What is on-page SEO?

A great deal of search engine optimisation is done on your website itself. This is referred to as on-page SEO. For the most part, on-page SEO for local businesses is very similar to SEO for businesses with a global or national focus. There are, however, a number of important differences. The whole point of your local SEO campaign is to get your website to appear primarily in local searches, since this is the traffic which will provide you with the highest conversion rate via local customers.

Google local search roofers

Every so often, Google and other major search engines will send web crawlers to scan the content of your website. Whilst these crawlers are becoming more and more sophisticated in the way they index and categorise content, there are still additional steps you should take to convince the search engines that your content is most relevant to people in a specific geographical location. Whilst we have already covered the general SEO practices that you should follow, this lesson discusses locally-orientated, on-page SEO methods.

If you want to appear in the results for a local search, you will have to reference your location naturally throughout your website.

Domain name

If you haven't already started building a website for your business, the first thing you will need to do is choose a domain name (web address). As a local business based in the United Kingdom, it’s a good idea to use a .co.uk address, since this clearly indicates to your audience that you cater primarily towards the U.K. market. Nonetheless, registering a .com address, as well, is also highly advisable in most cases. Additionally, you'll want to have your company name and/or relevant keywords in the domain name itself. Although this no longer plays a particularly important part in SEO, it does make it easier for people to remember your brand.

LCN.com domain search

You can quickly and easily find your perfect domain name from our homepage at www.lcn.com.


Title tags and meta descriptions

Whilst we have already explained how title tags and meta descriptions work with regards to SEO in general, there are a few additional steps you should take to help your website appear in local searches. For local SEO, it is best practice to include your company location, along with company name, within your title tag.

Title tag and meta description example

Meta descriptions accompany your listing in search engine results, and you should fill in your meta description field for every page on your website. Be aware that most search engines, including Google, only display the first 150 – 160 characters of the meta description tag. A concise meta description helps you to clearly define what your page is about to those who come across your results in search engines. As with title tags, it is a good idea to include your brand name and the location of your business, or its primary area of operation. Remember to keep your title and meta description copy as natural as possible.


Site content

The content of your site should be orientated to the local audience your business is trying to attract. Whereas top-level SEO is more about choosing optimal keywords best related to your type of business, local SEO should focus more on references to your location. However, as with any optimised content, it is essential that you avoid stuffing the content with keywords and references to location. Always ensure that it fits in naturally with the content of the page.

For a local business, it is also highly advisable to embed a map showing your location on your contact page. You can embed a map from Google Maps into any blog or website, and have it accompanied by directions. Best of all, the process of embedding a map couldn't be quicker or easier. Simply visit maps.google.co.uk, locate your business, and ensure that the map you want to embed is displayed before you. All you need to do now is click on the link button beside the print button in the left-side pane, and copy and paste the HTML code from the second field into your website's HTML.

Google local maps pin

Always include your company address and contact details on your website.

Using Rich Snippets for local SEO

In the last few years, Google Rich Snippets have started to play an important role in Local Search. You can implement Rich Snippets by telling Google precisely the type of content each page of your website has.

Google local rich snippets

For example, if you have a review on your site containing your business's name and address, you will want to tell Google that it is a review; otherwise, it will be treated as nothing more than a regular, text-based webpage as far as the search engines are concerned.

Google encourages webmasters and small business owners to do this, since it allows them to more effectively aggregate the data within search engine result pages. This means that when people find your business in Google Maps or Search, content associated with your business (such as customer reviews) will displayed for people searching online. This is very convenient, since it allows them to quickly find out more about your company.

Check out our SEO Guide for a more in-depth look at Rich Snippets, and for information on how to implement them on your website.


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