What’s the Difference Between Local SEO and Regular SEO?

Key Differences

1. Focus and Scope:

• Traditional SEO aims to improve visibility on a national or global scale.
• Local SEO focuses on improving visibility in local search rankings and specific geographic areas.

2. Target Audience:

• Traditional SEO targets a broad audience across the country or globally.
• Local SEO targets local customers in a specific area or region.

3. Keywords:

• Traditional SEO uses widely searched keywords not tied to a location.
• Local SEO uses keywords relevant to local areas, often including location specific terms.

4. Google My Business:

• Local SEO heavily relies on Google My Business for showing up in local search map results.
• Traditional SEO doesn’t emphasize Google My Business as much.

Statistics and Trends

1. Local Search Popularity:

• 98% of consumers searched for local businesses online in 2022, up from 90% in 2019.
• 46% of all Google searches have local intent.

2. Mobile Usage:

• 56% of US consumers sought local businesses via mobile browsers in 2019.
• Mobile searches with local intent have an 80% conversion rate.

3. SEO Adoption:

• 46% of local partners use SEO, with 79% finding it effective.
• 58% of businesses still don’t prioritize local SEO.

4. ROI and Effectiveness:

• 40% of local SEO campaigns boast an ROI of 500% or more.
• Local and organic search has a 22% session share and provides the highest ROI with the most page views per session compared to other channels.

5. User Behavior:

• 42% of local searches lead to clicks on the Google Map Pack.

• 28% of local searches result in a purchase.

6. Business Listings and Reviews:

• 56% of Google Business Profile interactions result in website visits, 24% in calls, and 20% in direct searches.
• 87% of consumers read online reviews for local businesses.

What’s the Difference Between Local SEO and Regular SEO?

When it comes to boosting online visibility, SEO can be a game changer for any business. But not all SEO is created equal. While traditional SEO casts a broad net, local SEO zeroes in on a specific geographic area, drawing customers who are nearby and ready to take action. Understanding these differences is crucial for businesses looking to attract the right audience, whether they’re targeting a national or local market.

What Is Local SEO?

Local SEO focuses on helping businesses rank in search results based on a specific location. It’s about showing up for searches like “best coffee shop near me” or “plumber in Dallas.” This strategy is essential for service providers, brick and mortar shops, and small businesses that serve a local community. With the rise of mobile search, Google’s local algorithms now prioritize nearby businesses to connect users to options that are convenient and accessible.

Key Components of Local SEO

1. Google Business Profile (GBP) Optimization: Claiming and optimizing a Google Business Profile (GBP) is one of the most effective local SEO strategies. A well optimized GBP allows a business to appear in the Google local pack and on Maps, showing essential info like business hours, contact details, and customer reviews.

2. NAP Consistency (Name, Address, Phone Number): For businesses focusing on local SEO, ensuring that NAP details are consistent across directories, social media profiles, and the website itself is crucial. This consistency helps build trust with Google and aids in ranking higher in local searches.

3. Local Citations and Directories: Listings in directories like Yelp, TripAdvisor, and local business directories help validate a business’s presence and boost its authority in a specific location.

4. Localized Content: Content relevant to the community helps local SEO. This includes blog posts about local events, neighborhood guides, or location specific landing pages.

5. Customer Reviews: Positive reviews, especially on GBP, impact local rankings. Encouraging satisfied customers to leave feedback strengthens a business’s local authority.

For businesses interested in fine tuning their local SEO, check out Frank Masotti’s Local SEO Checklist to get started on optimizing for local search.

Regular SEO vs. Local SEO: How They Differ in Strategy

While both local SEO and traditional SEO aim to improve visibility, their methods and goals are distinct.

Audience Targeting

• Local SEO targets customers within a geographic region, so it appeals to high intent users nearby. This includes industries like healthcare providers, real estate agents, and local services where the location is central to the user’s decision.

• Regular SEO appeals to a broader audience, often across a state, country, or even internationally. E-commerce stores, digital content platforms, and informational websites benefit most from this approach.

Keywords and Search Intent

Keyword strategies also differ significantly. Local SEO focuses on geo specific terms like “near me,” city names, or neighborhood identifiers. Traditional SEO uses broader or more niche keywords, like “best gaming laptop” or “DIY home improvement.”

Backlink Building

Regular SEO depends on acquiring backlinks from reputable sites to boost domain authority. For local SEO, the focus shifts to securing links from local sources, like community sites, local news outlets, and industry specific directories.

Why Google Business Profile Matters for Local SEO

A Google Business Profile (GBP) is crucial for local SEO success. A well maintained profile shows up in the “local pack” (the map and top three business listings that appear for local searches) and on Google Maps, a prime spot for visibility.

GBP has powerful features that impact search rankings, including:

• Service Areas: You can specify the area a business serves, helping it appear in searches from customers within that zone.
• Customer Reviews: Reviews boost trust and visibility, which is why managing GBP reviews is essential for local SEO.
• Photos and Updates: Regular updates and photos show Google that the business is active and engaged with its audience, which helps rankings.

Check out Google Business Profile Optimization Services offered by Frank Masotti to ensure every GBP detail is optimized for maximum reach.

Ranking Factors for Local vs. Regular SEO

Google’s ranking factors also vary depending on whether a business is local or not. Here’s a quick breakdown:

1. Local SEO Ranking Factors:

   • Proximity to Searcher: How close the business is to the searcher.
   • Relevance: How well the GBP matches what the searcher needs.
   • Prominence: Based on the online presence, reviews, and citations.
   • NAP Consistency: Matching business info across sites helps Google verify details.

2. Regular SEO Ranking Factors:

   • Domain Authority: Sites with high quality backlinks from trusted domains tend to rank higher.
   • Content Quality and Relevance: Google looks for expertise, authority, and trustworthiness.
   • User Experience: Faster load times, mobile friendliness, and low bounce rates improve rankings.
   • Keyword Usage: Effective use of primary and secondary keywords in content and meta tags.

Key Metrics for Measuring Success

• Local SEO Success Metrics:

  • Google Maps Visibility: Higher visibility in Maps translates to more foot traffic.
  • Local Pack Rankings: Ranking in the top three for relevant searches drives conversions.
  • GBP Interactions: Track calls, directions requests, and website clicks from GBP.

• Regular SEO Success Metrics:

  • Organic Traffic: An increase in visitors through search engine results.
  • Keyword Rankings: Higher positioning on key search terms.
  • Bounce Rate: Lower bounce rates indicate better engagement.

For example, after focusing on local SEO, one law firm in San Diego saw 200% more calls directly from their GBP listing. Metrics like these highlight the power of local SEO when executed strategically.

Final Thoughts: Choosing Between Local and Regular SEO

Ultimately, the choice between local SEO and regular SEO boils down to where your target audience is. If your business thrives on local foot traffic and nearby customers, then optimizing for local SEO with Google Business Profile, NAP consistency, and localized content is essential. On the other hand, if your audience is more widespread, focusing on traditional SEO will help bring organic traffic and build brand authority.

Get Started with Local SEO:
Curious about how long it takes to see results? Find out more in Frank Masotti’s guide on how long it takes for local SEO to work.

Need a quick boost? Get a free 30 minute strategy session to see how Frank can tailor a plan for your business