Local SEO vs organic SEO

SEO isn’t just one thing—it’s a collection of overlapping strategies. Depending on who you ask, there are a dozen different ways to slice it. But local SEO and organic SEO are two categories worth understanding (and comparing).

They serve different purposes, and knowing the differences can help you prioritize the right one—and make smarter decisions for your business or nonprofit.

First, let’s define the SEO terms

SEO stands for Search Engine Optimization—the work you do to influence how and where you show up on Google and other search engines.

It’s not just one tactic but a mix of strategies that help people find you online. Two of the biggest (and most useful) categories are local SEO and organic SEO—and they each serve a different purpose.

Local SEO helps businesses appear in search results tied to a specific location—especially in map listings and “near me” searches. If someone Googles “best dentist in Norman,” that’s local SEO at work.

Organic SEO, on the other hand, is about improving your website’s visibility across standard search results, regardless of where the searcher is located. Think blog posts, how-to content, or landing pages that attract people no matter where they are.

Both are part of the SEO ecosystem. But they rely on different tactics—and serve different purposes.

Local SEO: what it includes

Local SEO focuses on helping people find your business when looking for something nearby. It’s essential for organizations with a physical presence or service area.

• Optimizing your Google Business Profile (GBP)
• Encouraging and responding to customer reviews
• Adding location-specific content to your website
• Keeping your name, address, and phone number (NAP) consistent across online directories
• Targeting city-based keywords
• Competing in the Map Pack (the top section of local results above standard listings)

Organic SEO: what it includes

Organic SEO is about improving your visibility in the main search results, regardless of geography. It’s focused more on content, structure, and authority.

• Creating and optimizing helpful blog or resource content
• Fine-tuning on-page SEO (title tags, meta descriptions, headings, etc.)
• Earning backlinks from other reputable websites
• Structuring your site with pillar pages and internal linking
• Targeting non-location-specific keywords
• Ranking in the main search results, outside of the map listings

Should you prioritize local SEO or organic SEO?

Here’s a quick cheat sheet to help you decide:

• Local SEO is essential if your business serves a specific geographic area. This includes service providers, churches, nonprofits, and storefronts.
• If you don’t have direct control over your website—like some franchisees—local SEO gives you something to manage actively, even if your main site is locked down.
• If your audience isn’t tied to a physical location, or if you want to build long-term authority through educational content, focus more on organic SEO.
• If you’re doing both? Even better. Just make sure you’re not ignoring one side completely.

Need help figuring out where to start—or how to balance the two? Let’s talk about SEO. That’s something we do.