When it comes to SEO, there’s a simple truth: not all strategies are created equal.
The techniques used by a national brand to dominate general searches will do very little for a small local business hoping to attract nearby customers.
As a business owner, you need to understand which type of SEO your business needs. The answer could be Local SEO, traditional SEO, or a strategic blend of both. If you get it wrong, you can quickly drain your marketing budget and struggle to generate the results you’re hoping for.
So, let’s take a journey through the different types of SEO together. We’ll uncover the path that makes most sense for you and your business.
The Big Difference: Local vs Traditional SEO
Let’s start with the basics.
Traditional SEO aims to get your website ranking highly in search engines no matter where someone is searching from. It’s great for national brands, online retailers, or blogs that want to reach a wide audience.
Local SEO, on the other hand, is all about showing up for people searching in your specific area.
Example:
- A national plumbing business might write a blog like “10 ways to prevent frozen pipes this winter” to attract search traffic from all over the UK.
- A local plumbing business in Hull, however, should focus on something like “Emergency plumber in Hull – Fast response 24/7”.
Understanding Search Intent
Search intent refers to why someone is searching. Are they looking to learn, compare, or buy?
With Local SEO, search intent is often immediate or transactional. For example:
- “Coffee near me” shows someone is likely looking to buy a coffee now.
- “How to brew great coffee” is more informational and might be better suited to a blog or e-commerce site selling coffee gear.
Google understands this intent and tailors the results accordingly. Local searches often trigger map listings, directions, reviews, and call buttons—especially on mobile devices.
This affects your SEO strategy massively. If your business depends on local footfall, you’ll need to focus on optimising for those high-intent, location-based searches.
Google Business Profile vs Website Authority
Traditional SEO often revolves around your website—things like optimising your content, getting backlinks, and improving page speed.
Local SEO introduces another key player: your Google Business Profile (formerly Google My Business).
A well-optimised Google Business Profile can often outrank websites in local search results. It gives potential customers the info they need at a glance: opening hours, reviews, directions, and more.
Important for Local SEO:
- Accurate and consistent NAP (Name, Address, Phone number)
- Regular updates to your profile
- Reviews and responses
- Local photos
For traditional SEO, NAP details are far less important, and the focus shifts more towards your website’s content and authority.
Content Strategy
Your content is the foundation of your SEO, but how you approach it should differ based on your goal.
Local SEO content should include:
- Location-specific keywords
- Local events and community involvement
- Local testimonials and case studies
Traditional SEO content should focus on:
- Comprehensive guides
- Industry thought leadership
- Evergreen topics that aren’t tied to a specific place
Example:
- Local SEO: “The best wedding venues in East Yorkshire”
- Traditional SEO: “How to plan a wedding on a budget”
Links vs Citations
In SEO, backlinks (when another website links to yours) are a powerful ranking factor—especially in traditional SEO.
But citations (mentions of your business’s NAP on local directories) are more crucial for Local SEO.
Example:
- A backlink might come from an industry blog linking to a guide you wrote.
- A citation might be a listing in Yell, Yelp, or a local Chamber of Commerce directory.
For local businesses, building high-quality citations helps search engines trust your location and legitimacy.
How to Measure Success
Your success metrics will look very different depending on the SEO strategy you choose.
Traditional SEO Metrics:
- Organic traffic to your website
- Keyword rankings
- Conversions or e-commerce sales
Local SEO Metrics:
- Google Business Profile views and clicks
- Local pack rankings
- Phone calls and direction requests
- Foot traffic and in-store visits
Set your goals based on what really matters to your business. A local café won’t care about traffic from London—but they will care about more people walking through the door in Hull.
Final Thoughts
There’s no one-size-fits-all approach to SEO.
If your business serves a local area, investing heavily in traditional SEO tactics without optimising for local visibility will feel like shouting into the void. Likewise, if you’re trying to build a national audience, hyperlocal content won’t get you there.
The key is to match your strategy to your goals. And often, that means blending both types of SEO—smartly and strategically.
Need help figuring out the right SEO path for your business?
We’d love to chat and help you make sense of your options. Get in touch with us today →
