What is the difference between SEO and local SEO?

Both SEO and local SEO aim to improve your visibility on search engines—but they focus on different audiences and strategies.

Traditional SEO (also called national or organic SEO) is about ranking your website for general keywords that aren’t tied to a location. It’s ideal for online businesses, blogs, or e-commerce stores that target users across broad geographies. For example, an SEO campaign for a tech blog or online apparel brand might target keywords like “best laptops for students” or “sustainable t-shirts.”

Local SEO, on the other hand, focuses on ranking in search results for location-based queries like “coffee shop near me” or “emergency plumber in Chicago.” It prioritizes appearing in the Google Local Pack, Maps, and other features tied to geographic intent.

Key differences:

• Local SEO uses location-specific keywords (e.g., “Toronto wedding photographer”)
• It relies heavily on Google Business Profile optimization
• NAP consistency and local citations matter more in local SEO
• Reviews and map rankings play a bigger role

If you operate a business that serves customers in a specific region, local SEO is the more strategic path. General SEO won’t get you seen by people looking for local services.