Not all SEO services are the same. A lot of what falls under the general blanket of the term “SEO” doesn’t apply to local businesses. Local SEO has its own set of rules and guidelines, (which can vary from one search engine to another), so your business needs to focus on a strategy that’s meant to put you in front of your own local customers.    For instance, it won't benefit you if your California-based service shows up in the search results for a user in the U.K. That’s why it’s important to use strategies that are specific to location-based businesses.