SEO vs Local SEO: What’s the Difference?

SEO is the backbone of online search. Want to get seen online? You will have come across the terms SEO and local SEO. While they are closely related, they focus on different types of search visibility, and knowing the difference between the two can help shape your online visibility.

SEO can help your website appear for relevant searches across a wider geographical area, while local SEO focuses on helping businesses appear when people search for their products or services in a specific area.

So what’s the difference between SEO and local SEO? And which one does your business need? In this guide, we’ll explain how SEO and local SEO work, when to use each approach, and how you can improve your visibility in local search.

What is SEO?

Search engine optimisation (SEO) is the process of improving your website and online presence to increase its visibility in search engine results. The goal is to help your website appear when potential customers search for information, products, or services related to your business. for example, a bakery might want to rank for:

• Bakery
• Baked goods
• Fresh bread
• Handmade baked food

SEO can involve a range of activities, including:

• Keyword research
• Creating useful website content
• Optimising page titles and headings
• Improving website structure
• Technical SEO
• Building relevant links
• Improving page speed and user experience
• Creating content that matches search intent

SEO isn’t limited to a particular location. Depending on the keywords you target, your website could attract visitors from Sheffield, across the UK, or internationally.

What is local SEO?

Local SEO is a branch of SEO focused specifically on improving a business’s visibility in geographically relevant searches. Instead of trying to rank for a service, local SEO helps you appear when people are looking for a service in a particular area.

For example, if someone searched for “marketing agency Sheffield”, there’s clear local intent. Someone searching this clearly wants a business that serves Sheffield, not an agency anywhere in the world.

Other examples include:

• Marketing services in Sheffield
• Marketing agencies near me
• Web design nearby

Local SEO is especially important for businesses that serve a specific geographical area or rely on customers visiting a physical location.

SEO vs local SEO: What’s the difference?

The main difference between SEO and local SEO is search intent and geographical focus.

Local SEO is part of a wider SEO strategy

A business serving customers in Sheffield, for example, can use traditional SEO to build its website’s overall authority, while using local SEO to increase visibility for Sheffield-related searches.

When should a business focus on SEO?

Seo should always be a consideration for almost any business with a website or online presence, but it can be especially important if you want to build long-term organic visibility.

You should focus on local SEO if:

You serve customers across the UK

If your potential customers are anywhere in the UK, limiting your strategy to one local could easily restrict potential reach.

You provide specialist services

Businesses offering niche or specialist services may benefit from creating detailed content that answers the questions their target audience is searching for.

You want to attract informational searches

Not all Google searches come from people about to buy; people may first search for:

• How something works
• Which solution is best for them
• How much something costs
• Comparisons between products or services
• Solutions to a specific problem

Creating useful content can help your business reach people earlier in their purchase journey.

When should a business focus on local SEO?

A business should focus on local SEO as soon as it relies on customers within a specific geographical area. For example, a Sheffield-based business may want to appear when people search for their services in Sheffield.

Local SEO can be particularly useful when:

You have a physical storefront

If you run a café, shop, salon or any other business where customers walk through the door, you’ll need local SEO to appear on map searches and local Google searches.

You only provide local services

If you are a plumber, electrician, cleaner, or provide other services in a local region, local SEO would especially benefit you. There’s little point in receiving enquiries from customers across the country you can’t reach.

A customer searching for “marketing services Sheffield” will have different needs from someone searching for “what is digital marketing?”. The first has a clear local intent, whereas the second is primarily informational.

Can you use SEO and local SEO together?

In most cases, yes. Local SEO is a subset of general SEO, and they work in unison to get your brand seen online. The strongest approach is combining the two. For example, an online clothing retailer selling throughout the UK could use broader SEO to create content around topics like:

• How to choose the right coat
• How to style straight-leg trousers
• Clothing size and fit guide

At the same time, if the retailer has a physical shop, it could use local SEO to target searches such as:

• Clothing shop Sheffield
• Women’s clothing shops near me
• Independent clothing shops Sheffield

This also allows businesses to attract customers searching for products and information across a wider area, while also reaching people looking for a physical store nearby.

The most important thing to note is that SEO and local SEO don’t have to be an either-or decision. A business can use broader SEO to reach its wider audience while using local SEO to reach people nearby.

SEO vs local SEO for small businesses

For many small businesses, the choice isn’t whether to go for SEO or local SEO. It’s about deciding how much emphasis to put on each. Consider where your customers are located and how they search for your services.

A local business serving one city or region may want to prioritise local SEO, whereas a national business selling across the UK may emphasise broader SEO.

For businesses with both local and national customers, you don’t necessarily have to choose. A business can create broader content to attract relevant searches while also optimising its website and online presence for its key locations.

Which is more important: SEO or local SEO?

There is no single approach that is automatically better for every business. It depends on the target audience, location, services, and business model. Ask yourself, “Where are my customers?” If most customers are in a specific location, local SEO may be more beneficial than general SEO.

If you can serve customers outside of your local area, general SEO may be worth paying more attention to. But for the most part, a combination of the two is the best option, unless you can only serve a small area.

How to choose the right SEO strategy

Choosing the right SEO strategy starts with aligning your business goals, target audience, and current website performance into a clear, data-driven plan. Start by researching what your customers actually search for.

Look at your existing Google Search Console data (where you can find relevant keywords and consider the geographical intent behind those searches. For example, “accounting software for small businesses” has broader intent, while “accountant Sheffield” has clearer local intent.

Your strategy should focus on the searches that are most relevant to your customers and business goals.

How long does SEO take to work?

SEO takes time, and there is no fixed amount of time for results. Competition, website authority, content quality and site performance all affect how quickly rankings improve.

Rather than only focusing on rankings, take note of organic traffic, clicks, and enquiries to understand whether your SEO is generating useful results.

Frequently asked questions

Is local SEO different from SEO?

Local SEO is a specialised part of SEO that focuses on improving visibility for geographically relevant searches. It uses many of the same SEO principles but places greater emphasis on location.

Do I need both SEO and local SEO?

It depends on your business. Companies serving a specific area may prefer local SEO, but businesses serving customers across the UK would focus on broader SEO.

Is local SEO better than SEO?

Neither is universally better than the other. The right approach depends on your customers, services, and geographical reach.

Can a business rank nationally and locally?

Yes – a business can target broader searches through SEO while also optimising for relevant local searches.

SEO vs local SEO: What does your business need?

SEO and local SEO aren’t competing strategies. The right approach depends on who you want to reach and how they search for your products or services. Understanding your audience and search intent can help you decide where to focus your SEO efforts – whether that’s broader organic visibility, local search, or a combination of both.

If you’re unsure whether your business should focus on SEO, local SEO, or both, Daffodil Marketing can help you identify where the biggest opportunities are and build a strategy around them.

We provide SEO and digital marketing support for businesses looking to improve their visibility, attract more relevant website traffic and generate more enquiries.

Get in touch with Daffodil Marketing to discuss your SEO goals.