If you’ve looked into SEO for your business, you’ve probably seen both “SEO” and “local SEO” used, sometimes as if they mean the same thing. They’re closely related, but they’re not identical, and choosing the wrong focus can mean spending time and money chasing customers who were never going to buy from you.
Here’s a plain-English breakdown of the difference, and how to work out which one your business needs.
The short answer
SEO (search engine optimisation) is about helping your website rank in search results for relevant searches, wherever those searchers are.
Local SEO is a type of SEO focused on location-based searches. It’s about appearing when people nearby search for what you offer, especially in the Google Map Pack and on Google Maps.
If your customers are mostly in a specific area, local SEO should be your priority. If you sell to customers anywhere in Australia or beyond, broader SEO matters more.
What is SEO?
Traditional SEO focuses on helping your website rank in the organic search results, the standard list of websites below any ads and maps. It usually involves:
Researching the keywords your customers use
Creating content and pages that match those searches
Making your website technically sound, fast and easy to navigate
Earning links and mentions from other reputable websites
Building authority so Google trusts your content
Broad SEO targets searches like “how to choose accounting software” or “best running shoes for flat feet”, where location doesn’t really matter.
What is local SEO?
Local SEO focuses on searches with local intent. That includes searches with a location in them, like “accountant Hobart”, and searches where Google assumes you want something nearby, like “plumber near me” or simply “café”.
Local SEO usually involves:
Optimising your Google Business Profile
Managing citations, so your business name, address and phone number are consistent across directories
Building and responding to reviews
Creating location-specific pages and content
Adding LocalBusiness schema to your website
Targeting keywords that combine your services with the areas you serve
The goal is to appear in the Google Map Pack (the three local businesses shown with a map) as well as in local organic results.
The key differences
Who you’re targeting
SEO can target anyone searching for a topic. Local SEO targets people in or searching for a specific area.
Where you show up
SEO focuses on the organic search results. Local SEO adds the Map Pack, Google Maps and local results.
What drives rankings
SEO relies heavily on your website’s content, technical health and authority. Local SEO also depends on your Google Business Profile, your reviews, your citations and how close you are to the searcher.
What results look like
SEO often brings website traffic and online sales. Local SEO typically brings phone calls, direction requests, bookings and walk-ins.
Competition
Broad SEO often means competing with national brands and big publishers. Local SEO means competing mostly with other businesses in your area, which is usually far more achievable.
Which one does your business need?
You need local SEO if:
You serve customers in a specific city, region or set of suburbs
Customers come to you, such as a café, clinic, gym or shop
You go to customers, such as a tradie, cleaner or mobile service
Most of your enquiries come by phone or in person
This covers most small businesses: plumbers, electricians, dentists, physios, accountants, mortgage brokers, hairdressers, restaurants and more. For these businesses, local SEO is where the leads come from.
You need broader SEO if:
You sell products online and ship anywhere
You offer services remotely to clients across Australia or internationally
Your customers don’t care where you’re based
Online stores, software businesses and fully remote service providers usually fall into this category.
You might need both if:
You have a local base but also sell online
You serve local clients but want to build a national reputation
You have multiple locations
For example, a Hobart bakery that also ships hampers across Australia benefits from local SEO for foot traffic and broader SEO for online orders.
The good news: they work together
Local SEO isn’t a separate world. It’s built on the same foundations as traditional SEO. A fast, well-structured website with clear content helps you in both. Strong local signals like reviews and consistent citations also build overall trust in your business.
So even if your focus is local, you’re still doing SEO. You’re just aiming it at the customers most likely to buy from you.
Where to start with local SEO
If local SEO is the right fit for your business, these steps make the biggest difference:
Claim and optimise your Google Business Profile. Our Google Business Profile guide walks through it.
Make your business details consistent across your website, Google, social media and directories.
Build a steady flow of reviews and reply to every one.
Create a page for each service that clearly mentions the areas you serve.
Answer local questions in your content, like costs, timeframes and requirements in your area.
For a broader look at how it all fits together, see our guide to SEO for small businesses. And if you’re based in Tasmania, our Hobart SEO guide covers what makes the local market different.
How Not Magic helps
Not Magic is a Hobart-based local SEO service for small businesses. Our plans cover the work that gets local businesses found: Google Business Profile optimisation, citation management, technical fixes, website audits and content built around the searches your customers make.
Local Tier: $250 per week. Built for one local market.
Growth Tier: $379 per week. More territory, weekly content and AI visibility engineering.
No setup fees, no lock-in contracts and plain-English reporting.
Frequently asked questions
Is local SEO part of SEO?
Yes. Local SEO is a specialised type of SEO focused on location-based searches. It uses many of the same techniques, plus local-specific ones like Google Business Profile optimisation and citation management.
Can I do local SEO without a physical address?
Yes. Service area businesses can hide their address on Google and list the suburbs or regions they serve instead.
Is local SEO easier than regular SEO?
Often, yes. You’re usually competing with a smaller number of local businesses rather than national brands, so consistent work can make a noticeable difference sooner.
Which is better for getting leads?
For businesses that serve a specific area, local SEO usually generates more calls and enquiries, because it targets people nearby who need your service now.
Do I need a website for local SEO?
A Google Business Profile alone can get you some visibility, but a website strengthens your rankings and gives customers somewhere to learn more and get in touch.
The bottom line
SEO helps you get found. Local SEO helps you get found by the people most likely to become customers: the ones nearby, searching right now. For most small businesses, local SEO should be the starting point, with broader SEO layered on if your business reaches beyond your area.