Optimising Your Website for Local Search

Having a fantastic website is the first of many steps needed in order to “be found” on Google search results.

Small business owners often ask me, but how will I get my website to show in the search results?

The trick is “local search.” Target your local area and target it well. 

Search engine optimisation (Local Search in this case)  is a marathon, not a sprint.  It takes time for your website to start to rank well and will only ever do so if your site has the right key-words as part of the content, headings, meta descriptions etc

There is probably more than enough business for you within your local area or county. The trick is to make it easy for people searching for your product or service in your area to be able to find you.

Local Search

In order to get a good position on Local Search, you need to give the Search Engines as much information about your business as possible. You also need an easy to navigate, mobile friendly website with well written, keyword rich content, a suitable amount of backlinks (see point 4 below) and great google reviews.

Name Address & Phone (NAP)

Your Name, Address, Phone Number need to be displayed on your website, in your backlinks (see point 4 – Directory Listings), Google for Business and anywhere else online.

It may also help to include your city and or county in your page titles too (See “Near Me” down below for more info)

Read more Detailed Information  here

Google My Business

When creating your Business listing – ensure your NAP details match your website & Facebook business pages exactly.

Your business listing should include a link to your website and your website should include a link back to your Google My Business Listing. This helps Google understand that they both relate to the same business.

You can add these to your contact page and or footer. If you are looking for people in your town or county to find your services, then Google My Business is essential!!

Social Proof (Reviews)

Reviews and star ratings make for excellent click-bate. People love buying from businesses that have social proof. In fact, consumers are prepared to spend 31% more money with businesses that have good reviews

Facebook and Google My Business allow for people to leave you reviews.

Reviews help Google determine which business is genuine and which isn’t. If your business has a good star rating and positive comments then are more likely to get clicked and attract customers.

Don’t worry about bad reviews – they happen from time to time, just make sure that you respond to the reviewer as quickly as possible and solve the issue. Then follow up by asking them to update their rating of you.

Read my post detailing how clients can leave a google review even if they don’t have a Google account: click here


Aim for at least 10 backlinks from local directories – make sure that each & every listing you add has the same NAP details and a link to your website.

Backlinks are tedious to do – but essential for boosting your websites SERP (Search Engine Rank Position).

Be prepared for some “sales” calls from the bigger directories as they will try to “up-sell” you to their premium packages. If you have the budget (from £25 per month) it may be worth your while to subscribe for a few months, but you don’t have to.


Directories to list with first
Key Directories to get you started: 

  1. Google My Business
  2. Bing
  3. Yell
  4. Yelp
  5. Thomsonlocal.com
  6. Scoot.co.uk
  7. Freeindex.co.uk
  8. HotFrog
  9. 192.com
  10. 118118
  11. Cyclex-uk.co.uk
  12. Approvedbusiness.co.uk

Further to the above, google business directories for your particular trade, for example, a search for “Builder, Honiton”  brings up a number of directories.

  • mybuilder.com
  • houzz.co.uk
  • fmb.org.uk
  • yell.com

So its probably a good idea to list your building & renovation business on these directory websites.

Final Points

Near Me – Search

When someone searches for a product/service, Google aims to tell people what business is closest / near you. This applies especially to searching from your phone – looking for a local business or petrol station etc. In order to influence this, it is essential that points 1-3 are worked efficiently on your site.

Keyword Rich Content

You can increase your visibility by creating keyword-rich content and include your location in your page titles and headings where appropriate (example: Massage Therapy – Exeter).

Really hone in on what it is that makes you special – the more specific you are, the more qualified any leads you do get will become. The more qualified a lead, the less effort you will have to spend on converting it.

Social Media

Should work as a tool for your website – not on its own or the other way around. In order to best leverage the advantages of social media – make sure you write your posts etc on your website & then share them to social media (most people do this the other way round). This way you will increase the popularity & ranking of your site.

Don’t forget to ask for reviews!


If all this is too overwhelming and perplexing
– then reach out to me and we can discuss how best to approach your Search Engine Optimisation

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