If you are reading this blog, you probably already know what the purpose of SEO is and how your business could benefit from it. What you may not be aware of is local SEO. However, it is likely that your competitors are already doing it! So, what is local SEO? How does it work?
The aim of local SEO is to increase the number of customers that businesses are receiving in their local area by improving their visibility online. Google ranks local businesses according to their relevance, distance and prominence, and a number of steps can be taken to improve these rankings.
Keep reading to find out more about local SEO and how it works, including advice for how best to tackle optimising your content for a local audience.
Local SEO is a specific area of digital marketing strategy that aims to improve a businesses’ ranking in Google in a specific area. For example, if you run a bakery with a physical shop, a local SEO campaign could be used to increase footfall in your shop and help to improve sales. This is achieved by ensuring your business is in the best position possible to rank above your competitors when someone searches for a bakery near them.
While there is a large amount of overlap, local SEO efforts are mainly concentrated on a few specific areas of a businesses’ online presence. SEO is an enormous discipline that covers numerous aspects of a website’s footprint online, and a successful SEO campaign will result in a website achieving higher rankings in Google no matter where the user is based.
Find out more about our available SEO services online today.
While the growing popularity of ecommerce websites during the pandemic resulted in companies like Amazon achieving record profits, in recent years, there has also been a global increase in the number of people searching for products and services near them. In fact, according to Google, searches of this nature have grown by 400% year-on-year. Search engines are not simply a platform for purchasing products online; search engines, including Google, have become essential for people trying to find local businesses near them.
This is where local SEO comes in. Local SEO for small businesses can be especially beneficial, as engaging in this form of digital marketing can help to level the playing field for businesses in the local area. A website that is well-optimised for local users can experience increased phone calls, visitors, and orders.
Of course, when it comes to local SEO, you have to remember the complexity of Google’s algorithm that is used to rank websites. For example, the following are just a few of the factors that Google considers before ranking a local business:
Now that you know what local SEO is and how it works, the next logical step is to take appropriate action to optimise your digital marketing efforts for your local audience. Below are some of the key steps to making sure your business is in the best position possible to succeed in SERP rankings.
Find out more about how to rank higher in your local area by reading our detailed blog.
The first and (arguably) most important step to any local SEO campaign is to establish a well-optimised and accurate Google Business Profile. To achieve this, you will need to verify with Google that the address you have provided on the profile is correct. Once verified, you must ensure that the correct name, email address, phone number, location, and website are used. One of the key things to remember when thinking about local SEO is to remember that you must operate in the areas that you are targeting. Furthermore, adding high-quality images of your business’ products and services will help to prove your authenticity to Google.
The logical beginning of any SEO campaign is to perform keyword research. When it comes to local SEO, it is vital that you select location-specific keywords. While it may be tempting to aim for keywords with high search volume, this won’t necessarily lead to increased relevant traffic. Instead, consider targeting keywords that relate to your business and location, and include keyword modifiers to help to increase the relevancy of your traffic even further. Why not take a look at what keywords your competitors are targeting too? There is nothing stopping you from going after the same ones!
Find out more about keyword research in our detailed blog.
You will have likely seen Google Local Map Packs when searching for a business online. These results are particularly desirable when running a local SEO campaign, as they appear above organic results. These map packs are a collection of three of the top local businesses that are relevant to the searcher’s query, and display all the relevant information that a customer would need to locate and visit that business such as:
When it comes to managing reviews online, it is not just the quantity of reviews that you have that matters to Google, it is also the way in which those reviews have been managed. For example, if you receive positive reviews, why not respond to show your gratitude to those customers? Similarly, when you receive a negative review, respond to the comment and address any issues the customers may have had to try and improve their experience.
A multi-faceted approach to local SEO will naturally gravitate towards ensuring your website is optimised for your local audience. This will include ensuring that the business location is included throughout the website, optimising on-page content for location-specific keywords, and consider getting involved in local events that you can post about on your website. As with SEO in general, it will also be important that your website loads quickly to reduce bounce rate, a simple navigation is used that is user friendly, and that the design is current.
To learn more about identifying content to optimise on your website, take a look at our detailed blog.
There are numerous ways to tackle a local SEO campaign, but the best way to ensure your business will perform well locally is to enlist the services of an expert SEO agency. At Wildcat Digital, we work with a number of small and large businesses to help deliver an SEO campaign that is tailored to local performance. Contact us today to find out how we can help your business to stand out locally.
Senior SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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