How to Optimise Your Website for Local SEO

6 mins read -
June 29, 2023

If you’re a business based in Wiltshire, you know how important it is to reach local customers. However, with so many companies vying for attention in the area, it can be difficult to make sure your website is visible to people searching for your products or services. Local SEO is the practice of optimising your website to rank higher in search results for people searching for a business within the same region.

By optimising your website for local SEO, you can increase your visibility to people searching for your products or services in Wiltshire, driving more traffic and ultimately boosting your bottom line. In this article, we’ll be discussing the various optimisation techniques and strategies that can be used to increase your website’s visibility for local SEO in Wiltshire.

What Is Local SEO?

Local SEO is optimising a website’s content and structure to appear in the top positions for relevant local searches, such as ‘best coffee shop near me’ or ‘plumber in Wiltshire’. Partnering with a reliable SEO and content agency can help ensure your website is optimised for these local searches, allowing your business to be found by potential customers in your area.

In addition to increasing online visibility and driving traffic to a business’s website or physical location, local SEO can improve brand awareness and credibility among potential customers. Consequently, businesses can establish themselves as trusted authorities within their respective industries.

10 Tips for Optimising Your Website for Local SEO

1.      Make sure your GBP listing is optimised

Optimising your Google Business Profile (GBP) listing can help you rank higher in local search results. One way to optimise your listing is by ensuring that all information is accurate or up-to-date. This includes details like your business name, address, phone number, hours of operation, website URL, and photos.

Another way to optimise GBP is by encouraging customer reviews. Positive reviews not only help boost your rankings but also build trust with potential customers who are researching your business online. This is why it's essential to partner with reputable digital marketing companies that can help you develop effective review generation strategies and manage your online reputation.

2.      Optimise your homepage

Start by adding your business name, address, and phone number (NAP) in a prominent location on the page. Use relevant keywords, such as “SEO services Bristol” in your title tag, meta description, and H1 tag to signal to search engines what your business is about.

Also, add internal links from other pages on your website to your homepage with relevant anchor text. This will help search engines understand the importance of your homepage and rank it higher in local search results. Adding a Google Map to your homepage can also help customers easily find your business’s location.

3.      Use schema markup

Schema markup is a form of structured data that you can add to your website’s code to help search engines understand the content on your pages. Adding schema markup makes it easier for search engines to display relevant information about your business in search results.

So if someone searches for a restaurant in their area, they may see star ratings and reviews alongside your restaurant’s name and address. This not only helps them make a more informed decision but also increases the likelihood that they’ll choose your business over competitors.

4.      Conduct a local SEO audit

If you're looking to enhance local SEO, a reliable digital marketing agency can help you conduct a local SEO audit. This audit will help you identify areas where you’re doing well and areas that need improvement. Here are some tips when conducting a local SEO audit:

·       Consider your website’s content strategy.

o   Your website should have relevant and high-quality content.

o   Create a clear call to action on every website page with consistent messaging.

o   Make your website’s structure easy to navigate.

o   Your website should also be optimised for mobile devices, as many local searches are conducted on smartphones.

·       Analyse your backlinks. Your backlinks should be diverse and natural, and they should come from reputable websites.

·       Analyse your social media presence. Check how active your business is on social media and how frequently you engage with your audience.

5.      Optimise your metadata

Your title tag should accurately describe the page’s content and include relevant keywords that users might search for. Meanwhile, an engaging meta description entices users to click through to your site.

You should also include location-specific keywords. Doing so will help search engines understand that your website is relevant to those searching for local services or products in those areas. An agency specialising in local SEO services can help you optimise your metadata effectively.

6.      List your business in local directories

This strategy can help you reach a wider audience, increase your online visibility and ultimately drive more traffic to your site. When listing your business in local directories, make sure all the information you provide is accurate and up-to-date.

In addition to accuracy, it’s also important to be consistent with how you list your business across different directories. This means using the same formatting so that search engines can easily recognise that each listing belongs to the same business. And don’t forget about niche directories specific to your industry or location—these can be excellent sources of targeted traffic and high-quality leads.

7.      Structure your internal links better

Ensure that all pages on your website are linked together in a logical or structured way. This means that each page should have at least one link pointing to another page on your site, and those links should use relevant anchor text. Ensure that your site’s most important pages are linked to other high-value pages like your homepage or product/service landing pages.

Consider using breadcrumbs as a navigation aid for visitors and search engines alike. Breadcrumbs show users where they are within a site’s hierarchy of information and allow them to quickly navigate back up the chain if needed.

8.      Create location pages

Location pages provide valuable information about your business. Creating these pages can improve your search engine rankings and make it easier for potential customers to find you online.

Include relevant keywords in the page title and meta description when creating location pages. This will help search engines understand what your page is about and improve its visibility in search results. It’s also important to include high-quality images of your business or products on each location page.

9.      Add reviews to your website

Customer reviews not only help in improving your website’s SEO ranking but also influence potential customers’ purchasing decisions. Positive reviews can increase trust and credibility, leading to more conversions and sales.

To add reviews to your website, you can create a separate page or section dedicated solely to customer feedback. You can also integrate review widgets or plugins that allow customers to leave their feedback directly on your website. Ensure that you respond promptly and professionally to both positive and negative reviews, as this shows that you value customer satisfaction.

10.  Create local content

Focus on producing content that’s relevant and useful to the people in your area. It could be anything from blog posts, videos, infographics, or even podcasts. Ensure your content includes information about your services or products and how they can benefit your local audience.

Use locally relevant keywords and phrases throughout the text. Make sure these keywords appear naturally within the context of your content so that they don’t look like spammy attempts at ranking higher on search engines. Keep in mind that Google prioritises fresh and relevant content on its search results page. So it’s essential to update your website with new information regularly.


Is doing local SEO worth it?

Doing local SEO is definitely worth it. For small businesses, investing in an SEO solution can be a great way to attract potential customers actively searching for products or services like yours within your area.

How can I find my local SEO keywords?

Determine what you offer and what products or services you wish to promote. Then come up with a list of relevant keywords. Google search results can also be used to find local-based keywords. Simply enter your main keyword and scroll down.

What are some common local SEO mistakes?

One common mistake in local SEO is not optimising for Google My Business. Neglecting to do so can result in decreased visibility and missed opportunities. Another mistake is failing to incorporate location-specific keywords into website content, impacting search engine rankings for local searches.

Some businesses also make the mistake of not paying attention to online reviews. Not responding appropriately or promptly to negative reviews can harm a business’s reputation and deter potential customers from doing business with them.

Grow Your Local Business with Smarter Media’s Local SEO Expertise

Optimising your website for local SEO can help you improve your online visibility, attract more local customers and grow your business. Following the steps outlined in this article can improve your website’s local search rankings and attract more local customers.

However, local SEO can be complex and time-consuming, especially if you’re unfamiliar with the latest best practices and strategies. That’s where Smarter Media can help.

If you’re looking for ‘marketing companies near me’, our team of experienced local SEO specialists can help you develop a local SEO strategy that’s tailored to your business’s unique needs and goals. Contact us today.

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