Local SEO vs broader SEO

You need local when

• Customers must travel to you, or you travel to them
• You serve a defined town, city or radius
• Searches for your service include a place name
• A map result appears when you search your own service

You need broader when

• You serve customers anywhere
• Location is irrelevant to the purchase
• You sell online or remotely

What local work involves

A real page per service, accurate service areas, consistent business details everywhere they appear, and keeping your business profile accurate where eligible.