SEO for Lichfield, explained in simple terms

How to analyse your competitor’s Lichfield SEO strategy

Before you obsess over keywords, you should know who you’re up against.

Competitor analysis is a great — if not the best — place to start.

It shows you what’s working for your competitors and what’s not; where they’re killing it and where they’re dropping the ball.

I like scenarios. So let’s go back to a simple one.

Let’s say there’s a rival coffee shop near Lichfield Cathedral that’s ruling the local search results because they’ve nailed their local SEO, but their website speed is slower than traffic on the A38 at rush hour.

That’s your opportunity to swoop in and take their spot.

By understanding what your competitors are doing right — and wrong — you get a clearer idea of what you need to do to rank better.

Moral of the story?

Before you dive headfirst into your SEO strategy, take a step back, make a coffee, and scope out the competition.

Here’s how you do that.

Start by Googling your own keywords

Fire up Google and type in the keywords you think people in Lichfield are using to find businesses like yours.

Things like plumber lichfield, accountant in lichfield, or hairdresser near lichfield cathedral.

Check out who’s hogging the top spots.

These are your main competitors — the ones you need to beat.

Make a note of their website URLs because we’re going to dig deeper.

Find areas for improvement in your competitor’s content

Visit their websites and look around.

What kind of content are they publishing?

Are they writing blog posts, offering free guides, or showcasing testimonials from local customers?

Notice the tone, the topics, and how they talk to their audience.

The goal here is to figure out what’s working for them — so you can do it better.

I’ve written a guide that walks through how to analyse your competitor’s content and use that insight to write stronger, more useful content.

You can read my search intent guide here.

Dig into data with SEO tools

SEO tools like Ahrefs, Semrush, and Mangools are an SEO’s best friend.

They’re packed with features that make your life easier.

You get the kind of insights and data that would take hours, if not days, to pull together on your own.

If you’re serious about growing your site’s traffic, it’s worth investing in one.

I personally use Semrush.

Pop in your competitor’s URL and let the tool do the heavy lifting.

You’ll see what keywords they’re ranking for, where their backlinks are coming from, and what pages are driving the most traffic.

You can then use this intel to refine your own keyword strategy and find weak spots on their site.

If you don’t want to pay for an SEO tool, you can still do useful keyword research for free.

Here are a few free tools worth knowing:

• HOTH Rank Checker – for analysing a site’s ranking keywords
• Ahrefs Free Backlink Checker – for analysing a site’s backlink profile

Keyword research for your Lichfield business

Let’s go back to our coffee scenario.

Someone in Lichfield is on the hunt for a cosy spot to grab a coffee.

They’re not Googling best coffee uk.

They’re typing in something like
best coffee shops in lichfield.

That’s what we call a local keyword.

Local keywords matter because they connect you with the customers who are right in your backyard, ready to walk through your door.

They help you cut through the noise so you’re seen by people who actually have a shot at becoming regulars.

If your goal is to attract more local customers, focusing on local keywords should be your first move.

It’s quality over quantity.

A broad keyword like best coffee uk might attract more searches, but those people are spread all over the country.

They’re not all going to wander into your place in Lichfield.

In contrast, someone searching for
best coffee shops in lichfield is far more likely to buy from you this week.

Long story short, the local relevance of a keyword is more important than sheer volume.

I’ve already mentioned how you can use SEO tools to find local keyword ideas, whether you go for a paid option or a free alternative.

But here’s an extra tip.

There are a couple more quick and free ways to uncover local ideas.

Related searches

Related searches are like little keyword ideas Google hands you for free.

When you type something into Google and scroll down to the bottom of the page, you’ll see a small list of searches that other people have made, closely tied to what you just typed.

That’s what we call related searches.

Those related searches give you a peek into what else people are curious about, what other words they’re using, and sometimes, what questions they’re asking.

And the best part? It’s simple.

Just type in a keyword related to your business, scroll down, and there it is — a list of ideas handed to you.

If you’re looking for an easy way to expand your keyword list, start with related searches.

Answer Socrates

I don’t see a lot of people mention this next tool.

It’s called Answer Socrates.

It’s a free, hassle-free way of finding questions people are searching about your service or product.

1. Go over to the Answer Socrates website

Head over to Answer Socrates.

The site is simple to get around, so you can dive straight in.

No login. No card details.

Perfect if you just want to get on with the research.

2. Plug in your keyword

Type your seed keyword into the search bar.

A seed keyword is your starting point — a broad keyword that branches out into all the others you’ll dig up.

It’s the root of your entire keyword strategy.

So, for example, if I was running a coffee shop in Lichfield,
coffee shop lichfield would be my seed keyword.

3. Pick your country and language

We want to focus on people around Lichfield, so select the United Kingdom as your country and English as your language.

Setting the right country and language helps you pull keyword ideas that reflect your local audience.

4. Analyse the results

Answer Socrates will serve up a list of questions, prepositions, and comparisons that people are searching for around your keyword.

Cross-reference the ideas from Answer Socrates with data from an SEO tool like Ahrefs or Semrush.

That way, you get the best of both worlds — real questions from real people and hard data on what’s worth targeting.

On-page SEO

How to set up location pages

Creating strong location pages is a great way to attract customers in Lichfield and the surrounding areas.

Here are a few approaches you can follow.

Pages that target nearby towns

Let’s say you run a plumbing business based in Lichfield but also cover areas like Fradley, Streethay, and Shenstone.

Here’s the move: you create individual pages for each of these locations.

Why?

Because each location page lets you target the exact keywords people in those areas are searching when they’ve got a burst pipe or a boiler on the blink.

Think along these lines:

• lichfield plumbing services
• plumbing services in fradley
• emergency plumber shenstone

These kinds of keywords are goldmines for pulling in local customers.

We’d all love it if our clients stayed neatly within a small radius, but reality says otherwise.

They’re often spread across nearby areas like Burntwood, Tamworth, or Rugeley.

So here’s the play: create targeted pages for each place you genuinely serve.

By zoning in on specific local keywords, your website will show up when someone in these areas needs a plumber.

It’s a smart way to widen your reach without losing your Lichfield focus.

Think of it as planting a flag in each town.

So when someone’s boiler gives up in Fradley or their kitchen tap leaks in Shenstone, your business is the first they find.

Of course, only target these keywords if you’re actually able to serve the people in those places.

Most plumbers in Lichfield aren’t going to turn down a £2,000 job just because it’s a short drive to Tamworth.

That’s like throwing money away.

Most service-based businesses can stretch their boundaries.

Expanding into nearby areas is worth it when the bigger jobs start rolling in.

But if you’re running a brick-and-mortar spot — like a cosy café near Market Square or a salon just off Bird Street — your focus should be on the people already searching right here in Lichfield.

If that’s you, stick around and follow the next strategy.

Pages that target local neighbourhoods

People tend to search for services close to home.

So when someone’s Googling
best coffee shop near beacon park, your Beacon Park-focused page has a much better chance of showing up than a generic “West Midlands coffee” page.

You might be wondering, “Do these ultra-specific keywords actually get searched?”

Spoiler: they do.

Sure, they’re not breaking any records for search volume.

But they’re being searched by people who are ready to buy.

And that’s the point.

The more specific the keyword, the higher the chance that the person searching is ready to walk through your door and spend money.

Local landmark pages

This is one of the most overlooked tricks in local SEO.

It’s simple. It’s effective. And most businesses skip it.

Let’s say you’ve got a restaurant tucked near Lichfield Cathedral or the Garrick Theatre.

You could create a location page with a title like
restaurant near lichfield cathedral.

People often search for places based on what’s around them.

When you anchor your story to a local landmark people are already Googling, you’re not just drawing in Lichfield regulars — you’re catching tourists, day-trippers, and anyone looking for somewhere decent to eat within walking distance of where they’re heading.

That’s how you rise above the competition — by being the obvious choice after the service ends, the show finishes, or the cathedral visit is over.

Basic on-page SEO for your Lichfield business

Keep these tips in mind for your on-page SEO.

Nail the URL

Think of your URL like an address; it should tell people exactly where they’re going.

If you’re serving coffee near Beacon Park, your URL could look something like:

www.yourcoffeeshop.co.uk/lichfield/beacon-park-coffee

Got another branch closer to Trent Valley?

Easy:

www.yourcoffeeshop.co.uk/lichfield/trent-valley-coffee

This helps Google understand where you are and makes it easier for customers to find you.

Write strong titles and headings

Just because you need keywords in your headings doesn’t mean they have to be dull.

Your page title is your first impression.

Make it clear and specific — and don’t forget to mention Lichfield.

Example:

Best Coffee in Lichfield – Your Coffee Shop Name

Your title should grab attention, show searchers they’re in the right place, and match what they just typed into Google as closely as possible.

Let the locals do the talking

Add testimonials from local customers who already know and love your business.

Nothing builds trust like hearing it from someone down the road.

Example:

“Lichfield’s little gem. I stop here every morning on the way to the station.” — Sarah, Lichfield resident

Give them a map and directions

Drop a pin: embed a Google Map on your site so customers know exactly where to find you.

Make it easy for them, whether they’re walking from the city centre, driving in from Fradley, or coming over from Burntwood.

Landmarks and directions: paint a clear picture of how to get to your place using streets and spots people actually recognise.

For example: “Just off Market Street, a short walk from Lichfield Cathedral.”

Add ALT text to images

For every image on your site, don’t just throw in generic alt text.

Use it to describe what’s happening in a way that helps people — and helps Google.

Alt text isn’t just an accessibility box to tick.

It’s also a chance to naturally mention relevant Lichfield keywords.

Got an image of your barista pouring a latte?

Try this:

Barista making a latte at our independent coffee shop in Lichfield city centre.

It’s clear, it’s useful, and it leaves no doubt about what you do and where you do it.

How to set up Google Business Profile

Your Google Business Profile is one of the most important assets you have for local SEO.

Here’s how to get the basics right.

Complete every section

Fill out every section properly — business name, address, phone number, website, and opening hours.

Use a local phone number to strengthen your local presence.

When you skip fields, you lose potential customers.

An incomplete profile is like a half-finished shop sign.

People might find you, but they won’t be sure you’re open, real, or worth the trip.

Use posts

Don’t ignore Google Posts.

Use them to share news, special offers, or tips related to your services.

Seasonal promotions, events in Lichfield, or anything you’re doing in the community can all go here.

These posts appear in your profile and keep it fresh and engaging.

Collect reviews

After a job well done, ask happy customers to leave a review.

A simple follow-up email or message can make all the difference.

Respond to every review — good or bad.

Thank people for their feedback and address any issues honestly.

This shows you care and builds trust in a way no advert can.

Choose the right categories

Be strategic with your categories.

Pick categories that describe your business accurately.

If you’re a plumber, make “Plumber” your primary category, and add secondary options like “Emergency plumber” or “Drainage service”.

This helps Google match you with the right people.

Use booking features

If it fits your business, enable online booking.

Make it as easy as possible for people to schedule an appointment or reserve a table directly from your listing.

The less friction there is, the more likely they are to follow through.

How to hire an SEO for your Lichfield business

Maybe you’ve read all of this and thought, “Yeah, I don’t have time for this.”

If that’s you, it might be time to bring in an SEO.

But don’t hand your budget to the first person who promises you the world.

Listen to their pitch and make sure what they’re saying actually makes sense.

If someone claims they can have your small Lichfield plumbing site outranking national companies in a week, take a step back.

That’s like saying your corner café is going to outsell Costa by Friday.

It’s not happening.

Before you even speak to an SEO, you need to know what you’re really after.

A lot of small businesses say they need SEO, but when you ask them why, they can’t explain it.

They don’t know who they’re trying to reach, what they want those people to do, or how it ties back to their bigger business goals.

They’re just throwing money at SEO and hoping something sticks.

Here’s the problem: it rarely does.

More traffic sounds nice.

But you don’t just want more people on your site.

You want the right people.

The ones who hang around, click through your pages, and actually book a service or buy something.

Maybe you want to raise awareness locally, change how people see your business, or teach them something useful before they buy.

What you don’t want is a flood of visitors who skim your homepage, shrug, and leave.

That’s how you waste time and money on traffic that doesn’t help your business grow.

So if you’re thinking about hiring an SEO, you need to be ready with the right questions.

Here are a few to get you started.

“What’s your pricing structure?”

When it comes to SEO, asking about pricing is non-negotiable.

The way an SEO charges can tell you a lot about their approach and the value they bring.

Most SEOs use one of two pricing models: retainers or one-off packages.

Retainer-based pricing

This is like having an SEO expert on call.

You pay a fixed monthly fee and, in return, you get ongoing support, content, and strategy adjustments.

It’s ideal if you want someone steering things over the long term.

The benefits:

• Consistency: your SEO is in it for the long haul, adapting strategies and keeping your site in shape.
• Proactive improvements: they can monitor performance, fix issues early, and keep you competitive.
• Access to expertise: you get to lean on their experience regularly, which usually leads to better results over time.

One-off packages

This is better if you don’t need full-time support but want help with specific projects.

Things like a website audit, a keyword research report, or a content overhaul.

You pay for what you need, when you need it.

The benefits:

• Cost-effective: useful if your budget is tight or you’re just testing the waters.
• Flexible: you can pick services that match your current goals without being locked into a long contract.
• Quick wins: one-off projects can often lead to noticeable improvements quite quickly.

“How do you handle reporting and communication?”

When you’re spending hard-earned money on SEO, the last thing you want is to be left guessing whether it’s working.

You need to know exactly how your SEO plans to keep you in the loop.

Reporting

Reporting isn’t about getting a spreadsheet crammed with random numbers.

You want reports that actually tell a story.

A good SEO will break down the data in a way that makes sense and show you not just what’s happening, but why it matters.

What to look for:

• Practical insights: the best reports highlight what’s working, what’s not, and what happens next.
• Clear dashboards: you should be able to see your core metrics at a glance without needing a degree in analytics.
• Context: they should explain trends, seasonality, and how you compare with competitors — especially other Lichfield businesses.

Communication

SEO is an ongoing process.

You want someone who checks in regularly rather than disappearing for months.

What you should expect:

• Regular check-ins: weekly, fortnightly, or monthly calls or emails to go over work done and what’s coming up.
• Honesty: if something isn’t working, they should say so and suggest a better route.
• Availability: when you have questions, you shouldn’t feel like you’re chasing a ghost.

“How do you measure success?”

Measuring SEO success isn’t as simple as watching your site climb the rankings.

That’s just one part of the picture.

You want to know if the time, money, and effort going into SEO are actually moving the needle for your business.

Rankings matter.

Seeing your site climb towards the top of Google for your target keywords feels good.

It’s a sign that the technical side is working.

But rankings alone aren’t enough.

What really counts is what those rankings lead to.

Here’s what a good SEO will track:

• Target keyword rankings: how you’re performing for your most important Lichfield-focused keywords over time.
• Competitor rankings: how you stack up against other businesses in your niche, both in Lichfield and nearby towns.
• Traffic quality: whether visitors are staying, browsing multiple pages, and enquiring — not just clicking and bouncing.
• Leads and revenue: how many enquiries, calls, bookings, or sales are coming from organic search.

And that’s how you do SEO for your Lichfield business.

That’s all, folks.

That’s all he wrote.

Thanks for reading.