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Writer's picture: Gemma WalkerGemma Walker


Local SEO is all about about increasing the visibility of your business in the local community that you serve. For example, if you are a hairdresser in Wisbech you do not want to be advertising your services in Newcastle! You want your business to be seen by people in Wisbech and the nearby area.



How is Local SEO achieved?

Google Business Profile


Using Google Business Profile (previously known as Google My Business) is the key to local SEO. Have you ever typed into your search bar 'pizza takeaway' and been greeted by a list of all the local takeaways serving pizza? That is Google at work, showing you all the local business profiles for 'pizza takeaway' in the area that you searched in.


Did you perform the search in Wisbech? Then the the listings should show you businesses in Wisbech and the nearby area, likewise if you performed the search in say Peterborough, then you would receive listings for businesses in Peterborough and the surrounding area. This is local SEO.


How to Set up your Google Business Profile


It is free to set up a Google Business Profile and is easy to manage straight on the search or map pages. Your Google Business Profile must have your current business name, physical address, hours of operation and contact details. Google stipulates your business must offer face to face services and be independently operated to qualify for a Business Profile, you can view further guidelines on their help page.

You will have to perform a verification check to confirm that you are the rightful owner of the business, so that you have permission to manage your Business Profile. This is done via phone, SMS or requesting and receiving a postcard to your address from Google.

Ensure you keep your business details up to date to create a positive first impression of your business.


Your Website Landing Page


Once a user lands on your Business Profile or an Organic Search Listing they will be directed to your website (if you have one! - need a website? Visit Build a Brand). Your website needs to have basic pages such as a Home Page, About Us Page, Services, FAQs and Contact Page as well as clear, unique selling propositions and clear call to actions (CTAs).


Your website should clearly state the area it is based in so search engines can pick this up in their results. A good landing page will include a combination of practical information such as a map, driving instructions, opening hours and why somebody should visit you.


Title Tags & Meta Descriptions


For local SEO you need to ensure your location appears in your page title tags, these are the titles in Blue you see on the results page when you perform a search query ie. Build A Brand | Wisbech



Including geographic terms in your meta description is not a direct ranking factor BUT it certainly helps users to find what they are looking for as the terms and phrases they search for will appear in bold in your meta description if you have used the very same words. See our example pictured above. A creative meta description can really help show off what you have to offer. Remember, this is your sales pitch - these 160 characters are prime real estate!


NAP Must Be Clear and Visible


NAP stands for Name, Address and Phone Number and is a crucial part to local SEO. These must be correct and consistent across all your website pages, social media accounts and internet directory's.


It is key for Google to understand where you are based as it uses your NAP information from your website and other external sites as a ranking factor. Having a local landline on your NAP will also help Google with determining if your business is local.



By focusing on local SEO you can ensure your business is found by people in your area when searching for products/services you offer.


If you would like to know how Build A Brand can help you with local SEO then visit our website Build a Brand - SEO Optimisation for further information and to book a meeting.


Updated 17th October 2024

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