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Prioritising local SEO projects instead of global
Posted by on September 24, 2025 at 3:46 pmI’m kinda fed up with the way SEO has gone in the past 18mths or so, with big-site clients in a panic about AI and cutting SEO budgets.
So I have done a 180 this year and stated prioritising local SEO projects, smaller sites, portfolio pages etc and honestly I feel so much happier.
Work is about happiness to me, I’m not interested in scaling my business hugely or building an agency, so I guess this comes easier.
I wondered if anyone else has found big-client or board-level buy-in more onerous recently?
I’ve tagged this as a rant even though it’s just a comment really, pls let me know if that’s wrong!
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1 Reply
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I switched to just doing local about 2 years ago.
Work life balance massively improved, no worries about lead generation, no constant meetings or emails.
Pays lower but life’s a whole lot better.
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I also shifted my career to local SEO, and have done some projects for free to gain experience and knowledge. Let’s see where it takes me.
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I like having a mix so I’m not too heavy in anyone type of client… cause shit changes, such as: covid, AI, algo changes, social ads, etc etc.. and to often I’ve found myself having to do a big pivot…
Those big clients I’ve found I prefer to do a set short term contract on just a couple areas, rather than a generalised catch-all type deal where ill find I get tied up with coding, performance and security things way out of scope… and the reporting I hate. I don’t like GA automated pretty reports … I’d rather have direct GA / SC access and reporting… and I’ll do big detailed reports when needed… but I expect them to be read and actioned… big clients often just file it away without reading then come back to me 12mths later and say hey we had a 3rd party do an audit and found this what’s the deal… ahh yeah I’ve been pointing it out in every report and email for 10mths.. I need X access to fix our you guys can fix.. even have several emails from you saying you fix it… damn!
But I agree there’s a certain size client that just works for me.. the profit margin works at my scale and staffing, they don’t hassle me endlessly for KPIs or lists of new fucken backlinks because agency X says they supply 10x new backlinks a month, they just let me do my thing and take my advice…
That’s the bliss life as you say
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