Local SEO: Boost Visibility in Your Area

In this article, we will break down everything you need to know about local SEO and how it can help to grow your business’s shop window. We’ll cover the benefits of local SEO and the best way to increase your local rankings and skyrocket your business’s digital presence.

A quick overview:

  • Local SEO can help put your business in front of new customers
  • It can drive more traffic to your website, increasing conversions and revenue
  • It leads to greater brand awareness and can support business growth
  • Build business relationships

What is Local SEO?

Local SEO refers to how your website performs when a user searches for a localised term such as “plumber in Plymouth” or a search term that uses their location to produce results, such as “family lawyer”.

These phrases will show results based on the user’s location or the location included in the search, rather than showing businesses from across the UK. If your business is local or the search terms that a potential customer would search bring localised results, then optimising your website and digital platforms to show up can help you get in front of more customers and lead to great revenue.

Local SEO involves various techniques such as optimising your website’s content, meta tags, and URLs to include location-specific keywords. It also involves claiming and optimising your business listings, such as Google My Business and other local directories and review platforms. Additionally, local SEO includes managing online reviews, implementing schema markup, and ensuring your website is mobile-friendly.

In summary, local SEO is about improving your visibility in local search results, attracting local customers, and driving more traffic to your website.

What are the benefits of improving local SEO?

Improving your local SEO can provide several benefits for your business, we’ll go over some of the most common ones below.

Increased visibility:

By optimising your website for local searches, you give yourself a better chance of showing up when

potential customers are searching for terms that relate to your services or products. This can increase your visibility in local search results and make it easier for potential customers to find you.

Local SEO Examples

Targeted traffic:

Local SEO allows you to target specific geographical locations, ensuring that your website appears in front of people who are more likely to become customers. The other benefit is that you can show in front of customers who are actively looking for your services, leading to a much higher chance of you getting an enquiry and winning that business.

Higher conversion rates:

When people search for products or services in their local area, they are often ready to purchase. For example, a user searching keywords related to a tradesman (electrician, plumber, bricklayer etc) is likely to require those services. So by appearing in local search results, you can attract highly targeted traffic that is more likely to convert into customers.

Competitive advantage:

If your competitors are not performing well or focusing on their local SEO performance, you can gain a head start on them and win business from local searches and establish yourself as a trusted plan.

Improved online reputation:

Optimising your local SEO involves keeping on top of your online reviews and ratings. You want to encourage reviews, they are a great driving force for local SEO performance and can build trust in your brand, which is vital for customers who don’t know about your business. Replying to positive reviews and promptly addressing negative feedback, can build a strong online reputation and attract more customers.

Optimising Your Website for Local Searches

To optimise your website for local searches, there are a few areas that you might want to focus on.

Use location-specific keywords:

Incorporate relevant keywords that include your target location throughout your website’s content, meta tags, headings, and URLs. For example, you may want to create a page on your website that focuses on the term “roofer Southampton”.

Create location-specific landing pages:

Following on from the point above, if you have multiple locations, create separate landing pages for each location to provide location-specific information and improve your chances of appearing in local search results.

Optimise your Google My Business profile:

Maximising your Google My Business can help drive new business, as it’s likely the first part of your business a user will interact with. You can optimise your Google My Business listing by providing accurate and up-to-date information about your business, including your address, phone number, website, and business hours and getting as many Google reviews as possible.

Ensure your website is mobile-friendly:

With the increasing use of mobile devices for local searches, it’s essential to have a mobile-friendly website that provides a seamless user experience on all devices.

Implement schema markup:

Schema markup helps search engines understand the context of your website’s content, including your business name, address, phone number, and other relevant information.

The Importance of Google My Business

Google My Business is a powerful tool for improving your local SEO. As we briefly touched on before, your Google My Business is likely the first part of your business will interact with.

Here are some tips to effectively utilise Google My Business:

Set up, claim and verify your listing:

The first thing to do is set up, claim and verify your business listing on Google My Business and verify your ownership. This allows you to gain control over the information displayed about your business.

Provide accurate information:

Ensure that your business name, address, phone number, and website are accurate and up-to-date. This information should match the details on your website and other online directories.

Add photos and videos:

Visual content can attract more attention and give potential customers a better understanding of your business. It can also help build trust with customers and create a good feeling about your business. Add high-quality photos and videos that showcase your products, services, and premises.

Encourage and respond to reviews:

Reviews play a significant role in local SEO. Encourage your customers to leave reviews on your Google My Business profile and respond to them promptly, whether they are positive or negative.

Post regular updates:

Keep your Google My Business profile active by posting regular updates about your business, such as promotions, events, or new products/services.

Creating Localised Content

Another way in which you can optimise your website and social media is to create localised content. For example, if you have a pub in Cornwall, you may do content based around the area, such as ‘best country walks in Cornwall’. This content can help engage you with local customers and improve your local SEO.

Include location-specific keywords:

Research and incorporate keywords relevant to your target location throughout your website’s content, blog posts, and other marketing materials.

Write location-specific blog posts:

Create blog posts that address topics and issues specific to your local area. This can help you establish yourself as a local authority and attract local readers. As mentioned above, you might want to write content that ties into your area, such as the best places to visit or top food spots. This can also help you promote other local businesses and build relationships and referrals.

Highlight local events and news:

Keep your audience informed about local events, news, and developments related to your industry. This demonstrates your involvement in the local community and can attract local customers.

Collaborate with local influencers:

If you have the budget, use local influencers or businesses to create content together. This can help you reach a wider local audience and increase your brand’s visibility.

Earning Local Backlinks

Earning local backlinks is an important aspect of local SEO. Here are some strategies to earn local backlinks:

Partner with local businesses:

Collaborate with other local businesses or organisations to create mutually beneficial partnerships. This can include cross-promotions, co-hosting events, or featuring each other on your websites.

Sponsor local events or teams:

Support local events or sports teams by becoming a sponsor. This can often lead to backlinks from event or team websites and builds brand awareness through their audience.

Create valuable local resources:

Develop valuable resources related to your industry or local area, such as guides, directories, or informative blog posts. Promote these resources to attract backlinks from local websites.

Engage with local influencers:

Build relationships with local influencers or bloggers who have a significant following in your target area. Offer to provide them with valuable content or collaborate on projects that can generate backlinks to your website.

Encourage customers to link to your website:

Whenever you receive positive feedback or testimonials from local customers, ask them to link back to your website when mentioning your business online.

Contact Us

If you need support creating a local SEO strategy or want to see how we can improve your local SEO performance, get in touch. We give all new clients a free website audit, so we can show you exactly how you’re performing now and build a strategy to help you get more visibility.

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