Search Engine Optimisation (SEO) is all about getting your business out there in front of as many customers as possible. The idea is to optimise your website so that it shows up easily on search engines like Google. Local SEO takes this a step further by focusing on customers in specific areas.<\/p>\n
Picture it as an online high street. To attract customers, you want to set up shop in a prime location, with an attention-grabbing window display. In SEO terms, that means appearing as high up in the Search Engine Results Page (SERP) as you can. You\u2019ll also want to be prominent when people search on the major maps and reviews platforms.<\/p>\n
![\"Search_Engine_Optimisation\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/search.jpg\")
<\/div>\nLocal SEO doesn\u2019t necessarily mean casting a smaller net. If your business has multiple locations (or one location with a wide service area) you can win at the game by creating dedicated pages \u2014 or even websites \u2014 for each.<\/p>\n
It\u2019s important to understand how fast the clicks drop off after the top few listings. Studies suggest 67% of clicks are captured by the first five results on the SERP, leaving a much smaller slice of the action for websites ranked lower. With so much at stake for thost coveted search spots, businesses can\u2019t afford to miss out. <\/p>\n
Here\u2019s our top 10 local SEO tips to make your website the go-to destination for customers in your area.<\/p>\n
1. Create your Google Business Profile<\/h2>\n
The first step for local SEO today is creating your Google Business Profile. Previously known as Google My Business, this is the free tool you need to start building your online shop front for Google Search and Maps.<\/p>\n
If we sound a little Googlecentric, that\u2019s because Google holds about an 88% share of all internet searches in the UK<\/a>. Having a strong Google Business Profile is arguably the single most important way to attract customers and convert them into paying clients.\n<\/p>\n Your listing is your way to tell potential customers who you are, what your business does, and why they should choose you. You can add photos, with detailed descriptions of your services, and it\u2019s where customers can leave reviews.<\/p>\n Google Business Profiles are geared towards \u201corganic\u201d rankings rather than paid ads. While businesses create their own profiles, Google may also gather info from public sources like directories or review platforms to flesh out the listing.<\/p>\n Before you start, identify your ideal customer and fill in your profile accordingly. A well-defined brand image is key to success. Be sure to complete each and every section \u2014 Google prefers to show full listings!<\/p>\n Author: Seobility \u2013 License: CC BY-SA 4.0<\/a>\u00a0<\/p>\n Your Google Business Profile lets you choose how you\u2019d like your business to appear based on whether or not you have a physical shop:<\/p>\n \u2610 Physical Location: <\/strong>Businesses with a shop or office that customers visit. This is the most common option. One advantage of Service-Area Business (SAB) listings is that you can target an area without needing to show an address. That\u2019s useful if your business is home-based. <\/p>\n However, be aware that businesses without an address are unlikely to rank as high as businesses with a physical location. While restaurants that offer delivery might technically fall under the \u201chybrid\u201d model, it\u2019s usually best to stick with the physical location category. If your business has an address, use it!<\/p>\n Your Google Business Profile and Google Maps form the shop front and the street map on the online high street. <\/p>\n The info from your profile gets fed directly into Google Maps. As such, you don\u2019t need to add your business to Maps directly \u2014 once you\u2019ve filled in your listing, Maps should automatically pull your info from there.<\/p>\n It may take a few days for Google to process your new listing, so if your business doesn\u2019t show immediately, just sit tight, and you should be up and running. If you\u2019ve waited a few days and you\u2019re something\u2019s not right, it\u2019s possible to suggest a new business on the map by tapping \u201ccontribute\u201d and \u201cAdd a missing place\u201d.<\/p>\n When it comes to local SEO, customers are actually more <\/em>likely to see your listing on Google Maps than on the main Search Engine Results Pages (SERPs). Again, Google dominates \u2014 with around a 70-80% market share compared to its main rivals, Apple Maps and Bing Places.<\/p>\n Nevertheless, getting your business listed on Apple Maps and Bing Places is really worthwhile. The process to claim your listing is much the same: create your profile, fill it in, follow any verification steps, then wait 48hrs or so for your business to hit the map.<\/p>\n The building blocks of SEO, keywords are those words and phrases people use to search for businesses like yours online. The better you understand and target relevant keywords, the more likely your business will show up in search results when those searches are happening in your local area.<\/p>\n Short-tail keywords are broad and capture a high search volume. For example, \u201cB&B\u201d or \u201cDevon B&B\u201d would be classed as short-tail keywords.<\/p>\n Longer, more specific phrases are known as long-tail keywords. These are more specific, less competitive, and they might offer a better chance of ranking higher for that search term. Target \u201cconversational queries\u201d \u2014 the sort of phrases people are likely to use when searching for your products and services. For example: \u201cB&B with sea view in Devon\u201d or \u201cFamily-friendly B&B in Devon\u201d. <\/p>\n The most important thing is to create engaging content that gets the keywords in there naturally. Above all, avoid \u201ckeyword stuffing\u201d. That is: trying to cram keywords in for the sake of it, with no context. Modern search engines spot this tactic and punish websites guilty of it \u2014 you could even drop in the rankings!<\/p>\n See also: SEO Glossary \u2013 The A-Z SEO Guide<\/a><\/p>\n Author: Seobility \u2013 License: CC BY-SA 4.0<\/a>\u00a0<\/p>\n There are lots of SEO keyword tools out there, including the well-known freemium and premium options like SEMrush, Ahrefs, and Moz. <\/p>\n You can use Google\u2019s own tool, the aptly-named Google Keyword Planner, to find relevant keywords and get an overview of the competition for those terms. And it\u2019s totally free. It doesn\u2019t offer all the in-depth features you might find with paid SEO tools, but it\u2019s more than enough for many small to medium sized business websites.<\/p>\n For companies with multiple locations, creating location-specific web pages with local keywords can be an effective strategy. Taking that a step further, it might even be effective to buy multiple domains\u2026<\/p>\n \u201cD\u2019oh!\u201d, you may be thinking, \u201cBut I already have <\/em>my domain name!\u201d<\/p>\n While you might already have a great domain name, you can power your local SEO by purchasing further domains with a local focus. Look at it like planting location-specific flags across your target market.<\/p>\n This includes different domains with different TLDs (like .com<\/a> or .co.uk<\/a>). You can find lots of\u00a0cheap domain names<\/a>\u00a0\u2014 making it easy to buy bulk domains and create several websites for each unique location. This will give you control over the local keywords and SEO for each location, improving your reach across different areas.<\/p>\n Quality content is king. But coming up with unique content is expensive. Another approach is to take the basic template for your core services, then localise that content for each place, swapping out the keywords (eg., \u201cFresh seafood restaurant in Bath\u201d vs., \u201cFresh seafood restaurant in Bristol\u201d).<\/p>\n Buying domain names in bulk also says \u201chands off\u201d to other, similar-sounding businesses \u2014 and to cybersquatters who would happily sit on your valuable domain.<\/p>\n Backlinks are the links from other websites to your own. Along with keywords, they\u2019re the bread and butter of Search Engine Optimisation.<\/p>\n Backlinks essentially work as recommendations, boosting your authority and relevance in the eyes of search engines. When established local websites, local bloggers, or community forums link to you, that signals to search engines that you\u2019re a trusted and credible business in your area.<\/p>\n As ever, quality content is the best way to build your backlinks. But that\u2019s no easy feat. Thinking outside the box, you can also build backlinks by collaborating with other nearby businesses, sponsoring local events, running partnered campaigns, offering your expertise for guest posts, and so on.<\/p>\n Meta tags are what give search engines the basic gist of what your pages are about, helping them understand your business and show it to the right people. There are two main sorts when it comes to local SEO: <\/p>\n \u2610 Meta Title:<\/strong> This is the clickable title of your webpage as it appears in search results. It also shows on the browser tab. Ideally, the meta title will be around 50-60 characters in length (one or two sentences) so that the whole thing can be displayed without being cut off. Aim for clarity and include your business name, location, and a relevant keyword or two.<\/p>\n For example: \u201cBed and breakfast with sea views in Woolacombe, Devon | The Avalon\u201d<\/em><\/p>\n \u2610 Meta Description:<\/strong> This is the brief summary of the website, or a webpage, consisting of a paragraph or so of text. It appears under the meta title in the search results. The meta description is typically longer, but under 160 characters so that it\u2019s readable on the SERP. Briefly describe your services, highlight what makes you stand out, and include a CTA if you can.<\/p>\n For example: \u201cDelicious breakfasts, sea views, and family fun. The Avalon in Woolacombe is your perfect North Devon escape. Book your seaside adventure today!<\/em>\u201c<\/p>\n Author: Seobility \u2013 License: CC BY-SA 4.0<\/p>\n Keywords in meta tags do not directly impact Google\u2019s search engine ranking algorithm anymore. But they certainly do influence the humans! To that extent, your meta title and description is important for your local SEO. Including relevant keywords and location details in your tags makes it easier for search engines to connect your business with customers.<\/p>\n Modern search engines look at reviews as a key factor when ranking local businesses. Customer reviews are gold dust for local SEO \u2014 the more positive reviews you get, the higher you\u2019ll climb in the search results. Reviews also work well on the humans, of course. They\u2019re \u201csocial proof\u201d that your business is worth the time and money. <\/p>\n Your \u201cout of five\u201d review rating is particularly important to your Google Maps performance. According to one BrightLocal survey<\/a> Look beyond Google when it comes to reviews. There are a number of popular review platforms, each with a focus on certain industries: TripAdvisor is more geared towards hospitality, attracting reviews of hotels, restaurants, and attractions. Yelp, more known for local services, is ideal for small businesses like plumbers, electricians, and restaurants, while Trustpilot caters to a wide range of businesses.<\/p>\n Happy customers are more likely to leave good reviews. Beyond that, there are a few tips to get more. First and foremost, be sure to display links to your Google Business Profile clearly on your website and social media, as well as on menus and windows in your shop. Encourage reviews on social media. You might even want to run contests or promotions where entries require leaving a review.<\/p>\n Finally: remember to thank customers for positive reviews and take ownership of negative ones. <\/p>\n Never underestimate the power of social media for local SEO. Facebook, Instagram, X, and TikTok all offer an opportunity to connect with a wider audience in your area. If you\u2019re running a special promotion or hosting a local event, this is the perfect place to shout about it and give your SEO a boost.<\/p>\n Sharing good content attracts backlinks from other websites, and it\u2019s these links that boost your authority and get you showing higher up in search results. To earn these links, however, you\u2019ll need to invest time into building meaningful relationships with industry leaders and influencers. Reach out and engage on social media channels; retweet, comment, like, and subscribe to others.<\/p>\n See also: How to Schedule Social Media Posts 2024<\/a><\/p>\n Blogging can attracts readers with valuable content, helping to build trust and establish you as the go-to authority in your area. It\u2019s a powerful tool for attracting both online and physical customers. Online shoppers can easily \u201cclick-through\u201d from your blog to your product pages, while local residents searching for your expertise will be more likely to find you online and visit your brick-and-mortar store.<\/p>\n Again: there\u2019s nothing more important to SEO than top-quality content. It all works to keep your website feeling dynamic \u2014 letting search engines (and humans) know you\u2019re active and relevant. The better quality your content, the more likely people are to trust and recommened your products or services. Remember to include those local keywords!<\/p>\n \n See also: Most online consumers today do their shopping on smartphones. According to Statista<\/a>, 77% of visits to online stores happen on mobile phones. And as we mentioned already: local businesses are more likely to be discovered on Google Maps than regular search engines \u2014 so there\u2019s every chance your customer is on the move! <\/p>\n A good website needs to be mobile-ready. With \u201cresponsive design\u201d, smarter websites can adapt to the device it\u2019s on. Visitors should be comfortable whether they\u2019re on a desktop, tablet, smartphone\u2026 perhaps even smartwatch! A comfortable experience helps to convert casual visitors into paying customers.<\/p>\n Google also prioritises mobile-friendly websites in local search results, so a responsive design can significantly boost your local SEO ranking. If your website isn\u2019t optimised for mobile, you might be hiding from people actively searching for local businesses like yours.<\/p>\n 123 Reg\u2019s Website Builder<\/a> has been designed with mobile in mind. Choosing from a selection of responsive templates, you can easily create a website that automatically adjusts to desktops, tablets, and smartphones. Fast page loading also keeps visitors happy and prevents them from bouncing away.<\/p>\n Local SEO drives free \u201corganic\u201d traffic to your website, but it can take time to see results. This is a bit chicken and egg for new businesses. For a quicker way to grab the attention of customers, another option is to double up with paid advertising.<\/p>\n Pay-Per-Click (PPC) ads are those sponsored adverts that are automatically show on top of search results for certain keywords. They put your business at the top of the search right away \u2014 right in front of potential customers.<\/p>\n Google Ads<\/a> is the primary platform for PPC on Google Search, offering immediate exposure. You can choose your conversion goal (eg., driving sales, building brand awareness), set your budget, launch your campaign, and your ads will appear top of search results for the selected keywords.<\/p>\n The are lots of other places to look when it comes to PPC ads. Microsoft Advertising<\/a> targets users searching with Bing and Yahoo. Meta Ads Manager<\/a> is the tool for running PPC ads on Facebook and Instagram. Notably, there aren\u2019t any PPC ads on Apple platforms like Siri, other than for apps in the App Store.<\/p>\n Paid listings on review platforms like Yelp and TripAdvisor are a great way to visibility, putting your business in front of local or travelling customers. As is always the case for PPC ads: you\u2019ll need to carefully weigh up the costs and benefits in terms of your marketing goals and budget.<\/p>\n See also: What is the Difference Between SEO and PPC?<\/a><\/p>\n![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/Google-My-Business.png\")
<\/figure>\n
\u2610 Service-Area Business (SAB):<\/strong> For businesses that visit customers and don\u2019t have a physical shop. For example: electricians, plumbers, or landscaping services, that travel to homes.
\u2610 Hybrid Business:<\/strong> Businesses that have a physical location but which also travel to customers\u2019 locations. For example: a fitness centre with an on-site gym, which also sends out personal trainers.<\/p>\n2. Get on Google Maps (and Apple Maps, Bing Places\u2026)<\/h2>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/restaurants-1024x475.jpg\")
<\/figure>\n3. Optimise your content for local keywords<\/h2>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/Search-Terms.png\")
<\/figure>\n4. Buy domain names. Lots of them.<\/h2>\n
![\"Find](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/05\/DTUK-1097-Banner-Images-for-123-Reg-Blog-Domains-Banner.png\")
<\/a><\/figure>\n<\/div>\n5. Build local backlinks<\/h2>\n
6. Localise your meta tags <\/h2>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/Meta-description.png\")
<\/figure>\n7. Get customer reviews<\/h2>\n
\n, 91% of consumers say local reviews impact their overall perceptions of brands in some way. Google is the most-used source for online reviews, though the percentage of customers using it has dropped a little from 87% in 2023 to 81% in 2024.<\/p>\n![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/trustpilot.jpg\")
<\/figure>\n<\/div>\n8. Connect on social media<\/h2>\n
![\"Social](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/IMG-20240307-WA00022-1024x776.jpg\")
<\/figure>\n9. Start a blog<\/h2>\n
\n The Blogging A-Z<\/a>
\n and
\n How to Make Money Blogging<\/a>\n<\/p>\n10. Be mobile-ready<\/h2>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/Untitled.jpg\")
<\/a><\/figure>\n<\/div>\nAlso consider: Pay-Per-Click (PPC)<\/h2>\n
Wrap up<\/h2>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2024\/06\/websitebuilderbanner-1024x369.jpg\")
<\/a><\/figure>\n