Local SEO vs. National SEO: What PA Businesses Need to Know

Trying to rank higher on Google but not sure if you need local or national SEO? You’re not alone. Local SEO vs. National SEO: What PA Businesses Need to Know is a common question, from Lancaster’s mom-and-pop shops to Philly’s eCommerce brands. 

Local SEO helps businesses attract nearby customers, while national SEO reaches a broader audience. A coffee shop in Pittsburgh needs local searches like “best coffee near me,” while a PA-based subscription coffee brand wants national visibility. 

The right strategy depends on your audience and competition. A digital marketing agency can help, but first, let’s break down key differences, common mistakes, and the best approach for your business.

Key Takeaways

• Local SEO helps businesses stand out in their city, while national SEO puts them on the map everywhere.

• The right keywords and strategy can mean the difference between page one and being invisible online.

• SEO isn’t magic, but with the right approach, it can make your business the obvious choice.

The SEO Showdown—Local SEO vs. National SEO in PA

SEO isn’t a one-size-fits-all game. Some businesses need to rank in their city, while others want national exposure. To make things interesting, let’s frame this as a head-to-head battle—Local SEO vs. National SEO. Which one wins for your business? Let’s break it down.

Round 1: Who they’re fighting for (target audience)

Every SEO strategy starts with knowing who you’re trying to reach. Local SEO and National SEO serve different crowds, and their success depends on how well they connect with their target audience.

Local SEO: This strategy focuses on attracting customers in a specific area. A roofing contractor in Lancaster or a dentist in Allentown doesn’t need national attention—they need people in their city to find them when searching for services. Keywords like “best plumber in York” or “top-rated mechanics near me” help them stand out to local customers.

National SEO: This strategy is for businesses selling products or services to customers across the country. A Harrisburg-based bakery that ships custom wedding cakes nationwide doesn’t need to show up in “best bakery near me” searches—it needs to rank for “best wedding cakes for delivery.” National SEO helps brands get found by a much wider audience.

Round 2: Keyword strategy & search intent

SEO isn’t just about ranking—it’s about ranking for the right searches. People searching for “auto repair shop in Erie” want something different from those searching for “best car repair kits online.”

Local SEO keywords: These include location-based terms that help businesses appear in area-specific searches. Example searches:

• “Affordable wedding photographers in Pittsburgh”

• “Best coffee shop in Bethlehem”

• “Emergency locksmith near me”

National SEO keywords: These focus on industry-wide terms that don’t rely on location. Instead of being limited to one city, businesses compete on a national scale. Example searches:

• “Best wedding photography packages”

• “Top-rated coffee subscription services”

• “High-security door locks”

SEO tip: Some businesses need both. A Pittsburgh-based organic skincare brand might want to rank for “best organic skincare in Pittsburgh” to attract local buyers and “best organic skincare brand USA” to reach national customers. A hybrid strategy can help businesses expand their reach while still owning their local market.

Round 3: Google’s rules & search features

Google doesn’t treat all searches the same. Ranking for “best HVAC services in PA” requires different tactics than ranking for “best HVAC brands.”

Local SEO MVP: The Google 3-Pack: When you search for local businesses, Google often shows a map with the top three results before regular search listings. This is called the Google 3-Pack, and it’s prime real estate for local businesses. 

To get there, businesses need a well-optimized Google Business Profile, strong reviews, and consistent local citations.

Example: A local car dealership in Philadelphia wants to show up in the Google 3-Pack when someone searches “best used cars in Philly.”

National SEO MVP: Domain Authority: Since national businesses don’t rely on Google’s local rankings, they need high-quality content and strong backlinks to build credibility. Google rewards trusted websites, so brands competing on a national scale need industry recognition.

Example: A PA-based online auto parts store won’t get traffic from “used car dealerships near me,” but it can rank for “best auto parts for classic cars” by building domain authority through content and backlinks.

What PA Businesses Get Wrong About SEO

SEO can work wonders for businesses in Pennsylvania, but only if it’s done right. Some companies miss opportunities, while others waste time on outdated tactics. Here are the most common mistakes businesses make with Local SEO vs. National SEO and how to fix them.

Mistake 1: Thinking local SEO is just for small businesses

Many businesses assume only small, single-location shops need local SEO. In reality, even larger companies with multiple locations need to optimize for each city they serve. 

A law firm with offices in Harrisburg, Philadelphia, and Pittsburgh won’t get local clients by targeting “best personal injury lawyer.” It needs location-specific pages and keywords like “best personal injury lawyer in Pittsburgh.”

What to do instead: Optimize each location separately. Create dedicated pages for every city you serve, update business listings, and encourage customer reviews for each location.

Mistake 2: Ignoring Google Business Profile

Google Business Profile (GBP) is a game-changer for local rankings, yet some businesses treat it like a “set it and forget it” tool. 

If your listing is incomplete, outdated, or missing reviews, you’ll struggle to rank in the Google 3-Pack—the top three local business listings Google highlights on search results.

What to do instead: Keep your profile active and accurate. Update business hours, post photos, respond to reviews, and answer customer questions to show Google (and potential customers) that your business is engaged.

Mistake 3: Stuffing keywords instead of writing for people

Trying to rank for “best HVAC company in Philadelphia” by repeating the phrase 20 times on a page won’t impress Google—it’ll hurt your rankings. Keyword stuffing makes content unreadable and signals to search engines that your site isn’t valuable.

What to do instead: Use keywords naturally in titles, headings, and throughout the content. Focus on creating helpful, engaging content that answers customer questions instead of forcing keywords.

Mistake 4: Ignoring mobile optimization

Google ranks websites based on mobile performance first, yet many businesses still have slow-loading, desktop-focused sites. If your site isn’t mobile-friendly, you’re losing rankings—and customers.

What to do instead: Test your site’s mobile speed and usability using Google’s Mobile-Friendly Test. Compress images, improve load times, and make navigation easy on a smartphone.

Mistake 5: Thinking national SEO is a one-time task

Some businesses assume once they rank nationally, their job is done. But SEO isn’t static. Competitors publish new content, algorithms change, and rankings shift. Without consistent updates, even top-ranking pages will lose visibility.

What to do instead: Invest in ongoing SEO efforts. Regularly update content, build quality backlinks, and monitor rankings to stay ahead of the competition.

Mistake 6: Using duplicate content

Copying and pasting the same product descriptions, service pages, or blog posts across multiple locations might seem like a shortcut, but Google sees it as duplicate content—which can hurt your rankings.

What to do instead: Create unique, localized content for each city or service area. Instead of using a generic service page for “plumbing repairs,” tailor it to each location with relevant details.

Mistake 7: Choosing the wrong SEO strategy

A local cleaning service in Lancaster doesn’t need national SEO, just like an online retailer based in PA shouldn’t rely only on local search traffic. Businesses often waste time and budget by choosing the wrong SEO approach.

What to do instead: Match your SEO strategy to your goals. If you serve a local market, prioritize Local SEO. If you sell products nationwide, focus on National SEO. Some businesses need both local service pages and industry-wide content.

Winning Strategies for PA Businesses

Now that we’ve covered common mistakes, let’s talk about what actually works. 

The right SEO strategy depends on your business model, competition, and goals. Whether you’re focused on local SEO, national SEO, or a mix of both, these strategies can help Pennsylvania businesses stand out in search results.

The local SEO playbook

Local SEO is all about visibility in a specific area. The more Google trusts your business as a relevant local result, the higher you’ll rank. Here’s what you need to focus on:

Google Business Profile optimization: Your Google Business Profile (GBP) is the foundation of local SEO. It’s what Google uses to rank businesses in the Google 3-Pack, which appears at the top of local searches. A well-optimized GBP can help you outrank competitors—even if their website is stronger than yours.

• Keep your business name, address, and phone number (NAP) consistent across all online listings.

• Add high-quality photos of your business, team, and products to make your profile more engaging.

• Use the Posts feature to share updates, promotions, or events. Fresh content signals to Google that your business is active.

• Encourage customer reviews and respond to them. A high rating and frequent engagement help build trust with Google and potential customers.

Local citations & directories: A strong presence in local directories helps reinforce your credibility. Sites like Yelp, TripAdvisor, Angi, and the Better Business Bureau (BBB) send signals to Google that your business is legitimate.

• Claim and verify listings on key platforms relevant to your industry.

• Use the same NAP information on every directory to avoid confusion.

• Monitor and update listings regularly to fix outdated information.

Community engagement & PR: Google values local relevance, and nothing says “we’re part of this town” like being active in the community. Businesses that engage locally often attract backlinks from local news sites, blogs, and organizations, which help SEO.

• Sponsor local events or charities and ask for a backlink from their website.

• Get featured in local newspapers, business journals, and community blogs.

• Engage with customers on social media and share content about local events, promotions, or partnerships.

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The national SEO playbook

Ranking nationally requires more than just good content. Google rewards authority, expertise, and trustworthiness, so your strategy needs to show that your business is a leader in its industry.

High-quality content for broad audiences: National SEO is content-driven. Google ranks websites higher when they publish valuable, well-researched content that answers common questions.

• Write in-depth blogs, guides, and articles that provide real value to your audience.

• Use keyword research tools to find search terms your target customers are using.

• Create evergreen content that stays relevant over time, like “The Ultimate Guide to Organic Skincare” or “How to Choose the Best Home Security System.”

Building domain authority: Google ranks websites based on trust and authority. The more reputable websites link to you, the better your rankings.

• Guest post on industry-leading blogs to gain credibility and backlinks.

• Partner with influencers, podcasts, and digital publications to get mentioned.

• Create data-driven reports or research studies that others will reference and link to.

On-site SEO enhancements: Your website needs to be technically sound to rank well in national searches. Google looks at factors like page speed, structured data, and internal linking when determining rankings.

• Improve page speed by compressing images and using a reliable hosting service.

• Use structured data (schema markup) to help Google understand your content.

• Link between relevant pages on your website to keep visitors engaged and signal topic authority.

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Hybrid SEO: The best of both worlds

Some businesses benefit from both local and national SEO. A Pennsylvania-based HVAC company, for example, needs local SEO to attract customers searching for repairs in their area while using national SEO to rank for broader topics like energy efficiency.

A company with multiple locations can create city-specific pages for searches like “HVAC repair in Philadelphia” while publishing blog content such as “How to Improve Your Home’s Energy Efficiency” to reach a national audience.

For small and mid-sized businesses, a hybrid approach supports steady growth. Local SEO builds a strong foundation, national SEO expands reach, and paid ads help accelerate results. The right mix depends on business goals and where potential customers are searching.

LeaseMyMarketing: The SEO Partner PA Businesses Need

Ranking on Google takes a strategy that fits your business goals. LeaseMyMarketing helps Pennsylvania businesses get found by the right customers through tailored SEO solutions. 

A local service provider needs strong Google Business Profile optimization while an eCommerce brand should focus on quality content and building domain authority to stand out in national searches.

As a full-service digital marketing agency, we deliver expert SEO, content marketing, paid ads, and web design at a fraction of the cost of hiring an in-house team. Our data-driven approach has helped many businesses in Pennsylvania increase traffic, leads, and revenue. 

Book a free consultation today and let’s create an SEO plan that fits your business and drives real growth.

Conclusion

Choosing the right SEO strategy comes down to who you want to reach. 

Local SEO helps businesses bring in nearby customers, national SEO expands visibility across the country, and hybrid SEO combines both for the best of both worlds. No matter the approach, the goal is the same—getting in front of the right people at the right time.

SEO isn’t just about rankings. It’s about turning searches into real customers. A well-planned strategy can mean the difference between being buried in search results or becoming the go-to business in your industry. 

Don’t guess your way through SEO—LeaseMyMarketing is here to help.

Frequently Asked Questions

What is the difference between local SEO and national SEO?

Local SEO helps businesses show up in searches for a specific area, like “best pizza in Pittsburgh,” while national SEO focuses on ranking across the country for broader terms like “best pizza delivery service.” 

Local SEO relies on things like Google Business Profile and customer reviews, whereas national SEO leans on content, backlinks, and domain authority.

Wondering how much weight reviews really carry? Find out here.

What kind of business should use local SEO?

Any business that relies on customers from a specific area should use local SEO. This includes restaurants, law firms, medical practices, home service providers, and retail stores with physical locations. 

If people search for your business type with “near me” or a city name, local SEO is a must.

What is the difference between local SEO and regular SEO?

Regular SEO (often called organic SEO) is about improving a website’s visibility in search results, no matter the location. Local SEO takes it a step further by optimizing for location-specific searches using tactics like Google Business Profile, local citations, and geo-targeted keywords. 

Regular SEO works for any website, but local SEO is essential for businesses that serve a specific community.