Organic SEO is location neutral. It’s ideal for websites that generate revenue exclusively online or are just looking to generate awareness through a wide audience. If you’re running a national campaign, or an e-commerce campaign, this is the perfect methodology for you.
Local SEO targets local search specifically. That means that your audience is within a few miles from your business and that your online presence is meant to drive foot traffic to an actual establishment. This is done through several methods including using geo-centric keywords, producing locally relevant content, building citations on local niches and directories, and tying up with websites in the same area.
On-Page semantic mark-ups and Google Map API integration also help the search engines understand that a website is the virtual representation of a physical business in the location indicated in the map API and marked up in the schema address.
Google considers the number of citations and where they are in their ranking factor. Nonetheless, the critical part of citations is not their number but the consistency of citations. Each citation must be similar; else Google may display different data for your local business.