What’s Best for Your Business?
If you’re a local business trying to get more customers in your area, you’ve got two main weapons in your digital toolkit: Local SEO and Local SEM.
They sound similar — and they both help you show up on Google — but they work in very different ways.
Let’s break it down.
What is Local SEO?
Local SEO (Search Engine Optimization) is about getting your business to show up organically in search results — especially in the “local pack” (that map with 3 businesses you see when you search things like “plumber near me” or “coffee shop Lino Lakes”).
Local SEO includes:
- Optimizing your Google Business Profile
- Getting reviews (and responding to them)
- Making sure your name, address, phone number (NAP) is consistent everywhere
- Adding local keywords to your site (like “roof repair in Lino Lakes”)
- Getting local citations and backlinks
It’s all about building long-term visibility without paying for clicks.
What is Local SEM?
Local SEM (Search Engine Marketing) is mostly about paid ads — usually Google Ads targeting people in your specific area. You pay to show up at the top of search results for keywords like: “dentist in Lino Lakes”, “best lawn care near me”, “emergency HVAC Blaine MN” etc. These are pay-per-click (PPC) ads. You only pay when someone clicks — but once your budget runs out, so does your visibility.
Local SEO vs Local SEM: Quick Comparison
Feature Local SEO Local SEM
Cost Time-intensive, but “free” traffic Pay-per-click (PPC)
Speed Slower to ramp up Immediate results
Placement Google Map Pack & organic listings Paid ad section (top of page)
Longevity Long-term growth Short-term exposure
Trust More trust from users Viewed as ads, but still effective
Best for Ongoing visibility Seasonal offers, quick wins, launches
Which Should You Choose?
Here’s my honest take:
If you want to build a foundation that keeps working month after month → Start with Local SEO. If you need leads now (and have a budget) → Run a smart Local SEM campaign. Want the best results? → Combine both. Let SEM bring leads in today while your SEO builds long-term momentum.
Real Talk from Lino Lakes
I work with local businesses across Lino Lakes and the Twin Cities who are tired of guessing and wasting money on marketing that doesn’t work.
If you’re:
- Not showing up in the local 3-pack
- Not getting calls from your website
- Or spending money on ads with no ROI...
Let’s fix that.
📍 The Website Guy – Local SEO & SEM in Lino Lakes, MN
I’ll help you build a plan that fits your goals, your budget, and your neighborhood.
This post written by AI, and verified by Rob Shurtleff, The Website Guy.