Local Search Engine Optimisation


Local Search Engine Optimisation is the ultimate form of target marketing, placing your website in front of exactly the right people, knowing that those people have an interest in what you offer, are likely to have already made the decision to purchase and are now looking for the best option.

Of People Interested In A Product Or Service Will Search Online.
Of Those People Searching Online Have Already Made The Decision To Purchase!
Of Clicks In The Search Engines Are On The Natural Organic Search Results
Of Those Clicks Are Made On The First 2 Pages Of The Organic Search Results

We all do it, everyday, for whatever we need, wherever we are, any product, service or information – we Google it! (other Search Engines also available!)

The results you see are not there by chance, they are there by design. The Search Engines main priority is to provide their visitors (searchers) with what they believe to be the most relevant results for the search term you input.

This gives business owners a great opportunity to turn their website into an excellent marketing tool. A well optimised website will rank much higher in the search results (SERPS) putting it in front of thousands of potential customers looking for the product or service you offer!

Why Is It Important To Rank Well In The Search Engines?


  • You will make your business visible to thousands of people searching online for the product or service you offer!
  • Many of those potential customers have already made the decision to purchase and are simply searching for their best option!
  • Many of these potential customers will visit your website and gain a better understanding of your business!
  • With a well designed website you have a good chance to convert those visitors into customers!

  • You will gain an advantage over all your immediate competitors who haven’t optimised their website!
  • Most people searching online would choose to click on a business website over a directory listing!


Search Engine Optimisation is effectively giving the Search Engines sufficient accurate information about your business and your products or services in a manner that they gain a full and proper understanding of your business offering and as a result the relevance your website has on particular search terms.



There are two types of Search Engine Optimisation, On-Page Optimisation and Off-Page Optimisation. On-Page Optimisation is the most important in order to achieve high rankings in the SERPS. Off-Page Optimisation strengthens your business on-line presence.


On-Page Optimisation is the process of engineering key factors and code within your website so that it can be properly read by the Search Engines.  Many aspects of the website including content, images, links and internal linking structure will be structured in such a way that the Search Engine spiders fully understand the website and your business.


On-Page Optimisation is site-wide and will incorporate all the pages and posts on your website. With the correct structure this will strengthen the general optimisation of the website as well as optimising specific products or services with your website, this means it is possible to optimise your website for multiple search terms, all relevant to your business.

On-Page Optimisation should be incorporated into the website build for best results. If your website wasn’t optimised upon build it can be added after the build but this will require changes to the website content such as text, images and possibly the link structure.

Further optimisation can be added in order to strengthen your ranking in the SERPS, this may be required if the competition is high. Adding new content ie. posts is an ideal way to continue to optimise your website as long as the content is optimised correctly and within the website structure.


Off-Page Optimisation is essentially concentrating on your business’ presence elsewhere online. Once again, this is about providing the Search Engines with an opportunity to verify your business and what you offer. They do this by essentially matching other places online where your business is mentioned or featured ie. directories, Social Media Profiles, editorials, publications and advertising.


These placements elsewhere online help provide backlinks to your website, these links provide what is known as ‘juice’ and the strength or value of this juice depends upon where the link is coming from. The Search Engines give websites authority rankings, which they use to determine a trust factor. High authority sites such as Social Media Platforms, major publications and directories will provide more juice than a local business website but all relevant links are valuable and worthwhile.

Ensuring continuity across the internet is very important also, this includes your Social Media profiles. These should be set up in the correct manner and utilised in the best possible way. These can actually be optimised themselves and doing so strengthens your business’ online presence. This is the cross-over into Internet Marketing, specifically Social Media Marketing which does have other factors to consider.


Local Search Engine Optimisation takes all the principles of SEO and applies them specifically to the geographic region in which your business operates thereby ensuring that your business is listed within the Search Engines for the relevant Search Terms in the relevant geographical location.

Local Search Results have 3 main areas:-


Organic Listings in SERPS

This is where a well optimised website will appear in the SERPS and it’s the place you want to be as people trust the organic listings much more than the paid listings, in fact 80% of clicks in SERPS are on the organic listings.


SERPS Local Business Listings

Placing your business in the Local Business Listings in SERPS in part of our Off-Page SEO strategy. This will place your business in the trusted local business listings, link your business into Maps, Reviews & Images and reinforce your On-Page SEO.


The paid listings in SERPS do serve a purpose for some online business’ but for the majority of local business’ with a well optimised website there would be no need for them to budget for paid advertising in the SERPS.


Drop us a quick line and we’ll get back to you!

We are happy to provide a free consultation to discuss your requirements, any ideas you may have and to explain how we can help.

We will happily advise you on what you need to do, your best course of action and demonstrate how we are best placed to assist you!

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    Yes you can – with the correct knowledge and tools it is possible to do it yourself. But it may prove to be counter-productive as all the time and effort you would have to put into it would mean time away from running your business for the sake of a relatively small fee to have it done professionally. Think of it as you would servicing your car – most people would be capable of doing it with the right education, tools and products but is it worth doing?

    Yes you can – but why would you want to? It’s not advisable for a few main reasons.

    Firstly, as popular as Social Media Channels are not everyone uses them and even those that do on a regular basis may not do so to find a product or service. Fact is, the Search Engines are the number 1 go to.

    Most people looking to employ the services of or buy from a local business expect them to have a website.

    Why not cover all your bases, having a website doesn’t mean you should ignore Social Media and vice versa.

    Any Social Media platform is a 3rd party application. What would happen if you invested all your time in promoting your business on a social media platform that one day no longer existed?

    Generally yes – there may always be an exception to every rule but any business that wants to grow will benefit from Search Engine Optimisation. As part of our initial consultation process we will provide you with details of the potential available to your business through Search Engine Optimisation.

    On-page optimisation is the work that is carried out on your website, this involves many aspects of the website and its content. All our websites are built with on-page optimisation included at no extra cost.

    Off-page optimisation is the work that is carried out on all other on-line profiles and references to you business such as Social Media Channels, directory listings, editorials, publications and advertising.

    No – it is not possible to guarantee top spot in the Search Engines as there are too many factors out of anyone’s control. A well optimised website can expect to achieve page 1 positioning however the quantity of work involved depends on many things, not least the strength of competition for those positions.

    Unfortunately, there are people who will offer a guaranteed position 1 in the Search Engines however, they are simply manipulating things. For example you may achieve position 1 for a search term which is barely used or for a demographic which is of no use to your business. These positions will achieve either very low traffic numbers or high numbers of visitors who will have no interest in using your products or service.


    Some may remember the early days when the search results were a little bit hit and miss when providing the most and only relevant results for what you were hoping to find. Fortunately, those days are long in the past, meaning searchers see relevant and useful results for the search terms they are using and in turn business’ have a great opportunity to ensure their website is placed in front of those looking for what they offer.

    The main reason the search results were not as reliable as they are today is due to the fact some individuals found a way to manipulate the search results in order for websites to rank highly in the search results for high traffic search terms which would have little or nothing to do with the actual website ranking. Searchers would only realise the website was useless to them upon visiting the website and promptly leave but the high number of visitors served its purpose, usually to sell advertising space due to visitor numbers.

    Remember, the primary purpose of the Search Engines is to provide searches with the most relevant search results for the search terms being input. Something had to be done to provide a much more accurate user experience.

    Modern day Search Engine Optimisation was born out of a desire to work with the Search Engines to prevent manipulation of the search results and provide accurate and useful organic search results. Naturally, with billions of websites live online, the Search Engines can only make automated assumptions about a website. They do this using algorithms with automated bots (spiders) which crawl websites and the web looking for indicators about the business, products and services on offer.

    These results are determined by many factors, some are kept a closely guarded secret but most are actively encouraged and approved by the Search Engines as an optimised website helps the Search Engines understand more about your business, what you offer and where. In turn a well optimised website will have a greater chance of ranking well in the search results for the search terms which are relevant to your business.

    These days the Search Engines are a much better place and provide a great opportunity for local business’ to be found online by members of the public who other wise may never have heard of them. This is the result of years of hard work from the Search Engines and those who work to promote website organically within those Search Engines within the acceptable parameters.

    Essentially, the Search Engines are rewarding those who have made the effort to provide as much information as possible, in a manner the Search Engines can understand by placing them favourably in the organic search results.

    The local search results have 3 main areas; Google Business Listings, Paid Listings and Organic Listings.

    Search Engine Optimisation focuses on the organic listings area of the search results.

    The Paid Listings are exactly what it says, listings which are essentially paid adverts.

    The Google Business Listings are used in local search results using you Google business listing which incorporates Google Maps and Reviews amongst other details. We optimise your Google Business Listing & Google Maps as part of our off-page optimisation.

    SERP’s are the pages that show the results from your searches in search engines like Google. Because it has been proven that 90% of Internet users use search engines to find websites, these are the most important pages on the internet. These pages are made up of 2 different types of listings, natural or organic listings and paid advertisements. Paid listings are usually obtained through ‘pay per click’ (PPC) on Google for example they would be bought through Google Adwords. Around 80% of Google clicks are within the organic results, not the PPC and the vast majority of these are within the first 3 pages so it is important to rank well organically to reach your audience.

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