Harnessing the Power of Local SEO and Web Design for Small Business Success

web design

Small businesses often find themselves vying for the spotlight against larger, well-established corporations. It’s a challenging task, but the good news is there are ways for these small businesses to level the playing field and even thrive. One effective strategy involves combining local SEO tactics and an optimised web design to appeal to targeted local customers. 

In this blog, we will delve into ways small businesses can utilise local SEO practices and web design elements to attract more local customers and find success.

1. Create a Google My Business Listing

A robust online presence is a must for businesses in the digital age. One crucial aspect of achieving this is claiming and optimising your Google My Business (GMB) listing. GMB is a free service provided by Google that allows businesses to manage their online presence across the search engine giant’s various platforms, including Google Maps. Your GMB listing can turn into a powerful local SEO tool that helps attract local customers, provided you do the following:

  • Claim Your Listing: To get started, search for your business in Google Maps. If you don’t see your business or it’s listed as unclaimed, you will need to claim it or create a new one. Follow Google’s step-by-step instructions on how to claim and create listings.
  • Fill Out Your Listing Completely: The more information you provide about your business, the better your visibility. Include details such as your business’s address, phone number, website, opening hours, and any relevant photos.
  • Choose the Right Category: When creating your GMB listing, selecting the most accurate and specific primary business category is crucial. This will help Google understand your business and display it for relevant searches.

2. Optimise Your Website for Local Search

A localised website can help your business attract customers in your area, as it caters specifically to their needs and preferences. Some tips for optimising your site for local search include:

  • Use Location-Specific Keywords: Incorporating town, city, or regional names into your website content can help search engines identify your business’s location and boost your local SEO ranking.
  • Create Dedicated Landing Pages for Different Locations: If your business operates in multiple areas, consider creating separate landing pages for each one. This can improve your visibility in these locales and also enable you to customise the content and experience for different audiences.
  • Embed Google Maps: Integrating Google Maps on your website, particularly on your contact page, makes it simpler for potential customers to find and reach you. This can also signal to search engines your geographical relevance.

3. Build Local Citations and Backlinks

Local citations and backlinks serve as online endorsements for your business, consequently playing a vital role in boosting your local SEO efforts. Citations refer to listings in online directories, while backlinks are instances where other websites link back to yours.

  • Look For Local Directories and Websites: Start by finding online directories specific to your region or industry, such as Yelp or TripAdvisor. Ensure you include accurate and up-to-date information when submitting your business listing.
  • Obtain Quality Backlinks: Partner with local businesses, charities or events to create mutually beneficial relationships, which can lead to receiving valuable backlinks. Also, consider creating shareable content that other websites will organically link to, such as blog posts or infographics.

4. Leverage Schema Markup for Local Businesses

Utilising schema markup, a form of structured data, on your website can aid search engines in understanding your business and its offerings better. This can significantly improve your local search rankings and your overall visibility. To implement schema markup on your website, you will need to:

  • Add LocalBusiness Markup: This type of schema markup includes business-specific information like a name, address, phone number, opening hours, and a description of products or services.
  • Use JSON-LD Format: Google recommends using JavaScript Object Notation for Linked Data (JSON-LD) as the preferred format for implementing structured data. This lightweight format is easier to incorporate into your website and offers faster page loading times.


Combining local SEO strategies with an optimised web design can be a game-changer for small businesses seeking to attract more local customers. Don’t hesitate to invest in a well-designed website and effective local SEO tactics to reap the benefits of a stronger online presence and higher rankings in local search results. Remember, your website is your digital storefront, and with the right combination of local SEO and web design, you can make a lasting impression on potential customers in your area.

Digital Marketing Scotland provides world-class SEO, pay-per-click and digital marketing consultancy services to help you grow your business. We offer a range of digital marketing services to help you maximise your business’s potential. We’ll help you to achieve real results now. If you need SEO-friendly web design in Edinburgh, get in touch with us to get started!

Why choose Digital Marketing Scotland?

Connect with us today to schedule your free consultation. Let Digital Marketing Scotland guide you to digital marketing success, leveraging our expertise to enhance your online presence and drive meaningful engagement.

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Wendy Harris
Creating a website is way more than making it pretty. My business is centred around conversations yet the language is hugely different when it comes to digital web design. DMS, particularly Sammie, was able to guide me through the process of combining two historic websites and combining them so the narrative is (the feedback is resounding) 'crystal clear'. Not only that but my website looks amazing and navigates well for any user. One lady told me she got so distracted she went down lots of rabbit holes she wasn't expecting. When you get attention like that, it's priceless. If you're reading this and have been unsure what to do with your website, get in touch with Sammie. You won't regret it. Above and beyond is definitely better than smoke and mirrors.
James McCormack
Neil and the team were fantastic from first introduction through to planning and building our new website. we were that impressed we have new tasked digital marketing scotland with our site management, SEO and have asked them to run our next online marketing campaign. Thanks a lot guys!!! very, very impressed James Ayrshire Trade Frames
Natalie's Decor & Design
We have been working with Colin and the team at Digital Marketing Scotland on a branding project for my business. Their knowledge and expertise is out of this world! I would not have been able to do what we are doing without them. Highly recommend Colin and the team for all your marketing needs!
Michelle Yamamoto
Colin is a true pro with a wealth of knowledge to share with his clients. In addition to SEO consulting, he also gave great advice on marketing my company as a business consultant would and I am so grateful for that. Highly recommended.
Alison Banks
Colin was really responsive and helpful and we are looking forward to working with him in the future to help us grow our business.
Elspeth Goldie
A website upgrade was completed very professionally! Our input was the starting point and along side the expertise of the team we were able to create the perfect finish. Samantha's videos really helped to explain how to view the changes and add comments. First class service - would highly recommend!
Gavin Brown
We approached Digital Marketing Scotland to assist us with a rebrand project. We had a reasonably good idea of what we needed and briefed Neil accordingly. What impressed me about their work was that it didn’t result in endless meetings and design tweaks. He immediately understood what we needed and delivered a compelling identity for our sister company that is strong enough to stand independently and consistent with our overall brand identity. We will use Digital Marketing Scotland again without question.
Jennifer Drummond
Colin delivered SEO training to myself and colleagues in June 2023. He pitched the training perfectly for the room who had a mix of knowledge and experience, and gave us some really practical tips to improve our performance. Would definitely recommend Colin and Digital Marketing Scotland and would be happy to commission for training again.
Stuart Murray
We've worked with Colin a few times now re our online furniture business, Retrovintage. Colin has provided consultancy and link building services. He's approachable, available, communicative and supportive and we've seen real concrete results from our link building project, in terms of considerably improved Google rankings and website visitors.
Langside Bed & Breakfast
Digital Marketing Scotland built us a new website as our previous one wasn't working as well as it should. Samantha and Colin were amazing to deal with and very patient all the way throughout the build. They helped us set up hosting and also set up a business email for us too. They have always been on hand to carry out changes and updates to the site. Highly recommend them to anyone looking to build or redevelop their website.