In today’s digital landscape, being visible online is no longer a luxury—it’s a necessity. Whether you’re a cafe on Nepean Highway, a retail store in Bayside Centre, or a local seo service provider in Frankston, the competition for online visibility is fierce. That’s where SEO (Search Engine Optimisation) comes in. But for local businesses, there’s a growing debate: Local SEO vs. Traditional SEO – which one truly benefits a Frankston-based business?
Let’s break it down and help you decide which strategy is best suited for your goals.
What is Traditional SEO?
Traditional SEO focuses on improving your website’s visibility on a national or global scale. The goal is to rank for broader search terms, drive organic traffic, and compete with businesses regardless of geographical location.
Key Features of Traditional SEO:
- Keyword research targeting broad or high-volume terms
- Content creation to address wide-ranging topics
- Backlink building for domain authority
- On-page optimisation including meta tags, internal linking, and structured data
- Technical SEO to improve site speed, mobile responsiveness, and crawlability
Traditional SEO is ideal for:
- E-commerce websites targeting a national or international audience
- Businesses that sell digital products or services
- Brands with a physical presence in multiple locations
What is Local SEO?
Local SEO is a digital marketing strategy that focuses on optimizing your online presence to attract more business from relevant local searches. These searches take place on Google and other search engines.
Key Features of Local SEO:
- Targeting geo-specific keywords like “SEO Frankston” or “Plumber near Frankston”
- Creating and optimising a Google Business Profile
- Getting listed on local directories such as Yelp, Yellow Pages, and True Local
- Collecting and managing online reviews from local customers
- Building local backlinks and citations
Local SEO is ideal for:
- Brick-and-mortar businesses like cafes, salons, gyms, and clinics
- Service-based businesses like plumbers, electricians, and landscapers
- Professionals serving a defined geographic area
Local SEO vs. Traditional SEO: The Key Differences
| Feature | Local SEO | Traditional SEO |
|---|---|---|
| Target Audience | Local customers in a specific area | National or global audience |
| Keyword Strategy | Geo-targeted (e.g. “Frankston bakery”) | General (e.g. “best bakery”) |
| Online Directories | Local citations & map listings | General web directories & backlinks |
| Google Business Profile | Critical component | Optional |
| Competition | Competes with local businesses | Competes with everyone |
| Conversion Focus | Drive foot traffic and phone calls | Drive website visits or online sales |
Why Local SEO is Often Best for Frankston Businesses
If you’re based in Frankston and serve a local clientele, Local SEO gives you a competitive edge in several ways:
1. Higher Conversion Rates
According to Google, 76% of people who search for something nearby visit a related business within a day. Local SEO focuses on the kind of intent-driven traffic that converts.
2. Less Competition
Instead of trying to rank against massive national players, you’re only competing with other businesses in Frankston or nearby suburbs like Seaford, Langwarrin, and Carrum Downs.
3. Google Business Profile Visibility
Local SEO ensures your business appears in the Google 3-Pack—those three map results that show up before organic listings. This increases visibility and trust.
4. Cost-Effective
Focusing on a smaller target audience allows for more budget-friendly marketing. You can achieve great results without a massive advertising spend.
When to Consider Traditional SEO Instead
Local SEO is powerful, but it might not be enough if:
- You’re launching a digital product or service with no physical location.
- Your business model relies on national or international traffic.
- You operate in multiple cities or countries.
In these cases, Traditional SEO allows you to broaden your reach and tap into larger markets.
Combining Local and Traditional SEO
Sometimes, the best strategy is a combination of both. For example, a Frankston-based eCommerce store could use Traditional SEO to attract national buyers, while also using Local SEO to promote local pickup or in-store shopping.
Tips for Boosting Local SEO in Frankston
- Optimise Google Business Profile: Add photos, respond to reviews, and keep info up to date.
- Use Local Keywords: Include “Frankston” in page titles, meta descriptions, and content.
- Get Listed Locally: Ensure NAP (Name, Address, Phone number) is consistent across directories.
- Encourage Reviews: Positive Google reviews can dramatically improve your local ranking.
- Create Location Pages: If you serve nearby areas, create individual pages for each suburb.
Final Thoughts
Both Traditional and Local SEO have their place in a modern marketing strategy. However, for businesses based in Frankston, Local SEO often delivers quicker, more tangible results. It targets the right audience, increases walk-ins and calls, and improves community visibility.
If you’re unsure where to start or need help executing the right strategy, working with a local expert can make all the difference.