Imagine you own a specialized repair shop in Edmonton. You’ve built a beautiful business website, but you notice a frustrating trend: when people search for your specific services globally, you might appear on the third page, but when a Customer just blocks away searches for “repair shop near me,” your business is nowhere to be found. Instead, they see a competitor who has a less impressive website but a perfectly optimized business profile.
This is a classic online presence dilemma. One strategy helps you reach the world, while the other helps you own your neighborhood. Understanding the difference between Search Engine Optimization (SEO) and local search engine optimization (local SEO) is the first step toward significant online growth. At LinkLumin, we help businesses navigate these SEO strategies to ensure they aren’t just seen, but are chosen by the right Consumers.
What is General SEO?
Search Engine Optimization is the practice of improving your website to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines.
The goal of general SEO is to rank for broad terms and keywords regardless of the searcher’s location. For an e-commerce brand selling organic skincare, general SEO is vital. They want a user in Toronto, Vancouver, or London to find their landing pages. This involves deep keyword research using tools like Google Keyword Planner, creating high-quality content, and improving domain authority through backlinks.
What is Local SEO?
Local SEO is a specialized branch of Search that focuses on optimizing a business website to be found in local search results. If you are a local business—like a dentist, a law firm, or a restaurant—you need people in your specific service area to find you.
When a user performs a local search, the Google Algorithm shifts. Instead of just showing standard Search results, it displays the Local Pack (also known as the local map pack or Map Pack). This is the box at the top of the Search Engine Results Page (SERP) that shows a map and three local businesses.
To win here, your local SEO strategy must focus on your Google Business Profile (formerly Google My Business). This is your Google profile that displays your business name, business hours, local phone number, and Google reviews.
The Main Differences: Intent and Reach
The primary difference lies in the user intent.
- General SEO targets people looking for information or products (e.g., “how to fix a leak”).
- Local SEO targets people looking for a specific solution nearby (e.g., “plumber in Edmonton”).
In local search engine optimization, Google looks for local search signals such as local citations (mentions of your business across the web), reviews, and proximity. In general SEO, the algorithm prioritizes the relevance and authority of your content and the strength of your domain.
The Role of Google Business Profile
Your Google Business Profile listing is the heart of your local marketing. It acts as a second homepage. By regularly posting Google Posts, responding to Customer Reviews, and ensuring your business category is accurate, you tell Google exactly who you are and where you serve.
Managing Google Business Profiles isn’t just about setup; it’s about online reputation management. High-quality Google reviews act as social proof, convincing Consumers that you are trustworthy. At LinkLumin, we act as one of the leading local SEO agencies to ensure your profile is fully optimized to beat the local competition.
Link Building: National vs. Local
Link building is the process of acquiring backlinks from other websites to yours.
- For general SEO, you want backlinks from high-authority, industry-relevant sites to boost your domain authority.
- For local SEO, you focus on local link building. This means getting links from local directories, the local Chamber of Commerce, or community blogs.
We also focus on citation building. This involves listing your business in directories like Yelp, Yellowpages, Tripadvisor, Bing Places, and Apple Maps. Consistency in your Name, Address, and Phone number (NAP) across these citation sites is a key local ranking factor.
Technical Fundamentals for Both
Regardless of your focus, certain “must-haves” apply to every search engine strategy:
- Mobile-friendliness: Most local search happens on mobile devices. If your site isn’t mobile-friendly, your page position will drop.
- Website Navigation: A clear structure helps both the user and the search engine understand your content.
- Schema Markup: Using a Local Schema Generator helps search engines read your data (like business hours) more easily.
- Google Analytics & Search Console: Use Google Analytics to track Organic Traffic and Google Search Console (and Google Search Central) to monitor your site’s health.
Integrated Digital Marketing
You shouldn’t choose between SEO and local SEO in a vacuum. A successful online growth strategy integrates social media, local content, and even offline tools like a QR code in your physical shop to collect feedback.
Using local SEO tools like a Local Rank Tracker, Local Rank Checker, or a Position Tracking tool allows you to see how you move up the Search Results. Many businesses use a Listings Service or a Yext Replacement Service (like Localo or Yext) to keep their citations updated.
Why Professional Support Matters
Managing local search optimization is a complex, ongoing process. The Google Algorithm changes constantly. You need to stay on top of local search rankings, manage a Reputation Builder, and ensure your landing pages are converting leads into sales.
LinkLumin takes a data-driven approach. We don’t just guess; we use Local Platform insights to monitor your Local Rank and adjust your local keywords in real-time. Whether you are using Google Sites for a small project or a custom domain for a large e-commerce brand, we provide the SEO strategies that result in a high conversion rate.
Frequently Asked Questions
Does every business need Local SEO?
If you have a physical location or serve a specific geographic service area, yes. If you are a purely online e-commerce brand, you should focus more on general Search Engine Optimization.
What are citations?
Local citations are mentions of your business on business directories and local directories (like Yext or Yellowpages). They help Google verify your location and authority.
How do I get into the “Map Pack”?
You need a verified Google Business Profile, consistent citations, positive Customer Reviews, and a website optimized with local keywords.
Can I do SEO myself?
While you can use a Review Poster or a Local Rank Checker, professional local SEO agencies like SearchLab or LinkLumin have the tools and experience to handle local search signals more effectively.
What is the difference between Google My Business and Google Business Profile?
They are the same thing. Google rebranded Google My Business to Google Business Profile recently to simplify how a business owner manages their visibility.
Partner with LinkLumin for Results-Driven Growth
Navigating the world of search engines can feel overwhelming, but you don’t have to do it alone. Whether you’re looking to dominate the Edmonton market or expand your online presence nationally, LinkLumin offers the expertise you need.
We focus on transparency, ROI, and data-backed tactics. From citation building to advanced link building, we ensure your business is positioned exactly where your Customers are looking.
Ready to climb the rankings?
Contact LinkLumin today for a comprehensive audit of your local search engine optimization and general SEO. Let’s turn those search results into steady leads and lasting sales.
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