When it comes to boosting your business online, two key marketing strategies often come up — SEO (Search Engine Optimisation) and GEO (Geographical or Local Optimisation). While they may sound similar, they serve different purposes in helping your business get found by the right people.

SEO focuses on improving your website’s visibility in search engines on a national or global level, ensuring you rank higher for the keywords your potential customers are searching for.

GEO, on the other hand, is all about local targeting — connecting your business with people searching in your specific area. It’s the digital equivalent of putting your business on the map, quite literally.

Understanding how SEO and GEO work together can help you create a stronger, more focused marketing strategy that drives both traffic and local customers to your business.

SEO (Search Engine Optimisation)

SEO is all about improving your website so it ranks higher on search engines like Google for relevant keywords.
The goal is to attract more organic (unpaid) traffic to your site by making it visible when people search for your services.

Key focus areas of SEO include:

  • Optimising website content with relevant keywords (e.g. “locksmith services”, “uPVC lock repair”)
  • Improving site speed, structure, and mobile-friendliness
  • Building backlinks and authority
  • Writing valuable blog posts and service pages
  • Using meta titles, descriptions, and headings effectively

Example:
Ranking on Google for “Emergency locksmith services” — without location keywords.

 

GEO (Geographic SEO or Local SEO)

GEO (or Local SEO) focuses on improving your visibility in specific geographic areas.
It helps your business appear in local search results, Google Maps, and “near me” searches.

Key focus areas of GEO include:

  • Optimising your Google Business Profile
  • Adding location-specific keywords (e.g. “Locksmith in Ashford”, “Locksmith near Maidstone”)
  • Building local citations (your business name, address, and phone number on directories)
  • Gathering local reviews and ratings
  • Creating location-based service pages

Example:
Ranking on Google for “Locksmith in Ashford” or appearing in the map pack when someone nearby searches “locksmith near me.”

 

 

In short:

Focus SEO GEO (Local SEO)
Scope National / Global Local / Regional
Goal Increase overall organic traffic Get found by nearby customers
Example Keyword “Emergency locksmith services” “Locksmith in Ashford”
Best For Online stores, blogs, large service areas Local trades, shops, and service providers