Local SEO or national SEO?

Points to check

• Local SEO is relevant when the customer’s location changes the service or buying decision. Define real service areas and any physical locations accurately.
• National SEO often needs broader evidence, content and competition research. Location pages alone will not create national relevance.
• Choose targets around customer needs and the areas you can actually serve.

Start with the brief

Write down the business outcome you need, the people you want to reach and any practical constraints. This makes it easier to judge whether a suggested service or platform is appropriate.

Start with where customers are and whether location changes the buying decision.

Compare the work, not just the headline

Ask providers to describe the deliverables, who will do the work, what they need from you and when the result will be reviewed. A written proposal should distinguish included work from optional extras.

• Google Business Profile review
• Location and service page improvements
• Reviews, citations and local reporting

Questions worth asking

• How will location claims be verified?
• Who owns the business profile?
• What work is done beyond directory submissions?

Use genuine service-area information; a national offer should not rely on copied city pages.

Make a fair comparison

Use the same brief for each provider, request any missing details in writing, and consider ownership and ongoing support alongside price. You can use the free worksheet to record the answers.