SEO (Search Engine Optimisation) focuses on improving a website’s ranking in *all* search results, while GEO (Geographic Optimisation), now commonly referred to as Local SEO as of December 2025, concentrates on ranking highly in searches with local intent – meaning searches including a location or implying a need for nearby services.
SEO works by optimising website content and technical elements to align with search engine algorithms like Google’s. These algorithms assess hundreds of ranking factors, including keyword relevance, website authority (determined by backlinks from other sites), page speed, and mobile-friendliness. In Australia, Google Business Profile (GBP) is central to Local SEO. As of December 2025, GBP listings now integrate directly with Google Maps and local search results, displaying business information, reviews, and photos. Platforms like Bing Places for Business also contribute, though with a smaller market share in Australia. Google’s rollout of AI-powered local experiences in 2026 will further emphasise the importance of accurate and complete GBP data, including service areas and attributes. Currently, Google’s local ranking algorithms prioritise proximity, relevance, and prominence – factors determined by user search queries, business category, and review signals.
Essentially, SEO aims for broad visibility, while GEO/Local SEO targets customers actively searching for businesses in a specific geographic area.
