Choosing the wrong SEO strategy can cost your small business thousands of dollars and months of wasted effort. While your competitors dominate local searches or expand nationally, you might be investing in the wrong approach entirely.
The confusion is understandable. SEO terminology gets thrown around like everyone should inherently know the difference between local and general optimization. But here’s the truth: most small business owners are making critical SEO decisions based on incomplete information, and it’s costing them customers every single day.
This guide will eliminate that confusion. You’ll discover exactly which SEO approach fits your business model, how to implement the right strategy, and why the choice you make today will determine your online success for years to come.
What Every Small Business Owner Needs to Know About SEO Types?
The fundamental difference between local and general SEO lies in audience intent and geographic scope. Local SEO targets customers who are actively searching for businesses in specific geographic areas, while general SEO aims to reach audiences regardless of their location.
Local SEO focuses on:
- “Near me” searches and location-specific queries
- Google My Business optimization and local map rankings
- Local citations and community-based backlinks
- Geographic keywords and neighborhood-specific content
General SEO emphasizes:
- Broad industry keywords and national search terms
- Content authority and thought leadership
- Domain-wide authority building
- Scalable content strategies for wider reach
The algorithms powering these approaches are actually different. Google uses distinct ranking factors for local results compared to traditional organic rankings. Local results prioritize proximity, relevance to local intent, and business prominence within specific areas. General SEO relies more heavily on content quality, backlink authority, and technical website performance.
Why Your Business Type Determines Your SEO Strategy?
Your business model should drive your SEO strategy, not the other way around. The most successful small businesses align their optimization efforts with how their customers actually find and engage with their services.
Businesses that need local SEO priority:
- Restaurants, cafes, and food service establishments
- Hair salons, spas, and personal services
- Dental practices, medical clinics, and healthcare providers
- Auto repair shops and automotive services
- Home services like plumbing, HVAC, and landscaping
- Retail stores with physical locations
Businesses that benefit from general SEO focus:
- E-commerce stores selling nationwide
- Software companies and digital agencies
- Online consultants and coaches
- B2B service providers with national reach
- Content creators and educational platforms
- Subscription-based businesses
The key insight: If your customers need to visit you physically or you serve a specific geographic area, local SEO should be your primary focus. If your customers can access your products or services from anywhere, general SEO will deliver better results.
The Cost of Choosing the Wrong SEO Approach
Making the wrong SEO choice doesn’t just waste money it actively damages your competitive position while competitors gain market share using the right strategy.
Consequences of wrong local SEO choices:
- Missing out on 46% of Google searches that have local intent
- Losing customers to competitors who appear in local map packs
- Wasting budget on broad keywords that don’t convert locally
- Building authority in the wrong geographic markets
Consequences of wrong general SEO choices:
- Limiting growth potential to only local markets
- Missing opportunities for scalable online revenue
- Competing in oversaturated local markets unnecessarily
- Underutilizing content marketing for broader authority
Real cost examples:
- A local restaurant is spending $2,000/month on national SEO instead of local optimization
- An e-commerce store limiting itself to local keywords when it could serve customers nationwide
- A service business ranking nationally, but invisible to nearby customers ready to buy
At Inshalytics, we’ve helped numerous small businesses avoid these costly mistakes by conducting thorough business analysis before recommending SEO strategies. Our approach ensures your investment aligns with your actual customer acquisition needs and business goals.
What Local SEO Actually Means for Small Businesses?
Local SEO is the practice of optimizing your online presence to attract customers from your specific geographic area. Unlike general SEO that casts a wide net, local optimization focuses on capturing high-intent searches from people who are ready to visit, call, or buy from businesses near them.
The local search ecosystem includes:
- Google My Business profiles and local map results
- Location-based keywords and geo-targeted content
- Local directory listings and citation building
- Community engagement and local link building
- Review management and local reputation building
Local SEO operates on proximity psychology. When someone searches for “best pizza near me” or “emergency dentist Springfield,” they’re not browsing they’re ready to take action. These searches convert at significantly higher rates than general queries because the intent is immediate and specific.
Local search behavior patterns:
- 82% of smartphone users conduct “near me” searches
- 28% of local searches result in purchases within 24 hours
- 76% of people who conduct local searches visit a business within 24 hours
- 72% of local searches lead to store visits within five miles
Google My Business and Local Map Pack Rankings
Your Google My Business (GMB) profile serves as your digital storefront for local searches. When optimized correctly, it can appear in the coveted “local 3-pack” the three businesses Google highlights with map results for local queries.
Essential GMB optimization elements:
- Complete business information (name, address, phone, hours)
- High-quality photos of your business, team, and products
- Regular posts about services, updates, and community involvement
- Active review management and response strategy
- Accurate business categories and service descriptions
Local map pack ranking factors:
- Relevance to the search query
- Distance from the searcher’s location
- Prominence based on reviews and overall online presence
- Consistency of business information across all platforms
- Quality and quantity of customer reviews
The local map pack appears for searches with clear local intent, making it prime real estate for customer acquisition. Businesses that don’t optimize for map pack inclusion essentially surrender local market share to competitors who do.
Local Search Statistics That Matter in 2025
Understanding current local search trends helps small businesses prioritize their optimization efforts and allocate resources effectively.
Critical local search statistics:
- 99% of consumers have used the internet to find information about local businesses
- 96% of people have searched online to find a local business
- 54% of smartphone users search for business hours and locations
- 53% look up directions to local businesses on their mobile devices
- 51% contact local businesses after searching on mobile
Voice search impact on local businesses:
- 58% of consumers use voice search to find local business information
- “Near me” searches have grown 200% over the past two years
- Voice searches are 3x more likely to be local-related than text searches
- 76% of voice search users visit a business within 24 hours
Mobile-first local search trends:
- 61% of mobile searches result in phone calls to businesses
- Mobile searches for “open now” have grown 200% in two years
- 89% of consumers search for local businesses on mobile at least once per week
- Mobile users are 2x more likely to visit a business the same day
Who Benefits Most from Local SEO Strategies?
Local SEO delivers the highest ROI for businesses that depend on foot traffic, local service calls, or geographic proximity to customers. The strategy works best when there’s a clear connection between online discovery and offline conversion.
High-impact local SEO business types:
- Healthcare providers (patients prefer nearby providers)
- Home services (emergency and convenience factors drive local choice)
- Restaurants and entertainment (proximity drives decision-making)
- Retail stores (showrooming and immediate gratification needs)
- Professional services with local clients (lawyers, accountants, consultants)
Local SEO success indicators:
- Most customers come from within 25 miles of your location
- Phone calls and walk-ins are primary conversion methods
- Seasonal or time-sensitive service demands
- Word-of-mouth referrals are common in your industry
- Competitors are primarily other local businesses
When local SEO might not be sufficient:
- Your market is saturated with local competitors
- You offer unique services not available locally
- Online sales represent significant revenue potential
- You want to scale beyond geographic limitations
- Your expertise targets national or niche audiences
General SEO Explained: Reaching Customers Everywhere
General SEO focuses on building authority and visibility for broader, non-location-specific search terms. This approach targets audiences based on interests, needs, and search intent rather than geographic proximity.
General SEO core components:
- Comprehensive keyword research covering industry topics
- Content marketing that establishes expertise and authority
- Technical SEO optimization for site performance and user experience
- National and industry-specific link-building campaigns
- Conversion optimization for online lead generation and sales
Content strategy differences: General SEO requires more comprehensive content coverage because you’re competing with every business in your industry, not just local competitors. This means creating in-depth resources, thought leadership content, and educational materials that demonstrate superior expertise.
Keyword targeting approach: Instead of “plumber Denver,” general SEO targets broader terms like “how to fix pipe leaks,” “emergency plumbing solutions,” or “commercial plumbing services.” These keywords have higher search volumes but also more competition.
Building Authority Beyond Geographic Boundaries
National SEO success depends on establishing your business as an industry authority through content, expertise demonstration, and strategic relationship building with other authoritative websites.
Authority-building strategies:
- Publishing comprehensive guides and industry insights
- Creating original research and sharing industry data
- Building relationships with industry publications and websites
- Developing tools or resources that other businesses reference
- Speaking at industry events and earning media coverage
Content depth requirements: General SEO demands more substantial content investment because you’re competing against larger companies with bigger content teams. However, small businesses can win by focusing on specific niches or unique perspectives within broader industries.
Link building at scale: National SEO requires earning links from authoritative websites across the country, not just local chambers of commerce or community organizations. This involves creating link-worthy content, building industry relationships, and often investing in PR and outreach efforts.
Content Marketing for Wider Audience Reach
Effective general SEO relies heavily on content marketing to attract and engage prospects throughout their buying journey, from initial awareness to final purchase decision.
Content types that drive national SEO success:
- Educational blog posts targeting industry keywords
- Comprehensive guides and how-to resources
- Industry trend analysis and data-driven insights
- Case studies demonstrating expertise and results
- Video content and multimedia resources
Topic authority development: General SEO requires covering topics comprehensively to build topical authority. This means creating content clusters around main themes, addressing related subtopics, and consistently publishing valuable insights.
Audience development strategy: Unlike local SEO, where proximity drives discovery, general SEO requires building audiences through content value, email marketing, social media engagement, and industry networking.
When General SEO Makes More Business Sense?
General SEO delivers superior results for businesses that can serve customers anywhere and want to scale beyond geographic limitations.
Ideal general SEO business scenarios:
- E-commerce stores with nationwide shipping
- Software companies serving businesses everywhere
- Online consultants and coaches
- Digital product creators
- B2B services that work remotely
- Educational and information-based businesses
Scalability advantages: General SEO allows unlimited market expansion without geographic constraints. Once you rank for national keywords, you can serve customers from anywhere, creating scalable revenue growth opportunities.
Competition considerations: While national competition is fierce, ranking for broader terms often delivers higher traffic volumes and more qualified leads than local searches, especially for businesses with unique value propositions.
Inshalytics specializes in helping businesses determine whether general SEO aligns with their growth goals. Our web development expertise allows us to build SEO-optimized websites that perform well nationally while maintaining the technical foundation necessary for long-term search success.
Key Differences That Impact Your Business Success
The keyword strategies for local and general SEO are fundamentally different, requiring distinct research methods and content approaches.
Local keyword patterns:
- “Service + location” (e.g., “dentist Chicago”)
- “Near me” variations and proximity searches
- Neighborhood and landmark-based terms
- Local event and community-related keywords
- Mobile-first, voice search optimized phrases
General keyword characteristics:
- Industry terms without geographic modifiers
- How-to and informational search queries
- Product and service category keywords
- Comparison and review-focused terms
- Professional and B2B specific terminology
Search volume and competition differences: Local keywords typically have lower search volumes but also lower competition and higher conversion rates. General keywords offer higher traffic potential but require more resources to rank competitively.
Intent analysis: Local searches often indicate immediate purchase intent, while general searches span the entire buying funnel from awareness to consideration to decision. This affects both content strategy and conversion optimization approaches.
Content Strategy: Community Focus vs. Industry Authority
Content strategies for local and general SEO serve different purposes and require different resource allocation approaches.
Local content priorities:
- Community event coverage and local news commentary
- Location-specific service pages and local testimonials
- Neighborhood guides and area-specific advice
- Local business partnerships and collaboration content
- Season and weather-related local service content
General content requirements:
- Comprehensive industry guides and educational resources
- Thought leadership articles and trend analysis
- Data-driven research and original industry insights
- Product comparisons and detailed service explanations
- Video content and multimedia resource libraries
Content depth and frequency: Local content can be shorter and more frequent, focusing on timely local relevance. General SEO requires more substantial, evergreen content that establishes long-term authority and attracts links from industry websites.
Audience engagement differences: Local content builds community connections and local brand awareness. General content must capture attention from unknown audiences and nurture them through longer sales funnels.
Link Building: Local Citations vs. National Backlinks
Link building strategies differ significantly between local and general SEO, with different sources, approaches, and quality metrics.
Local link building sources:
- Local business directories and citation sites
- Chamber of Commerce and business association websites
- Local news publications and community blogs
- Nonprofit organizations and community event sponsors
- Local business partnerships and cross-referrals
General link-building targets:
- Industry publications and trade websites
- News websites and major media outlets
- Educational institutions and research organizations
- Influential blogs and thought leader websites
- Professional associations and industry directories
Quality vs. quantity considerations: Local SEO benefits from consistent NAP (Name, Address, Phone) information across many local directories. General SEO prioritizes fewer, higher-authority links from nationally recognized websites.
Relationship-building approaches: Local link building relies on community involvement and local relationship building. General SEO requires industry networking, content promotion, and sometimes paid PR outreach.
Ranking Factors: Proximity vs. Domain Authority
Google uses different algorithmic signals for local versus general search results, making optimization strategies necessarily different.
Local ranking factors:
- Physical proximity to the searcher’s location
- Google My Business optimization and completeness
- Review quantity, quality, and recency
- Local citation consistency across directories
- Local content relevance and community engagement
General SEO ranking factors:
- Overall domain authority and trustworthiness
- Content quality, depth, and user engagement metrics
- Backlink authority and relevance from national sources
- Technical website performance and user experience
- Historical content performance and social signals
Measurement differences: Local SEO success is measured by map pack rankings, local visibility, and foot traffic or local conversions. General SEO focuses on organic traffic growth, national keyword rankings, and overall domain authority improvements.
How to Choose the Right SEO Strategy for Your Business?
Questions to Determine Your SEO Needs
Making the right SEO choice requires an honest assessment of your business model, customer behavior, and growth objectives.
Essential business analysis questions:
Customer geography analysis:
- Where are your current customers located?
- How far do customers typically travel to reach you?
- Do you serve customers outside your immediate area?
- Can you fulfill orders or provide services nationally?
Business model evaluation:
- Do customers need to visit your physical location?
- Can your services be delivered remotely?
- Are you limited by geographic service areas?
- Do you want to expand beyond your current market?
Competition assessment:
- Who are your main competitors?
- Are they primarily local or national businesses?
- How do customers currently find competitors?
- What market share could you capture locally vs. nationally?
Resource availability:
- What’s your monthly SEO budget?
- How much time can you dedicate to SEO activities?
- Do you have content creation capabilities?
- Can you invest in long-term authority building?
Business Types That Need Local SEO Priority
Certain business models benefit disproportionately from local SEO investment because customer behavior and purchase patterns favor proximity-based decisions.
Emergency and convenience services:
- Healthcare providers and urgent care facilities
- Auto repair and towing services
- Plumbing, electrical, and HVAC contractors
- Locksmith and security services
- Veterinary clinics and pet emergency services
Experience and location-dependent businesses:
- Restaurants, bars, and entertainment venues
- Hair salons, spas, and personal care services
- Fitness centers and recreational facilities
- Retail stores and specialty shops
- Wedding venues and event spaces
Professional services with local clients:
- Legal practices and law firms
- Accounting and financial services
- Real estate agents and agencies
- Insurance agents and brokers
- Business consultants serving local markets
Success indicators for local priority:
- Customers prefer to see/try products before buying
- Services require on-site visits or consultations
- Word-of-mouth referrals drive significant business
- Seasonal or local events impact demand patterns
- Competition is primarily with other local businesses
When to Combine Both Local and General SEO
Many successful small businesses benefit from hybrid SEO strategies that capture both local and national opportunities.
Multi-location businesses:
- Franchise operations with individual locations
- Professional services with multiple offices
- Retail chains with local stores
- Service companies covering multiple cities
- Healthcare networks with various locations
Businesses with dual revenue streams:
- Local services that also sell products online
- Consultants serving both local and remote clients
- Restaurants with delivery/catering and dine-in services
- Retailers with both physical and e-commerce presence
- Professional services with local and national clients
Implementation strategy for combined SEO:
- Prioritize local SEO for immediate revenue generation
- Build a general SEO foundation for long-term growth
- Create location-specific pages for local optimization
- Develop authoritative content for national visibility
- Track and measure both local and general performance metrics
Resource allocation guidelines:
- Start with 70% local, 30% general for location-dependent businesses
- Begin with 60% general, 40% local for scalable service businesses
- Adjust ratios based on performance and growth objectives
- Reinvest successful strategy gains into expansion efforts
Budget Considerations for Small Business Owners
SEO investment levels and expected returns differ significantly between local and general strategies, affecting budget planning and ROI expectations.
Local SEO budget requirements:
- Lower initial investment for basic optimization
- Faster results and quicker ROI potential
- Ongoing costs for review management and local content
- More predictable monthly expenses
- Higher conversion rates offset lower traffic volumes
General SEO investment needs:
- Higher upfront costs for comprehensive content creation
- Longer timeline for significant results
- Greater ongoing content and link-building investments
- More variable month-to-month expenses
- Higher traffic volumes but potentially lower conversion rates
ROI timeline expectations:
- Local SEO: Results visible in 3-6 months
- General SEO: Significant results in 6-12 months
- Combined approach: Balanced results starting at 4-8 months
Budget allocation recommendations:
- Micro businesses ($0-$100K revenue): Focus on local SEO
- Small businesses ($100K-$1M revenue): Consider a combined approach
- Growing businesses ($1M+ revenue): Invest in both strategies
Inshalytics offers transparent, budget-conscious SEO solutions that align with your business size and growth stage. Our enterprise-level capabilities at practical prices ensure you get maximum value regardless of your current budget constraints.
Implementation Roadmap for Small Businesses
Local SEO can deliver visible results quickly when you focus on high-impact activities that immediately improve your local search presence.
Week 1: Foundation Setup
- Claim and verify your Google My Business profile
- Ensure NAP (Name, Address, Phone) consistency across all online mentions
- Create or optimize key location pages on your website
- Add local schema markup to contact information
- Set up Google Search Console and Google Analytics
Week 2: Content and Optimization
- Optimize title tags and meta descriptions with local keywords
- Create location-specific service pages
- Add customer testimonials and local case studies
- Optimize Google My Business with photos, posts, and complete information
- Start collecting customer reviews through follow-up processes
Week 3: Local Presence Building
- Submit business information to major local directories
- Join local business associations and chambers of commerce
- Create social media profiles with consistent local information
- Reach out to local businesses for partnership opportunities
- Plan a local content calendar focusing on community events and news
Week 4: Monitoring and Adjustment
- Track local keyword rankings and map pack visibility
- Monitor Google My Business insights and engagement
- Analyze website traffic from local search sources
- Identify top-performing local content and keywords
- Plan next month’s local SEO priorities based on initial results
Expected first-month results:
- Improved local map pack visibility
- Increased Google My Business profile views and interactions
- Higher local keyword rankings for business name and primary services
- More phone calls and direction requests from local searches
General SEO Foundation Building (First 60 Days)
General SEO requires more comprehensive planning and longer-term content strategy development to compete effectively in national markets.
Month 1: Research and Strategy Development
- Conduct comprehensive keyword research for industry terms
- Analyze competitor content strategies and ranking factors
- Develop content pillars and topic clusters
- Create a technical SEO audit and improvement plan
- Design a content calendar for a consistent publishing schedule
Month 2: Content Creation and Technical Implementation
- Publish foundational content pieces targeting primary keywords
- Implement technical SEO improvements (site speed, mobile optimization, schema)
- Begin link-building outreach to industry websites
- Create email capture systems for audience building
- Establish social media presence for content promotion
60-day milestone objectives:
- Published 8-12 comprehensive content pieces
- Improved technical SEO foundation scores
- Established content promotion and distribution systems
- Built initial industry relationships for link building
- Created measurement systems for tracking progress
Longer-term expectations:
- Months 3-6: Steady traffic growth and improved keyword rankings
- Months 6-12: Significant authority building and competitive positioning
- Year 2+: Market leadership positioning and sustained organic growth
Measuring Success: KPIs That Actually Matter
Different SEO strategies require different measurement approaches to accurately assess performance and ROI.
Local SEO key performance indicators:
Visibility metrics:
- Local map pack rankings for target keywords
- Google My Business profile views and interactions
- Local directory listing accuracy and completeness
- “Near me” search visibility and impressions
Engagement measurements:
- Phone calls generated from local search
- Direction requests and location page visits
- Google My Business questions and review interactions
- Local social media engagement and mentions
Conversion tracking:
- Foot traffic increases and in-store conversions
- Local service requests and consultation bookings
- Geographic analysis of new customer acquisition
- Local campaign ROI and cost per local customer
General SEO performance indicators:
Authority and visibility:
- Organic traffic growth from target keywords
- Domain authority and backlink profile improvements
- Content engagement metrics (time on page, bounce rate)
- Social shares and content amplification metrics
Lead generation metrics:
- Organic lead volume and quality improvements
- Email subscribers and newsletter engagement
- Content download and resource access rates
- Sales qualified leads from organic search traffic
Revenue impact:
- Organic traffic contribution to overall revenue
- Customer lifetime value from organic channels
- Cost per acquisition compared to paid channels
- Long-term brand recognition and market positioning
Common Mistakes That Waste Time and Money
Avoiding common SEO mistakes can save significant time and budget while accelerating your path to success.
Local SEO mistakes to avoid:
Information inconsistency:
- Different business names, addresses, or phone numbers across platforms
- Incomplete or inaccurate Google My Business information
- Conflicting hours or service information on various directories
- Missing or inconsistent local schema markup implementation
Content strategy errors:
- Creating generic content without local relevance
- Ignoring local events, news, and community involvement opportunities
- Failing to encourage and respond to customer reviews
- Not optimizing for voice search and mobile local queries
General SEO common pitfalls:
Keyword strategy mistakes:
- Targeting keywords that are too competitive for the current authority level
- Creating content without understanding search intent
- Keyword stuffing and over-optimization practices
- Ignoring long-tail keywords and question-based queries
Content and technical issues:
- Publishing thin or low-quality content to meet quantity goals
- Neglecting technical SEO foundations while focusing only on content
- Building links from irrelevant or low-quality websites
- Not measuring and optimizing for user experience metrics
Resource allocation errors:
- Spreading efforts too thin across multiple strategies
- Expecting immediate results from long-term SEO investments
- Cutting SEO budgets during slow periods when consistency is crucial
- Not investing in proper tracking and measurement systems
Tools and Resources for Small Business SEO Success
Local SEO success doesn’t require expensive software investments. Many effective tools are available for free or at low cost.
Google’s free local SEO toolkit:
- Google My Business dashboard for profile management
- Google Search Console for local keyword tracking
- Google Analytics for local traffic analysis
- Google Keyword Planner for local keyword research
- Google My Business API for multi-location management
Free local citation and directory tools:
- Moz Local for citation audit and directory submission
- BrightLocal’s free citation tracker
- Yext’s business listing checker
- Whitespark’s local citation finder
- ManageFlitter for social media local presence
Review management free resources:
- Google My Business review monitoring
- Facebook and Yelp business dashboards
- ReviewTrackers’ free plan for basic monitoring
- Grade.us for automated review request systems
- Local review response templates and best practices
Budget-Friendly SEO Tools for General Optimization
General SEO requires more comprehensive toolsets, but effective solutions exist for small business budgets.
Affordable keyword research tools:
- Ubersuggest for keyword discovery and competitor analysis
- Answer The Public for question-based keyword research
- Google Trends for seasonal and trending keyword insights
- Keyword Surfer browser extension for search volume data
- Semrush and Ahrefs offer limited free plans for basic research
Content optimization and analysis:
- Yoast SEO plugin for WordPress optimization
- Google PageSpeed Insights for technical performance
- GTmetrix for detailed site speed analysis
- Screaming Frog free version for basic technical audits
- Google Search Console for comprehensive performance tracking
Link building and outreach tools:
- HARO (Help a Reporter Out) for earning media mentions
- BuzzSumo free plan for content research and influencer identification
- Hunter.io for finding contact information
- Pitchbox free plan for basic outreach management
- Ahrefs backlink checker for competitor link analysis
When to Consider Professional SEO Help?
Recognizing when to invest in professional SEO services can accelerate results and prevent costly mistakes.
Indicators you need professional SEO assistance:
- Lack of technical expertise for website optimization
- Limited time for consistent content creation and optimization
- Competitive markets require advanced strategies
- Need for comprehensive keyword research and competitor analysis
- Desire for faster results and proven strategies
What to look for in SEO service providers:
- Transparent reporting and communication practices
- Experience with businesses similar to yours
- Local market knowledge for local SEO services
- Proven track record with measurable results
- Reasonable pricing aligned with your budget and goals
Questions to ask potential SEO partners:
- What specific services are included in your packages?
- How do you measure and report on SEO performance?
- What is your typical timeline for seeing results?
- Can you provide references from similar businesses?
- How do you stay current with SEO best practices and algorithm changes?
Inshalytics combines professional SEO expertise with small business budget consciousness. Our team provides enterprise-level optimization strategies at practical prices, ensuring you get professional results without the typical premium costs associated with SEO agencies.
Ready to implement the right SEO strategy for your business? Inshalytics specializes in helping small businesses navigate SEO decisions and implement effective strategies that deliver measurable results. Our enterprise-level capabilities at practical prices ensure you get the optimization your business needs without breaking your budget.
