If you’re running a growing business, you’ve likely heard about the power of SEO. But when it comes to where to focus your SEO efforts (local or national) it’s not always a clear-cut choice.
Should you try to rank in your city? Or compete on a broader scale?
The truth is, it depends on your goals, your audience, and your growth stage. But if you’re a medium-sized business looking to scale sustainably, here’s what you need to know.
What’s the Difference, Anyway?
Let’s break it down:
Local SEO targets geographic-specific keywords like “Nanaimo marketing agency” or “best cafés in Victoria BC.” It’s about showing up when someone nearby is searching for what you offer.
National SEO goes broader, focusing on keywords that don’t have a location attached, like “email marketing strategies” or “luxury brand web design.”
Local SEO = location-driven visibility.
National SEO = industry-driven authority.
Local SEO: The Unsung Hero for Growth
If your business serves a specific region (even if you can go national), local SEO is where you’ll get the fastest return on investment. Why?
Less competition = faster results
Higher intent = more conversions
Easier to build authority with Google through location-based citations and reviews
Plus, Google loves local. Features like the map pack, business reviews, and “near me” searches all give you more ways to be found—without the need for massive budgets or national exposure.
National SEO: Big Potential, Bigger Commitment
National SEO is more competitive, and slower to show results.
But it’s worth it if:
You sell digital products or services beyond your local area
You want to become a thought leader in your niche
You’re ready to invest in long-term content strategy and link-building
This route requires deep keyword research, consistent content marketing, and technical SEO. It’s a bigger mountain to climb, but the view can be worth it.
So, What Should You Focus On?
For most medium-sized businesses, the answer is: start local, build national.
Local SEO builds trust, drives leads, and helps you dominate your immediate market. Once you’ve got that momentum, you can start layering in national content that scales your visibility.
It’s not either-or, it’s a smart progression.
Build Synergy Between the Two
This is where most brands get stuck. They treat local and national SEO like separate beasts, but they actually work best together.
Here’s how:
Use local landing pages to drive traffic and conversions
Create blog content that ranks nationally while linking to your local services
Repurpose location-specific testimonials across broader campaigns
Think of it like this: local SEO wins the nearby customers. National SEO builds your brand for the long game.
Final Thoughts
Don’t fall into the trap of thinking bigger is always better. For most businesses, local wins first. It’s targeted, efficient, and conversion-friendly.
But if you’re ready to scale? Blend in national SEO when your brand is strong enough to carry the weight.
Need help figuring out the right strategy for your business? Whether you’re ready to dominate your local market or expand your digital footprint nationally, we’ve got you covered. Let’s talk.
