Local SEO vs. General SEO: Which Do You Need?
In the digital marketing world, understanding the difference between local SEO and general SEO is essential. Both play an important role in helping businesses grow online, but they serve different purposes. Whether you run a local coffee shop or a nationwide e-commerce store, choosing the right SEO approach can greatly affect your visibility and customer reach.
This guide will walk you through what local SEO and general SEO are, how they work, when to use each one, and how to combine them if necessary. By the end, you’ll have a clear idea of which approach best suits your business goals.
What is General SEO?
General SEO, often called traditional SEO, focuses on optimizing a website to rank well in search results on a national or global scale. This type of SEO does not target specific locations. Instead, it aims to rank for keywords that have broad appeal.
General SEO typically involves targeting broad, high-volume keywords. It aims to gain visibility in national or international search results by focusing on website authority and quality content. Backlinks from reputable sources are important, as is strong technical optimization for things like site speed and mobile usability.
Examples of general SEO include a blog that offers advice to readers worldwide, an online clothing retailer that ships to different countries, or a software company offering digital tools to businesses across the country.
This approach works best for businesses that are not tied to a physical location. It helps expand brand visibility and reach customers beyond geographic limits.
What is Local SEO?
Local SEO is all about getting found by customers in your immediate area. It’s designed for businesses that serve a specific city, town, or region. When people search for services “near me” or include a city name in their search, local SEO ensures your business shows up.
Local SEO focuses on location-based keywords, like “pizza place in Austin” or “lawyer near downtown Chicago.” A strong Google Business Profile, consistent listings across directories, and customer reviews all play a big role. Local backlinks and citations from nearby businesses or media also matter.
Think of a local SEO strategy as essential for physical businesses like restaurants, gyms, salons, law offices, or dentists. It’s also great for service-based professionals who visit customers at their homes, such as electricians, plumbers, or landscapers.
Key Differences Between Local and General SEO
The main difference lies in who you’re targeting and how.
Local SEO targets nearby customers who are actively searching for products or services in a specific area. These are people looking for immediate solutions. Local SEO focuses on appearing in local search results and map listings. It also includes optimizing your Google Business Profile, gathering reviews, and ensuring accurate contact information across the web.
General SEO, on the other hand, is broader. It’s about competing on a national or even global scale. It focuses more on content, backlinks from major websites, and high-volume keywords. Rather than attracting foot traffic, it draws online visitors who may be interested in a product or service regardless of location.
Which One Does Your Business Need?
Your ideal SEO approach depends on your business type, target audience, and long-term goals.
You should choose local SEO if your business relies on local customers or if you want to increase foot traffic to a physical store. If you provide services in a certain geographic area, like a local plumber or real estate agent, local SEO is critical.
You should choose general SEO if your business operates online and your customers can come from anywhere. For example, if you run a blog, a national brand, or an e-commerce website, general SEO will help you reach the widest audience.
In some cases, a mix of both strategies is best. A regional restaurant chain might use local SEO to promote each location while using general SEO to boost brand awareness or share content like recipes or blogs.
Combining Local and General SEO
Some businesses benefit from using both local and general SEO. If you have physical locations but also sell online, combining these strategies can help you grow both customer bases.
Start by creating individual landing pages for each location you serve. Make sure these pages include the city name, contact information, and unique content. This helps with local SEO.
At the same time, maintain a blog or create general content to answer common questions or provide industry insights. This kind of content works well with general SEO strategies and helps drive traffic from a broader audience.
Optimize your Google Business Profile for each physical location. Use consistent NAP (name, address, phone number) details across all platforms. This improves local search presence and makes it easier for customers to find you.
Earn reviews and encourage satisfied customers to leave feedback on Google and other local directories. Reviews improve local credibility and rankings.
Also, track your results separately. Use tools like Google Search Console and Google Analytics to monitor local and general traffic sources, so you know which strategy is driving results.
Benefits of Local SEO
Local SEO helps you connect with customers who are physically close to your business. This can lead to more walk-ins, more calls, and more local website traffic. It improves your chances of appearing in map listings and location-based searches, which is especially important for mobile users.
It also builds trust through online reviews and provides clear contact information for people who want quick answers.
Benefits of General SEO
General SEO helps you reach a much larger audience. It’s especially effective for growing your brand over time. It attracts visitors from beyond your local area and supports digital marketing goals like content marketing and email list building.
With a good general SEO strategy, you can drive steady traffic to your website through blog posts, how-to guides, product pages, and more. It helps you compete in your industry on a larger scale.
Challenges of Local SEO
One challenge of local SEO is that it requires constant attention. You need to keep your business listings up to date, respond to reviews, and stay engaged with your local community. Local competition can also be fierce, especially in urban areas with many similar businesses.
Changes in Google’s map algorithms can impact your rankings quickly, so it’s important to monitor and adapt.
Challenges of General SEO
General SEO takes time. Ranking for national keywords often means competing with large, established websites. You’ll need high-quality content, a strong backlink profile, and good technical SEO.
It also requires consistent publishing and regular updates to keep up with algorithm changes and user expectations. If you stop producing content or earning backlinks, your visibility can drop.
Measuring Success
Success in SEO is measured by your ability to attract and convert visitors. For local SEO, focus on metrics like phone calls, directions requests, and map rankings. Use platforms like Google Business Insights and tools like BrightLocal to monitor your performance.
For general SEO, look at metrics such as organic traffic, keyword rankings, bounce rates, and conversions. Tools like Ahrefs, SEMrush, and Google Analytics help track these indicators.
Knowing which strategy is delivering results allows you to fine-tune your efforts and get better over time.
Final Thoughts: Local or General SEO?
Both local and general SEO have unique benefits. The right choice depends on your business type, goals, and where your customers are located.
If your success depends on people nearby finding you easily, invest in local SEO. If you need to reach a broader audience online, general SEO is the better fit. And if you operate in both spaces, combine them for maximum impact.
With a clear understanding of what each type of SEO does and how they support your business, you’ll be better prepared to make smart marketing decisions that lead to growth and success.
