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Local SEO: how to get found on Google in your city

Simon Tern

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Simon Tern

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Local SEO is about showing up when customers search for something in your particular town, for example “web agency Manchester” or “electrician Leeds”. Google then often shows a map with a few businesses and regular search results below. Both can be influenced.

What decides where you end up?

Google describes three things that drive local results: relevance, distance and prominence.

  • Relevance. How well your details match what someone is searching for.
  • Distance. How close you are to the searcher, or to the place the search is about.
  • Prominence. How well known and trusted the business is, through reviews, links and mentions among other things.

You cannot change distance. You can work on relevance and prominence.

Start with Google Business Profile

Your Google Business Profile is often the most important local tool. Make sure that:

  1. Business name, address and phone number are correct and the same everywhere online.
  2. The right categories and services are selected.
  3. Opening hours and description are up to date.
  4. You have real reviews from real customers, and you reply to them.

The page on your site

Your site should state clearly what you do and where. Write about which towns you work in, with concrete content. Links to and from relevant pages help Google understand the context.

When does a page per city fit?

A page per town can work, but only if the page has something of its own to say. The same text with a different town name is thin content, and Google tends to ignore it. I use a rule of thumb: create a local page when there is clear search demand for the service in that town, and when you can say something that is true right there.

Local links from business organisations, clubs and local media weigh heavily. They signal that you are part of the town. They cannot be bought safely, but they can be earned.

Measure what matters

Track how many people call, ask for directions and send an enquiry from your profile and site. Rankings say little if they do not lead to contact.

Read more about SEO as a service or talk to me.

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