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SEO South Wales agency explains how to rank for specific areas.

A small town in South Wales that could be targeted with local SEO

In this blog post, our SEO South Wales team are going to cover, what is location-based SEO. And how can you utilise it to boost the amount of organic, local traffic that your website receives from your area?

How has SEO changed?

In recent years, the field of SEO has seen significant development. This shift may be attributed to Google’s constantly changing search algorithm as well as changes in how we search.


As a consequence, we also need to adjust how we optimise our sites for search.


According to research, search phrases with five or more words account for 41.7% of all keywords. This makes long-tail, conversational keywords the norm. We’re modifying our search strategy by leveraging long-tail keywords to comb through information as more and more content shows up in search results.


The growth of conversational long-tail keywords is correlated with the rise in voice search. So how can you get your content noticed by your target audience on this SEO battlefield that is becoming more and more crowded?

Location-based SEO in South Wales

Geo-targeting, commonly referred to as location-based SEO, is the practice of tailoring your content to show up for your target area. On more general issues where users are seeking something, it’s safe to claim that Google is growing better and better at producing location-based search results.


For instance, Google learns to show me local results if I type in the phrase “pubs” while sitting in our Swansea office. Pubs in the surrounding area will be shown by a desktop search. Whilst pubs nearby will be returned by a mobile search.


According to Google, desktop and mobile users have distinct intentions when searching. Desktop users are more likely to be doing research, while mobile users are looking for faster answers.


“This does have certain restrictions, however. Google often shows largely national results for less popular search phrases like “SEO company.”


Despite having far lower search volumes, location-based search phrases have a lot more intent. And they may provide more qualified visitors to your website. Local searchers are far more likely to be at the deliberation stage or ready to make a purchase.

3 Pointers for beginning with location-based SEO

1. Concentrate on local South Wales keywords

By focusing on location-based keywords, you may most effectively avoid the competition for such terms.


Almost every business may benefit from and easily implement this approach. So consider using terms that include your location, like:


  • A postcode
  • Your city
  • Your general area

Example SEO campaign

If we were given the assignment of enhancing the local search visibility of a Swansea gym. Then for our local SEO plan, w would first write material that was optimised for keywords like “Swansea gyms” or “gyms in Swansea.”


And then an example blog post title could be “How to make sure you go to your new gym in Swansea”.

Uncertain about where to begin?

An audit from our South Wales SEO agency might be useful. Then we can find out how your search results may be improved.

2. Utilise Google My Business (GMB)

A free product called Google My Business allows companies to control their online visibility throughout the entire Google network. This includes Search and Maps. 


Make sure of the following to maximise your GMB for local SEO:


  • Your GMB has been completed and is correct.
  • Your address has been verified by the property owner.
  • The title of the GMB page specifically refers to the town or city you’re aiming for. 
  • The GMB major categories are appropriate for the services or goods you are providing.

You may utilise a variety of different regional internet directory services in addition to GMB to promote local authority. But recognise that Google uses these listings as a cross-reference. This is to assess the legitimacy of your company so consistency is essential.

3. Buy a specific Top Level Domain (TLD)

Having a ‘.co.uk’ TLD is generally to your best advantage if you only do business in the UK. This is because you will rank higher in local searches there. This approach may not be practical for international firms who wish to reach many nations.

Can your website's SEO be tailored to different regions?

Yes! But, duplicate content, as you are probably aware, is a major no-no for Google. So you need to provide original content that is tailored to your target regions if you want to rank for several locations. You should essentially design a “mini homepage” with links to relevant subpages for each separate location. And outline the services you provide there. Also, the location must be included in the slug as this is crucial.


Let’s revisit the example of the gym. Imagine they had chosen to open a branch in Cardiff. Then we would continue to use the same location-specific keyword approach but with new material. And still, the most important thing is to provide useful information. Which should ideally be matched to the demands of the buyer persona. So the content should reflect the fact that people looking to join a gym in Cardiff will have different worries than those joining a gym in Swansea.


Keep in mind that people browsing locally are often prepared to make a purchase. So a clear call-to-action on your home pages should reflect this.


For companies that wish to draw clients from certain areas or cities, location-based SEO is a crucial tool. You may increase traffic to your website and expand your client base by making it more visible in local search results. We hope that this post has given you useful knowledge on location-based SEO in South Wales. And how to make your website more effective for showing up higher in local search results.

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