Every small business wants to "rank on Google." But most don't know what that actually involves, or how simple the foundations really are.
I build websites for small businesses at WebDev Wales, and local SEO is baked into every site we deliver. Here are the basics that make the biggest difference.
Google Business Profile is non-negotiable
If you do nothing else, claim and complete your Google Business Profile. This is what shows up in the map pack when someone searches "web developer near me" or "plumber in Neath."
Fill in every field. Add photos. Post updates weekly. Respond to every review. This single step drives more local traffic than anything else.
Your NAP must be consistent everywhere
NAP stands for Name, Address, Phone number. It must be identical across your website, Google Business Profile, social media, and every directory listing.
Even small differences matter. "St" vs "Street," missing postcodes, old phone numbers. Google cross-references these, and inconsistencies hurt your rankings.
Title tags and meta descriptions matter
Every page on your site should have a unique title tag that includes your location and service. Not "Home" or "About Us," but "Web Design Services in Neath, South Wales | WebDev Wales."
Meta descriptions don't directly affect rankings, but they affect click-through rates from search results. Write them like mini adverts for each page.
Schema markup tells Google what you are
Structured data (schema markup) helps Google understand your business type, location, services, and reviews. LocalBusiness schema is essential for any service-area business.
Most WordPress themes don't add this automatically. If your developer hasn't mentioned schema, ask them about it.
Page speed is a ranking factor
Google has confirmed that Core Web Vitals affect rankings. A slow site won't outrank a fast one, all else being equal.
Compress images, minimise JavaScript, use a CDN. Or better yet, build on a framework like Next.js that handles most of this automatically.
Content that answers local questions
Write content that answers the questions your customers actually search for. "How much does a website cost in Wales?" or "Best web developer in Neath" are real searches with real intent.
A simple FAQ page addressing common questions can drive significant organic traffic over time.
The bottom line
Local SEO isn't complicated, but it does require attention to detail and consistency. Get the foundations right and you'll outrank competitors who spent five times more on their website but ignored SEO entirely.
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