What Is the Difference Between Local and Organic SEO?

The main difference between local and organic SEO is who you’re trying to reach and how search engines display the results. Local SEO is about showing up when someone nearby searches for a service or product—usually through Google Maps or the local pack (the map + 3 listings you see in some search results). On the other hand, organic SEO is about ranking web pages in regular organic search results unrelated to a location.

While both are essential components of a comprehensive search engine optimization strategy, they serve distinct goals and target different audiences. In this guide, we explain how each one works, when to use them, and how they impact your business’s online presence.

Why Does Local SEO Matter for Brick and Mortar Businesses?

If your business has a physical location or serves a specific area, local SEO is not optional—it’s necessary. Local SEO helps your business appear in local search results when people search for products or services in their area or nearby.

Benefits of Local SEO

• Increases visibility on Google Maps
• Brings local traffic to your website
• Drives more foot traffic to your store
• Builds trust with local customers
• Helps rank in local pack listings

Local SEO Best Practices

• Claim and optimize your Google Business Profile
• Use location-specific keywords in titles, descriptions, and content
• Create local landing pages for each location you serve
• Get listed in local business directories
• Build local backlinks from relevant websites
• Encourage customer reviews on Google and Yelp

How Does Organic SEO Work?

Organic SEO focuses on helping your website rank in non-local search results, which are driven by relevance, authority, and content quality. It’s what most people think of when they hear “SEO.” This type of SEO is essential for national brands, e-commerce websites, and blogs that cater to readers worldwide, regardless of their location. Organic SEO success depends on:

• Publishing high-quality content
• Doing thorough keyword research
• Getting relevant backlinks from trusted sources
• Making your site technically sound (technical SEO)
• Optimizing your site’s structure, speed, and mobile usability

Organic SEO strategies include:

• Regular content creation using relevant keywords
• Internal linking between important pages
• Using tools like Google Search Console to monitor performance
• Earning authority through backlink outreach
• Improving user experience to reduce bounce rates

When Should You Focus on Local SEO vs. Organic SEO?

Knowing which type of SEO to focus on depends on your business model and goals. Ask yourself:
Are you trying to reach people in a specific location, or are you targeting a wider audience?

Choose local SEO if:

• You own a brick-and-mortar store
• You serve customers in a specific geographic area
• You want to increase calls, visits, or map visibility

Choose organic SEO if:

• You sell products or services online nationwide
• You run a content-based website (e.g., blogs, media)
• Your business is not tied to a specific location

Combining local SEO and organic SEO gives your business full visibility—both in local and broad search queries. For example, a law firm can use local SEO to appear in local search results while using organic SEO to rank for broader topics like “how to file a personal injury claim.”

What Are Local Keywords and How Are They Different?

Local keywords, which include specific cities, regions, or neighborhoods, are used in content, titles, and metadata to demonstrate relevance to a local area.

Examples:

• “personal injury lawyer in Las Vegas”
• “best coffee shop near Times Square”
• “emergency dentist in Los Angeles”

These are different from generic or organic keywords like:

• “how to fix a leaking faucet”
• “coffee shop menu ideas”
• “signs of a dental emergency”

Search engines determine local intent based on search behavior, user location, and keyword phrasing. That’s why including local keywords in your SEO strategy helps you rank better in location-based searches.

How Do Google Business Profiles Help With Local SEO?

Your Google Business Profile (formerly Google My Business) is a critical part of local search engine optimization. It provides key information about your business, such as:

• Address and phone number
• Business hours
• Services offered
• Customer reviews
• Photos of your store or services

When set up and optimized correctly, your profile increases your chances of appearing in the local pack and Google Maps results. Businesses with well-maintained profiles typically get more clicks, calls, and visits.

Do You Need Separate Pages for Each Location?

Yes—if you serve multiple areas, you should create location-specific landing pages for each. This tells search engines exactly where your services are available and helps you rank in more local searches. A good location page should include:

• City or neighborhood in the title tag and H1
• Local customer testimonials
• Map and directions
• Location-based content (e.g., service areas, local events)

Avoid copying the same content across pages—make each one unique and tailored to that area.

What’s the Role of Technical SEO in Local and Organic SEO?

Technical SEO supports both local and organic SEO efforts by ensuring your site is easy for search engines to crawl and index. Common technical issues that can impact SEO include:

• Slow page speed
• Broken links
• Missing metadata
• Poor mobile usability
• Duplicate content

For local SEO, make sure your site includes the correct NAP (Name, Address, Phone) on all pages. Utilize schema markup for local businesses to ensure search engines accurately understand your location and services.

For organic SEO, focus on site speed, clean URL structures, and optimized sitemaps.

Should You Combine Local SEO and Organic SEO?

Absolutely. Businesses that apply both strategies get more complete visibility online. While organic SEO brings in long-term traffic, local SEO connects you with people ready to act now—especially those searching on mobile. Here’s how combining both works:

• Use organic SEO to build authority and rank for broad keywords
• Use local SEO to bring in foot traffic and show up in local search results
• Optimize your website content with both local and non-local terms
• Make sure your site is mobile-friendly and optimized for speed

When done together, local SEO and organic SEO make your business more discoverable and trusted—both on maps and in web searches.

Work With Professionals Who Understand Both

At Web Search Marketing, our SEO specialists know how to make your business stand out both locally and organically. We don’t offer one-size-fits-all plans. We focus on what works for your business, your audience, and your goals.

Need to grow your local traffic or improve your rankings in organic search? Let’s talk. Book a consultation today and see how the right local SEO strategy can drive results for your business.