What is local SEO?
Greg Macdonald - LWDA Team Member


Project Manager


January 29, 2021

What is Local SEO and why is it important for your company?

In a post-Brexit world, UK companies can no longer rely on Europe or even the USA for growth. But there are plenty of opportunities within the UK if you can get noticed.

But how do you get your company or brand noticed in an increasingly competitive market? Enter: Local SEO.

What is Local SEO?

Most people have at least heard of SEO and site owners are likely to already have some level of involvement in the optimisation of their site, but what is Search Engine Optimisation and specifically what is Local SEO?

SEO is the act of fine-tuning your website so that it appears as high in the SERPs (Search Engine Results Pages) as possible.

There are several key areas to focus on when trying to increase your SEO, including – but are not limited to – the following:

  • Clean, well-structured code – This results in fast page-load times.
  • Schema tags – Special mark-up that helps Google understand what pages are important and how to display their content in SERPs.
  • Optimised images – Again, this is about fast page-loading (especially on mobile), but also take care to include alt tags for improved visibility in Google image search results.
  • Content – Well-written text with the correct heading tags (H1, H2, etc) enables Google to confidently suggest your site to those who are searching for your products and services.

Local SEO takes the above list and focusses effort on the local market. Using keywords to target potential customers in the areas nearest your business.

Headmasters Hair Salon website uses local SEO to grow their business

We helped Headmasters hair salon chain to target local customer with well-structure data on all of their salon pages.


Why focus your SEO on the local markets?

There are two very good reasons to focus your business growth in this way:

  1. In recent years there has been an increased interest in buying local. Supporting local businesses by shunning the bigger online brands and high street chains. It’s time to capitalise on this trend!
  2. Most sectors already have at least one very big player who is dominating national and international sales. Competing directly with these companies could be a very expensive endeavour.

For example, if you were looking to sell books online, you would have a very hard task competing against Amazon.

Another example may be a family-run bike shop who wants to take advantage of the increase in cycling activities during lockdown. They are unlikely to compete directly with Halfords and Islabikes, BUT they may be able to access the growing market of local families looking to buy new bikes for their children and like the idea of buying locally.

In this instance, our bike shop would need to broaden their SEO strategy.

Our top tips for better local SEO

  • Blogging – Well crafted blog content that targets your customer is a great way to get noticed. ‘What are the best bikes for children?’ would be a great article for our bike shop and should be shared via social media…
  • Social Media – Good social signals from platforms such as Facebook and Instagram will improve the SEO of any site. The trick is to drive visitors to your site with great content.
  • Quality backlinks – Getting listed with reputable online directories and specialist websites. This informs Google that other websites consider your site to be a reputable source of information.
  • Google My Business – Getting listed on GMB (which includes maps) should be at the top of your list. Google loves businesses that use their tools regularly, so keep your listing updated with information about your products, services and other local news.

LWDA Google My Gusiness Posts for Local SEO

At LWDA we use GMB to promote our services and our blog content.


In Conclusion

Having a solid SEO strategy in place for your business is now essential, but trying to take-on the biggest players in your market may prove fruitless. Draining your teams’ energy and the company finances.

Focussing on your local market with well-written content and great social presence should gain you some much easier wins.

Once you have cornered your local market, you can invest in growth and target a wider area.

How we can help

When building websites we focus on writing super-clean code that is fast to load and loved by Google.

We wrap schema tags around the most important and relevant content to help your goods and services reach local consumers and those throughout the UK.

Combining this process with our clients’ well-written content and strong links to Google My Business results in great SERPs visibility for local markets.

If you are looking to have a new website created for your brand or would like us to review the SEO of your current site, feel free to drop us a line.

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