The essential guide to SEO for small business owners in London

SEO (or search engine optimisation) is the process of improving your website to make it more visible on search engines like Google. By ranking higher in search results, more people can discover your business when searching for the products or services you offer.

For a London-based small business like yours, SEO can help you attract new customers, increase sales and get ahead of your local competitors. Improving your SEO doesn't need a large budget or deep technical knowledge.

This guide provides simple steps you can take to get started.

Understanding SEO: the basics

How search engines work

Search engines like Google rank websites based on how relevant and high-quality they are. They use algorithms to determine the best results for what users are searching for. Your goal with SEO is to make sure your website is seen as one of the most relevant options.

Keywords: the foundation of SEO

Keywords are the words and phrases people type into search engines. For example, if someone is looking for an electrician in London, they might type "best electrician in London" or "affordable London electrician".

The goal is to have your website show up when people search for terms related to your business.

Tip: use free tools like Google Keyword Planner or Ubersuggest to find out what keywords people are searching for in your industry. Include these keywords where you can in your website content.

On-page SEO

Page titles and meta descriptions

Each page on your website should have a unique title that clearly explains what the page is about. The meta description is a short summary that appears under the page title in search results. Both should include your primary keyword and be engaging to encourage clicks.

Tip: update your page titles and meta descriptions to include relevant keywords, but make sure they are clear and natural, not stuffed with keywords.

Headings (H1, H2, H3 tags)

Headings help break up your content and make it easier to read. Use your primary keyword in the main heading (H1) and related keywords in subheadings (H2, H3). This also helps search engines understand the structure of your content.

Tip: break your content into sections with clear headings to make it more readable and boost SEO.

Body text

The text on your website should be helpful, relevant and easy to read. Use your keywords naturally throughout your content, but avoid overusing them ("keyword stuffing"). Google rewards websites that provide valuable information.

Tip: create content that answers common questions your customers might have. For example, write a blog post titled "How to choose the best plumber in London".

Images: descriptive file names and alt text

Search engines can't "see" images like humans do, so they rely on descriptive file names and "alt text" to understand them. Alt text is a short description that should include relevant keywords.

Tip: rename your image files before uploading them to your website. For example, instead of using "IMG001.jpg", use "best-london-coffee-shop.jpg".

Technical SEO: making sure your website performs well

Mobile-friendliness

Google prioritises mobile-friendly websites because more people browse on their phones than ever before. If your site isn't mobile-friendly, it will likely rank lower.

Tip: use a "mobile-friendly test tool" (search for this on Google) to check your website. If it's not mobile-friendly, consider switching to a responsive website design that automatically adjusts to different screen sizes.

Site speed

A slow website can hurt your ranking and drive visitors away. Common reasons for slow websites include large image files, too many plugins and cheap hosting services.

Tip: use Google PageSpeed Insights to test your site speed. Compress your images and remove any unnecessary plugins to improve loading times.

Sitemaps and indexing

A sitemap helps search engines find and index all the pages on your website. Submitting a sitemap to Google makes sure that search engines can properly read your site.

Tip: use tools like Google Search Console (see below) to create and submit a sitemap for your website.

Fix broken links

Broken links (links that lead to pages that no longer exist) can negatively affect your SEO. Regularly check for and repair any broken links.

Tip: use free tools like Screaming Frog or a "broken link checker" (search on Google) to find and fix broken links on your website.

Local SEO: attracting customers in your area

Google Business Profile

If you haven't already, be sure to claim and optimise your Google Business Profile. This allows your business to show up in local search results and on Google Maps, making it easier for customers in your area to find you.

Tip: make sure your business name, address and phone number are consistent across all platforms. Add your business hours, photos, and encourage customers to leave reviews.

Local keywords

Incorporating local keywords, such as "best Italian restaurant in Walthamstow", helps you rank better in searches for specific locations.

Tip: create location-specific pages if you serve a number of different areas. For example, "Best coffee shop in Hackney" and "Affordable coffee shop in Camden".

Content marketing: boosting SEO with fresh, engaging content

Blogging

Regularly publishing blog posts can boost your SEO and attract more visitors. Aim to answer common customer questions or provide helpful tips related to your business. Blog posts should include relevant keywords and links to other pages on your website.

Tip: write at least one blog post per month. If you don't have time, consider hiring a freelance writer.

Internal linking

Linking to other pages on your website helps visitors navigate your site and allows search engines to better understand its structure.

Tip: make sure each page has at least one internal link to another relevant page.

Measuring success: how to track and improve your SEO

Google Analytics

Google Analytics allows you to track how much traffic is coming to your website from search engines, what keywords are driving traffic and how visitors behave on your site.

Tip: set up Google Analytics (it's free) to monitor your website's performance. Focus on which pages are performing well and which keywords are driving traffic.

Google Search Console

Google Search Console (GSC) provides insights into your site's performance in search results. It also alerts you to any issues that may be affecting your SEO, such as indexing problems or issues with mobile usability.

Tip: regularly check GSC to fix any issues and monitor improvements in your ranking.

Outsourcing SEO: when and how to get help

Do you need an SEO agency?

If SEO feels too time-consuming or complicated, it might be worth hiring an SEO agency. Many agencies offer affordable packages tailored to small businesses, providing services like content creation, technical optimisation and ongoing monitoring.

Tip: look for agencies with experience working with small businesses. Ask for case studies or client references before making a decision.

Freelancers vs agencies

Freelancers can be a more affordable option for specific tasks like content writing or keyword research, while agencies often provide a more comprehensive, ongoing service.

Tip: consider hiring a freelancer for smaller, one-off tasks and an agency for long-term SEO management.

Key takeaways

SEO doesn't have to be overwhelming. By following these steps, you can improve your website's visibility, attract more customers across London and grow your business.

Start with the basics, monitor your progress and consider outsourcing if needed. With time and effort, good SEO will pay off and help your business thrive.

Read more:

• Building a professional website for your London business

• Digital marketing for small businesses in London: a brief guide

• What does your small business need to know about local SEO?

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