Near side: pulled harder
Ocean water on the side facing the Moon is pulled more strongly than Earth's center, stretching a bulge toward the Moon.
If tides were just the Moon "pulling" water toward it, there would be one high tide a day, on the side facing the Moon. There are actually two — because tides come from stretching, not simple pulling.
Sun and Moon pull along the same line, reinforcing the stretch on both sides of Earth — the highest high tides and lowest low tides of the month.
Sun and Moon pull at right angles to each other, partially canceling out — the smallest difference between high and low tide in the month.
Ocean water on the side facing the Moon is pulled more strongly than Earth's center, stretching a bulge toward the Moon.
Water on the far side is pulled less than Earth's center is, so it's effectively "left behind" — stretching a second bulge away from the Moon.
As Earth spins once a day, most coastlines pass through both bulges — that's why most places get roughly two high tides every 24 hours.
Why tilt creates seasons, not distance.
Spring tides happen at new moon and full moon — see why.
The Moon's own rotation was shaped by this same tidal force.