Local SEO

Why local SEO matters

For service businesses with geographic focus, local SEO delivers highly qualified leads actively searching in your area. Someone searching "Nottingham web designer" is ready to hire locally—not researching generally. This intent makes local search incredibly valuable.

Google's local pack—the map results showing three businesses—appears above organic results for location-based queries. Ranking there puts you in front of searchers before they scroll to traditional listings. Local visibility drives phone calls, directions requests, and bookings.

Google Business Profile optimisation

Your Google Business Profile (formerly Google My Business) determines local pack rankings. Complete every section: accurate business name, category, services, hours, photos, and description. Regular updates signal active management.

Reviews matter enormously. Businesses with more positive reviews rank better and convert better. Request reviews from satisfied clients consistently—not in occasional bursts. Respond to all reviews, especially negative ones, showing you care about customer experience.

NAP consistency

NAP (Name, Address, Phone) must match exactly across your website, Google Business Profile, and all directory listings. Inconsistencies confuse search engines about your actual location and legitimacy.

Use the same format everywhere. If your website shows "Nottingham, UK" don't list "Nottingham, United Kingdom" elsewhere. Exact consistency matters—search engines use NAP data to verify business authenticity.

Local keyword targeting

Include location terms naturally in your content: "Nottingham web design", "East Midlands website development", "serving businesses across Derbyshire". Don't stuff keywords—mention locations where contextually appropriate.

Title tags, H1 headings, and meta descriptions should include your target location for service and location pages. This signals local relevance to search engines.

Local content and citations

Create location-specific content: local case studies, area guides, community involvement. This builds local authority and provides content naturally mentioning your service area.

Citations—mentions of your NAP on other sites—strengthen local rankings. Focus on quality directories relevant to your industry and location rather than spamming hundreds of low-value listings.