Search Engine Optimization (SEO) is key to improving your business’s presence online.
It’s the process of making changes to your website so it appears higher in search engine results, helping more people find your products or services.
No matter what kind of business you have, SEO is important for getting noticed and bringing more visitors to your site.
But businesses have to choose between two main types of SEO: local SEO and traditional SEO. The right choice depends on who you want to reach.
Local SEO is aimed at attracting customers from a specific area, like a neighborhood or city. It’s perfect for businesses that rely on local customers, like restaurants, hair salons, or stores.
Traditional SEO, on the other hand, targets a wider audience with no specific location in mind. It’s best for businesses that sell products or services across the country or even worldwide.
This article will help businesses understand the differences between local and traditional SEO, and guide you in choosing the best option for your needs. Whether your business focuses on local customers or operates on a bigger scale, knowing the differences will help you reach the right people online.
What is Traditional SEO?
Traditional SEO is the process of improving your website to rank higher in search engine results for a wide range of keywords, without focusing on any specific location.
It’s about making your website visible to a large audience, whether they are local, national, or global. Unlike local SEO, which targets people in a particular area, traditional SEO aims to reach as many people as possible who are searching for terms related to your business.
The goal is to get your website noticed by anyone interested in your products or services, no matter where they are located.
Traditional SEO Strategies:
- Keyword Research & Content Optimization:
The first step in traditional SEO is finding the right keywords.
This means figuring out what words or phrases people are searching for that relate to your business. You can choose short tail keywords (general terms like “shoes” or “restaurants”) or long tail keywords (more specific phrases like “best running shoes for women” or “Italian restaurants in Chicago”). Using both types of keywords can help your website appear in a wide variety of search results.
- On-Page Optimization:
On page SEO or optimization refers to changes you make directly on your website to help it rank better. This includes optimizing meta tags (like title tags and descriptions), using proper headings (H1, H2, etc.), and organizing your content well. It also involves linking to other pages within your website, which helps search engines understand your content and improves navigation. - Off-Page Optimization:
Off-page optimization involves getting other websites to link to your site. These links, called backlinks, act as votes of confidence from other sites. The more quality backlinks you have, the more trustworthy search engines will see your site, helping it rank higher in search results. - Technical SEO:
Technical SEO involves making sure your website works well behind the scenes. This includes improving site speed, making sure your website is mobile-friendly, and ensuring the structure is clear and easy to follow. Search engines like Google prefer websites that provide a good experience for visitors, so optimizing these technical elements is important for ranking higher.
Pros of Traditional SEO:
- Reaching a Wider Audience:
Traditional SEO helps businesses reach a large audience, no matter where they are located. This is especially useful for businesses that offer products or services nationally or globally. - More Traffic Potential:
By optimizing your website for a wide range of keywords, traditional SEO can bring in a lot of traffic. As your website ranks for more search terms, the number of visitors can grow over time. - Long-Term Benefits:
The results of traditional SEO take time to show, but once your website ranks well, the benefits can last for a long time. Unlike paid ads that stop working once you stop paying, the results from SEO can continue to bring visitors without ongoing costs.
Cons of Traditional SEO:
- More Competition:
Traditional SEO targets a broad audience, which means there’s more competition. Many businesses are trying to rank for the same keywords, making it harder to stand out. It takes time and effort to climb up the search rankings. - Longer Time to See Results:
Traditional SEO is a slow process. It can take several months before you start seeing real results. Unlike paid ads, which bring instant traffic, SEO requires patience to show its full potential. - Less Targeted Reach:
Traditional SEO isn’t as focused on a specific audience. While you may get a lot of visitors, not all of them will be the right ones. For example, someone searching for a general term might not be ready to make a purchase, which can lead to fewer conversions compared to strategies like local SEO, which target a more specific audience.
What is Local SEO?
Local SEO is the process of making your website rank higher in search results for people who are looking for services or products in a specific area.
For example, when people search for terms like “best coffee shop near me” or “plumbers in Riyadh,” they are looking for businesses close to them. Local SEO helps these businesses show up when people search for things in their area. Unlike regular SEO, which focuses on attracting visitors from anywhere, local SEO is all about targeting people near your business.
Local SEO strategies:
- Google My Business (GMB) Optimization:
Google My Business (GMB) is a key tool for improving local SEO. It’s a free listing that appears on Google search results and on Google Maps.
By claiming and updating your GMB listing, you can ensure that your business shows up when people search locally. Make sure to add your correct address, phone number, business hours, and photos. The more complete and accurate your profile is, the more likely you are to show up in Google’s Local Pack, which is the group of businesses that appear at the top of local search results.
- Local Keywords and Location-Specific Landing Pages:
Using keywords that include your location is key for local SEO. For example, if you run a bakery in Riyadh, you should use keywords like “best bakery in Riyadh” or “fresh bread in Riyadh” throughout your website. You can also create landing pages for each area you serve, with content specific to that location. These pages can target keywords related to that area, helping you rank higher for local searches. - Local Citations and Directories:
A citation is any mention of your business online, including your name, address, and phone number (NAP). You can find citations on business directories like Yelp, Yellow Pages, and local chambers of commerce websites. The more accurate and consistent your NAP information is across different platforms, the more likely it is that search engines will trust your business and show it in local searches. - Reviews and Customer Feedback:
Customer reviews are crucial for local SEO. Positive reviews not only help build trust with potential customers but also show search engines that your business is reliable. Encourage your customers to leave reviews on Google, Yelp, and other popular review sites. Responding to reviews, both positive and negative, shows that you value your customers’ opinions and can improve your online reputation. - Local Backlinks:
A backlink is a link from another website that leads to your site. For local SEO, it’s important to get backlinks from websites that are relevant to your area. For example, local news sites, local blogs, or business directories can provide valuable backlinks that improve your local rankings. These links signal to search engines that your business is relevant to a specific location. - Mobile Optimization:
Many people search for businesses on their mobile devices, so having a mobile-friendly website is a must for local SEO. Make sure your website loads quickly, is easy to navigate, and looks good on all devices. Google prioritizes websites that work well on mobile devices, especially for local searches.
Pros of Local SEO:
- Increased Visibility in Local Searches:
Local SEO is especially helpful for small and medium businesses that serve customers in a specific area. By focusing on local search terms, you can increase your visibility and attract more customers nearby. This is especially important for businesses that rely on people coming to their location, like restaurants or shops. - Higher Chance of Appearing in Google’s Local Pack (3-Pack):
One of the biggest benefits of local SEO is the opportunity to appear in Google’s Local Pack, which is a list of three businesses shown at the top of local search results. These businesses are listed with their names, addresses, phone numbers, and reviews. Being part of the Local Pack can greatly increase your chances of being noticed by people searching for services in your area. - Better Targeting and Higher Conversion Rates:
Local SEO allows you to target people who are more likely to become customers. Since local searches are often made by people looking for businesses nearby, they’re more likely to take action, like calling your business or visiting your store. This means you can see better results in terms of customer visits and sales compared to broader SEO strategies.
Cons of Local SEO:
- Limited Reach to Only the Local Area:
While local SEO is great for targeting nearby customers, it can be limiting if your business wants to reach people outside your local area. If you want to expand your reach nationally or globally, local SEO may not be enough. It’s focused mainly on attracting people who are near your business. - Requires Ongoing Attention:
Local SEO isn’t a one-time task. You need to constantly monitor your Google My Business profile, respond to reviews, and make sure your business information is correct and consistent across the web. Your competitors are also working on their local SEO, so staying on top of changes is important to maintain your position in search results.
Main Differences Between Local SEO and Traditional SEO
1. Target Audience:
The main difference between local SEO and traditional SEO is the audience they focus on, Local SEO is all about helping businesses get noticed by people in a specific area.
It’s for businesses that want to appear when someone searches for a service or product nearby. For example, someone searching for “best pizza in [city name]” is looking for pizza shops close to them. Local SEO helps businesses show up in these searches, making them visible to local customers.
Traditional SEO, on the other hand, targets a much broader audience. It works for businesses that want to attract visitors from all over the world, not just a specific area.
This type of SEO focuses on improving your website’s visibility for general search terms, like “best pizza” or “top restaurants,” where the searcher’s location isn’t as important. It’s meant to help businesses that have a wider reach or an online presence.
2. Ranking Factors:
The factors that determine how well a website ranks are different for local SEO and traditional SEO.
- Traditional SEO focuses on backlinks, which are links from other websites that direct traffic to your site. The more high-quality and relevant backlinks your site has, the higher your site will rank in search results. Traditional SEO looks at your site’s overall authority, which is built by having these backlinks from other respected websites.
- Local SEO, however, focuses on factors like local citations (mentions of your business name, address, and phone number online), optimizing your Google My Business (GMB) listing, and proximity to the searcher. Local SEO is about showing that your business is relevant to a specific area, so Google can rank you higher in local searches. This can include appearing in Google Maps or the Local 3-Pack, which displays the top three businesses in a particular area.
So, while traditional SEO aims to make your website more authoritative globally, local SEO focuses on making your business visible to local customers.
3. Time to Results:
Another difference between the two is how long it takes to see results.
- Local SEO tends to show results faster. Since local search competition is usually lower, businesses can often see improvements in their rankings within a few weeks after optimizing their website and GMB listing. If you’re in a small area with little competition, you could see your business show up in local searches quickly.
- Traditional SEO often takes longer. Because you’re competing for global keywords, it can take several months to rank for popular terms. Building backlinks, creating content, and improving your site’s authority all take time, so results in traditional SEO may not be visible for a few months or more.
If you need quicker results, local SEO is the way to go, but traditional SEO may take more time to reach the top of global search results.
4. Search Results & Features:
The way both types of SEO show up in search results is also different.
- Traditional SEO focuses on getting your website into the top spots of organic search results. This means ranking on the main search page, usually in the first or second position, where users are most likely to click. This is ideal for businesses that want a broader, global reach and want to appear in general search results.
- Local SEO, however, targets Google’s Local 3-Pack (the top three businesses shown in local searches) and Google Maps. The 3-Pack shows the names, addresses, phone numbers, and reviews of three businesses that are most relevant to the search. Local SEO helps businesses show up in local organic results and increases their chances of being seen by nearby customers. It’s about being visible to those looking for services or products near them.
In short ,traditional SEO is about getting to the top of general search results, while local SEO is focused on appearing in local search features like the 3-Pack and Google Maps, ensuring visibility for nearby customers.
When Should You Choose Traditional SEO?
Business Scope:
Traditional SEO works best for businesses that operate on a large scale or serve a broad audience. It’s ideal for eCommerce websites, big companies, or businesses aiming to reach national or international customers.
If your products or services appeal to a wide range of people, regardless of location, traditional SEO can help. This type of SEO focuses on improving your visibility for general search terms, bringing in visitors from anywhere.
For example, if you have an online store selling products to customers worldwide, traditional SEO will help you rank well for popular search terms. It’s great for businesses that need to compete in a global market, as it focuses on broadening your reach and bringing in traffic from all over the world.
Goal-Oriented:
If your main goal is to boost traffic across different regions and target competitive search terms, traditional SEO is the way to go.
When you’re going after tough keywords that are searched by people from all over, you’ll need to invest in a comprehensive SEO strategy. This includes creating quality content, getting backlinks from trusted websites, and optimizing your site for speed and mobile use.
For instance, if you’re in a competitive field like technology, finance, or fashion, traditional SEO can help your website stand out by ranking for those high-demand keywords. This will help bring in more visitors from different locations, giving your business a bigger online presence.
Industry Examples:
Certain industries and types of businesses benefit the most from traditional SEO. Here are some examples:
- Large companies: Businesses with a broad reach, like retailers, tech firms, or travel companies, use traditional SEO to rank for popular search terms that attract customers from different areas. It helps them stay competitive and visible on a larger scale.
- eCommerce stores: If your business sells products online, especially across borders, traditional SEO will help you improve rankings for relevant product searches. For example, stores like Amazon and eBay use traditional SEO to gain exposure for a wide variety of products and attract customers from all over.
- Global brands: Well-known companies, like Apple or Nike, rely on traditional SEO to stay visible and competitive across the globe. They use SEO to ensure that people searching for their products or services find them easily, no matter where they are.
Traditional SEO is the best choice for businesses that want to reach a large, diverse audience. If you aim to increase traffic, rank for competitive keywords, and expand your presence nationally or internationally, traditional SEO can provide the foundation for long-term growth.
When Should You Choose Local SEO?
Business Scope:
Local SEO works best for businesses that serve customers in a specific area. It’s ideal for small businesses, local service providers, restaurants, and stores. If your business caters to people in a certain location, local SEO helps you connect with customers who are looking for your services nearby.
Goal-Oriented:
Local SEO is all about getting more foot traffic, raising local awareness, and standing out from other businesses in your area. If your goal is to attract more customers from your neighborhood and show up in local searches, local SEO helps you do that. It focuses on driving people in your area to your business, whether they find you online or come to your physical store.
Industry Examples:
- Service providers: Jobs like plumbers, electricians, and cleaning services can use local SEO to connect with people who need their help nearby.
- Retail businesses: Shops that rely on in-person customers can use local SEO to make sure they appear in searches for products or services offered close by.
- Healthcare providers: Doctors, dentists, and clinics can use local SEO to attract patients who are looking for care in their area.
- Restaurants: Local food businesses can show up in searches for nearby dining options, bringing in people who want to eat out.
Local SEO is the right choice for businesses that want to reach people nearby and boost their presence in their community.
Comparison of Cost-Effectiveness: Local SEO vs Traditional SEO
Traditional SEO Costs:
Traditional SEO requires a larger budget and more time because it focuses on reaching a wide audience and competing for popular keywords.
This means businesses need to spend on creating good content, getting quality backlinks, and improving things like site speed and mobile-friendliness. Since the competition for these broad keywords is tough, it can take several months to see significant results, and the costs can quickly add up.
Local SEO Costs:
Local SEO is usually more affordable, especially for small businesses that serve a specific area. Since you’re competing in a smaller market, it’s easier and cheaper to rank higher in local search results.
The steps involved, like optimizing your Google My Business profile, getting listed in local directories, and encouraging customer reviews, are less expensive and provide quicker results than traditional SEO.
Which Offers More ROI?
When it comes to return on investment (ROI), local SEO often gives better results for businesses focused on local customers. For example, a local restaurant or plumbing service that focuses on local searches can see more foot traffic or phone calls in just a few weeks or months.
For instance, a small hardware store in a town can see a higher return from local SEO than from trying to rank on a national scale. By showing up in local search results, the store can attract more customers in its area and increase sales, all with a smaller budget.
On the other hand, businesses that sell nationally, like online stores, may find traditional SEO more effective over time, as it helps them reach a larger audience. However, it requires more investment and time before seeing big results.
In summary, local SEO is often a more affordable option for businesses aiming to attract local customers, with quicker results. Traditional SEO is better suited for businesses targeting a broader market but takes more time and money to see a return.
How to Choose Between Local SEO and Traditional SEO?
When choosing between Local SEO and Traditional SEO, consider factors like your business type local businesses benefit from local SEO, while global businesses need traditional SEO.
Think about your market and industry niche; highly competitive industries may require broader SEO efforts. Also, assess your marketing goals if you aim for local visibility and foot traffic, local SEO is key; for global brand awareness, traditional SEO works better. A simple guide: Evaluate your target audience and goals, then choose the strategy that fits. In some cases, using both strategies together can provide the best results for a comprehensive approach.
To sum up, Local SEO and Traditional SEO each have their own benefits and challenges. Local SEO works well for businesses targeting a specific area, offering faster results and a better return on investment for attracting local customers. Traditional SEO is ideal for businesses looking to reach a global audience, but it takes more time and money to see significant results.
Both strategies can be effective, depending on your business needs. Take the time to think about your target market, industry, and goals before choosing the right SEO strategy. The right approach will help you improve your online presence and achieve your business goals.
