When you use a search engine such as Google, the search results that are returned to you are different from everyone else’s results, even though you all typed a similar search query on the search box.

This is possible because search engines are now highly optimized and based on your search history and geographical location.

Even if you are not logged in to your Google account, the results will still be different for different people. For instance, searching a keyword such as tacos using Google returns results with restaurants and hotels nearby that sell tacos. This is by design and meant to give search engine users the ability to get the results they are looking for.

If you pay close attention to results returned by a keyword query such as tacos restaurant, you will also notice that the content returned is highly optimized for the local market. This is made possible by understanding how to implement local SEO and how to target audiences in the same locality as the restaurant in question.

Local vs. National SEO

When many people are discussing SEO, they more than likely talking about the traditional SEO, which is also called national SEO or On Page SEO, onsite SEO. This is the type of SEO that is geared towards improving your search visibility on a national or global scale.

National SEO is the most common type of SEO and allows your business or company to have an online presence on a global scale. Its primary focus is driving as many people as possible to your website, hoping that some will become your clients.

However, what happens when you want visibility of your business to people who are physically close to your establishment. The solution is implementing local SEO strategies meant to increase visibility to your local market. This is what is called local SEO.

Both the national SEO and local SEO use the same strategies to attract people to their site. However, local SEO solutions employ specialized measures to help you connect with searchers in your area.

The target audience of local vs. national SEO strategies

The audience is an integral part of an SEO strategy. Knowing how to target your audience and reach out to them is an underrated skill in the field of SEO that can spell the success or failure of an SEO strategy.

Local and national SEO strategies target different audiences, with national SEO focusing on reaching anyone and everyone that they can, regardless of whether they are able to walk into their physical business location anytime in the future. Their main goal is to have as many people as possible exposed to their products and services. Businesses and companies who sell their products and services online also focus on national SEO strategies for their operation.

Local SEO, on the other hand, focuses on the other hand, focuses on audiences that are in the same regional area or city and that are more likely to pay a visit to a business establishment. They are not concerned with audiences that are hundreds of miles away from their businesses and who will probably visit the area they are located or even contact their business. Their target audience is narrow and very specific in nature.

For instance, a small local business that does not sell its products and services online will be wasting its time focusing on national SEO.

Differences in keywords used

Local and national SEO use different keywords to target their audience. However, there are similarities in how keywords are used, such as using long-tail keywords related to the business industry.

National SEO will use long-tail keywords to highlight their expertise and the services they offer. Local SEO use long-tail keywords but adds geographical relevant keywords such as the name of the city, the state, or the region the business is located.

Competition for the attention of audiences

National and local SEO differ on how they approach their competition. For national SEO strategies, they are aware of the stiff competition they face because their target audience is countrywide. This means that they will have to compete with similar businesses countrywide, looking for the attention of the clients they are trying to woo.

On the other hand, competition for local SEO is not as stiff because you are only competing with businesses that are within your locality. Local SEO experts also have an upper hand advantage because most local business owners are not technically savvy; hence they are not competing with you for the attention of your audience.

Marketing strategies for local and national SEO

National SEO marketing requires more resources because your ads are supposed to run on a national level. The result is an expensive marketing campaign compared to local SEO, which can be targeted to only a specific geographical area. Local SEO marketing campaigns are direct and usually more effective than national SEO strategies.


SEO optimization can certainly feel overwhelming but know that you’re not alone. Partnering with an experienced website company can help protect you and provide the best experience for your users. Contact us today for a free SEO consultation.