How to optimise your website for local search in 2025

 

 

We will provide comments on optimising your business website for local search. 

How to optimise your website for local search in 2025

Did you know that “46% of all Google searches are looking for local information”? Also, “97% of people learn more about a local company online than anywhere else” according to the SEO Tribunal. These two statistics show why having your website optimised for local search should be a top priority in 2025.

Local SEO (search engine optimisation) offers your business the chance to win over potential local customers. You are local to them, meaning they can visit your office or shop for added trust. Similarly, appearing on local users’ search results is non-negotiable if you are a local restaurant or visitor attraction. Those seeking a local answer have the search intent to find somewhere close to their location.

This sounds like a great way to increase your traffic and build loyal local customer relationships. But knowing where to begin can feel like setting off from Everest’s base camp. That’s why thefingerprint is here to support your climb and attract local customers to your website. Here are some easy-to-implement ideas to try this year.

Include location-specific web pages

This strategy works because it doesn’t detract from your national or international appeal. Rather you can also target local customers and clients. Creating a page such as ‘Hairdressers in Edinburgh’ or ‘Camping supplies in Scotland’ lets Google know that you cater for customers in those geographical areas.

As recommended in a recent LinkedIn newsletter, each page should have:

• A locally relevant title
• Headings (H1s, H2s etc.)
• Localised keywords
• Location-specific content.

This shows that you can meet the needs of searchers in that area. Taking the time to do this is an investment that builds trust, as they know they can visit you in person before purchasing.

This strategy also works well for businesses such as solicitors, estate agents and others with numerous branches. Having a page tailored to the needs of people in each area can pay off when it comes to local searches. And it makes them feel catered to whilst reinforcing your business’ place within a town or city.

Make the most of a Google Business Profile

You may know this as Google My Business, but GMP has a new name and revamped features. Whilst this tool is separate from your website, it is still worth investing time and thought here because it can boost your online presence and drive new customers there. Not bad for a free form of digital marketing.

Whilst allowing you to communicate with customers via short-form posts, make announcements and present/respond to valuable customer reviews, Google will show those using its search engine any local business profiles. If you take the time to complete all the fields of information such as FAQs and add high-quality business photos, the search engine giant will direct potential customers to your site via a link. This helps to boost your site’s credibility and SEO through the power of backlinks.

A Google Business Profile also acts as a free form of advertising. People looking for local businesses can discover new places to shop or they might hire services based on Google’s suggestions. You can also verify that your business exists.

Ensure your NAP is consistent

Your website should keep your business’ NAP or ‘name, address, phone number’ identical across different areas and pages. Customers need to be able to easily contact you or visit your business premises. They won’t appreciate being shown the wrong information.

To manage your reputation, your NAP needs to be written consistently. This includes your website and anywhere else it features such as your Google Business Profile. If you include a country prefix such as ‘+44’ to show it is a UK-based phone number, this format should be repeated.

Taking the time to check the format of your NAP will also help your local SEO efforts when it comes to satisfying Google’s E-E-A-T concept. Standing for ‘experience, expertise, authority and trustworthiness’, Google added ‘experience’ to its original E-A-T in December 2022. This acronym aims to “reward (rank higher) quality content that comes from trusted sources” as Ahrefs confirms.

Businesses that deliver a positive customer experience, by providing consistent NAP information, should satisfy the first objective of E-E-A-T. Trustworthiness can also be shown by having a consistent NAP. As Forbes explains, “NAP inconsistencies can adversely affect your local SEO because search engines won’t be confident about the information you are providing. Basically, search engines won’t trust you”.

Include content that is relevant to local searchers

When people living near your business want to narrow down their options, many open a Google search page. Therefore, companies can take advantage of this need for further information by publishing relevant content that meets these residents’ needs. This also helps to increase buyer confidence.

Maybe they are new to the area, are visiting on holiday or are seeking somewhere new to eat. Posting relatable content will, according to SEMrush, “Help search engines determine your location and what types of queries are relevant to [your business]”.

According to SEMrush, there are three popular forms of locally targeted content that can help you achieve this:

• How-to guides, tutorials and problem-solving content
• Blog posts that make connections with potential local customers
• Product descriptions that explain what your services/products offer.

This strategy may take some time to register with Google. Yet, it is a relatively low-cost way of catching the algorithm’s attention. Hiring copywriter services can make this strategy more effective whilst saving you the time of planning and writing fresh content each month.

Trust thefingerprint to take care of your website creation

The above strategies will help your business appeal to the 46% of (local) search queries noted at the start of this article. However, you need an effective website to direct Google users to. Having won multiple awards for our design agency work, we will take onboard your ambitions and create a stunning website that converts.

Reach out for an informal chat on +44 (0)7740 348 521 or email design@thefingerprint.co.uk today.

 

If you are enjoying this article please read our blogs What to call your company/brand?, Why rebrand? The benefits of a refresh or What is a responsive website?.