Practical Example
A typical service-based business
A business struggled to attract enquiries from neighbouring towns despite having a professional website, primarily because their location data was inconsistent across various online directories.
- 1Consistent NAP dataEnsuring name, address, and phone numbers matched exactly improved local trust and search relevance.
- 2Mobile-first adjustmentsUpdating the site for mobile users helped capture traffic from people searching on smartphones.
- 3Regional landing pagesCreating specific pages for nearby towns helped the business rank for location-based search queries.
- 4Improved enquiry ratesA clearer focus on local search terms led to more relevant traffic and higher conversions.
The Approach
Standardising Local Search Presence
We began by auditing the business's presence across major search platforms. We discovered that their address format varied across different directories, which confused search engines. By centralising this information and creating specific content for the towns they served, we were able to guide search engines toward their preferred target areas, resulting in better visibility for local, high-intent searches.
- Audited all external business citations
- Standardised address and contact information
- Created service pages for key local areas
- Optimised internal links to boost authority