Steal my Birmingham local SEO strategy

My work is reader-supported; if you buy through my links, I may earn an affiliate commission.

Share this Post

Let’s design a local SEO strategy for your Birmingham business. 

In 8 minutes. 

What is Birmingham local SEO?

There’s one key difference between national SEO and local SEO.

National SEO is all about targeting an audience across a broad geographic region.

Usually, that means targeting an audience across your entire country.

If you’re ambitious and serve an international client base, you might even be targeting an audience worldwide.

National SEO is how most big brands do SEO, as well as smaller businesses who hope to expand their reach beyond their local area.

If you’re doing national SEO, you’re diving into the big leagues, battling it out for those high-volume keywords.

And the competition for these high-volume, national keywords is often tougher than the competition for lower-volume, local keywords.

For example, let’s say you just created a new website for your Birmingham-based plumbing business.

You have no domain authority, no backlinks, no content. Nada.

You’d have more trouble targeting a national keyword like plumbing services than, say, plumbing services in Birmingham.

And all it takes is one glance at the keyword difficulty to see that one keyword is a lot easier to rank for:

Now, of course, there are benefits to ranking for national keywords.

National keywords pick up higher search volumes, and that means more reach.

Increased reach equals more potential for business (granted, you’re targeting keywords related to your services).

But the truth is that not every business needs to target national keywords.

In fact, most local businesses should be prioritising local keywords over national keywords.

Think about it – if you’re a plumber in Birmingham, you’re not driving out to fix pipes in Leeds anytime soon.

Your focus is on dominating searches in your local area.

That means optimising for keywords like plumbing services in Birmingham and working hard to get backlinks from local sites.

The more your business name pops up alongside your target location online, the better your chances of snagging that number-one spot in your local search results.

Keyword research for your Birmingham business

You need to complete one small step before you start your local SEO campaign:

You need to find out what keywords your audience is typing into Google.

And that’s where keyword research comes in.

We want to find out what your ideal customers are searching to find businesses like yours.

Start by brainstorming a list of keywords they might be using.

Now the good news is that local keywords typically follow the same format.

Which is this:

Town/city name + Service you provide

Since you’re focusing on local SEO, you’ll want to include location-specific keywords in your research.

Think about the cities, neighbourhoods, or regions you serve.

For example, if you run a dental surgery in Birmingham city, you’ll want to target keywords in the surrounding area too, i.e. Walsall, Solihull, Coleshill.

Here are some ways to find keywords ideas for free:

Ahrefs Keyword Generator

You can use free keyword tools to uncover the keywords your local audience is using.

I’d recommend trying out the Ahrefs Keyword Generator.

Simply enter a keyword into the search bar, and you’ll get suggestions for similar keywords that people are searching for:

Click on the search button, and voila, you’ll have a list of keyword suggestions right at your fingertips.

The great part? Ahrefs Keyword Generator comes at no cost, so you won’t have to spend a penny for this valuable info. 

However, the free version of Ahrefs Keyword Generator displays a limited number of keywords.

Competitor analysis

Discover the keywords your rivals are focusing on.

While this is simpler to do with SEO tools like Ahrefs or Semrush, let’s explore how to do it manually.

Start by finding the top three pages ranking for your primary keywords.

For example, if I search roofing services Birmingham, here are the top results:

Cool.

Now that we know the top ranking pages for our main target keyword, we can use these websites to find more keyword opportunities.

For my keyword roofing services Birmingham one of the top-ranking website is C R Roofing.

Judging by their homepage, this company specifically focuses on providing roofing services in the Birmingham area.

So if I wanted keyword ideas for my roofing Birmingham company, I’d be studying their playbook.

Once you find your top competitor,  go to The Hoth’s Google Rank Checker tool and paste their URL into the search bar to find out what they’re ranking for:

Cool.

Now that we know the top ranking pages for our main target keyword, we can use these websites to find more keyword opportunities.

For my keyword roofing services Birmingham one of the top-ranking website is C R Roofing.

Judging by their homepage, this company specifically focuses on providing roofing services in the Birmingham area.

So if I wanted keyword ideas for my roofing Birmingham company, I’d be studying their playbook.

Once you find your top competitor,  go to The Hoth’s Google Rank Checker tool and paste their URL into the search bar to find out what they’re ranking for:

Hit the search button and you get this:

These are more keywords for us to consider. 

Find the keywords all your top competitors are ranking for. 

Let’s look at the next free method we can use to find keyword opportunities:

Google autocomplete and related searches

You can also use Google’s Related Searches feature to find more potential keyword opportunities.

This is one of the easiest keyword research tactics out there.

But a lot of people overlook it.

All you’ll need is Google.

Step one: type your keyword into Google’s search bar and hit the search button.

Step two: once you land on the search results page, scroll to the bottom of the page until you find the Related searches section.

These free methods offer excellent opportunities to find keywords without any cost.

However, if you’re committed to integrating SEO into your marketing strategy, investing in quality SEO software is worthwhile.

A solid SEO software plan provides additional features and insights that streamline the process.

On-page SEO for your website

Let’s set up your website in a smart way. 

Make separate pages for each service you offer, and make sure they focus on your main location. 

If you’re based in Birmingham, your URL structures could look like this:

  • /services/roof-installation-birmingham/
  • /services/gutter-installation-birmingham/
  • /services/commercial-roofing-birmingham/

On each page, try to have 800 – 1500 words of helpful information. 

Talk about the service in detail, show pictures of your past work, share what customers have said, and put a section at the bottom with answers to common questions.

Include the main keyword throughout the content in different ways.

Here are some quick tips for writing content for your roofing company:

Adding keywords into metadata and page content

Heading tags

Heading tags are a way to organise and structure the different sections of your content.

There are several heading tags, ranging from <h1> to <h6>, with <h1> being the most important:

Heading tags are a way to organise and structure the different sections of your content.

Search engines like Google use heading tags to understand the structure of your content.

Including relevant keywords in your heading tags can help search engines better understand what your page.

ALT text

ALT text, or alternative text, is a brief description you can provide for an image on a webpage. 

This description is used to convey the image content for people who may not be able to see it – people using screen readers or in situations where the image doesn’t load.

Meta description

A meta description is a brief summary or snippet of text that describes the content of a webpage. 

It’s a meta tag in the HTML code of a page and is often used by search engines to provide a preview of what the page is about in search results.

Two rules to remember for your meta description:

  1. Add a call to action
  2. Include your target keyword

2. Avoid keyword stuffing

Keyword optimisation is like adding the keywords to your content to make Google realise, “Hey, this is what people are looking for!” 

This will be a massive part of writing content for your roofing website.

Think of it as a helpful nudge to search engines, telling them your content matches what users want.

However, there’s a trick to it. 

You need to find the right balance, the sweet spot. 

Don’t stuff your content with them. 

In SEO, we call this keyword stuffing. If you do it, your writing becomes awkward and robotic and it starts to read like this: 

We provide roofing repair services in birmingham, from gutter installation to chimney repairs.

Get in touch for our roofing repair services in birmingham.

Our dedicated team is here to deliver top-notch roofing repairs perfect for the unique demands of Houston residents. Count on us for roofing repair services in birmingham.

Take a shot every time you see roofing repair services in Birmingham.

3. Don't reuse target keywords

Avoid using the same keyword on multiple pages.

This will cause what we call keyword cannibalisation, which can negatively impact your ranking.

Once you assign a target keyword for a specific page don’t target that same keyword for another page.

That’s a recipe for disaster.

Google My Business for your Birmingham business

So we covered everything you need to know about finding suitable keywords and writing targeted, on-page content that ranks well.

Now let’s talk a little about how to set up your local SEO strategy.

1. Set up Google Business Profile

Start by setting up a Google Business Profile (GBP).

A well-made GBP profile will help your business appear higher in local Google searches, making it easier for customers to find you.

You can start creating your GBP profile on this page.

Just press the Manage Now button and you can get started. 

Type in your business name: If your business is already listed on Google, you can claim it.

You’ll know if your business is already there because its name will appear in the dropdown menu.

Like so:

If your business does not have a GBP profile, you can simply create a new one.

List business categories: Next we have categories.

Listing primary and secondary categories helps you get discovered in relevant searches.

For example, if you run a subcontract CNC machine workshop in Birmingham, Google will recommend it when someone local searches for cnc machining near me.

More ideas

Table of Contents
Scroll to Top