How to Optimise Your Website For Local Searches in The UK

When someone nearby needs a service, they turn to Google and search for it! From plumbers in Glasgow, to solicitors in Nottingham. If your website does not appear in those search results, you are losing out on potential customers.

The higher you are, the more legitimate your business will appear and the more likely people are to consider working with you. If you rely on clients in a certain area, showing up in local search results should be a priority. It's much easier than you think and involves the magic of making your website more relevant to people searching in your area. By helping search engines understand where your business is based and what you offer, you stand a much better chance of reaching the right audience.

Let's talk about it!

‍

What is local SEO and why does it matter?

Local SEO stands for local search engine optimisation. It is the process of improving your online presence so your business appears in searches made by people near you.

For example, if someone in Leeds searches “best pizza restaurant”, they are not looking for one in London. They want results nearby. Google knows this and prioritises businesses that are locally relevant.

That means your site needs to clearly show where you are and what you do. Without this, you might not appear even if you are the perfect match.

Local SEO is essential for:

• Small businesses targeting specific areas
• Tradespeople and professionals working within a local radius
• Shops and venues with physical locations
• Service providers who rely on local traffic

If your business depends on customers in your town, city or region, local SEO can make a huge difference.

How to make it work for your business

Make your location clear on every page

The first step is simple but important. Your website should clearly show where you are based. Not just once, but across multiple areas of your site.

You can do this by:

1. Adding your town or city in key headings
Instead of just “About Us”, use “About Our Team in Birmingham”. Instead of “Contact”, try “Contact Our Glasgow Office”.

2. Including your location in your homepage text
Make it natural. Mention your town and surrounding areas in a sentence or two. Do not force it but make it clear.

3. Adding your address in the footer
Include your full business address, along with a phone number and postcode. This reinforces your local presence.

This helps both search engines and visitors know exactly where you are based and who you serve.

Optimise your Google Business Profile

Google Business Profile (formerly Google My Business) is one of the most powerful tools for local visibility. If you have not claimed and optimised yours, do that first.

Here is how to get the most from it:

Claim your listing
Visit Google and search your business name. If a profile already exists, you can claim it. If not, create one from scratch.

Add accurate business info
Make sure your name, address, phone number and website are all correct and match what is on your website.

Write a helpful description
Mention your location and what services you provide. Keep it friendly and informative.

Choose the right categories
Pick the categories that best match what you do. For example, “Italian restaurant” or “Plumbing service”.

Add photos
Photos help build trust and increase engagement. Add photos of your shop, your team, your products or your work.

Collect reviews
Ask happy customers to leave a review. Positive reviews help your listing rank better and look more trustworthy.

Many people decide whether to click based on your Google listing alone, so give it attention.

Use local keywords throughout your site

Keywords tell search engines what your website is about. Local keywords go a step further and include place names or regional terms.

Examples:

• Hairdresser in Liverpool
• Accountants in Surrey
• Roofing service near Nottingham
• Dog groomers North London

Try to include keywords like these in:

• Your page titles and meta descriptions
• Headings on your pages
• The first paragraph of your content
• Image file names and alt text

Just make sure it sounds natural. Do not stuff keywords in randomly. Write for people first, then tweak for search.

Create location specific pages

If you serve more than one town or region, you might want to create separate pages for each area. This can help you rank in local searches across a wider zone.

For example, a Bristol-based catering company might also serve Bath and Weston-super-Mare. They could create pages like:

• Catering Services in Bath
• Party Catering in Weston Super Mare
• Bristol Event Catering Experts

Each page should be unique with tailored content for that area. Avoid copying and pasting the same text. Instead, talk about local events, nearby venues or specific services relevant to each location.

This strategy works well for:

• Trades and mobile services
• Delivery based businesses
• Local chains with multiple branches
• Consultants or freelancers who travel

It shows Google that you are active in multiple areas and helps you show up in those local searches.

Think about regional language and phrases

The UK is full of different terms for the same thing. What someone in London calls a “builder”, someone in Newcastle might call a “joiner” or “tradesman”. In Scotland, people might say “roofer” while in parts of Wales it might be “roofing contractor”.

Using local language makes your site feel more relevant to readers. It also helps you appear in region-specific searches.

Do a little research. Think about how people in your area speak and search online. You can use tools like Google Trends or just ask your customers what they would search for.

This helps your content feel more natural and more local.

Add local structured data

Structured data is a way of adding extra information to your website code that helps search engines understand it better. For local SEO, one of the most useful types is Local Business schema.

This lets you highlight key details like:

• Your business name
• Address
• Phone number
• Business hours
• Location on a map

If you use WordPress, there are plugins that make this easy. If you work with a developer, ask them to add it in for you.

This can help you appear in rich results and boost your local ranking.

List your business in local directories

Having your business listed across trusted UK directories is another strong signal for local SEO. It helps build trust and creates links back to your site.

Start with:

• Yell
• FreeIndex
• Thomson Local
• Checkatrade
• Bark
• Scoot
• Your local council or town business listing

Make sure your name, address and phone number are exactly the same on each site. This is called NAP consistency and it is a big factor for search engines.

It is better to have a few strong, consistent listings than dozens of mismatched ones.

Build local links and mentions

Links are still one of the most important ranking factors. For local SEO, links from other sites in your region are especially valuable.

Try to get featured on:

• Local news sites
• Community blogs
• Event listings
• Chamber of Commerce pages
• School or charity partner sites

You could sponsor a local event, join a business network or take part in community projects. These links not only help your SEO but also build trust with real people.

The more you are talked about online in your area, the more likely Google is to recommend your site.

Make sure your website is mobile friendly

Most local searches happen on phones. People search for services when they are out and about. If your site is hard to use on mobile, they will quickly leave.

Check these key points:

• Is your text easy to read without zooming?
• Do your pages load quickly?
• Are your contact buttons easy to tap?
• Is your map or address easy to find?

A mobile friendly website gives users a better experience and helps with your search rankings too.

Keep it local, honest and helpful

The golden rule of local SEO is to be clear and helpful about what you offer and where. Avoid tricks or shortcuts and quick hacks. Google is smart and users are even smarter.

Write honest, helpful content. Share local knowledge. Build relationships in your area. Over time, your presence will grow both online and offline. Local SEO is not just about rankings. It is about connecting with your community online and building a steady stream of new customers who are already looking for what you offer.

Start with one step at a time. Claim your profile. Update your site. Add a new local page. It all adds up.