Websites that serve geo-specific audiences shouldn’t be built or optimized the way websites that serve a global audience are. For starters, the intent is different.
Let’s say a business owner in London is looking for a web designer. They don’t need to work with the designer in person, so their online search query is “best web design agencies”. Compare that to the small business owner in Boston who wants to hire a local designer, so their search query would be “web designers in Boston” or “web designers near me”. See the difference?
The disparities between local and global optimization go beyond keywords, too, which is why you’ll want to use this local SEO checklist to ensure that Google puts your website in front of the right people.