Every small business in Lancashire, from barbershops to bakeries, should understand the importance of local SEO and how it can help them reach new customers in their area.
What is Local SEO and Why Does It Matter?
Local SEO (Search Engine Optimisation) is the practice of optimising a business’s online presence to attract more customers from relevant local searches. These searches take place on Google and other search engines, with results typically displaying businesses in a specific area. Unlike traditional SEO, which focuses on ranking nationally or globally, local SEO targets customers in a specific geographical location, making it especially vital for brick-and-mortar shops, restaurants, and service-based businesses that serve particular communities.
The importance of local SEO cannot be overstated for small businesses. For example, consider a small café in Preston, Lancashire, which implemented local SEO strategies by claiming their Google Business Profile, collecting positive reviews from local customers, and ensuring their website contained Lancashire-specific keywords. As a result, when people in Preston search for “cosy cafés near me” or “best breakfast in Preston,” The café appears prominently in local search results, including the coveted “Map Pack.” This visibility has significantly increased their foot traffic, with many new customers reporting they discovered the café through a local Google search. For Lancashire businesses competing with larger chains, effective local SEO levels the playing field, connecting them with nearby customers actively searching for their products or services.
What Does Local SEO Consist Of?
Here’s a summary of the most important aspects of local SEO and why Lancashire businesses need to focus on them.
Google Business Profile (GBP)
Your Google Business Profile is perhaps the most crucial element of local SEO. This free listing appears in Google Maps and local search results, providing essential information about your business. A properly optimised GBP with accurate opening hours, contact details, and regular posts can significantly increase your visibility in local searches. For UK businesses, ensuring your postcode and locality are correctly listed is particularly important.
Local Citations and Directories
Consistent business information (Name, Address, Phone) across various online directories strengthens your local presence. UK-specific directories like Yell, Thomson Local, and FreeIndex are particularly valuable alongside international platforms. Each accurate citation acts as a vote of confidence for search engines regarding your business’s legitimacy.
On-Page Local SEO
Your website should contain location-specific content, including town or city names in title tags, meta descriptions, and throughout your content. Using natural language that includes regional terms (like “Lancashire” or “the North West”) helps search engines understand your service area.
Reviews and Ratings
Customer reviews directly influence your local search ranking and consumer trust. British consumers particularly value authentic reviews, with research showing that UK shoppers read an average of 6-12 reviews before making purchasing decisions. Responding professionally to all reviews, especially negative ones, demonstrates excellent customer service.
Local Link Building
Earning backlinks from other respected local websites signals your relevance to the community. Local newspapers, chambers of commerce, and regional business associations provide particularly valuable links for UK businesses.
Mobile Optimisation
With 61% of UK mobile users searching for local businesses on their devices, having a mobile-friendly website is non-negotiable. Google prioritises mobile-responsive sites in its rankings, particularly for “near me” searches.
Local Content Creation
Publishing content relevant to your local audience—such as area guides, local event coverage, or regional industry insights—establishes your business as a community authority while incorporating valuable local keywords organically.
Social Media Engagement
While not a direct ranking factor, an active local social media presence amplifies your visibility and drives traffic. Engaging with local hashtags, events, and community discussions can significantly boost your local digital footprint.
Schema Markup
This technical SEO element helps search engines understand your content. Local business schema tells Google explicitly about your type of business, location, service areas, and other critical details, potentially improving how your business appears in search results.
Website Loading Speed
Page speed is particularly important for local searches, as consumers looking for nearby businesses often need information quickly. UK mobile networks can vary in reliability, making optimisation for fast loading essential regardless of connection quality.