Local Search Engine Optimisation

Local SEO Ranking

What is local search engine optimisation?

Local search engine optimisation (SEO) is the practice of improving your website's visibility in local search results. By focusing on local SEO, you can attract more targeted traffic and generate leads and sales from your local area.

Techniques for on-page optimisation

On-page optimisation plays a crucial role in local SEO. By optimising individual web pages, you can increase their visibility in local search
results and attract more qualified traffic. Some key on-page optimisation techniques include:

  • Optimising the title and meta tags: Ensure that your title tag and meta description accurately reflect the content of your webpage and include
    relevant keywords related to local search queries.

  • Optimising webpage content: Incorporate targeted keywords and phrases throughout your content in a natural and relevant manner. Make sure the
    information is well-written, easy to read, and includes local references where appropriate.

Keyword research and selection

Keyword research is essential for local SEO. By understanding the terms and phrases your target audience uses when searching for local
information, you can optimise your website accordingly. Use tools like Google AdWords Keyword Planner, Ahrefs, or SEMrush to identify relevant
keywords and their search volumes. Incorporate these keywords naturally into your website's content, title tags, and meta descriptions.

Link-building tactics

Building high-quality links is crucial for local SEO success. Here are some effective link-building tactics:

  • Create valuable content: Develop high-quality, informative content that other websites will want to link to. This can include blog posts,
    articles, infographics, and more.

  • Outreach to other websites: Contact relevant websites and request a link back to your site. This can be done through email campaigns or social
    media outreach.

Small businesses might benefit from local SEO.

Small businesses can greatly benefit from local SEO. By optimising your website for local search queries, you can make it easier for local
customers to find your business online. Some key tactics for local SEO include:

  • Optimise your Google My Business listing: Ensure that your business information is accurate and up-to-date on Google My Business. This will
    help your business appear in local search results and on Google Maps.

  • Incorporate location and contact information: Include your business's location and contact details on your website to make it
    easier for local customers to find you.

Illustrating Local SEO optimisation in Action: A Practical Example

Unpacking the Elements: A Step-by-Step Guide to a Local SEO Scenario

Search Query

User types in "best coffee shops near me" into a search engine.

Searching on mobile device


The search engine uses the user's location data to identify their current location.

Local Results

The search engine returns a list of coffee shops in proximity to the user's location.

Display local results on mobile device

Map Integration

A map may be displayed, showing the user the exact locations of the coffee shops.

Business Information

Each coffee shop listing includes key details like name, address, phone number, website, and possibly customer reviews.

Business info being displayed

Mobile Consideration

The results are mobile-friendly, considering that many local searches happen on mobile devices.

Mobile phone showing local searches

Local SEO Optimisation

The coffee shops that appear at the top of the results have likely optimised their online presence for local search through techniques like Google My Business setup, local citations, and positive customer reviews.

Google business logo

User Engagement

The user can click on a coffee shop's listing to get more information, such as operating hours, menu, and directions.

User clicking on a business listing

Influence of Reviews

Positive reviews and high ratings may influence the user's decision on which coffee shop to visit.

5 star review on store front

The above example demonstrates how local search works, providing users with relevant and geographically targeted results based on their specific location.

See how you rank in local seo optimisation

Use our tool to see how you rank in a local search

Example: car body repairs near me

Google Analytics: Understanding and Using

Google Analytics is a powerful tool for tracking and analysing your website's performance. By understanding and using Google Analytics, you
can gain valuable insights into your website's visitors, their activity, and the effectiveness of your marketing efforts.

 Social media also plays a significant role in local SEO. By developing and managing social media profiles for your business and regularly producing engaging content, you can improve your website's visibility and encourage social sharing.

The impact of mobile optimisation on SEO

With the increasing use of mobile devices, mobile optimisation is crucial for local SEO. Ensure that your website is mobile-friendly and
easy to use on smartphones and tablets. A responsive design that adjusts to different screen sizes and fast page loading times are essential for
a positive mobile user experience.

Advanced SEO strategies for seasoned marketers

For seasoned marketers, there are advanced SEO strategies that can further boost your website's search engine rankings and traffic. Some of
these strategies include:

Common SEO blunders to avoid

When it comes to SEO, it's important to avoid common mistakes that can negatively impact your website's rankings. Some blunders to avoid