Local SEO vs. National SEO
If you’re a business owner trying to grow your online presence, you’ve probably heard terms like local SEO and national SEO thrown around. But what do they mean—and more importantly, which one should you focus on?
The truth is, the right strategy depends on your business goals, audience, and location. We are going to break down the difference between local and national SEO, how they work, and how to choose the one that best fits your business.
What Is Local SEO?
Local SEO (Search Engine Optimization) is all about helping people in your area find your business online. It focuses on appearing in search results when someone nearby is looking for your products or services.
Example: If someone in Sacramento searches for “roof repair near me” or “best dentist in Sacramento,” local SEO is what gets your business to show up in the map pack or on the first page of Google.
Key Features of Local SEO:
- Google Business Profile optimization
- Local keywords (e.g., “Sacramento pressure washing”)
- Online reviews and ratings
- Local citations and directory listings
- Location pages on your website
Best For:
- Local service providers (plumbers, roofers, restaurants)
- Businesses with a physical storefront
- Professionals like real estate agents, dentists, or lawyers
What Is National SEO?
National SEO targets a broader audience—people nationwide or in multiple states—not just your city or local area. It’s more competitive and typically involves a larger investment, but the reach is much wider.
Example: If you sell eco-friendly skincare products and ship across the U.S., you want to appear on searches like “best natural skincare products” or “non-toxic face wash.”
Key Features of National SEO:
- Broad keyword targeting
- Content marketing and blog strategies
- High-quality backlink building
- Strong domain authority
- Advanced technical SEO
Best For:
- E-commerce businesses
- SaaS companies
- Brands with nationwide or global reach
Local SEO Pros and Cons
Pros:
- Easier to rank in smaller, local markets
- Drives foot traffic and phone calls
- Builds community credibility
- Lower cost than national campaigns
Cons:
- Limited geographic reach
- Dependent on accurate map data and reviews
National SEO Pros and Cons
Pros:
- Bigger reach, more traffic potential
- Scales with your business growth
- Builds strong brand awareness
Cons:
- Much more competition
- Takes longer to see results
- Higher upfront cost and ongoing effort
Key Differences at a Glance
| Feature | Local SEO | National SEO |
|---|---|---|
| Focus | City or region | Entire country or multiple regions |
| Keywords | Location-specific | Broad, generic terms |
| Competition | Lower | Higher |
| Speed of Results | Faster | Slower |
| Cost | Lower | Higher |
| Strategy | Listings, maps, local reviews | Content, links, authority |
How to Decide Which SEO Strategy Is Right for You
Ask yourself these key questions:
- Where are my customers located?
- If most are nearby, go with local SEO.
- If you serve a wide area or ship nationally, national SEO may be better.
- What’s my budget?
- Local SEO is usually more affordable to start.
- National SEO takes more time and resources to compete.
- What are my goals?
- Want more walk-ins or calls? Local SEO.
- Want online sales or national leads? National SEO.
- How competitive is my market?
- A local niche (e.g., “Chico roofing contractor”) might be easy to rank for.
- A national keyword (e.g., “best SEO software”) can be tough without serious investment.
Can You Do Both?
Absolutely! Many businesses start with local SEO and scale up to national SEO as they grow.
Example: A local meal prep company targets “Sacramento meal delivery.” As they grow, they begin targeting “California healthy meal prep” and eventually “nationwide healthy meals.”
This approach allows you to build authority and customer base step by step.
Want a step-by-step plan for building a strong SEO strategy? Check out our guide on How to Build an SEO Strategy That Ranks in 2025 to get started with proven tactics.
Tips for Local SEO Success
- Claim and verify your Google Business Profile
- Ask happy customers for Google reviews
- Use location-specific keywords in your titles and content
- Add schema markup for your business type and location
- Create city-specific landing pages if you serve multiple areas
Tips for National SEO Success
Want to make sure your site is set up for success before launching a larger campaign? Check out our Technical SEO Checklist for High-Performing Websites in Sacramento.
- Invest in a strong content strategy (blog, guides, FAQs)
- Build high-quality backlinks from reputable sites
- Optimize for broad keyword clusters and search intent
- Improve technical SEO (page speed, mobile usability, structure)
- Use internal linking to help Google crawl your site efficiently
Local vs. National SEO for Sacramento Businesses
If your business is based in Sacramento, here’s a quick example:
Local SEO Focus:
- Keywords: “Sacramento HVAC repair,” “emergency plumber Sacramento”
- Directory listings: Yelp, Nextdoor, Google Maps
- Community engagement and local backlinks
National SEO Focus:
- Keywords: “best HVAC brands,” “how to fix a water heater”
- Focus on blog posts, long-form content, and email marketing
Both local and national SEO can drive real results. It all depends on your goals, your market, and your desired reach.
Start with what makes sense for your size, budget, and audience. Whether you’re serving your neighborhood or the whole country, smart SEO is one of the best ways to grow your business.
Do you need help deciding or getting started? Contact our team for a custom SEO plan tailored to your business goals and location.
Explore More
If you’re just beginning to explore digital marketing strategies, it’s important to understand the big picture. Start with our guide to Understanding Digital Marketing to learn how SEO fits into a broader online marketing plan.
Want to see how artificial intelligence is reshaping modern SEO strategies? Read how AI: A Modern Approach to SEO can give your business a competitive edge.
