The Different Types of SEO for Squarespace: Local vs. Technical vs. On-Page SEO
If you’ve been running your business for more than a hot second, you’ve probably heard the word SEO thrown around like it’s this magical fix-all for your website woes. And while yes, SEO is important (like, really important), what no one tells you is that SEO isn’t just one thing; it’s a whole bunch of moving parts, and not all of them matter equally depending on your business.
So if you’re a service provider wondering, “Wait… do I actually need all this?” or you’ve been side-eying monthly SEO retainers that feel a little vague and way too expensive, this post is for you.
We’re breaking down the three core types of SEO that matter most for service-based businesses:
✶ Local SEO
✶ Technical SEO
✶ On-Page SEO
I’ll walk you through what each one actually does, how they overlap, which ones you actually need, how often to revisit them, and whether ongoing SEO retainers are really necessary in 2024 (spoiler: they’re usually not).
Let’s make sense of it all, shall we?
What Are the Different Types of SEO?
(And Which Ones Actually Matter for Your Business)
1. Local SEO: Showing Up Where Your Clients Are Searching
Local SEOis what helps your business show up in search results based on your location. It’s the reason you show up when someone Googles “wedding videographer near me” or “interior designer Calgary.”
It’s also what gets you into that cute little Google Maps pack, which is gold if your ideal clients are planning something local and want to find someone nearby.
What’s included in Local SEO:
Your Google Business Profile (yep, it’s still important!)
Location-based keywords like “makeup artist Toronto”
Online directory listings (Yelp, Zola, and niche platforms)
Localized meta descriptions and page titles
Reviews and reputation-building (don’t sleep on these)
Who really needs Local SEO?
If you serve people in a specific city, region, or service area, whether you meet them in person or not, then yes, you need local SEO. This includes wedding vendors, photographers, coaches with a local niche, studios, and really any service provider rooted in a particular place.
How often do you need to update it?
Get it set up right once, and you’re good to go. From there, you’ll just need to check in occasionally, update hours, respond to reviews, or add fresh photos. No endless retainer required.
2. Technical SEO: The Behind-the-Scenes Setup That Makes Your Site Work
Technical SEO is like your website’s plumbing, it’s not flashy, but when it’s done well, you don’t have to think about it.This is the stuff happening under the hood that helps Google crawl and index your site properly.
It doesn’t affect what your audience sees, but it can absolutely determine whether your website shows up in search at all.
What’s included in Technical SEO:
Fast site speed + mobile responsiveness
Secure site setup (SSL certificate / HTTPS)
Structured data and schema markup
Clean, readable URLs (no gobbledygook)
Fixing broken links, redirects, or crawl issues
XML sitemaps + robots.txt file setup
Who actually needs Technical SEO?
Pretty much everyone. If you have a website, it needs a solid technical foundation. But if you’re using a platform like Squarespace (my go-to for most service businesses), a lot of this is handled automatically or can be built in during your web design process.
If you’re on WordPress or have a super custom site? You might need more hands-on support here, but even then, it’s usually a setup or audit job… not something you need monthly forever.
How often does it need attention?
Set it up well during your website build or redesign, and then just check in now and then, especially after major changes. It’s maintenance, not a full-time job. (If you're in the middle of a redesign or migrating to a new platform, I can help with this.)
3. On-Page SEO: The Words, Content, and Strategy That Drive Traffic
On-Page SEO is the part most business owners have heard about, but often misunderstand. This is all about your actual content: the words on your pages, how they’re structured, and how easy it is for both Google and your dream clients to understand what you do.
What’s included in On-Page SEO:
Keywords that reflect what people are actually searching for
Page titles and meta descriptions that make sense
Headings (H1, H2s, etc.) that guide the reader + search bots
Optimized images with alt text
Internal links between your pages and blog posts
Blog content that answers real questions your clients are Googling
Who needs On-Page SEO?
Literally everyone. If you have a website and want people to find it through Google, Pinterest, or even YouTube, On-Page SEO matters. It helps connect your services with the people searching for them, and it’s especially important if you want to attract warm, qualified leads organically.
How often does it need updating?
Start with solid optimization on your core pages (Home, Services, About), and then add to it with blog content over time. That blog strategy? It doesn’t have to be intense. Even 1–2 high-value posts per month can go a long way.
Need ideas? Here’s a list of blog post ideas for service providers.
Are There Other Types of SEO You Should Know About?
You don’t need to know everything, but there are two other types of SEO worth mentioning, especially if you’re trying to grow your visibility long-term.
4. Off-Page SEO: Your Reputation on the Internet
Off-Page SEO is basically Google asking: “What do other websites say about you?” This is where backlinks come in, aka when other sites link to yours.
Examples of Off-Page SEO in action:
Getting featured in a wedding blog or online magazine
Being listed in a high-authority directory
Someone writing a blog post that links to your services
Press features, podcasts, or collaborations
You don’t need to chase backlinks in a stressful, spammy way, but building a strong brand and getting featured or shared organically will naturally boost your SEO authority over time.
5. Content SEO: The Long Game That Pays Off
Content SEO is about creating value-packed content (like the post you’re reading now!) that’s searchable, relevant, and built around what your clients are Googling.
This is where blogs, guides, or resource pages come in. They help you show up for long-tail keywords: those super specific phrases like “how to choose a wedding string duo” or “best CRM tools for creative entrepreneurs.”
If you’re not blogging yet, that’s totally okay. Start with solid foundational pages, and add content as you go.
How to Decide Which SEO Services You Actually Need
Here’s your quick-glance guide:
✅ You Need Local SEO If…
You work with clients in a specific city or region
You want to show up in “near me” or map-based searches
You rely on in-person or location-based services
✅ You Need Technical SEO If…
You’re launching, redesigning, or migrating your website
You’re on a platform that needs extra backend setup (hello WordPress)
You want to make sure your site isn’t being penalized by Google bots
✅ You Need On-Page SEO If…
You want to get found on Google
Your site isn’t converting (or isn’t being seen)
You’re building or refreshing your service pages or homepage
✅ You May Want Content SEO If…
You want to build long-term visibility and trust
You’re ready to attract search traffic through blog content
You’re in a saturated niche and want to stand out
❌ You Probably Don’t Need…
An expensive monthly SEO retainer with no clear deliverables
Link-building packages with zero transparency
Ongoing SEO “maintenance” that’s never explained
If you're unsure where you stand, I created my SEO Intensive to give you exactly what you need (and nothing you don’t).
Do You Really Need an Ongoing SEO Retainer?
In most cases? Nope.
If your website is built right from the start, with strong technical, local, and on-page SEO woven in, you don’t need to pay hundreds or thousands every single month just to maintain visibility.
SEO is not a mystery. And it shouldn’t require a 12-month contract to make sense.
Most small businesses, especially local service businesses, just need a solid setup, a strategy they understand, and a little ongoing content that grows with them. That’s why I created my SEO services to be one-and-done or seasonal, not endless.
That being said, if you’re in an industry that moves fast (like tech, healthcare, etc.) where information and trends are consistently changing, then I highly recommend investing in Content SEO.
SEE: My client saw a 2400% increase in clicks after their Website Reset.
Final Thoughts: You Deserve SEO That Actually Works
SEO isn’t just for big companies with big budgets. It’s for small, service-based businesses like yours, people who care deeply about what they do and want to be discovered by the right clients.
You deserve a website that does more than sit there looking pretty. It should work hard behind the scenes, bring in dream clients, and support your business growth without draining your energy or bank account.
Whether you’re building from scratch, reworking an old site, or finally ready to be found online—I’d love to help.
Learn more about working with me
Explore my web design + SEO packages
Or peek at the results other business owners have gotten
Ready for a website that grows your business while you live more offline?
Hi, I’m Kaylee! A web designer and SEO strategist based in Calgary, helping small businesses get found, booked, and paid what they’re worth.
