If you run a local business, you’ve probably asked: “Should I focus on Google Maps (local SEO) or on my website’s SEO?”
This guide explains the differences between local SEO (often called “MEO” in Japan) and traditional SEO, and how to decide what to prioritize.
📋 Table of contents
1. Definitions: local SEO vs SEO
Local SEO (MEO)
Map visibility optimization
Improving rankings in Google Maps and the local pack
SEO
Search Engine Optimization
Improving your website’s rankings in organic search results
What is local SEO (MEO)?
Local SEO targets searches like “coffee shop near me” or “dentist in Brooklyn”, and aims to show your business in Google Maps and the local pack. The core asset is your Google Business Profile.
What is SEO?
SEO focuses on ranking your website in organic search results—often for informational queries like “what is…” or “how to…”.
💡 Terminology note
Outside Japan, “MEO” is not commonly used—most people simply say Local SEO. In practice, they refer to the same goal: improving local visibility on Google.
2. Side-by-side comparison
| Item | Local SEO | SEO |
|---|---|---|
| Where you show up | Google Maps Local pack |
Google search results (organic results) |
| Primary asset | Google Business Profile | Your website |
| Typical time to see impact | 1–3 months | 3–6+ months |
| Typical outsourced cost | $500–$3,000+ / month | $1,500–$10,000+ / month |
| Competition | Often lower (local area) |
Often higher (broader market) |
| User intent | Ready-to-visit customers | Research / comparison |
| Conversion tendency | Often higher | Often lower |
| Main ranking signals | Reviews, distance, relevance |
Content quality, links/authority |
Note: costs vary by market, niche, and scope. If you’re hiring in Japan, you’ll often see pricing quoted in JPY instead.
Where they appear
For searches like “Italian restaurant near me”:
- Local SEO: appears in the local pack (map + business listings)
- SEO: appears in the regular organic results below
📊 Why the local pack matters
The local pack sits at the top of many location-based searches, which means it’s often the first thing users see—especially on mobile.
3. Which should you prioritize?
Prioritize local SEO if you…
- Have a physical location (restaurants, salons, clinics, etc.)
- Provide a local service area (contractors, real estate, tutoring, etc.)
- Have a limited budget and need efficiency
- Want results that can show up sooner
Prioritize SEO if you…
- Run an e-commerce or online-only business
- Serve a national/global audience
- Are mainly B2B
- Need content marketing to build expertise and demand
| Business type | Recommendation |
|---|---|
| Café / restaurant | 🗺️ Local SEO first |
| Salon / nail studio | 🗺️ Local SEO first |
| Clinic / dentist | 🗺️ Local SEO first |
| Real estate | 🗺️ Local SEO first (if location-based) |
| Law / accounting | 🔄 Do both |
| E-commerce | 🔍 SEO first |
| SaaS / web service | 🔍 SEO first |
If you’re a local business, start with local SEO
MEO Manager helps you centralize rank tracking and review management—without the busywork.
Join the waitlist (early-bird discount)4. Why doing both works best
Local SEO and SEO reinforce each other. If you can invest in both (even gradually), you’ll usually see better results than doing just one.
How local SEO helps SEO
- Your Google Business Profile can drive visits to your website
- Consistent business info across the web improves trust and brand signals
How SEO helps local SEO
- A strong website supports your overall brand authority, which can correlate with better local visibility
- More mentions and citations across the web can support local ranking signals
🔗 Keep your NAP consistent
NAP means Name, Address, Phone. Keep these consistent across your website, Google Business Profile, and local directories to avoid confusing both users and search engines.
5. Common mistakes
Mistake #1: “I have a website, so I don’t need local SEO”
Not quite. A website alone won’t place you in the local pack. You still need a properly set up and optimized Google Business Profile.
Mistake #2: “I created my Google Business Profile, so I’m done”
Creating a profile is just the start. Reviews, posts, photos, and ongoing updates are what compound over time.
Mistake #3: “SEO alone will rank me for local searches”
Many location-based queries are dominated by the local pack. If you want to appear there, you need local SEO—not only website SEO.
Mistake #4: “Small businesses can’t compete with big chains on Maps”
Local search is often a neighborhood-level competition. In many cases, specialty local businesses can outrank large chains by being more relevant and better reviewed.
Conclusion: for local businesses, start with local SEO
If you rely on in-person customers, local SEO is usually the fastest and most cost-effective starting point.
- ✅ Often faster results than SEO
- ✅ Targets high-intent “ready to visit” customers
- ✅ Typically competes within a smaller geographic area
- ✅ Many improvements are doable in-house
If you have the budget and time, the best long-term approach is to do both: build a strong local foundation first, then expand your SEO content and authority.
Start improving local visibility today
MEO Manager helps you monitor local rankings and manage reviews—built for busy owners and marketers.
Join the waitlist