Who each one is for
Local SEO fits businesses that serve a geographic area: dentists, restaurants, contractors, law firms, salons, and clinics. National SEO fits businesses that can serve anyone anywhere: e-commerce stores, software companies, and national publishers.
How the work differs
- Where you show up: Local SEO targets the Map Pack and local organic results. National SEO targets standard organic results for broad keywords.
- Key assets: Local relies on your Google Business Profile, reviews, and citations. National relies on in-depth content and backlinks from authoritative sites.
- Keywords: Local keywords include a place or “near me.” National keywords are broader and usually far more competitive.
- Signals: Local rankings respond strongly to proximity and real-world engagement, such as calls and direction requests. National rankings respond more to content quality and site authority.
Cost and speed
Because local competition is limited to businesses near you, local SEO can often show results sooner and at lower cost. National SEO is a longer game against much bigger competitors.
Where AI search fits
AI assistants answer both kinds of questions. For local businesses, the same foundation that powers local SEO, including consistent business data, reviews, and clear service content, also helps AI tools recommend you. Adding answer-first content and schema extends that into AI search.
Which should you choose?
If most of your customers live or work within driving distance, focus on local SEO first, and add AEO to cover AI answers. Consider national SEO only if you sell beyond your region.