If your website isn’t getting the right kind of visitors—or worse, no visitors at all—it could be because your SEO strategy is targeting the wrong people.

A lot of businesses make the mistake of trying to reach everyone but end up connecting with no one. Others focus too small and miss out on big opportunities.

That’s where the Local SEO and National SEO confusion begins. Which one would you prefer? Do you target people around you or try to acquire customers anywhere in the country?

This guide will help you understand the difference between Local and National SEO, how each one works, and which one actually fits your business goals.

Let’s break it down in the simplest way possible.

What Is Local SEO?

Local SEO is all about helping your business show up when people nearby search for what you offer.

Let’s say you run a bakery in Austin, Texas. When someone types “best bakery near me” or “fresh cakes in Austin”, Local SEO helps your shop appear in those search results—especially in Google Maps and the top listings.

It focuses on getting your business noticed by people in your area. This includes showing up in:

✅ Google Maps
✅ “Near me” searches
✅ Local business listings
✅ Mobile search results

It’s especially useful for:

• Small businesses with physical locations (like stores, clinics, salons)
• Service-based businesses (like plumbers, lawyers, or cleaning services)
• Any business that wants to attract nearby customers

In short, Local SEO allows you to be discovered by the right people at the right location and time—within your local area.

Benefits of Local SEO

If your business depends on local clients, local SEO can significantly impact customers’ drive to your door or have them call you first.

Here’s how it actually helps:

✅ More Walk-ins and Calls

When someone close to you looks for what you can provide, local SEO brings your business into view, especially on Google Maps and the local 3-pack. That means more chances for people to call you or come into your store.

✅ You Show Up When People Need You

Local searches usually happen when someone’s ready to take action. If you’re a plumber, dentist, restaurant, or gym, showing up right at that moment brings in serious leads.

✅ Builds Local Trust

People trust businesses that pop up in local results, especially if you have good reviews and your info is accurate. Local SEO helps you build that visibility and trust over time.

✅ Less Competition, More Targeted Reach

You’re not competing with the entire country—just with businesses in your area. That means a better shot at ranking higher and faster, especially if your competitors haven’t focused much on local SEO yet.

✅ Improves Your Online Reputation

Local SEO is not only about rankings but also about controlling reviews, listings, and directories. A solid local presence makes your business appear credible and simple to choose.

What Is National SEO?

National SEO is about getting your site found by people everywhere in the entire nation—not only in your town or your neighborhood.

Assume that you own an internet business that delivers goods to all 50 states. You do not need to show up in “near me” searches. You don’t need to show up in “near me” results. Instead, you want people searching for your products—no matter where they live—to find your website.

National SEO helps with that. It focuses on:

✅ Ranking for broad keywords (like “buy running shoes online”)

✅ Getting traffic from different states and cities

✅ Building authority on a national level

This kind of SEO is ideal if:

• You offer digital products or nationwide delivery
• You don’t rely on foot traffic or local calls
• You want to compete with big brands and grow your reach across the country

Benefits of National SEO

If your goal is to reach customers beyond your local area, National SEO can open big doors.

Here’s how it helps:

✅ Larger Audience, Bigger Reach

You’re not limited by geography. Your business can be discovered by anyone searching nationwide.

✅ Helps Build a Recognizable Brand

By ranking for broader terms, more people see your brand, read your content, and start to remember your name—even if they don’t buy right away.

✅ Great for E-commerce and Online Services

If you run a store, SaaS business, or offer coaching, digital courses, or consulting—National SEO helps you get more leads and sales from across the country.

✅ Supports Long-Term Growth

While it takes time, good national SEO builds a strong foundation that keeps bringing in traffic, even while you sleep.

✅ Gives You a Competitive Edge

High-volume keyword placement involves competing with the giants—but it also involves more exposure and more possible payoff if you can execute it correctly.

Local SEO vs National SEO: Key Differences

In choosing the best SEO approach, it is helpful to know how Local SEO and National SEO work differently. Here is what really distinguishes them—and then you can make the best choice for your company.

1. Target Audience

The biggest difference between Local SEO and National SEO is who you’re trying to reach.

📍 Local SEO

Local SEO is meant for businesses that serve people in a specific area. These could be:

• A café in Austin
  
• A dental clinic in Chicago
  
• A local plumber in Atlanta

Your target is people searching near your location, using terms like:

• “best dentist near me”
  
• “pizza shop in [city]”
  
• “salon open now”

People doing local searches often need something right now. That makes local leads more action-focused—and likely to convert fast.

🌐 National SEO

National SEO works for businesses that can serve customers from anywhere—no matter the city or state.

Examples include:

• An online clothing brand shipping across the U.S.
  
• A software tool used by companies nationwide
  
• A virtual fitness coach working remotely

Your target audience is spread across the country, and they search for broader terms like:

• “affordable project management software”
  
• “buy handmade candles online”
  
• “best courses for freelancers”

National SEO means you’re not just fighting for attention locally—you’re competing with big names and national brands. It takes more effort, but it also opens bigger opportunities.

2. Keyword Strategy

The type of keywords you target in Local SEO vs National SEO is completely different — and this one decision can shape your entire SEO approach.

📍 Local SEO: Location-Specific and Intent-Driven

In Local SEO, keywords are tightly connected to a specific area. You’re not just targeting what people are searching for — but where they’re searching from.

Here’s what makes Local SEO keywords unique:

• They often include city names, neighborhoods, or “near me” phrases.
• The focus is on local intent — people looking to visit, call, or book nearby.

🧾 Examples of Local Keywords:

• “Best dental clinic in Dallas”
• “24/7 locksmith near me”
• “kids clothing store in Brooklyn”

Don’t just stuff in the city name. Try adding landmarks, ZIP codes, or popular local terms — like “café near Central Park” — to capture highly relevant searches.

🌐 National SEO: Topic-Focused and Broad

National SEO skips the location and goes straight to what the user needs — no matter where they are. Your keywords need to attract a wide, scattered audience.

Here’s what makes National SEO keywords different:

• Focus on industry terms, product types, or problem-solving queries.
• Usually more competitive, requiring better content and stronger site authority.

🧾 Examples of National Keywords:

• “best project management software”
• “how to start a podcast”
• “buy organic skin care products online”

In National SEO, search intent matters even more. Are people just researching or ready to buy? Use tools like Google Search Console or Ahrefs to find what keywords actually drive conversions — not just clicks.

3. Search Intent

One major difference between local and national SEO is what users are really trying to do when they search.

📍 Local SEO = Immediate Needs

Local searchers usually want something nearby and fast—like booking an appointment or finding a store open now.

🧾 Examples:

• “dentist near me.”
• “coffee shop open now”

👉 The intent: Take action quickly (visit, call, book).

🌐 National SEO = Research Mode

National users are often in learning or comparing mode. They’re exploring options, reading reviews, or planning a future purchase.

🧾 Examples:

• “best project management tools”
• “compare wireless earbuds”

👉 The intent: Get informed before buying.

Knowing the intent helps shape your SEO strategy — from page content to CTAs. It’s a major factor when asking which is better, local SEO or national SEO, for your business goals. You can also use answer the public for search intent.

4. Content Strategy

The way you create content should match who you’re trying to reach. And that’s where the difference between local and national SEO really shows up.

📍 Local SEO: Keep It Simple and Local

In Local SEO, content should speak to people in your area. You want to show them you’re nearby and ready to help.

💬 Types of content that work well:

• Pages for each city or area you serve
• Blog posts about local tips or events
• Service pages with local examples
• Questions locals often ask (like “Do you offer weekend appointments?”)

💡 What helps:

• Mention city names, local landmarks, or common neighborhood issues
  Use customer stories or reviews from real, local clients
• Keep the content short and to the point

This content helps people feel that you’re part of their area—not just another business on the internet.

🌐 National SEO: Go Broader and Deeper

National SEO is different. You’re talking to people across the country. Your content needs to answer bigger questions and solve wider problems.

💬 Types of content to focus on:

• Step-by-step guides
• Product or service comparisons
• Blog posts with expert tips
• Helpful resources people can come back to

💡 What works:

• Write longer, useful content
  Add data, research, and real examples
• Help people make smart decisions, no matter where they live

You’re building authority. That takes time and more detailed content—but the reward is more visibility on a national scale.

If you’re unsure about how to choose between local and national SEO, ask yourself:

👉 Can you keep creating content that fits your audience?
👉 Do you have stories or examples that matter locally—or do you solve problems anyone can face?

That answer can help you shape the right content strategy for your business.

5. Competitiveness

Before you make a decision between national SEO and local SEO, you should know how tough the competition is. This will tell you how much you need to do to be heard.

📍 Local SEO: Easier to Compete, But Not Always Easy

With local SEO, you’re mainly competing with other businesses in your area. That’s usually a smaller group. For example, if you run a dental clinic in one city, you’re only competing with other local clinics—not every dentist in the country.

💡 Why it can be less competitive:

• Fewer businesses are fighting for the same local keywords
• Many small businesses don’t do proper SEO
• A good Google Business Profile and local content can help you show up fast

But it’s not always simple. If you’re in a busy industry like real estate or law, even the local space can feel crowded.

If most of your local competitors don’t invest in SEO, you can grab attention much faster with just a few smart moves.

🌐 National SEO: Bigger Reach, Bigger Battle

With national SEO, you’re in competition on a whole different scale. You’re not competing against small businesses—you’re competing with big businesses that have big budgets and departments.

💡 Why it’s more competitive:

• National keywords have more people searching for them
• Brands in this space usually publish a lot of content
• You’ll need stronger content and backlinks to rank

This doesn’t mean it’s out of reach. But you need to be ready for a long game. Results take time, and consistency is key.

Instead of chasing broad terms, go for specific topics your competitors missed. These smaller gaps can bring faster traffic.

If you’re stuck between national vs. local SEO, take a close look at your space.

👉 Are local players active in SEO or ignoring it?
👉 Can you stand out nationally with better content or a unique angle?
👉 Do you have time to stick with a longer SEO plan?

Knowing what you’re up against will help you choose the right path—and set better goals from the start.

6. Link Building Focus

Link building helps Google understand if your site is trustworthy. However, the type of links you need depends on whether you’re doing local SEO or national SEO.

Let’s break down how the approach changes.

📍 Local SEO: Build Links From Local Sources

For local SEO, your goal is to show that your business matters in your area. You don’t need links from big websites. You need links that prove you’re part of the local scene.

🎯 Try these:

• Join local directories and business listings
• Get featured on local blogs or community sites
• Sponsor a local event or charity
• Partner with nearby businesses or groups

These links tell search engines you’re relevant in your town or city. And they help local people find you faster.

Don’t chase every directory. Stick to the ones people actually use in your area.

🌐 National SEO: Build Authority With Strong Links

In national SEO, your audience is spread across the country. You need links that boost your authority across industries or niches.

🎯 Focus on:

• Guest posts on respected blogs
• Mentions in news articles or interviews
• Creating resources, others link to (like guides or data-based posts)
• Collaborating with influencers or industry experts

These links take more time to get. But they help you rank for bigger keywords that bring nationwide traffic.

Start small. Target niche blogs before aiming for top publications. This builds momentum.

Link-building strategies for local SEO and national SEO aren’t the same. Local SEO focuses on trust and relevance in your area. National SEO needs reach and authority.

If you’re trying to decide how to choose between local and national SEO, look at the kind of links you can realistically build. That alone will shape your SEO path.

7. Online Reviews and Reputation

Your reputation shapes how people and search engines see your business. Whether you target local or national traffic, reviews play a big role. But how you manage them depends on your SEO strategy.

📍 Local SEO: Build Local Trust with Reviews

In local SEO, reviews can directly affect your visibility. When someone looks for a service nearby, they check the ratings first.

🛠 What helps:

• Google reviews matter the most
  
• Listings on sites like Yelp or Facebook also help
  
• Short, helpful replies to both good and bad reviews show you’re active and care
  

Positive reviews improve your chances of showing up in local results. But even one negative review can turn people away if it’s ignored.

After a job or visit, ask for feedback. Send a direct link to your review page—it makes it easy for people to leave a response.

🌐 National SEO: Focus on Long-Term Brand Image

In national SEO, reviews still matter—but more for trust than visibility. You’re building a brand people can trust from anywhere.

🛠 Focus on:

• Gathering reviews on trusted platforms like Google and Trustpilot
• Sharing testimonials on your site
• Answering questions or concerns across platforms to show consistency

People don’t know you personally, so they’ll rely on what others have said. Strong reviews give your business credibility.

Highlight your top reviews on product pages or landing pages. It builds trust right where decisions happen.

Reviews matter for both. But the way you use them is different in local SEO vs. national SEO. Local SEO needs quick action and a personal touch. National SEO requires steady effort and a focus on trust.

8. Tracking and Measuring Success

To know if your SEO is working, you need to track results. Whether you’re doing local SEO or national SEO, clear data helps you stay on the right path.

But what you measure depends on your goal.

📍 Local SEO: Focus on Local Engagement

In local SEO, you’re trying to reach people nearby. So, track actions that show local interest.

📌 What to look at:

• How many people found you through your Google Business Profile
  
• How often do people click to call, get directions, or visit your website
  
• Which local keywords you’re showing up for
  
• How many reviews you’re getting—and what people are saying

These tell you if your local presence is growing.

Use Google Business Profile Insights. It shows real numbers like how many people viewed your listing and what actions they took.

🌐 National SEO: Track Reach and Results

National SEO has a wider goal. You’re trying to bring in traffic from anywhere in the country and turn that into business.

📌 What to track:

• Increases in organic traffic
  
• Keyword rankings in multiple locations
  
• Which pages bring in leads or sales
  
• Where are your backlinks coming from
  
• How people interact with your site (bounce rate, time on page, clicks)
  

This helps you see what content is working and where you can improve.

Don’t just track visits. Focus on what visitors do—like filling out a form or buying something.

In the national SEO vs. local SEO discussion, tracking is what shows if your work is paying off. It’s not about guessing—it’s about using real numbers to guide your next move.

So, Which SEO Should You Choose for Your Business?

Start with one simple question:

Are your customers local or spread out across the country?

If most of your business comes from nearby areas, go with local SEO. If you’re targeting a wider market or selling online nationwide, national SEO makes more sense.

The right choice depends on how and where you serve people—not on how big your business is.

Get Expert Help with Local and National SEO Link Building

Getting backlinks is an important part of SEO. But doing it right takes time, planning, and real connections. If you’re handling a business, it’s hard to manage it all.

That’s where Outreach Monks can help.

We build high-quality links that help businesses grow—whether you’re focused on your local area, your country, or customers worldwide.

Here’s what we do:

• 🔗 Guest Posting – We write and publish your content on real websites that people trust.
  
• 🔗 Niche Edits – We add your link to articles that already rank on Google.
  
• 🔗 SaaS Link Building – We help software companies get strong links that bring results.
  
• 🔗 Blogger Outreach – We connect with real bloggers who can mention your brand naturally.
  

We’ve worked with local shops, national brands, and international businesses. So no matter where your audience is, we help you reach them with links that matter.

If you’re looking to grow without guessing, Outreach Monks is ready to help.

Conclusion

Every business grows differently. Some grow by being the top choice in their local area. Others grow by reaching people across cities and states. Both are valid. What matters is knowing where your customers are—and showing up when they’re searching.

You don’t have to overdo it. You just need to focus on what fits your business right now.

And if it feels confusing or slow, ask for help. Getting expert support early can save time, avoid wrong steps, and bring better results.

You’re already thinking in the right direction. Now, it’s about taking steady, smart action.

FAQs on Local SEO vs National SEO