What Are Local SEO Services, and How Are They Different from General SEO?

If you run a local business, you've probably heard about SEO. But did you know there's a special type called local SEO that could be the key to getting more customers through your doors? Understanding the difference between local SEO services and general SEO can make or break your business's online success.

With over 1.5 billion "near me" queries each month, local searches are booming. This massive search volume shows why local businesses need to understand and invest in local SEO strategies to capture nearby customers effectively.

What Is SEO?

Search Engine Optimization (SEO) is the practice of improving your website's visibility in search engine results. SEO is about helping search engines understand your content, and helping users find your site and make a decision about whether they should visit your site through a search engine.

Traditional or general SEO focuses on ranking your website for broad, national, or international searches. It's about competing with businesses worldwide for keywords like "best pizza restaurant" or "digital marketing services." General SEO aims to attract traffic from anywhere in the world, regardless of the searcher's location.

The main goals of general SEO include:

• Ranking for high-volume, competitive keywords nationally or globally

• Building domain authority through comprehensive content strategies

• Targeting broad audiences without geographic restrictions

• Competing with established, large-scale websites

• Creating content that appeals to diverse, widespread audiences

What Are Local SEO Services?

Local SEO is the process of optimizing a business's visibility in unpaid, location-based search results on Google Search, Google Maps, and other search engines. Unlike general SEO, local SEO focuses specifically on helping your business appear when people search for products or services in your area.

Local SEO services are designed to help your business show up when someone searches for terms like:

• "dentist near me"

• "pizza delivery in Chicago"

• "auto repair shop downtown"

• "hair salon open now"

According to Google, 46% of search queries have local intent, making local SEO crucial for businesses that serve specific geographic areas. This means nearly half of all Google searches are looking for local information, services, or businesses.

Local SEO services typically include:

• Google Business Profile optimization and management

• Local citation building and management

• Location-specific content creation

• Local link building strategies

• Review management and response

• Local keyword research and optimization

• Location-based schema markup implementation

Key Differences Between Local and General SEO

Target Audience

The most significant difference lies in who you're trying to reach. General SEO targets a broad, often global audience, while local SEO focuses on customers within a specific geographic area. For example, a national e-commerce clothing brand uses general SEO to reach customers everywhere, while a local plumber uses local SEO to reach homeowners in their service area.

Keyword Strategy

General SEO typically targets high-volume, competitive keywords without geographic modifiers. Local SEO focuses on location-specific keywords that include:

• City names ("restaurants in Austin")

• Neighborhood references ("coffee shop downtown")

• "Near me" searches

• Local landmarks ("hotel near Times Square")

Link-Building Approach

General SEO often pursues links from high-authority websites regardless of location. Local SEO emphasizes building relationships with:

• Local business directories

• Chamber of Commerce websites

• Local news outlets and blogs

• Other local businesses for partnership opportunities

• Community organization websites

Google Business Profile & Local Citations

This is where local SEO really differs from general SEO. Customers are 2.7 times more likely to consider a business reputable if they find a complete Business Profile on Google Search and Maps. Local SEO services heavily focus on:

Google Business Profile Optimization:

• Complete business information (name, address, phone, hours)

• Regular posts and updates

• High-quality photos and videos

• Accurate business categories

• Active customer Q&A management

Local Citations: These are online mentions of your business name, address, and phone number (NAP) across various directories and websites. Including your categories in local citations and schema markup enhances relevance signals, helping search engines understand your business better.

Importance of Reviews and Location-Based Content

Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business' local ranking. Local SEO services place heavy emphasis on:

• Encouraging customer reviews

• Responding to all reviews promptly and professionally

• Managing online reputation across multiple platforms

• Creating location-specific content that resonates with local audiences

Businesses that respond to reviews within 24 hours often see improved local search rankings, making review management a critical component of local SEO services.

When Should You Use Local SEO Services vs. General SEO?

Choose Local SEO Services When:

You're a Service-Area Business: Companies like Starbucks, McDonald's, or local HVAC contractors benefit most from local SEO. These businesses serve customers who need to visit their physical location or require services within a specific geographic area.

You Have Physical Locations: Retail stores, restaurants, medical practices, salons, and other brick-and-mortar businesses should prioritize local SEO. 56% of Google Business Profile listings result in website visits, 24% in calls, and 20% lead to direct searches, showing the direct impact on customer actions.

Your Target Market is Geographic: If your ideal customers are within driving distance of your business, local SEO services will be more effective than general SEO strategies.

Choose General SEO When:

You're an E-commerce Business: Online retailers selling nationwide or internationally benefit more from general SEO strategies that target broad, high-volume keywords.

You Offer Digital Services: Software companies, online consultants, or digital product creators often don't need location-specific optimization since they can serve customers anywhere.

You're a Content Publisher: Blogs, news sites, and information-based websites typically focus on general SEO to reach the widest possible audience.

Real Business Examples:

Home Depot uses both strategies - general SEO for their e-commerce platform and local SEO for individual store locations. When you search "Home Depot near me," you'll find their local store listings optimized for each location.

Domino's Pizza heavily invests in local SEO services because customers need pizza delivered to their specific location. Each franchise location has its own optimized Google Business Profile and local citations.

Amazon primarily uses general SEO since they serve customers globally through their e-commerce platform, though they're expanding into local SEO for services like Amazon Fresh and delivery options.

Summary: Why the Distinction Matters

Understanding the difference between local SEO services and general SEO is crucial for several reasons:

Local Intent and Searcher Behavior

Nearly half of all Google searches have local intent, and by 2025, this trend is set to skyrocket. "Near me" searches, voice commands, and hyper-personalized results are defining how customers discover businesses. If you're not optimized for local search, you're missing nearly half of potential customers.

Conversions and ROI

Local searches typically have higher conversion rates because they demonstrate clear intent to take action. Someone searching "emergency plumber near me" at 2 AM is ready to hire immediately, making local SEO services incredibly valuable for service-based businesses.

24% of Google Business Profile actions are calls to the business, and 20% of actions lead to other direct searches. This direct path from search to action makes local SEO services a powerful investment for businesses serving local markets.

Competitive Advantage

While general SEO requires competing with massive, established websites, local SEO allows smaller businesses to compete effectively in their specific markets. A local bakery can outrank national chains for "birthday cakes in [city name]" with the right local SEO strategy.

Cost-Effectiveness

Local SEO services often provide better ROI for small and medium-sized businesses because you're competing in a smaller, more targeted market rather than against massive national brands with unlimited marketing budgets.

Conclusion

The choice between local SEO services and general SEO isn't always either-or. Many businesses benefit from a combined approach, but understanding your primary audience and business model helps determine where to focus your efforts and budget.

If you serve customers in specific geographic locations, local SEO services should be your priority. The statistics don't lie - with billions of local searches happening monthly and nearly half of all Google searches having local intent, businesses that ignore local SEO are leaving money on the table.

Ready to dominate local search results and attract more customers to your business? Our local SEO services are designed to help businesses like yours show up when and where it matters most. Contact us today for a free local SEO audit and discover how we can help you capture more local customers and grow your business.

Frequently Asked Questions (FAQ)

Q: How long does it take to see results from local SEO services?

A: Most businesses start seeing improvements in local search rankings within 3-6 months of implementing local SEO strategies. However, results can vary based on competition, current online presence, and the comprehensiveness of the local SEO campaign.

Q: Do I need a physical storefront to benefit from local SEO services?

A: No, service-area businesses like plumbers, electricians, and consultants can benefit greatly from local SEO even without a physical storefront. You can optimize for your service areas and still appear in local search results.

Q: What's the most important factor in local SEO?

A: Google Business Profile optimization is typically considered the most critical factor, but local SEO success requires a combination of complete business profiles, consistent local citations, positive reviews, and location-relevant content.

Q: Can I do local SEO myself, or do I need professional local SEO services?

A: While basic local SEO tasks can be done in-house, professional local SEO services provide expertise, tools, and ongoing management that most business owners don't have time to handle effectively while running their business.

Q: How much do local SEO services typically cost?

A: Local SEO service costs vary widely based on market competition, business size, and service scope. Small businesses might invest $500-2,000 monthly, while larger businesses or competitive markets may require $2,000-5,000+ monthly investments.

Q: What's the difference between Google My Business and Google Business Profile? A: Google My Business was rebranded to Google Business Profile in 2021. They refer to the same platform where businesses manage their Google listings, but Google Business Profile is the current official name.