Many US businesses fall into the same trap: they invest in SEO, expect results, and see little local traction. Traditional SEO tactics aren’t enough for businesses that rely on local customers.
At Matter Solutions, we’ve been helping businesses manage these challenges since 2000. We often notice how important local SEO is for getting into the map pack, collecting reviews, and ranking in “near me” searches.
In this post, we share what years of SEO experience have taught us. You’ll learn how local and traditional SEO differ and how to use both to reach more customers.
Let’s start by unpacking what local SEO actually involves.
How Local SEO Helps You Reach Nearby Customers
If you rely on local customers, traditional SEO tactics won’t cut it. Say you run a bakery in Portland, Oregon. Ranking in New York won’t bring people through your door, will it? Local SEO makes your business visible where it matters most: in your neighborhood.
Here’s how local SEO can help you reach customers:
- Google Business Profile: Step one in local visibility. Get featured in the “map pack” and what appears when someone searches your business name. Without optimization, you’re invisible to searchers.
- Citations and Directories: Make sure your business name, address, and phone number appear the same across sites like Yelp, Yellow Pages, and Bing Places. Minor differences confuse search engines.
- Local Reviews: These are your direct ranking factors. Google favors businesses with more reviews and higher ratings because they show customer satisfaction.
- Location Keywords: Location keywords help Google understand your geography. Phrases like “plumber in Denver” or “cafe near Boston Commons” connect your services with areas where customers are searching.
This approach impacts your US local rankings and puts your business in front of people searching for services near them.
But traditional SEO focuses on broad reach. So how does it work, and when should you use it? Let’s break it down.
How Traditional SEO Helps You Reach a Wider Audience
Traditional SEO helps businesses get noticed in cities, states, or even across the country. It’s perfect for online stores, national services, and content-driven websites aiming for broad visibility.
But if your customers are local, this approach often falls short. Ranking for general terms may bring clicks, but not the local calls or foot traffic you need.
Here’s what traditional SEO typically includes:
- Broad keywords like “personal trainer” instead of “personal trainer in Austin”
- Backlink building to boost overall site authority
- High-volume content designed for a wide audience
- Focuses on informational intent, targeting readers who aren’t ready to buy yet
This is the blind spot many businesses hit when they assume all SEO drives results equally. Smart marketers know traditional SEO has a role but should support (not replace) a local strategy.
The difference lies in user intent: traditional SEO targets information seekers, while local SEO reaches customers ready to buy. So, how does each approach impact your visibility, traffic, and return on investment?
Local SEO vs. Traditional SEO: What Drives Better Marketing ROI
When it comes to results, local SEO and traditional SEO push in different directions. Here’s how each one works and why it matters:
Geo-targeting vs. Broad Keyword Reach
Local SEO uses city names, suburbs, or “near me” terms to bring in people nearby. Global SEO aims for larger audiences using broad, industry terms without location.
Map Pack Inclusion vs. General SERP Placement
Want to appear in that 3-pack of map listings above organic results? That’s local SEO. Traditional SEO skips this and targets rankings in the regular list of links.
Review and Citation Signals vs. Domain Authority
Local rankings respond to reviews and consistent listings across sites like Yelp and Yellow Pages. Traditional SEO leans more on backlinks from big websites.
Content Localization vs. General Relevance
Service pages are customized for each city you serve to target local audiences, while broad blog posts apply anywhere. Both have value depending on your goals.
Mobile and “Near Me” Searches vs. Content Reach
Local SEO captures people searching on their phones (which can convert at 80%!) while out and about. If it’s for long reads and broad topics, traditional SEO works better.
Now that we’ve laid out the differences, let’s talk about what you can actually do to boost your local visibility.
Quick Steps to Boost Your Local Search Visibility
Most local search success comes from getting the basics right. If your foundation is weak, more content won’t help. Here are steps to improve local visibility:
- Audit Citations: Double-check your business info with tools like BrightLocal or Moz Local and clean up any mismatches.
- Optimize Google Business Profile: Add photos, update hours, and post something now and then to stay active.
- Get More Reviews: Ask happy customers and aim for five solid ones this month.
- Create Location Pages: One for each service area works best, with relevant keywords.
- Track Results: Call tracking and review replies help you spot what’s working.
Once you’ve taken these steps, you’ll have a stronger local presence and a clear idea of what to improve next.
Wrapping Up: Local SEO First, Then Go National
So, what have we learned? If your customers are nearby, your SEO should focus close to home. Local SEO helps US businesses get found, clicked, and chosen. Traditional SEO matters too but works best with a local base.
Want help mapping out what makes sense for your business? Let Matter Solutions show you where to focus and where your next local win is hiding.
