If you want your business to stand out online, you need more than a great website, you need to be visible where your customers are searching. That’s where local SEO comes in.At AdSomething, our SEO services are built around smart, data-driven strategies that help businesses across the West Midlands appear at the top of search results. In this guide, we’ll show you how to use local keywords effectively to dominate local rankings and attract the customers who matter most.
What Are Local Keywords and Why Do They Matter?
Local keywords are search phrases that include a specific location. They tell search engines exactly where you do business and help you show up for nearby customers.
For example:
- “Plumber in Birmingham”
- “Hairdresser near Wolverhampton city centre”
- “Best web design agency in Solihull”
These phrases connect intent with geography, ensuring your website appears when local customers are ready to take action.
1. Start by Understanding Local Search Intent
Search intent is the “why” behind a search. Someone typing “SEO agency Birmingham” is likely looking to hire a service soon, whereas “how to improve SEO” suggests they’re still researching.
When you understand intent, you can create pages and blogs that match what your audience actually needs. Service pages, blog posts, FAQs and landing pages should all use keywords that reflect both intent and location.
For example:
- Informational intent: “How to improve PPC campaigns in the West Midlands”
- Transactional intent: “Hire a PPC specialist in Birmingham”
2. Research the Right Local Keywords
The best local keywords balance search volume, relevance and competition. You can find them using tools like:
- Google Keyword Planner
- Ahrefs
- Ubersuggest
- SEMrush
- Google’s “People also ask” section
Focus on combinations that pair your service or product with a specific location. For example:
- “Digital marketing agency West Midlands”
- “Restaurant website design Birmingham”
- “Electricians in Dudley”
Don’t overlook nearby towns and suburbs, many customers search from smaller areas like Halesowen, Walsall or Stourbridge.
3. Optimise On-Page Elements with Local Keywords
Once you’ve identified your local keywords, use them strategically throughout your content.
Include them in:
- Page titles and meta descriptions – “Affordable Web Design in Birmingham”
- Headings (H1s, H2s) – naturally placed for readability.
- Introductory paragraphs – ideally within the first 100 words.
- Image alt text – e.g., “AdSomething web design project in Wolverhampton.”
- URL slugs – for example, /seo-agency-birmingham.
Keep your use natural. Avoid overstuffing keywords, which can harm readability and ranking.
4. Create Localised Content That Adds Value
Search engines reward relevance and helpfulness. Create content that genuinely speaks to your local audience.
Some ideas include:
- Case studies from West Midlands clients.
- Blog posts about regional business trends.
- Guides featuring local events or industry insights.
- Testimonials and reviews from nearby customers.
For example, a post titled “How Birmingham Businesses Can Improve Their Google Rankings in 2025” targets both a location and a problem your audience wants to solve.
5. Optimise Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is one of the most powerful tools for local SEO.
To make it effective:
- Keep your NAP (Name, Address, Phone) consistent everywhere online.
- Use local keywords in your business description.
- Add regular posts, photos and updates.
- Collect and respond to customer reviews.
When paired with well-optimised website content, your profile helps you appear in both the “map pack” and organic search results.
6. Build Local Backlinks
Backlinks from reputable regional websites strengthen your local SEO authority. Look for opportunities such as:
- Local directories (e.g., Birmingham business listings).
- Partner websites or industry associations.
- Sponsoring West Midlands events or charities.
- Press releases with local news outlets.
Each local link signals to Google that your business is part of the regional community.
7. Leverage Landing Pages for Multiple Areas
If your business serves several towns or cities across the West Midlands, create dedicated landing pages for each.
For example:
- /web-design-birmingham
- /web-design-wolverhampton
- /web-design-solihull
Each page should include location-specific details such as customer stories, maps, and contact information. This increases your visibility across a wider area without diluting your main keywords.
8. Combine SEO with PPC for Faster Local Results
Local SEO is powerful but takes time. PPC (Pay-Per-Click) ads can complement your organic strategy by providing instant visibility.
Running geo-targeted PPC campaigns in Birmingham, Coventry or Dudley ensures your business appears at the top of results immediately while your organic SEO builds long-term momentum.
A combination of both creates a strong presence across all parts of the search results page.
9. Monitor and Refine Regularly
SEO is not a one-time task.
Use Google Analytics, Search Console and local ranking tools to monitor your performance. Track which locations, pages and keywords deliver the most leads.
If certain towns are underperforming, adjust your content, build more backlinks or add new service pages tailored to that area.
Frequently Asked Questions
How many local keywords should I target per page?
Focus on one main keyword and two or three related phrases to keep content natural and readable.
Can I target multiple cities in one blog?
Yes, but prioritise clarity. Mentioning several towns works best when the topic applies broadly to the region.
What’s the difference between national and local SEO?
National SEO targets wide audiences, while local SEO focuses on specific geographic markets to reach nearby customers.
Do reviews really help local rankings?
Yes. Positive and frequent reviews on Google Business Profiles strongly influence local search visibility.
How soon will I see results from local SEO?
Typically within 3–6 months, depending on competition and consistency.
Strengthen Your Local Presence with AdSomething
Local SEO helps you reach the people who are most likely to visit, call or buy from your business. By targeting the right local keywords, creating useful regional content and maintaining a strong online profile, you can dominate search results across the West Midlands.
Get in touch today to discover how we can optimise your website and content for local success.
