If you’ve ever invested in SEO and didn’t see the results you hoped for, there’s a good chance you were using the wrong strategy.
Contractors and service-based businesses operate differently than e-commerce or online brands—and that means your SEO approach needs to be different too.
This article will walk you through the key differences between local SEO vs SEO. It shows you why one can bring in steady leads while the other might just bring traffic with no action.
And if you’re looking for help attracting more local customers, our Local SEO services are designed specifically for contractors like you.
What Is Traditional SEO?
Traditional SEO focuses on improving your website’s visibility in national or global search results.
It’s what most people think of when they hear “SEO.” The goal is to rank for keywords that drive traffic, often without regard to geographic location.
For example, a company selling plumbing tools online might try to rank for “best drain snake” or “plumbing supplies.”
This type of SEO relies heavily on:
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High-quality, in-depth content
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Domain authority and backlinks
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Technical optimization
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Keyword targeting on a broad scale
It works great for businesses that can serve a wide audience online. But for contractors who only work in specific cities or regions, it falls short.
What Is Local SEO?
Local SEO, on the other hand, is designed to help service businesses show up when people search for solutions in their own town or neighborhood.
Think of searches like:
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“bathroom remodeler in Rochester”
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“furnace repair near me”
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“deck builders in Penfield”
The focus here is on proximity, reputation, and visibility in Google’s local search features—especially the Map Pack (the box with three local business listings that appears above regular search results).
Local SEO helps you:
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Show up in Google Maps results
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Attract more phone calls and direction requests
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Compete with nearby businesses—even if they’re bigger
Local SEO vs SEO: The Key Differences
Let’s break down where these two strategies differ and why that matters for contractors.
1. Search Intent and Keyword Focus
Traditional SEO targets broad or informational queries. Someone searching “how to remodel a bathroom” may just be browsing.
Local SEO focuses on high-intent, action-ready keywords like “bathroom remodeler near me.”
2. Ranking Factors
Traditional SEO uses:
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Backlink profiles
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Content depth
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Technical SEO
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Domain authority
Local SEO includes those, but also factors like:
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Google Business Profile optimization
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Distance from the searcher
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Quality and quantity of reviews
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Consistency of NAP (Name, Address, Phone)
3. Visibility in Search Results
Traditional SEO ranks you in the main list of results, usually under ads and map listings.
Local SEO can get you into the Map Pack, which often shows up first—especially on mobile.
4. Conversion Rates for Contractors
Traditional SEO traffic is often less urgent.
Local SEO leads are usually ready to act—resulting in more:
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Phone calls
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Quote requests
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Booked appointments
5. Setup and Maintenance Differences
Traditional SEO takes time, often relying on long-term content and national reach.
Local SEO setup includes:
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Claiming your Google Business Profile
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Creating service area pages
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Managing local listings and reviews
Why Local SEO Works Better for Contractors
Contractors don’t serve the whole country. You serve towns, counties, or regions—and Local SEO understands that.
Google prioritizes nearby results when users search for services. If your competitors show up and you don’t, it’s probably not your work—it’s their local SEO advantage.
How to Get Started with Local SEO
You don’t have to be a pro to improve your local SEO. Start here:
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Claim Your Google Business Profile
Make sure it’s 100% filled out with accurate info and photos. -
Use Local Keywords
Mention your service areas across your website naturally. -
List Your Business on Directories
Keep your NAP info consistent across the web. -
Get Reviews
Ask happy customers to leave feedback on Google. -
Build Service Area Pages
Create a dedicated page for each city you serve.
Need help? Our Local SEO services are designed to help contractors like you rank higher and book more jobs.
Final Thoughts: Which One Should You Use?
If you’re a contractor working in specific cities or zip codes, Local SEO is your best bet.
Traditional SEO brings traffic, but Local SEO brings customers.
It’s not about choosing one or the other—it’s about choosing what works for your type of business.
Ready to start generating more local leads? Let’s talk and see how Local SEO can help grow your business.