Local SEO service

Taking the headache out of your Local Search Engine Optimisation

What is local SEO?

And why you should care about it.

Local Search Engine Optimisation (SEO) is the process by which we work to help get your local business showing up high in search results on search engines such as Google. It’s the gateway to massive amounts of traffic which is generated organically and not paid for through pay-per-click (PPC) advertising.

When you go on your phone or computer and search on Google for a service nearby, the results which you see have been populated based on what Google thinks is the best answer to your query. The position where these websites and map listings sit can be manipulated and improved through the work of local search engine optimisation.

Our Local SEO process

When you work with us, this our Local SEO process.

Local search engine optimisation is a fine art which requires many different factors to be completed before your business can start reaping the rewards. 

Below is the framework we use, which has delivered successful and profitable results for our clients. Also, this framework can be adjusted to any budget, making it incredibly flexible to your business’ goals.

Technical website audit

The foundation of any successful local SEO campaign is built on a leak-proof website which is technically sound. Just because a website may look pretty from the outside doesn’t mean that it’s ‘good’ in the eyes of search engines like Google; that’s where our technical website audit comes in.

We’ve designed a 10-point technical audit system which quickly identifies the health of your website and the ‘low hanging fruit’ we should prioritise first. The 10-point audit uses results from many different pieces of professional SEO software which we then interpret and apply to your website.

Every optimisation task which is highlighted from our audit is prioritised in order of impact and return on investment. We’ll work alongside you and your web developer (if you have one) to implement the changes as efficiently as possible.

Keyword and industry research

Even with the technological advances in search engine algorithms, keyword research is still an incredibly important part of any successful SEO service. Without keyword research, your web pages may never rank for organically for the keywords which are going to bring you the most local traffic and potential revenue.

Traditional keyword research methods have changed, and it’s now even more critical to understand the ‘intent’ of users search as well as the keyword itself. Content now needs to be written which understands the users intent.

When researching keywords, we’ll not only use key pieces of SEO software to discover the most desirable keywords, but we’ll also look at what your website is currently ranking for. It’s much easier to improve your rankings for keywords which your website’s already ranking, so these opportunities are critical to jump on.

Each page on your website shouldn’t be trying to rank for all the keywords we discover as highly valuable. Search engines prefer to have individual pages which have specific content and information on the keyword/topic it’s talking about. As such, the keyword research we do is also used to help build a website structure and content marketing plan.

Competition research (competitor analysis)

Competition analysis is incredibly essential as it allows us to see where you are in relation to those who are stealing local business for you and what needs to be done to overtake them.

When conducting our competition research, we’ll look at the elements as to why a competitor is ranking ahead of you. We’ll use these elements as the foundation of a strategic plan which then seeks to improve on each ranking metric and beat the competition.

This approach may sound simple, and that’s because it is; learn from those who are doing something better from you and then use that knowledge to create something better than what they’re offering.

On-page optimisation and website structure

In this phase, we use all that we’ve learned to offer a plan on how the website URL structure should change. Your website structure will be drastically different depending on what you do as a business and what you’re trying to achieve. For instance, if you’re a multi-site business, then you’ll need to have a specific page structure which supports multiple locations. However, if you’re a single site business, you should focus on a ‘service style’ structure which explains all the products and services you offer.

The structure of a website plays a significant role in how your business will rank with Google, and we’ll work alongside you to create all the necessary content needed for the improvements which will need to be rolled out.

On-page optimisation is the phrase used when we talk about optimising the technical elements of a page and to the target keyword that page is trying to rank for. This doesn’t mean we ‘stuff the page’ full of the same keyword, no, it means we write the content in an SEO ‘friendly’ way which also takes headers, internal links, metadata and other on-page ranking signals into accounts.

Google My Business Optimisation

If you’re a fan of the Pareto 80/20 principle, then an optimised Google My Business profile is the 80% of being successful with local SEO. It’s the first thing you see when searching for local services, and it offers so much information instantly to those customers who are interested in what you do for them.

What a lot of local businesses don’t realise is that there are a lot of intricate details to optimising Google My Business which can mean the difference between ranking number 1 and number 20. We’ve developed a number of optimisation ‘tricks’ which we couple with all the keyword and competitor research we’ve discovered to help give your GMB profile the boost it needs.

GMB is so pivotal that it also extends its importance to paid traffic. If you’re looking to start a local paid advertising campaign, without a tip-top GMB profile, it’ll be like running with a broken leg.

See more on our Google My Business service.

Citation building

Google My Business, Yelp, Yell, Facebook, Apple Maps, TripAdvisor, Bing (to name but a few) are all considered citations. A citation is what’s also referred to as a ‘business listing’. Citations are webpages (usually within a business directory website) which has information on your business such as name, address, website, contact details, business photos, reviews (+ more).

Building high-quality citations on the most popular citation platforms are essential because 1) they are usually the first thing a customer will see before they visit your website and 2) they show to Google that your website is trustworthy and an authority in the local area. The links back to your website from high authority websites are considered one of the most important ranking factors by Google.

It’s vitally important that the information which is being communicated on your citations is consistent with the information stored on your website. Why? Because search engines want to provide users with a complete and easy experience. Misinformation about your business is seen to be causing a poor user experience and will ultimately not reward you with the higher local search results.

Inconsistencies between citations and your website is a sure-fire way of securing decreased local search rankings and reduced revenue for your business.

Local link building

Link building is generally considered the most important ranking factor to get websites and map listings high up the search results. Google has built its algorithms to favour websites which have high quality, authoritative and relevant backlinks from other websites linking back to them. The more high quality links your website has, the more Google believes that you’re the best place to send its traffic to and will, in turn, rank you higher in the search results.

A high-quality backlink can come from many different types of website, but the more common ones are from media outlets and trusted brands.

Local link building is an ongoing process and can take time to secure links. The main reason why this process is so time-consuming is that in most circumstances, there is an element of relationship-building required before another website will be willing to offer a link. However, the time spent generating more links is time well spent as the increase in organic traffic can be massive.

When building links, we focus on a few different opportunities, which include: 

  • Writing and distributing local press releases
  • Reaching out to local authorities
  • Guest posting on local and industry-related blogs
  • Looking for local sponsorships 
  • + many other strategies

We will work with you to come up with content ideas which can be used when pitching to websites we want to work with.

Optimised content creation

Your website should be considered a living creature which grows as time goes on. You should be using it as a platform to answer any new questions and problems your customers (and potential customers) may be having.

Google wants to offer its visitors the best customer experience, and it especially favours websites which go the extra mile to answer customer questions and queries. Whether through a blog or additional static pages, we’ll create a content plan to grow your website into a hub of helpful content.

In addition to the importance of offering your customers the best experience, building additional pages on your website is a critical strategy in creating a healthy internal link architecture. Google favours websites which have a healthy number of internal pages which are linking to other internal pages which offer information which isn’t covered in the first page. This, when combined with a good backlink building campaign, is the secret sauce to increase your organic traffic.

Let’s work together

We’re ready to work together and improve your Local SEO performance

Frequently asked questions

Can I expect to see instant results?

Optimising for local search is something which doesn’t provide results overnight; consider it more of a marathon rather than a sprint. While it does take time to generate results, the organic traffic you receive should compound and grow.

Setting your expectations is important, and when you work with us, we’ll sit down and have an honest chat as to what you can expect to achieve.

With that being said, we often see positive results from our work over a 1-6 month period. The longer you work with us, and the better we understand and build relationships within your industry, the better the results you’ll receive.

Here is a test which you can do at home.

  1. Open your browser in private or incognito mode (you can do this by right-clicking on the icon on your desktop. You can also do this by opening a new page on your mobile phone browser and clicking the private browser button)
  2. In the private/incognito browser, search for a term which you want to rank for. E.g., ‘Plumbers Manchester’
  3. Where does your business appear? Look at both your Google Maps results and Google search results. 

If you’re nowhere to be seen, you need to invest some resources into SEO. 

If you’re near the top, but not quite there, you need to invest some resources into SEO.

If you’re at the top, you need to invest some resources into SEO.

If you’re already ranking position one, then you have less of a problem than someone who is ranking at position 20. However, if you don’t do anything, a competitor could potentially jump ahead of you.

Plus, even though you’re ranking for one search term doesn’t mean you’re ranking for other search terms which could be equally as profitable for your business.

Yes, but it is strongly advised to invest some money into having a website. Without a website, you’ll be solely reliant on your business citations (mainly Google My Business) to do all of the leg work, plus it doesn’t look professional in this day and age to not have a website.

If you need help with building a website, we have relationships with some awesome web developers who’ll be able to get you up and running.

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