organic results. Factors like proximity, reviews, citations, and GBP completeness play a major role in local rankings.

Is local SEO easier than traditional SEO? It can be quicker to see local results, particularly in small to mid-sized cities with less competition. However, consistency in NAP details, review generation, and GBP management is key to maintaining rankings.

How do I know which one to prioritise? Start with local SEO if you serve a defined geographic area. If your business model is broader, or content-driven, start with traditional SEO. You can grow into both strategies over time.

What to Do Next

If you’re still unsure where to start:

• Review our Local SEO strategy components
• Set up or optimise your Google Business Profile
• Learn how local content strategy supports both visibility and relevance
• Explore SEO learning resources from Moz and Think With Google to deepen your knowledge

Understanding these foundational elements will help you prioritise your SEO investment effectively.