Local SEO vs National SEO — Which Do You Need?

The Geography of Search

• Local SEO: "Dentist near me." Intent is physical.
• National SEO: "Best accounting software." Intent is digital/informational.

1. The Google Map Pack

• Local: The Map Pack is everything. Reviews, Citations, NAP consistency.
• National: The Map Pack is irrelevant. It's all about the "Blue Links" (Organic results).

2. Content Strategy Differences

• Local: "Best roofers in [City]." Location pages. Community involvement.
• National: "Ultimate Guide to Roofing Materials." Topical authority. Broad keywords.

3. Link Building Differences

• Local: Chamber of Commerce, local news, sponsorships.
• National: Forbes, TechCrunch, industry blogs, high DR sites.

4. Hybrid Models

What if you are a National Franchise?

• Strategy: You need both.
• National: Brand authority.
• Local: Location pages for each franchisee.

Conclusion

Don't try to rank nationally if you only serve a 50-mile radius. Don't limit yourself to local if you ship nationwide. Define your Serviceable Addressable Market (SAM) first.