Local SEO: A Checklist for Sussex Businesses

Monday, 20 March 2023 16:43

If you have a Sussex-based business, it makes sense that you would want it to rank highly on Google for ‘Sussex’ and other location-based search terms. Local-focused SEO is a vital part of the marketing strategy for companies of all sizes, and it is important to understand the fundamentals if you want to succeed.

In this article, we present a checklist for your local SEO strategy to ensure that you are getting the basics right. If you want to grow the search traffic for your Sussex-based company, make sure you have ticked off the questions listed below.

Have you set up and optimised your Google Business Profile?

There can be no doubt that one of the most crucial elements of getting your local SEO right is optimising your Google Business Profile (GBP). Previously known as Google My Business (GMB), this is a tool that Google uses to provide businesses with ways to become more visible in search results.

Signing up to GBP only takes a few minutes, and while you do have to spend some time filling out the details and regularly updating them, your GBP ensures that you are featured in Google’s ‘Map Pack’. Google’s Map Pack displays local businesses any time someone searches for the services you offer in your area.

Have you submitted your site to local directories?

High-quality local directories are still considered an essential way to show Google that your website is trusted and relevant. Google still indexes directory entries which can boost your position in the rankings.

It is, of course, crucial to ensure that any of the directories that you are thinking of submitting your business to are of a high enough quality. You should do some research into respected directories that local businesses genuinely use.

“There are three types of local directories you can identify and consider submitting listings to,” says Jeff Riddall, writing for Search Engine Journal. “The first type we’ll call “global” directories. These are services like Yellow Pages and Yelp. The second type of local directory is a more industry-specific one, like Tripadvisor for travel and tourism-related businesses, or Houzz for construction and trade businesses. The third and final type is the more locally-specific directories offered by local Chambers of Commerce, Service Organisations, and other non-global players.”

Does your link-building campaign focus on local relevance?

There can be no doubt that link-building remains a crucial part of any SEO work. Your link-building should be consistent and based on quality rather than quantity. But it is also worth mentioning that when it comes to improving ranking for local search terms, the importance of location-based backlinks cannot be overstated.

This is why it is so important to tailor your link building around your site rather than working with low-quality link-building services that offer cheap, quick, and easy links on low-quality sites. Ultimately, while it is true that Google likes to see websites linking back to yours, it considers highly relevant links to be worth a lot more.

“Actively working on gaining high-quality links is absolutely key for SEO,” says Justin Aldridge of Sussex-based SEO agency Artemis. “The proof is in the pudding; no links generally means no ranking improvements, despite the quality of the content on the pages.”

Local SEO Sussex

Are you targeting the right keywords?

Keywords have always been a delicate balance in SEO and the smallest changes make a huge difference. Indeed, even what looks on the surface to be inconsequential can actually have a big impact on how your website ranks.

For example, the difference between “hairdressers in Brighton” and “Brighton hairdressers” can be significant. That is before we have even delved into the possibilities of other terms such as ‘hair stylists’, ‘barbers’, or ‘hair salons’, and more specific geographic terms such as ‘Western Road’, ‘central Brighton’ or ‘near Churchill Square’.

These are all pure examples and barely scratch the surface of what a Brighton-based hairdressing service might wish to target with local search terms. As such, it is vital that you do high-quality research into the best search terms your business can target.

Do you have high-quality content mentioning local areas?

The importance of high-quality content has been well-established. Most website owners understand that if they want to rank well on Google, they are going to need to focus their efforts on creating in-depth content pieces that provide useful insights and information to their readers.

When creating content for your website, it is important to consider the local areas that you serve and incorporate them into your content. This might include:

writing blog posts that are specific to your local area
creating pages that highlight local events
celebrating people’s local achievements
promoting community success stories

The reason that local content is so valuable for local SEO is that it helps to establish your business as an authority in your area. When your website contains high-quality content that mentions local areas, Google sees your business as more relevant and trustworthy to local customers.

It can also feed into your link-building campaign. By creating content that’s specific to your local area, you increase the likelihood that other local businesses or organisations will link to your site, which can improve your search ranking even further.

Do you encourage and respond to reviews?

Encouraging and responding to customer reviews is an essential part of any successful local SEO strategy. Not only do positive reviews help to boost your local search ranking, but responding to negative reviews can actually turn a negative experience into a positive one. By taking the time to listen to their feedback and offer a solution, you show that you value their business and are committed to providing excellent customer service.

It's important to remember that customers are more likely to leave a review when they’ve had a negative experience than a positive one. This means that it's crucial to monitor your reviews and respond to any negative comments in a timely and professional manner. By responding to a negative review, you have the opportunity to address the customer's concerns and provide them with a solution or explanation for their issue.

Of course, it’s not just negative reviews that you should respond to. Acknowledging positive reviews is also a key part of the process. When you respond to positive reviews, you show your customers that you appreciate their business and value their feedback. This can lead to increased customer loyalty and even more positive reviews in the future.

Getting your website to rank well for local-based search terms is a process that continuously evolves. However, taking the steps in the list above will give you a solid foundation around all of the other SEO work that you carry out.