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The Difference Between SEO and Local SEO (and Why It Matters in 2025)

Danielle Petty
Danielle Petty |

If you’re trying to grow your business online, you’ve probably heard of SEO (Search Engine Optimization). But what about Local SEO?

While both help you get found on Google, they operate in slightly different orbits. Understanding the difference—and how they work together—can make or break your online visibility, especially as search continues to evolve in 2025.



What Is SEO?

SEO (Search Engine Optimization) is all about improving your website so it ranks higher in organic search results.

When someone searches for “best digital marketing agencies” or “how to run Google Ads,” SEO determines which websites appear first.

Key components of traditional SEO include:
✅ Optimized on-page content (keywords, headings, metadata)
✅ Fast, mobile-friendly website performance
✅ Backlinks from credible sources
✅ High-quality blog and educational content
✅ Positive user experience (UX)

SEO is ideal for businesses that want to reach audiences nationally or globally, such as eCommerce brands, SaaS companies, or media outlets.



What Is Local SEO?

Local SEO, on the other hand, focuses on helping people near you find your business.

When someone searches “coffee shop near me” or “plumber in Phoenix,” Google uses Local SEO signals to decide which businesses show up on Google Maps or in the Local 3-Pack (the top 3 business listings that appear above organic search results).

Key factors that influence Local SEO include:
✅ An optimized Google Business Profile (GBP)
✅ Consistent NAP (Name, Address, Phone) across all directories
✅ Customer reviews and ratings
✅ Local backlinks and citations
✅ Location-based keywords

Think of Local SEO as your mission control for local visibility—it ensures your business shows up when customers nearby are searching.



SEO vs. Local SEO: What’s the Difference?

SEO Local SEO
Targets a national or global audience Targets a local or regional audience
Optimizes your website for broad search terms Optimizes your Google Business Profile and local listings
Competes on content quality and authority Competes on proximity, reviews, and relevance
Best for eCommerce, media, or online services Best for local service providers and brick-and-mortar stores


In short:

  • SEO gets you discovered everywhere.

  • Local SEO gets you discovered where it matters most.



2025 SEO & Local SEO Trends to Watch

Search is changing fast—thanks to AI, voice search, and Google’s constant updates. Here’s what’s shaping the SEO landscape this year:

1. AI-Powered Search Results

With Google’s AI Overviews (formerly SGE), well-structured, trustworthy content is more important than ever. Businesses that provide clear, credible answers (not just keywords) are being rewarded.

2. Voice Search Optimization

People are searching hands-free—using phrases like “Who’s the best electrician near me?” or “Where can I get coffee right now?”
👉 Optimize for conversational, question-based keywords and keep answers short, natural, and mobile-friendly.

3. E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness

Google’s quality guidelines favor businesses that show real-world credibility. That means:

  • Detailed service pages

  • Real team photos and customer reviews

  • Case studies or success stories

4. Hyperlocal Targeting

Google’s algorithm now prioritizes hyperlocal relevance—down to specific neighborhoods or zip codes. Add local modifiers to your keywords (e.g., “Marketing Agency in Ahwatukee, AZ”) and use structured data to reinforce your service areas.



How SEO and Local SEO Work Together

The best marketing strategies blend both.

  • Use traditional SEO to attract visitors through educational content (blogs, guides, videos).

  • Use Local SEO to convert nearby customers ready to buy.

Example:

  • Blog post: “5 Ways to Improve Your Local Visibility on Google” → drives organic traffic.

  • Optimized GBP + reviews → turns that visibility into real leads.

It’s not SEO or Local SEO—it’s SEO and Local SEO.



Quick Action Checklist

✅ Claim and optimize your Google Business Profile
✅ Audit your NAP consistency across all platforms
✅ Encourage and respond to customer reviews
✅ Optimize your website with local keywords and schema markup
✅ Create location-based landing pages or blogs
✅ Track your rankings with both organic and local search metrics



The Bottom Line

SEO helps you get found.
Local SEO helps you get chosen.

Both are essential in today’s digital universe—and when done right, they work together to fuel steady, sustainable growth.

At Towne Post Digital, we help businesses like yours dominate both search spaces—local and beyond. From Google Ads to Local SEO and streaming campaigns, we’re your full-service mission control for digital success.

🚀 Ready to launch? Let’s get your brand seen where it matters most.

#LocalSEO #SEO #DigitalOrbit #TownePostDigital #GoogleBusinessProfile #OnlineVisibility #SearchEngineMarketing #SmallBusinessGrowth

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