Mastering Local SEO: 3 Ranking Factors that will Help you Land the Top Spot on Google

  • January 24, 2024
  • obm
  • 4 min read
Mastering Local SEO: 3 Ranking Factors that will Help you Land the Top Spot on Google

In the competitive world of online marketing, local businesses often find themselves struggling to stand out. Local SEO plays a pivotal role in helping trades businesses like yours climb the digital ladder.

In this blog post, we’ll delve into the three main ranking factors for local SEO, using a live example of how we successfully brought a client to the coveted number one spot for the highly competitive keyword “loft conversions Essex.”

Strategic keyword placement in title and description

When it comes to local SEO, strategic keyword placement is crucial for search engines to understand the relevance of your content. While Google has stated that placing keywords in the meta description doesn’t directly impact rankings, our experience suggests otherwise. We consistently observe improvements in rankings when we include the target keyword or a variation in the description.

keywords in title and description

However, what’s non-negotiable is having the main keyword in the title. Take a moment to perform a quick search for “loft conversions Essex,” and you’ll notice that every top-ranking page has this key phrase prominently featured in the title. This simple yet powerful step significantly influences rankings and should be the starting point for any local SEO strategy.

Optimising on-page content with Surfer SEO

The second critical factor for local SEO (Search Engine Optimisation) success is on-page content optimisation. Beyond merely including the main keyword, it’s essential to provide comprehensive information about various aspects related to your business. In our case, for loft conversions, we cover everything from mansard lofts to hip-to-gable lofts and bungalow lofts.

To take the guesswork out of optimisation, we leverage Surfer SEO. This tool scores our content for search engine relevance, and we aim for a score of over 70%. This data-driven approach not only refines our content but also ensures that it aligns with search engine algorithms, enhancing our chances of ranking higher.

Business directory submissions for enhanced authority

Local directories are a goldmine for building authority and boosting local SEO rankings. While popular platforms like and Yelp are essential, don’t overlook industry-specific directories such as Checkatrade and My Builder. Submitting your business to these directories not only improves your online presence but also establishes credibility within your niche.

Use tools like Ahrefs backlink checker to monitor your backlink profile. The number of quality backlinks contributes significantly to your website’s authority. Aim to have more backlinks than your competitors, as this can give you the edge in local search results.


By focusing on these three key factors—strategic keyword placement, comprehensive on-page content optimisation, and targeted business directory submissions—we successfully propelled our client’s loft conversion business to the top of local search results for “loft conversions Essex.” Implementing these strategies can significantly improve your local SEO efforts, helping your business reach new heights in the digital landscape.

Prefer to leave it to the experts?

Leveraging the power of local SEO is just one of the many strategies that you can utilise to start bringing in new leads for your business. Here at One Base Media, our marketing strategies take on a multi-pronged approach, targeting every lucrative platform to ensure a huge influx of leads and exponential growth for our customers.

Want us to help you? Simply get in touch with our team today and we’ll handle all the steps to get you set up for success in just a matter of days.


Speak with our Local SEO Expert

Got a quick question about growth, online presence, branding
for your trades business? We can help.

Speak to one of our experts today on 01702 668207 or send us a message.

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