These slides were presented at the SEMrush webinar "Understanding your Location in Local SEO (UK)". Video replay and transcript are available at https://www.semrush.com/webinars/understanding-your-location-in-local-seo-uk/

1. Understanding
Your
Location in Local
SEO
SEMrush Tim Capper | Online Ownership

2. Location, Location, Location
Search Engines need to understand where
your business is located in order to show
your business to searchers looking for a
product or service in a specific geographic
location.
In order to do this we need to provide the
correct location information both ON and
OFF site.
@GuideTwit

3. Golden Rule
NAP Consistency both ON and OFF Site
➔ Name
Name of business across the web
➔ Address
Street - Town - County - Post Code
➔ Phone Number
Use local tel number
Google is smart enough to understand
Limited (LTD) not being in business name all
the time, together with address
inconsistencies like, Road (Rd), Street (St).
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4. Google My Business
Optimise your Google My Business Page
● Business Category
● Full Address + PIN Marker
● Hours
● Links - Website, Appointments, Menu
● Services
● Products
● Business Description
● Short Name - Review Link
● Google Posts
● Photos
● Questions & Answers
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5. ON Site
NAP Information
● Single location businesses - full business details (NAP) in footer.
Good for Google and crucial for customers !
● Multi location businesses - head office details (NAP) in footer.
Location pages contain their own specific NAP details.
● LocalBusiness schema markup containing matching NAP
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6. ON Site
LocalBusiness Structured Data
● Find the best category that fits your business
● NAP consistency
● Geo Coordinates +hasMap
● Use Image and priceRange to your advantage
● Dont spam aggregatedReviews
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7. ON Site
LocalBusiness Structured Data
Get Creative - Use Structured Data to Stand Out from the SERPS
https://www.semrush.com/ebooks/get-into-the-local-pack/
https://www.semrush.com/blog/a-case-study-of-winning-in-local-seo/
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8. ON Site
Don't Forget Page Structure
● Home Page <title> - include service + location
<title>Business Name – Expert Eye Care in Kettering</title>
● H1
Your Eye Care Specialists in Kettering at Name
● H2
We offer xyz services
The right information at the right time for customers
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9. Localised Content
Anticipate your customers online journey
and provide content that satisfies their
queries.
Localised Content Could Be:
● FAQs
● Resources
● Video
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10. Localised Content
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11. Off Site
Building your local prominence off site
➔ Business Citations
Increase location signals
➔ Press
Local press great for local awareness
➔ Stay Local
Complementary businesses in area
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12. Business Citations
A business citation is a reference to your business from another online source.
A citation includes Business Name, Address and Phone Number ( NAP ).
They typically include a link to your website.
● Only use main UK directory sites
● Check for any smaller local sites
● Expand to niche directory sites for your industry
Fully complete all information required for all directory listing, like you would
your Google My Business listing.
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13. Business Citations
Other Citation Sources:
● Trade Association
● Chamber of Commerce
● Social Media Business Profiles
● Profile Pages on websites you contribute to
● Trade Reviews
● 192.com
● Yell.com
● Scoot.co.uk
● Thomsonlocal.com
● 118.com
● Freeindex.co.uk
● Directory.thesun
● Touchlocal.co.uk
● Brownbook.net
● Cycles-uk.co.uk
● Manta.com
● Wampit.co.uk
● yalwa.co.uk
● Uksmallbusinessdirectory
● Uk-local-search.co.uk
● Mylocalservices.co.uk
● Businesslist.co.uk
● Yelp.co.uk
● Cityvisitor.co.uk
● Bing.my118information
● Hotfrog.co.uk
● Citylocal.co.uk
● Locallife.co.uk
● Misterwhat.co.uk
● Wheresbest.co.uk
● near.co.uk
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https://www.semrush.com/blog/local-seo-citation-you-never-knew-you-had/

14. Local Press
The local press is a great resource both online and
offline !
Build a relationship with your local press and
magazines.
● Invite them to openings / product launches
● Charity efforts
● Local opinion pieces
● Advertorial stories
Press Releases - to be used with caution - unless
● Niche market publication
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15. Stay Local
Talk to other local businesses that compliment your
business.
● coffee shop - car wash
● ladies clothes shop - hairdressing
● opticians - chemist
● restaurant - cinema
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16. Recap
Off Site
1. Business citations
2. Local press
3. Stay local
On Site
1. Titles - H1 -H2
2. Address on site
3. Structured data
4. Localised content
Google My Business
1. Optimise
2. Post & Promote
3. Reviews
@GuideTwit SEMrush
Online Ownership