Doing SEO for your Birmingham business doesn’t have to feel like climbing Mount Everest.
Whether your business is a stone’s throw from the jampacked Bullring or nestled in a quiet neighbourhood on the outskirts, local SEO is a breeze once you understand how it works.
So I spent the best part of an afternoon putting together this 101 guide to Birmingham SEO.
This is for the business owners who’ve been burnt, the marketers who’ve spent hours trying to make sense of Google’s algorithms, and anyone who’s ever wanted a simple, no-nonsense guide to SEO for their Birmingham business.
Sound good? Let’s get started.
Picking a business for the guide.
To keep this guide from being another vague “how-to,” I decided to anchor it around a real Birmingham business.
And who better than Jilabi, a local gem of an Indian restaurant?
Now, Jilabi’s got a good thing going for them.
Their reviews are stellar, their food looks incredible, and they seem to be at the top of their game.
But I wanted to see if there were still opportunities for them to level up their SEO.
So, I plugged their website into Semrush to see what’s happening under the hood.
Turns out, they are ranking in top 5 positions for tons of branded keywords:
Meaning, most of the website visitors are searching for Jilabi specifically, not indian restaurant birmingham or best curry in birmingham.
Most of the website traffic comes from people who are already aware of Jilabi’s restaurant.
And that’s both a blessing and a missed opportunity.
Now, don’t get me wrong — that’s a great problem to have.
It means they’ve built such a solid reputation that people are coming to them from word of mouth.
Fantastic for business. But it also tells me that there’s massive room for growth with their SEO.
If they could rank for more non-branded keywords, they’d be pulling in a whole new crowd.
And who doesn’t want more customers lining up for their curry?
So, let’s get into how we can brush up Jilabi’s SEO strategy while breaking down the basics of doing local SEO in Birmingham.
How to analyse your competitor's Birmingham SEO strategy
Before we dive into Jilabi’s SEO strategy, let’s talk about something every business needs to do before putting any SEO strategy into motion: competitor analysis.
Here’s the deal.
If you’re not sizing up your competition, you’re essentially playing darts with a blindfold on, hoping you hit the bullseye.
And that’s no way to run a business, much less crush it in SEO.
Competitor analysis is like studying the blueprint before you build the house.
It shows you what’s working for other businesses, where they’re crushing it, and more importantly, where they’re dropping the ball.
It’s the foundation for a smart, intentional SEO strategy.
So why’s this important for an Indian restaurant in Birmingham, like Jilabi?
Simple — Birmingham’s got a ton of Indian restaurants.
Some are killing it on Google’s first page, while others are hanging out in the shadows.
To take Jilabi from the third page of Google to the top, we need to know exactly who’s already winning and why.
But we won’t know what’s up unless we start digging into the competition — see who’s ruling those search results and reverse-engineer their success.
Before diving headfirst into your SEO strategy take a breather and scope out the competition.
Here’s how to do it:
Start by Googling your own keywords
Fire up Google and type in the keywords you believe people in Birmingham are using to find businesses like yours.
Take note of who’s holding the top spots — these are your main competitors, the ones you need to outdo.
So, for example, if you’re running an Indian restaurant like Jilabi, type in indian restaurant birmingham and see who’s ranking top 10.
Jot down the website URLs of the top search results; we’re about to dig deeper.
Find areas for improvement in your competitor's content
Next up, it’s time to find the cracks in your competitor’s content armour.
Head over to their websites and have a good look around.
What kind of content are they putting out?
Are they dropping blog posts, offering free guides, or leaning on customer testimonials?
Take note of the tone, the topics, and how they’re keeping their audience hooked.
Your job? Figure out what’s working for them, then figure out how to do it better.
For example, while looking for the top ranking websites for Jilabi’s target keywords, I found that Itihaas is one of their top competitors.
Also based in Birmingham, also a household name for Indian cuisine.
And, well, they’re absolutely crushing it when it comes to SEO.
Naturally, I dug deeper through their website.
First thing that popped out? They’ve got a blog. Jilabi doesn’t.
And not just any blog — this thing’s packed with posts like “What is the Best Curry in Birmingham?” and “Valentine’s Date Ideas in Birmingham.”
They’re not just selling samosas — they’re framing themselves as the spot for a romantic date night or the place to discover the city’s best curry.
Right there is something we can swipe for Jilabi’s SEO strategy.
But we’re not going to stop at simply admiring Itihaas’ content — we’re going to outdo it.
The trick is to take a look at their blog posts, soak in the ideas, and think, “How can I take this up a notch?”
Maybe Jilabi could drop a blog post titled “The Ultimate Indian Feast for Date Night in Birmingham”.
If you’re keen to dig deeper into how you can analyse your competitor’s content and use it to write better content, check out my guide on search intent and content strategy.
Dig into data with SEO tools
Once you’ve eyeballed the competition’s content, it’s time to let the data do the talking.
SEO tools like Ahrefs, Semrush, and Mangools are your secret weapon here.
These bad boys pull up insights that would take you days, if not weeks, to gather on your own.
If you’re serious about bumping up your site’s traffic, get yourself one of these tools.
Personally, I’m a Semrush guy.
You’ll get the full scoop — what keywords they’re ranking for, where they’re pulling their backlinks from, and which pages are driving the most traffic.
From there, you can tweak your own keyword strategy, find areas for improvement, and start climbing those rankings.
And hey, if dropping cash on an SEO tool isn’t in the cards for you right now, no worries.
You can still get some great insights with free tools like:
- Hoth Rank Checker – to analyse the keywords a website’s ranking for. Great way to find keyword ideas.
- Ahrefs Backlink Checker – to scope out competitor’s backlink profile. Great way to find link building opportunities.
Armed with this info, you’ll have everything you need to outmaneuver your competitors and step up your SEO game.
Do the same for your website.
Review what they’re doing well, then dig into my search intent guide for hints on how to write better content than them.
How to do keyword research for your Birmingham business
Now that we’ve sized up the competition, it’s time to talk about the bread and butter of any SEO strategy: keyword research.
Here’s the thing — local keywords matter.
Big time.
They’re what connect you with the customers who are right there in your backyard, ready to waltz through your door.
Local keywords help you cut through the endless noise of the internet, so your business shows up in front of people who actually have a shot at becoming your regulars.
If your goal is to bring more locals into your Birmingham business (and it should be), focusing on local keywords isn’t just a good idea — it’s your first priority.
It’s the whole “quality over quantity” approach.
Sure, for Jilabi, we could try ranking for a generic term like indian food, but wouldn’t you rather show up when someone in your city searches for best indian restaurant birmingham or butter chicken near me?
For Jilabi, those local keywords are pure gold.
Think about it — people looking for a place to eat aren’t typing in indian food and hoping for the best.
They’re looking for something specific, something nearby.
That’s why keywords like best indian takeaway birmingham or curry birmingham city centre are going to drive the right kind of traffic — people who are hungry right now and ready to order.
Now, let’s talk about how to find those keywords.
You don’t have to shell out hundreds on fancy SEO tools (although those are nice).
There are plenty of free ways to do solid keyword research.
Here are three to get you started:
Google Related Searches
This one’s so simple it’s almost laughable, but it works.
Type in your main keyword, like “Indian restaurant Birmingham,” and then scroll to the bottom of the search results page.
See that little section called related searches?
That’s Google throwing you a bone.
It’s showing you what other people are searching for that’s similar to your keyword.
Boom — instant keyword ideas.
Ahrefs Keyword Generator
Ahrefs free Keyword Generator used to be the go-to for checking exact search volumes, but they’ve scaled that back a little.
Now, you’ll get rounded figures, which is still helpful for getting a ballpark idea.
Pop in a keyword and the tool will send you a list of similar keywords along with their volume estimates.
It’s especially useful for finding long-tail keywords (the ones that are a bit more specific, but with less competition).
Sure, you won’t know the exact search volume on the free version anymore, but you’ll walk away with a solid list of keyword ideas to target.
Answer Socrates
This tool is a hidden gem for finding those golden question-based keywords.
People love asking Google questions like, what’s the best indian restaurant in birmingham? or where can I get good naan bread near me?
Answer Socrates pulls those questions right from the search engines and gives them to you on a silver platter.
You’ll see the actual questions people are typing in, which not only gives you keyword ideas but also content ideas for your blog or FAQ section.
To use it, just type in a keyword and hit search.
You’ll get a list of related questions people are asking that are related to that keyword.
Now, instead of guessing what your customers might want to know, you’ve got the exact questions they’re asking, and you can create content that answers those questions.
So, there you have it.
With a handful of tools, you can start building a keyword strategy that’s focused on attracting the people who are practically at your doorstep.
Types of keywords for your Birmingham SEO strategy
Alright, now that you’ve got the basics of keyword research down, let’s talk about the different types of keywords you can target for your Birmingham business.
We’ll break these keywords down into a few different categories based on intent and how you can use them to your advantage:
1. Location-specific keywords
Let’s start with the low-hanging fruit — keywords that make it crystal clear where you’re located and what you’re offering.
These are the bread-and-butter keywords for any local SEO strategy.
For Jilabi, that’s your “Indian restaurant Birmingham” and “best curry house Birmingham” keywords.
But don’t stop there.
You could also get specific with neighbourhoods.
Think indian takeaway edgbaston.
These hyper-local keywords help you rank in the areas where your potential customers actually live or work.
For businesses that aren’t restaurants? The same rules apply.
You’re casting a smaller, more targeted net, but you’re catching customers who are just a short drive — or walk — away.
Buying intent: High. People searching for location-specific keywords are ready to buy.
They’re looking for a service or product near them right now.
2. Service-specific keywords
Now, let’s zoom in a little.
Instead of focusing on location, these keywords target the specific products or services your business offers.
For Jilabi, this could be keywords like butter chicken birmingham or vegeterian indian food birmingham.
It’s for the people who know exactly what they want to order, they just need to find the right spot.
But again, this applies across industries.
A Birmingham yoga studio might go for hot yoga birmingham.
Buying intent: Still pretty high. These are people who already have a good idea of what they’re after—they’re just deciding who’s going to get their money.
3. Occassion-based keywords
Here’s where you can start thinking outside the box.
People aren’t always searching for your specific business type — they’re searching for an experience.
So, for Jilabi, that might mean targeting keywords like romantic restaurants birmingham.
These people aren’t just looking for Indian food — they’re looking for a great spot for their Friday night plans.
Jilabi can position itself as the go-to spot for those romantic dinners or special celebrations.
Buying intent: Moderate. These folks aren’t necessarily looking to spend money right this second, but they’re planning an experience.
And if your business fits that narrative, you’re going to be top of mind when they’re ready to book.
4. Long-tail keywords
These are the more specific, sometimes oddball phrases that don’t get a ton of traffic but are gold when they do.
They’re longer, more detailed search terms that often reflect exactly what the customer wants.
For Jilabi, this could be something like best indian restaurant in birmingham for family dinner.
Not a ton of people might search for these exact terms, but the ones who do?
They’re ready to order.
These keywords often come with less competition, making it easier for you to rank.
Buying intent: Medium to high.
These searchers know exactly what they want.
There may not be thousands of them, but the ones who find you are ready to convert.
By breaking down your keyword strategy into these categories, you can cover all your bases.
You’ll target the locals who need something right now, the planners looking for their next date night, and even the niche crowd hunting for that one specific thing only you can offer.
And the best part?
These keyword strategies aren’t limited to just Indian restaurants — every business in Birmingham can use them to carve out their own corner of the market.
Now, let’s dig into some free tools to help you find those golden keywords.
On-page SEO
To put it plainly, on-page SEO is all the things you do on your actual website to help search engines understand what your pages are about and to make it easier for users to navigate.
You’re optimising everything from your headlines to your images, your URLs to your meta descriptions.
It’s about aligning what you want to rank for (your keywords) with the content that lives on your pages.
Google’s whole job is to connect users with the content that best answers their search.
Your job? Make sure your website does exactly that.
1. Optimise your headings (H1, H2, H3, etc.)
Think of your headings as the skeleton of your content.
They give it structure and make it easier for both readers and Google to understand what your page is about.
You should have one H1 — and only one — on each page.
This is like the title of a book.
It tells Google (and your visitors) what the page is all about.
For Jilabi, this could be something like “Best Indian Restaurant in Birmingham.”
Then, you’ve got your H2s and H3s.
These are your subheadings, like chapters and subchapters.
If you’re writing about your menu, you might have H2s for things like “Vegetarian Dishes” or “Spicy Curries” and H3s for specific items like “Paneer Tikka” or “Lamb Vindaloo.”
The key is to use your keywords naturally in these headings.
2. ALT text for images
Every image on your site needs ALT text.
ALT text is like a description of the image for Google and for people who use screen readers.
Let’s say you’ve got a picture of your best-selling dish — Butter Chicken.
The ALT text shouldn’t just say “image1.jpg” or “delicious dish.”
It should say something more descriptive like “Butter Chicken from Jilabi Indian Restaurant in Birmingham.”
You’re not stuffing keywords here; you’re just making it clear what the image is about.
3. URL structure
The shorter, the better. Keep your URLs simple and to the point. No need for long, complicated URLs like:
This makes it easier for both users and search engines to figure out what’s going on. Plus, it looks cleaner when shared.
4. Meta descriptions
Your meta description is that little blurb under your page title in Google search results.
It’s your elevator pitch.
It needs to be snappy, around 150-160 characters, and it needs to include your target keyword.
It’s not going to directly impact your ranking, but a well-crafted meta description can make more people click through to your website, and that does help your SEO.
5. Content optimisation
Content is king, but only if it’s written well and optimised.
Make sure your keywords are sprinkled throughout your text, but don’t go overboard.
Google will penalise you for keyword stuffing.
Instead, make sure your content is natural, easy to read, and provides value.
Use your primary keyword in the first 100 words of your content, but after that, just let it flow naturally.
If your keyword is best indian restaurant birmingham, don’t write it ten times in the same paragraph.
How to set up a Google Business Profile (GBP)
Now that your site’s on-page SEO is looking sharp, let’s move onto your next big play: your Google Business Profile.
If you’re running a local business in Birmingham — whether that’s a restaurant like Jilabi or a barbershop on the high street — setting up a Google Business Profile is a no-brainer.
It’s your ticket to showing up in Google’s local search results, and it’s completely free.
Here’s how to set it up:
1. Claim your business
First things first, head over to Google Business Profile and claim your business.
If you haven’t claimed your business yet, this is step one.
Google will ask you to verify that you own the business, usually by sending a postcard to your address with a verification code.
Once that’s done, you’re in.
2. Optimise your profile
This is where you load up your profile with all the good stuff.
You need to make sure your business name, address, and phone number (NAP) are accurate and consistent across your website and all other online listings.
Google loves consistency.
You should also add:
- Business categories: Choose as many categories as are relevant to your business.
- Business hours: Keep these updated. Nothing turns a customer off faster than showing up to a “closed” restaurant that Google said was open.
- Photos: People want to see what they’re getting into. Add high-quality photos of your restaurant, food, and anything else that gives customers a sense of your vibe. For Jilabi, that might be shots of the dining area, the chefs in action, and of course, the mouth-watering food.
- Business description: This is your chance to tell people why they should choose you. Keep it brief, but make it compelling. Use keywords but keep it conversational.
3. Encourage reviews
Reviews are like gold when it comes to local SEO.
The more 5-star reviews you have, the more likely people are to trust your business.
But here’s the trick: you need fresh reviews.
Old reviews don’t carry as much weight as new ones, so you should always be asking happy customers to leave you a review.
Make it easy for them by sending a follow-up email after their visit or including a QR code on your receipts.
4. Answer questions and update regularly
Google lets people ask questions on your business profile, so stay on top of it.
Answer questions promptly, and keep your profile updated with new photos, posts, or changes in hours.
Google loves active profiles, and it’ll reward you for keeping things fresh.
Setting up and optimising your Google Business Profile is one of the easiest, most impactful ways to get in front of your local customers.
You’re not just relying on people finding you through keywords on your site — now you’re right there on the map, front and centre, ready to be discovered by people who are searching for exactly what you’re offering.
And that’s the power of local SEO.
You’re not fighting for attention on the global stage — you’re focusing on the people in your neighbourhood, the ones who are already looking for businesses like yours.
Thanks for reading.
