SEO helps your website show up in search results for people anywhere. Local SEO helps your business show up when people search for something near them, like "plumber in Arvada" or "dentist near me," including in Google Maps. Local SEO uses the same website work as SEO and adds your Google Business Profile, listings, reviews and location details. RankiN AIs in Arvada, CO explains where the two split and which one your business needs.
Key takeaways
- SEO works on your website. Local SEO works on your website plus your Google Business Profile, listings and reviews.
- The main difference is who you're trying to reach. BrightLocal says traditional SEO targets national or global audiences, and local SEO targets people in a specific place.
- Google says local results are mainly based on relevance, distance and popularity.
- Local SEO is a branch of SEO, not a replacement. BrightLocal describes it as organic SEO tasks with a local lens, plus extra local tasks.
- Ahrefs says local SEO is more affordable. It found providers serving local markets average $1,557 a month, against $3,473.74 for providers serving a worldwide market.
- Both feed AI search. Google's AI features guide covers your website and tells you to keep your Business Profile up to date.
What is SEO?
SEO, short for search engine optimization, is work that helps search engines understand your content and helps people find your site. That's how Google's SEO Starter Guide puts it. Google says SEO is about improving your site's presence in Search.
SEO work usually covers three areas:
- On-page SEO. Titles, headings, content and internal links.
- Technical SEO. Crawling, indexing, site speed and site structure.
- Off-page SEO. Links and mentions from other websites.
General SEO aims at searches where the searcher's location doesn't matter much. "How to fix a leaky faucet" is one example. A plumbing blog could rank for it in any state.
What is local SEO?
Local SEO is the work of helping a business get found by people searching for products and services in a specific area. It covers searches with a city name, like "roofer in Arvada," and "near me" searches.
Local SEO adds work outside your website. BrightLocal says local SEO takes organic SEO tasks such as keyword research, competitor analysis, link building, content creation and technical SEO, and applies them with a local lens. Then it adds local-only tasks.
The local-only tasks include:
- Setting up and keeping your Google Business Profile complete
- Making your name, address and phone number match on every listing
- Getting real reviews and replying to them
- Building service and location pages that name the city
- Keeping local records current, like city licenses
What is the main difference between SEO and local SEO?
The main difference is who you're trying to reach. BrightLocal puts it that way. Traditional SEO targets national or global audiences. Local SEO targets people in a specific city, or even a specific block.
That's why distance matters in local SEO. Google says local results are mainly based on relevance, distance and popularity. Google explains the third factor under the name prominence, meaning how well-known a business is. General SEO aims at searches where the searcher's location matters less.
| SEO | Local SEO | |
|---|---|---|
| Goal | Rank your website for searches from anywhere | Show up for searches tied to a place |
| Where you show up | Organic web results | Google Maps and local results, plus web results |
| Main assets | Website pages, content, links | Website plus Google Business Profile, listings, reviews |
| Typical searches | "How to fix a leaky faucet" | "Plumber in Arvada," "plumber near me" |
| Google's stated local factors | Apply to local results only | Relevance, distance and popularity (prominence). Google says more reviews and positive ratings can help |
| Average monthly price (Ahrefs) | $3,473.74 for providers serving a worldwide market | $1,557.08 for providers serving local markets |
| Fits | Online stores, national brands, publishers | Shops, offices, service-area businesses |
Google gives detail on each local factor. Relevance is how well a Business Profile matches the search, and Google says complete, detailed info helps. Distance is how far the business is from the searcher. Prominence is based partly on how many websites link to the business and how many reviews it has.
Google also says there's no way to request or pay for a better local ranking.
What do SEO and local SEO have in common?
SEO and local SEO share the same website basics. A local business still needs pages Google can crawl, index and understand.
Google lists SEO basics that still apply to its AI features. They include letting crawlers in through robots.txt, linking your pages to each other, giving visitors a good page experience and keeping important content in text. The same list tells you to check that your Business Profile is up to date. That last item is local SEO.
So a local business needs both. Local SEO without a working website leaves Google and AI tools with less to read. A good website without a claimed Business Profile gives up control of how you look on Google Maps. Google says the profile lets you control how your business appears on Search and Maps.
Which one does your business need?
Your business needs local SEO if customers come to you or you go to them. It needs general SEO if you sell to people anywhere.
| Your business | What to focus on |
|---|---|
| Shop, office or restaurant with walk-in customers | Local SEO, built on a solid website |
| Service-area business, like a plumber or roofer | Local SEO, with a page for each service and the towns you serve |
| Online store shipping nationwide | General SEO |
| Local business that also sells online | Both |
If you're not sure, look at how your customers search. If most searches for your service include a city or "near me," local SEO comes first.
What is a local SEO service?
A local SEO service is a provider doing that local work for you, usually for a monthly fee. BrightLocal's 2024 survey of local marketing agencies found 54% bill a monthly fee based on deliverables.
The RankiN AIs local SEO service page lists what it can include, from Google Business Profile optimization to performance tracking. Prices vary a lot. Ahrefs found the most common SEO retainer is $501 to $1,000 a month, chosen by 20.4% of providers.
How do SEO and local SEO show up in AI search?
AI tools read the output of both. Your website is SEO work. Your Business Profile and listings are local SEO work. AI tools like ChatGPT, Gemini, Claude, Google AI Mode and DeepSeek can read all of it.
Each tool leans on different sources:
- BrightLocal found Google Business Profiles made up 28.6% of all local AI citations. They were the top source for Google AI Mode and AI Overviews.
- Yext found Gemini's largest share of citations went to businesses' own websites, at 41.9%.
- 8ight found ChatGPT cited the Better Business Bureau in 38.7% of local answers and a government or licensing site in 25.1%.
Location matters in AI search too. OpenAI says ChatGPT can turn "What are some good restaurants near me?" into the search "top restaurants San Francisco," based on the user's approximate location. A site that names its city matches that rewritten search.
The post How AI Recommends Local Businesses covers what AI tools check.
What does the difference look like for an Arvada business?
An Arvada business that serves local customers needs local SEO first. Take two Arvada businesses. One is a bakery with walk-in customers. The other sells phone cases online to the whole country. The bakery wants "bakery in Arvada" and Google Maps. The online store wants product searches from any state.
Arvada has a few local details to get right:
- One city name. Hometown Locator lists Arvada as the USPS preferred city for ZIP code 80003, with Westminster as an acceptable alternative. Pick one and use it on every page and listing. RankiN AIs uses "6316 W 86th Ave, Arvada, CO 80003" everywhere.
- The right county. Wikipedia says Arvada spans Jefferson and Adams counties. Hometown Locator says ZIP code 80003 has parts in both. Check which county your licenses and listings name.
- A current city license. The City of Arvada requires a license for contractors who build, remodel, repair or equip buildings. The license is good for one year, and you re-apply every year.
The posts on keeping your business info the same everywhere and whether your Arvada Google Business Profile is working go deeper on the local side.
FAQ
Is local SEO part of SEO?
Yes. Local SEO is a branch of SEO. BrightLocal describes it as organic SEO tasks done with a local lens, plus local tasks like managing a Google Business Profile.
Is local SEO cheaper than regular SEO?
On average, yes. Ahrefs says local SEO is more affordable. It found providers serving local markets charge $1,557.08 a month on average. Providers serving a worldwide market average $3,473.74.
Do I need a website for local SEO?
A website helps a lot. Your Google Business Profile is a separate listing, and Google says creating one is free. A website gives Google and AI tools more to read. Yext found Gemini cited businesses' own websites more than any other type of source.
What does "near me" mean for local SEO?
"Near me" tells search engines to use the searcher's location. Google uses distance from the searcher as a local ranking factor. OpenAI says ChatGPT can rewrite a "near me" question into a search with the city name.
What is a local SEO service?
A local SEO service is a provider managing your Business Profile, listings, reviews and local pages for you. The RankiN AIs local SEO page lists what that includes.
Can RankiN AIs do both SEO and local SEO?
Yes. RankiN AIs offers local SEO, AI search optimization and Google Business Profile management for businesses in Arvada and the Denver metro area. The 14-day free trial has no upfront payment and no automatic billing.
About the author. Jonathan Otto is the founder of RankiN AIs. He has 15 years of experience building websites, SEO and graphic design. He created AceTrace.
About RankiN AIs. RankiN AIs is an AI search marketing and SEO agency based in Arvada, Colorado, serving businesses throughout the Denver metro area. Services include AI search optimization, local SEO, and Google Business Profile management to improve visibility across Google Search, Google Maps, and AI search platforms. The proprietary AceTrace AI Citation Engineering framework focuses on trust, retrieval, authority, citations, and evidence to strengthen online discoverability and credibility. RankiN AIs prioritizes meaningful business outcomes, including qualified calls and leads—not just rankings. Start your 14-day free trial today.
Start a 14-day free trial with RankiN AIs. There's no upfront payment and no automatic billing. You can also contact RankiN AIs, call 970-368-2810 or email john@rankinais.com.
RankiN AIs, 6316 W 86th Ave, Arvada, CO 80003, 970-368-2810, john@rankinais.com, rankinais.com. Open 24 hours, 7 days a week.
Related reading: How to Improve AI Search Visibility for Your Local Business · How Much Should I Pay for Local SEO? · Is Local SEO Worth It? · Can ChatGPT Do SEO?
