If you run a small or medium-sized business in New Zealand—whether it’s a cosy café in Auckland or an online store that ships nationwide—you’ve probably heard of both local SEO and generic SEO (often just called “SEO”). But what’s the difference? And which approach makes the most sense for your business? Here’s a simple breakdown.
What Is Generic SEO?
Generic SEO (also called “national” or “global” SEO) focuses on ranking your website for broader, non-location-specific keywords. For instance, if you run an e-commerce store that ships nationwide, you might target keywords like “organic skincare” or “sustainable clothing” without specifying a location.
Key Features of Generic SEO
- Broad Audience
You’re reaching out to a wider market, often beyond city or regional boundaries. - Competitive Keywords
Because you’re targeting more general keywords, you’ll often face stiffer competition—from both local and global businesses. - Content and Link Building
A major part of generic SEO involves publishing valuable content that can attract a national or international audience, as well as building high-quality backlinks from reputable websites. - Longer Time Frame
Gaining visibility for highly competitive keywords typically takes longer, so you’ll need patience and consistency.
What Is Local SEO?
Local SEO is specifically designed to help your business show up in location-based searches. This is especially important if you serve customers in a specific area—like Auckland, Wellington, or any other region in New Zealand. For example, if you own a café on Queen Street, you want people searching for “best café in Auckland” or “coffee near me” to find you first.
Key Features of Local SEO
- Location-Focused
Your keywords and strategies revolve around geographic terms, such as “Auckland plumber” or “hair salon in Christchurch.” - Google Business Profile
A well-optimised Google Business Profile (previously known as Google My Business) is crucial for appearing in local search results and Google Maps. - NAP Consistency
NAP consistency refers your Name, Address, and Phone number are accurate across all online platforms (website, social media, directories) builds trust and helps search engines confirm your location. - Reviews and Local Citations
Positive reviews on Google and other review platforms can boost your local search rankings. Listing your business in local directories—like NZ-specific or Auckland-focused sites—further cements your local presence.
Who Benefits from Local SEO?
If you have a physical storefront, rely on foot traffic, or serve a specific region, local SEO is likely the right choice for you. Real estate agents, cafés, restaurants, plumbers, and electricians in Auckland or elsewhere in New Zealand can all gain a significant edge by targeting local searches. Even if you’re offering online services but want a strong regional client base, local SEO tactics can help you stand out to nearby customers.
Who Benefits from Generic SEO?
If you’re selling products or services online with no strict geographical boundary—for example, an online clothing boutique or digital marketing agency—you might benefit more from generic SEO. You’ll aim to capture national or even international audiences looking for a specific product or service, regardless of location.
Choosing the Right Strategy (Or Both)
For many NZ SMEs, a blend of local and generic SEO strategies often works best. You might start with local SEO if you’re focused on building a strong reputation in your immediate area. Once you’ve established a reliable local customer base, you can broaden your strategy to include more generic keywords and attract a wider audience.
- Local SEO First
- Focus on your Google Business Profile
- Target location-specific keywords
- Encourage reviews from happy local customers
- Expand to Generic SEO
- Broaden your keyword set (e.g., “best coffee beans” as well as “Auckland café”)
- Publish in-depth blog posts or videos that attract a national or international audience
- Build high-quality backlinks from authoritative sites
The Bottom Line
For Auckland and NZ-based SMEs, understanding the difference between local and generic SEO is crucial for developing an effective digital marketing plan. If you rely on local foot traffic or serve a specific region, local SEO should be your top priority. If you have the capacity and vision to reach customers beyond your immediate area, combine local SEO with generic SEO to capture an even broader market.
In the end, the best SEO strategy is the one that aligns with your business goals—whether that’s filling your café with loyal neighbourhood customers or selling your products throughout New Zealand (and beyond). By choosing the right approach or blending both, you can ensure that potential customers find you exactly when they need you.