Local SEO vs. National SEO: What’s the Difference (and Why It Matters)
If you're trying to grow your business online, the first question to ask is: Are you trying to get found locally, or everywhere? That difference matters more than you think — and it's where the choice between local and national SEO comes in.
What Is Local SEO?
Local SEO helps your business appear in searches tied to specific areas — like “near me,” city names, or zip codes. It’s about showing up in the Map Pack and local results when people search nearby.
What Is National SEO?
National SEO focuses on ranking across broader geographies — regionally or nationwide — usually without a local tie. It's common for eCommerce brands, SaaS companies, and online services.
Key Differences Between Local and National SEO
| Factor | Local SEO | National SEO |
|---|---|---|
| Search Intent | “Near me,” by city or zip code | Broad keywords, general info |
| Ranking Focus | Google Map Pack & local organic | Standard organic results (no map) |
| Website Structure | Location pages, service areas | Topic clusters, pillar content |
| Link Building | Local directories, citations | Authority backlinks, national mentions |
| Google Business Profile | Essential | Not relevant |
Can a Business Use Both?
Absolutely. Many of our clients combine both strategies — ranking locally where they have physical presence or service areas, while also building national authority for broader keyword goals.
Who Should Focus on Local SEO?
- Brick-and-mortar businesses
- Service-area businesses
- Franchises with local offices
Who Should Prioritize National SEO?
- Online-only or eCommerce brands
- SaaS and digital services
- Thought leaders building national presence
Let’s Build a Strategy That Matches Your Market
Whether you need to rank in one zip code or across the country, we’ll create an SEO plan that fits your goals — not just your budget.
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FAQs
Can a business rank both locally and nationally?Yes. Many of our clients rank locally for service keywords and nationally for content or industry authority.
Is local SEO easier than national SEO?
Usually. Local SEO is less competitive — but still requires strategy and consistency.
Do I need more content for national SEO?
Yes. National SEO relies on blog content, backlinks, and large-scale authority building.
Is a Google Business Profile useful for national SEO?
Not really — GBP is a local SEO tool. National brands focus on website authority instead.
How do I know which one to choose?
We’ll audit your business goals, competition, and audience — and help you build the right blend of local and national strategy.