In today’s digital age, over 90% of online journeys begin with search engines. When individuals are in search of businesses, products, or services, their first step is often a simple online search. Thankfully, search engine optimization (SEO) ensures your business is there to greet them at the top of the search results. With tools like SEO Checker, you can identify what’s preventing your website from securing the top spot.

But what if you’re a local business aiming to increase foot traffic to your brick-and-mortar store? How does local SEO differ from traditional, organic search optimization, and which should you implement? Fortunately, your trusted marketing team is here to address all your queries about SEO vs. local SEO. Continue reading, or reach out to us to ask a strategist your pressing questions!

Understanding the Difference Between SEO and Local SEO

Both traditional and local SEO aim to enhance your rankings in online search results, enabling more people to discover, engage with, and purchase from your business. Here’s the distinction.

While traditional SEO aims to boost your site’s visibility on a national or global level, local SEO seeks to enhance your visibility in local search rankings. SEO and local SEO utilize many similar strategies. However, local SEO solutions implement specialized tactics to help you connect with searchers in your vicinity.

Now that you understand the difference between SEO and local SEO, let’s delve into the unique characteristics of each strategy.

Defining SEO

Let’s begin with a definition of traditional SEO, also known as organic or national SEO. Beneficial for businesses across all sectors, SEO encompasses numerous on- and off-page tactics to elevate your website’s rankings in relevant search results.

Anatomy of a Traditional Search Result

To better comprehend how SEO functions, let’s examine the anatomy of a search result for the keyword “rent camping gear.” When searching on Google, you’ll initially observe a series of paid search advertisements. Identified with “Ad” labels, these pay-per-click (PPC) ads appear at the top of search results, above organic results. We’re not focusing on these results when discussing SEO, but they’re crucial to acknowledge. Next, you may see several SERP features, depending on the search. SERP features are unique results designed to provide searchers with useful information, often without needing to click on a result. These include:

• Featured snippets

• Reviews

• Sitelinks

• Videos

• Accelerated Mobile Pages (AMP)

• People also ask boxes

• And more

Finally, we see a list of unpaid search results — the “core” of organic SEO. Since 68% of all clicks go to the first five positions in search results, it’s vitally important to maintain top rankings, so people can find and contact you. So, how do you rank at the top of search results on a national or even global scale?

The answer lies in SEO — and it comprises numerous strategies to boost rankings.

Traditional SEO Strategies

When optimizing for traditional SEO vs. local SEO, you’ll likely implement the following strategies:

• Conduct keyword research and target relevant keywords on your website

• Create high-quality, comprehensive content about your industry, products, and services

• Accelerate your website’s load time

• Optimize your code and navigation

• Earn backlinks from reputable websites to enhance your domain authority

• And more!

In essence, these SEO strategies ensure your business appears at the top of search results when people search keywords related to your business, products, and services. Ultimately, SEO enables more people to find, engage with, and purchase from your business — and it directly translates into increased revenue.

Who Should Use SEO?

SEO benefits businesses of all sizes across a broad range of industries, from ecommerce to tech and beyond. Check out our case studies to learn more about how SEO drives results for our clients.

However, some businesses benefit more from a localized approach to SEO. To learn more, let’s explore local SEO: what is local search, who is it for, and how does it differ from traditional, organic SEO?

Defining Local SEO

Local SEO, a subset of traditional SEO, concentrates your optimization efforts on reaching more local searchers. For instance, let’s say I’m planning a trip and search, “best hotels in LA.” If you own or manage a hotel in the LA area, you want to appear at the top of the local results for that search — and local SEO can help you achieve that. Since 80% of local searches convert, it’s incredibly important to invest in local SEO if you’re a local business aiming to boost foot traffic, sales, and revenue.

Anatomy of a Local Search Result

In addition to ads, SERP features, and organic listings, local search results contain some unique features. Let’s examine another example to understand the difference between traditional and local search results.

Local SEO 3-pack

If I search “best restaurants in LA,” Google returns a local SEO 3-pack — a map and list of the top three restaurants that match my search criteria. Google extracts the business information from the restaurants’ Google My Business profiles, so it’s extremely important to claim your listing when optimizing for local SEO.

In some cases, like the hotel example above, Google extracts results from Google Travel, which is why you may see more than three options. You’ll observe the same thing when searching, “flights to LA,” with a list of available flights and prices from Google Travel.

Google Local Services Ads

For some local searches, you may notice Google Local Services ads.

These ads appear at the top of local search results, and they operate similarly to PPC ads. Again, these paid ads aren’t part of the organic search results, but they do appear in local searches.

Currently, Google Local Services is only available to select industries and cities, so you’ll need to confirm your eligibility.

If you want to learn more about how you can advertise with Google Local Services, check out our hassle-free ad options.

Local SEO Strategies

In addition to traditional SEO strategies, local SEO employs some additional tactics to help you reach local searchers. These local strategies include:

• Claiming and optimizing profiles on local listing sites like Google My Business

• Earning and managing reviews on local review sites

• Targeting relevant, local keywords on your website

• Creating location-specific website copy

• Adding name, address, and phone number (NAP) information to your site and local directories

• Earning backlinks from reputable, local websites

Who Should Use Local SEO?

Unsure if local SEO is right for you? If you operate in these industries, you and local SEO are a perfect match.

• Franchise

• Home and repair

• Industrial

• Heavy equipment

• Real estate

• Legal

• Local consumer services

• Medical and health

• And many others

For businesses aiming to attract and convert more local traffic, local SEO is essential.

Do SEO and Local SEO Influence Each Other?

Excellent question! It’s impossible to draw a rigid boundary around traditional vs. local SEO — and there’s some overlap between the two strategies. That said, your traditional SEO efforts will likely end up benefiting your local SEO and vice versa if executed correctly. If you already have an SEO plan in place, it may just require a few adjustments to start driving more qualified, local traffic.

For instance, adding location-specific keywords and content vs. more general information allows you to appeal to a local audience. Adding these pages will also aid your organic SEO strategy, as you’ll have more opportunities to rank in relevant search results. When navigating the complexities of traditional vs. local SEO, it’s beneficial to consult the experts — like our team. We’ll help answer all your national SEO vs. local SEO queries, so you can rest assured you’re getting the most out of your SEO efforts.

In conclusion,

whether you’re a local business aiming to attract foot traffic or an online enterprise seeking to expand your reach on a national or global scale, understanding the nuances between SEO and local SEO is crucial. Both strategies, while having their unique aspects, work towards the common goal of enhancing your online visibility, driving traffic, and boosting conversions. Remember, there’s no one-size-fits-all approach in digital marketing. The key is to understand your business needs, your target audience, and how these SEO strategies can be tailored to meet your specific objectives. With the right knowledge and resources, you can effectively navigate the digital landscape and propel your business to new heights. If you have any more questions or need further assistance, don’t hesitate to reach out. Here’s to your success in the digital world!