Website Localisation: SEO for businesses big and small

Website localisation, from an SEO perspective, refers to the process used to communicate to search engines where in the world your business does business.

Whether you are a large retailer looking to branch out into international markets, or the village patisserie hoping to bring people in your area into your store, localising your business online can greatly assist potential customers in finding your services.

In this post, we will review some of the basic steps businesses should take in sharing their location with search engines before moving on to some more complex opportunities for international targeting.

Getting started…

Let’s start small.

Imagine we are an independent chain of coffee shops with three stores in the Manchester area. Our aim is to gain search engine visibility to anyone searching for ‘coffee shops in Manchester’. We know that Google shows local map listings for this query, and would like to be shown within the map-pack.



Onsite & offsite

To achieve our goal in communicating with search engines that we have a local presence in Manchester, we will need to perform a number of onsite and offsite tasks, including;


Next, we can begin the process of local SEO. There are a number of metrics which contribute to how our business ‘ranks’ in the local area, including data aggregation, location, and reviews; to influence them we can:

Other considerations include;

Ultimately, how our business performs locally depends on how competent our competition are in relaying their own information to search engines in comparison to our own efforts, in addition to the location of the physical searcher.


Business is expanding

Our coffee shop was a hit.

Business is booming, and we have received requests from international investors who would like to take our brand into their territories. Before we pop the champagne let’s take a moment to consider how this could affect our website visibility in search engines by asking a couple of key questions;


Whilst there is not necessarily any one approach to answering these questions, they are important to consider. As a minimum we always recommend following these steps:

Final thought

Localisation of a business can have a significant impact on its ability to compete with local competitors. Improved visibility online can be a major contributor to real world foot-fall, particularly as mobile search continues to grow. Is your business set up to compete with local markets? Get in touch with our SEO team if you’d like to learn more about website localisation.