Local SEO & Normal SEO: What’s the Difference?

When it comes to getting your business noticed online, you’ve probably heard the term SEO thrown around a lot. But did you know there are different types of SEO? Specifically, there’s Local SEO and what’s often referred to as Normal SEO (or Traditional SEO). Understanding the difference between these two can make a huge impact on your digital marketing strategy and ultimately, your business’s success.

In this article, we’ll dive into what sets Local SEO apart from Normal SEO, why it matters, and how you can decide which approach is right for your business.

What is Normal SEO?

Broad Reach, Broad Strategy

Normal SEO, also known as Traditional or National SEO, is what most people think of when they hear the term "SEO". It’s all about optimising your website to rank higher in search engine results pages (SERPs) for broad, non-location-specific keywords. The goal here is to attract visitors from all over the country or even globally.

Key Components of Normal SEO

Normal SEO involves several key components that work together to improve your site’s visibility. Let’s break them down:

Keyword Research

In Normal SEO, you’re targeting keywords that people all over might search for. For example, if you run an online shoe store, you might target keywords like “buy shoes online” or “best running shoes”. These keywords aren’t tied to any specific location but are meant to attract a wide audience.

On-Page SEO

This involves optimising the content on your website, including the use of those targeted keywords in your titles, meta descriptions, headers, and throughout your content. It also includes ensuring your site is user-friendly and provides valuable content that answers the searcher’s query.

Off-Page SEO

Off-page SEO is all about building your site’s authority through backlinks, social signals, and other external factors. The more high-quality websites link back to your site, the more trustworthy it appears to search engines like Google.

Technical SEO

Technical SEO covers everything from your site’s loading speed to its mobile-friendliness. Search engines favour websites that offer a smooth user experience, so it’s essential to get your technical SEO right.

Who Should Focus on Normal SEO?

Normal SEO is ideal for businesses that target a national or global audience. This includes e-commerce sites, blogs, SaaS companies, or any business looking to reach customers beyond their immediate geographic area.

What is Local SEO?

Think Global, Rank Local

Local SEO, on the other hand, is all about making your business visible for searches that have local intent. This is crucial for businesses that operate in specific geographic areas, like restaurants, local shops, or service providers.

Key Components of Local SEO

Local SEO has its own set of strategies and tactics, tailored to getting your business noticed by people in your area.

Google My Business

One of the most critical aspects of Local SEO is your Google My Business (GMB) profile. This is what shows up in the local pack—those map listings you see at the top of a search results page when you search for something like “coffee shop near me”. Ensuring your GMB profile is fully optimised with up-to-date information, photos, and customer reviews is a must.

Local Citations

Local citations are mentions of your business’s name, address, and phone number (NAP) on other websites, like online directories. Consistency is key here—if your business information is listed differently across the web, it can confuse search engines and harm your local rankings.

Localised Content

Creating content that’s relevant to your local audience is another important factor. This could be blog posts about local events, service pages targeting specific suburbs, or any content that speaks directly to the needs and interests of your local community.

Reviews and Ratings

Online reviews play a significant role in Local SEO. Positive reviews not only improve your business’s reputation but also influence how search engines rank your site. Encouraging satisfied customers to leave reviews on your GMB profile and other review platforms can give your local rankings a boost.

Who Should Focus on Local SEO?

Local SEO is perfect for businesses that rely on foot traffic or serve a specific geographic area. Think cafés, plumbers, hair salons, and other local service providers. If your customers are searching for services “near me,” then Local SEO should be a top priority.

Key Differences Between Local SEO & Normal SEO

Now that we’ve covered the basics, let’s dive into the key differences between Local SEO and Normal SEO.

Geographic Focus

The most obvious difference is geographic focus. Local SEO targets customers in a specific area, while Normal SEO aims to reach a broader audience. If your business operates in a single location, Local SEO is crucial. On the other hand, if you’re selling products or services nationwide, you’ll need to focus on Normal SEO.

Search Intent

Search intent refers to what a user is looking to achieve with their search. In Local SEO, the intent is often to find something nearby, whether it’s a restaurant, a plumber, or a retail store. In contrast, Normal SEO targets broader search intents, such as finding information, making a purchase, or researching a topic.

Ranking Factors

While there is some overlap, Local SEO and Normal SEO have different ranking factors. For example, NAP consistency and proximity to the searcher are critical for Local SEO. Meanwhile, backlinks, domain authority, and content relevance are more important in Normal SEO.

Tools & Techniques

The tools and techniques used in Local SEO versus Normal SEO can also differ. For instance, Local SEO heavily relies on tools like Google My Business and local citation services. Normal SEO, however, might use broader tools like Ahrefs or SEMrush to track keyword rankings and analyse backlinks on a national or global scale.

When to Use Local SEO vs Normal SEO

So, how do you know which SEO strategy to focus on? Here are some scenarios to help you decide.

When to Focus on Local SEO

• You Have a Physical Location: If your business has a storefront or office where customers visit, Local SEO is a must.
• You Serve a Specific Area: For service-based businesses like plumbers, electricians, or real estate agents, targeting local searches is essential.
• Your Customers Search with “Near Me”: If people are likely to search for your services using phrases like “near me” or specific suburbs, Local SEO should be your main focus.

When to Focus on Normal SEO

• You Operate Online: E-commerce stores or businesses that don’t rely on local customers should focus on Normal SEO to attract a wider audience.
• You Want to Expand Beyond Your Local Area: If your goal is to grow your business beyond your immediate location, Normal SEO will help you reach a broader market.
• You’re in a Competitive Local Market: Sometimes, combining both Local and Normal SEO is the best approach, especially in highly competitive industries. This allows you to capture both local and broader searches.

Combining Local and Normal SEO

In some cases, you might need to combine both Local and Normal SEO strategies. For example, a business with multiple locations across the country would benefit from optimising each location for Local SEO while still maintaining a strong Normal SEO strategy for national visibility.

How to Implement Both Strategies

For Local Businesses

If you’re running a local business, start by focusing on Local SEO. Make sure your Google My Business profile is fully optimised, gather reviews, and create localised content. But don’t forget about the basics of Normal SEO—ensure your website is fast, mobile-friendly, and offers valuable content that appeals to a broader audience as well.

For National/Global Businesses

For businesses with a national or global reach, your primary focus should be on Normal SEO. However, if you have physical locations or serve specific regions, you’ll still want to incorporate some Local SEO tactics to capture those local searches.

Tips for Integration

If you’re trying to balance both Local and Normal SEO, it’s essential to ensure they complement each other. Here are a few tips:

• Local Landing Pages: Create individual landing pages for each location you serve, optimised with local keywords and relevant content.
• Content Strategy: Develop a content strategy that includes both local and broader topics to capture a wide range of search intents.
• Consistent Branding: Ensure your branding is consistent across all local listings and your main website to maintain trust and recognition.

Conclusion

Understanding the difference between Local SEO and Normal SEO is crucial for any business owner looking to improve their online presence. By tailoring your SEO strategy to your specific needs—whether that’s attracting local customers or reaching a national audience—you can drive more traffic to your website, increase your visibility, and ultimately grow your business.

If you’re unsure where to start or need help refining your SEO strategy, consider reaching out to a professional for a consultation. With the right approach, you can ensure your business is visible to the people who matter most—whether they’re just down the street or halfway around the world.

Ready to take your SEO to the next level? Contact us today for a free audit and receive a comprehensive guide to Local and Normal SEO to get started. Whether you’re looking to dominate your local market or expand your reach, we’re here to help!