Local SEO vs. National SEO: Which is Best for Your Business?
Are you trying to improve your website’s ranking on Google but confused about where to start? Many business owners hear about SEO but aren’t sure which type is right for them.
The two main types are Local SEO and National SEO. Choosing the right one depends entirely on the kind of business you run and the customers you want to attract.
In this guide, we will explain the difference between local and national SEO in simple terms. We’ll help you decide on the best strategy to get more visitors and grow your business.
What is Local SEO?
Local SEO is the process of optimizing your website to be found in local search results. This is for businesses that have a physical location or serve a specific geographic area (like a city or county).
When someone nearby searches for “plumber near me” or “best coffee in Liverpool,” the results they see are influenced by local SEO.
The goal is to appear in Google’s “Map Pack” or “Local Pack,” which is the box that shows a map and three local business listings at the top of the search results. Learn more about how Google determines local ranking.
Key Components of Local SEO
- Google Business Profile: A free profile on Google that shows your address, hours, and phone number. Keeping this updated is the most important step. Set up your Google Business Profile here.
- Local Keywords: Using keywords that include your city or area, like “website designer in Liverpool.”
- Customer Reviews: Encouraging happy customers to leave positive reviews on Google and other sites.
- Citations (NAP): Making sure your business Name, Address, and Phone number (NAP) are consistent across the web in directories like Yelp and Thomson Local.
Who is it for? Plumbers, electricians, cafes, dentists, law firms, and any business serving local customers.
What is National SEO?
National SEO is the process of optimizing your website to rank for broader keywords across the entire country. This is for businesses that are not limited by location.
If you sell products online or offer services to anyone in the UK, national SEO is how you reach that wider audience.
For example, an online clothing store would want to rank for “summer dresses” for users anywhere in the UK, not just in one city.
Key Components of National SEO
- Broad Keywords: Targeting high-volume keywords that don’t have a location attached, like “how to start a blog.”
- Content Creation: Writing in-depth articles, guides, and blog posts that answer common questions and establish your site as an authority.
- Brand Building: Making your brand well-known and trusted on a national level.
- High-Quality Backlinks: Getting links to your website from other major websites, like national news outlets or popular blogs in your industry. Google’s guidance on creating helpful content can help you earn quality backlinks naturally.
Who is it for? E-commerce stores, SaaS (Software as a Service) companies, national brands, and online publishers or bloggers.
Key Differences: Local SEO vs. National SEO
Here is a simple table to help you see the main differences at a glance.
| Factor | Local SEO | National SEO |
|---|---|---|
| Audience | Customers in a specific town or city | Customers across the entire country |
| Keywords | “plumber in Liverpool” (geo-targeted) | “how to fix a leaky tap” (broad) |
| Competition | You compete with other local businesses | You compete with major national brands |
| Main Goal | Get customers to visit or call | Get traffic and sales from a wide audience |
How to Choose the Right SEO Strategy for Your Business
Still not sure which one is for you? Ask yourself these simple questions:
Decision Framework
1. Where are my customers located?
If your answer is “in my town” or “within a 20-mile radius,” you need Local SEO. If your answer is “anywhere in the UK,” you need National SEO.
2. Do I have a physical address where I serve customers?
If yes, you definitely need Local SEO. This includes shops, restaurants, and offices.
3. Is my business 100% online?
If you run an e-commerce store or a blog with no physical location, then National SEO is your focus.
What if I’m a bit of both?
Some businesses start local and expand. For example, a Liverpool-based shop might also sell its products online nationwide. In this case, you can use a hybrid strategy. Start by building a strong local SEO foundation, and then begin targeting broader keywords as your business grows.
Conclusion
We hope this guide helped you understand the difference between local and national SEO. Choosing the correct strategy is essential for making sure the right customers find you online.
To summarize:
- Use Local SEO if you run a business that serves a specific geographic area.
- Use National SEO if your business can serve customers anywhere in the country.
By focusing your efforts on the right strategy, you will save time and money, and see much better results from your marketing. For ongoing SEO education, Google Search Central offers comprehensive documentation and best practices.
Need help with your SEO? Get in touch!
