Before we talk about how to do SEO for Nottingham businesses, let me give you a scenario.
Picture this:
You own a little flower shop tucked away in the city centre.
You’ve got arrangements that turn heads, brighten rooms, and maybe even save a few relationships.
You know your way around peonies and eucalyptus like a chef knows their spices.
But none of it matters if people don’t know where to find you.
Sure, you might get a few curious passersby drawn in by your window display or the smell of fresh lilies drifting into the street.
Maybe a happy customer posts a photo of their anniversary bouquet on Instagram, or your neighbour tells their coworker about the time you made a bouquet for their sister’s wedding.
That’s all great — it really is. Word of mouth, flyers, partnerships—they’re all part of the hustle.
But SEO is how your shop gets found when someone’s new to Nottingham and Googles florists in nottingham.
It’s how you keep showing up, long after the flyers are gone and the Instagram post is old news.
Let’s talk about how to make that happen.
How SEO can grow your Nottingham business
It doesn’t matter if you’re running a florist, a bakery, or a roofing business — the same principle holds true:
SEO puts your business in front of more people, right when they’re looking for what you offer.
And if there’s a city made for SEO, it’s Nottingham.
People here are searching for everything online—from the best fish and chips near the Old Market Square to who can repair a leaky roof before the next downpour.
If your business isn’t showing up for these local searches, you’re leaving money on the table.
I’m a freelance SEO consultant with over four years of experience, and I’ve helped plenty of businesses use SEO to sell more, grow faster, and get their name out there.
I know what it takes to rank businesses locally —whether it’s a florist near the Lace Market or a bakery in West Bridgford.
Need help brushing your SEO strategy for Nottingham? Take a look at my services below.
But if you’re looking for a more DIY approach, I’ve put together a no-nonsense guide to show you exactly how to nail SEO in the area.
Thousands of hours worth of research packed into a simple, practical guide. No fluff.
Let’s get started.
Use the Table of Contents below to navigate to the areas you’re interested in.
How to analyse your competitor's Nottingham SEO strategy
Imagine trying to win a game of chess without knowing your opponent’s moves.
That’s what you’ll be doing if you dive into SEO without sizing up the competition first.
Before you get too hung up on keywords, you need to know who you’re up against.
Competitor analysis isn’t just a good place to start—it’s the best place.
It shows you what’s working for others and what’s not. What websites are ranking at the top, and where are they slipping up.
Let’s go back to that earlier scenario we talked about earlier.
Say you discover a rival florist in Nottingham who’s killing it on local SEO but has a slower website.
That’s your chance to step in and take the spotlight.
When you understand where your competitors are doing well — and where they’re dropping the ball — you’ll have a clear idea of what it takes to outrank them.
So before you dive headfirst into your SEO strategy, take a step back, brew yourself a cuppa, and scope out the competition.
Here’s how you do it:
Start by Googling your own keywords
Hop onto Google and type in the keywords you think people in Nottingham are using to find businesses like yours.
See who’s owning the top spots?
Those are your main competitors — the ones you’ll need to outsmart to climb the rankings.
Jot down their website URLs, because we’re about to dig a whole lot deeper.
Find areas for improvement in your competitor's content
Head over to their websites and have a nose around.
What kind of content are they putting out? Are they posting blogs, offering free guides, or stacking up glowing testimonials?
Pay attention to the tone, the topics, and how they’re connecting with their audience.
The idea here is simple: figure out what’s working for them, then find a way to do it better.
For example, Nottingham-based Slades Florist have a landing page on their website that targets people specifically looking for wedding flowers in Nottingham.
And guess what? That’s a keyword people in Nottingham are searching for.
Keep digging through your competitor’s website, and you’ll uncover even more keyword ideas.
If you can create better content for those keywords, you can outrank them — simple as that.
I spent a good chunk of an afternoon putting together a guide that breaks down how to analyse your competitor’s content and use what you learn to write something even better.
You can check out my search intent guide here.
Dig into data with SEO tools
SEO tools like Ahrefs, Semrush, and Mangools are an SEO’s favourite friend.
They’re loaded with features that make your job so much easier, giving you insights and data that would otherwise take you hours—maybe even days — to dig up on your own.
If you’re serious about growing your site’s traffic, investing in one of these tools is a no-brainer.
Personally, I’m a fan of Semrush.
Just drop in your competitor’s URL and let the tool do its thing:
You’ll uncover the keywords they’re ranking for, where their backlinks are coming from, and which pages are driving the most traffic.
With this intel, you can refine your own keyword strategy and spot areas where their site might be falling short — so you can step in and do it better.
Not ready to pay for an SEO tool? No problem—you can still do keyword research for free.
Here are a couple of free tools to get you started:
- Hoth Rank Checker – to see which keywords a site is ranking for
- Ahrefs Backlink Checker – to analyse a site’s backlink profile
Keyword research for your Nottingham business
Let’s switch back to our florist scenario.
Imagine someone in Nottingham is searching for the perfect place to pick up flowers for a big occasion.
They’re not typing in top florist uk.
No, they’re searching for best florists in nottingham.
That’s what we call a local keyword.
Local keywords are essential because they help you connect with the people who are close by and likely to visit your shop in person.
These keywords let you cut through the clutter and get noticed by the customers who matter most—the ones who can actually become regulars.
Here’s the deal: if you want more local customers, local keywords need to be your main focus.
It’s not about chasing the highest search volume; it’s about attracting the right audience.
A keyword like top florist uk might get more traffic, but the people searching that are spread across the country and unlikely to stop by your shop.
On the other hand, someone searching for best florists in nottingham is much more likely to become a customer.
Bottom line: local relevance matters more than search volume.
I’ve already mentioned how SEO tools can help you find local keywords, whether you go for a paid option or stick to free ones.
Here are two quick and free ways to dig up local keyword ideas:
Related searches
Related searches are like Google’s way of giving you free keyword ideas on a silver platter.
You’ve probably noticed them before — those little suggestions at the bottom of the page when you search for something.
They’re a list of searches other people have made, all closely connected to what you just typed in.
That’s what we mean by related searches.
Think of them as a glimpse into your audience’s collective thought process. They show you what else people are curious about, the words they’re using, and sometimes even the questions they’re asking.
The best part? It couldn’t be easier to use.
Just type in a keyword connected to your business, scroll to the bottom of the results page, and there it is — a ready-made list of ideas waiting for you to explore.
So, if you’re looking for an easy way to expand your keyword list, start with related searches.
It’s free, it’s fast, and it’s right there waiting for you to take advantage of it.
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. Head over to the Answer Socrates website
First things first, go to Answer Socrates.
The site is super simple to navigate, so you can get started right away—no faffing about.
No log-in, no payment details, nothing.
It’s perfect if you just want to dive straight into your keyword research without any hassle.
2. Plug in your keyword
Just type your seed keyword into the search bar and let it do the rest.
What’s a seed keyword, you ask?
The answer’s in the name.
A seed keyword is your starting point—a broad term that grows into all the other keywords you’ll discover.
It’s the foundation of your entire keyword strategy.
For example, florists Nottingham would be the seed keyword for a Nottingham-based flower shop.
3. Pick your country and language
We’re focusing on the Nottingham audience here, so select the UK as your country and English as your language.
Getting the country and language right ensures you’re looking at keyword data that’s relevant to your local audience.
If you accidentally set your country to the United States, you might end up analysing search results for Nottingham, New Hampshire instead!
4. Analyse the results
Answer Socrates will generate a list of questions, prepositions, and comparisons people are searching for related to your keyword.
Take the keyword data from Answer Socrates and cross-reference it with data from an SEO tool like Ahrefs or Semrush to get a deeper understanding.
On Page SEO
How to set up location pages
Creating strong location pages is one of the best ways to draw in customers from Nottingham and the surrounding areas.
Here are a few strategies you can use:
Pages that target cities
Let’s say you run a plumbing business based in Nottingham but also serve customers in West Bridgford, Beeston, and Arnold.
Here’s the strategy: create individual pages for each of these areas.
Why? Because each location page allows you to target the specific keywords that people in those towns are searching when their pipes burst.
Think along these lines:
- nottingham plumbing services
- plumbing services in west bridgford
- plumber in beeston
All of these keywords will work wonders for helping people in the area find you.
You might think your customers come from one central location (Nottingham), but some of them are likely scattered across nearby towns too.
So why not create dedicated pages for each of these towns?
By targeting these specific keywords, you’ll appear in searches when someone in those areas needs a plumber.
It’s a smart way to extend your business’s reach while still staying local.
You’re essentially planting a flag in each of these locations so that when the taps leak or the pipes burst, your name is the first one they see.
Of course, you should only target these types of keywords if you can provide services to nearby towns and areas.
Most plumbers wouldn’t turn down a £2,000 job just because they don’t feel like driving the extra 5 miles from Nottingham to Arnold. That’s like pouring money straight down the drain.
I once worked with an external wall insulation contractor who was based in Nottingham but operated within a 50-mile radius.
Most local businesses can stretch the boundaries a bit and provide services slightly outside of Nottingham.
But if you’re running a brick-and-mortar business, like a beauty salon, you’d probably only care about the people searching for your services right in Nottingham.
If that sounds more like you, follow the strategy below:
Pages that target local neighbourhoods
Nottingham is made up of tons of different neighourhoods.
If you were running a restaurant in Nottingham, you’d want to create location pages that speak directly to these parts of the city, like:
- Sherwood
- Lenton
- The Meadows
People often search for services right in their own neighbourhood.
So, if someone’s looking for a restaurant in Sherwood, your Sherwood-focused page is going to have a much better chance of appearing in their search results.
Now, you might think these ultra-specific keywords don’t get much traffic.
But guess what? They do.
Sure, they’re not breaking any records for search volume, but they are getting searched.
And here’s the kicker—the more specific the keyword, the higher the chance that the person searching is ready to walk through your door and buy.
Local landmark/hotspot pages
This is one of the most underrated ideas in on-page SEO for your local SEO strategy.
A lot of keywords people search use local landmarks and hotspots.
Take this for example:
If our restaurant was located in the city centre, we could create a location page titled Restaurant in City Centre.
Just look at all the locals searching for restaurants in the city centre.
When you optimise your content around these landmarks, you’re pulling in searches from both locals and out-of-towners, giving you a leg up on competitors who don’t get this specific.
Basic on-page SEO for your Nottingham business
Remember these tips for your on-page SEO:
Nail the URL
Keep it short, sweet, and to the point: Think of your URL like an address; it should tell people exactly where they’re going.
If you’re serving coffee in Sherwood, your URL should look something like this:
You’ve got another coffee branch in Lenton? Easy:
This way, Google knows where to send people, and your customers can find you without a hitch.
Write killer titles and headings
Just because you need to work keywords into your headings doesn’t mean they have to be dull.
- Use unique titles: Your page title is your first impression. Make it count. Be clear, be specific, and include the location.
- Example: ‘Best Damn Coffee in Sherwood – Your Coffee Shop Name.’
Let the locals do the talking
Pop in some testimonials from the folks who live just down the road.
Nothing says “this is your spot” like hearing it from someone who already swears by you.
- Example: “Sherwood’s best-kept secret! This place is my go-to for a coffee and a cob.”— Alex, Sherwood Local
Give them a map and directions
- Drop a pin: Add a Google Map so people can see exactly where you’re located. Make it simple for them to find you, whether they’re walking, driving, or cycling through Nottingham’s streets.
- Landmarks and directions: Give clear directions using local landmarks they’ll know. For example, “We’re right on Mansfield Road, just a short walk from Sherwood Library,” or “Look for us near the tram stop at the Forest Recreation Ground.” It’s like guiding a mate over for a cuppa.
Add ALT text to images
For every image, add descriptive alt text that includes relevant keywords.
Using descriptive, SEO-friendly alt text not only improves your website’s accessibility but also boosts its relevance for your target keywords.
Example: “Beautiful bouquet of roses from a Nottingham-based florist”.
How to set up Google Business Profile
Complete every section
Fill out every section completely—business name, address, phone number, website, and operating hours.
Use a local phone number to bump up your local SEO.
When you miss out on info you miss out on customers.
An incomplete profile is like leaving the front door open; people can wander in but might not find what they need.
Use posts
Don’t overlook Google Posts.
Use this feature to share news, special offers, or tips related to your services.
Highlighting seasonal promotions or community involvement can really capture attention.
These posts appear in your profile, keeping it engaging.
Collect reviews
After a job well done, ask satisfied customers to leave you a glowing review.
A simple follow-up email can do wonders.
Respond to every review—thank them for their feedback and address any concerns.
This shows you care and builds credibility like nothing else.
Choose the right categories
When it comes to categories, be strategic. 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 Services.
This helps Google serve you to the right crowd.
Use booking features
If you can, enable online booking.
This makes it easy for customers to schedule your services directly.
The simpler you make it for them, the more likely they are to buy.
How to hire an SEO for your Nottingham business
So, maybe you skimmed through all that and thought, “I’ve got zero time for this.”
If that’s you, it might be time to bring in an SEO pro.
But don’t just nod along when someone pitches their SEO services. Pay attention, and more importantly, make sure what they’re saying actually adds up.
If some smooth-talking consultant promises your tiny Nottingham bakery’s website will outrank Tesco by next week, don’t fall for it.
That’s like claiming your homemade ale is going to outsell Heineken by the weekend.
Before you sit down with an SEO, know what you want.
A lot of small businesses say they “need SEO” but can’t explain why.
They don’t know who they’re trying to attract, what they want those people to do, or why it even matters.
They’re just chucking money at a problem they don’t understand, hoping it’ll magically fix itself.
Spoiler alert: it rarely does.
Sure, you want more visitors to your site. But let’s get real — what you really want is the right visitors.
The ones who will stick around, engage with your content, and maybe even book a service or buy something (bottom-of-the-funnel traffic).
Or perhaps you want them to recognise your name, change their perception of your brand, or learn something new (top-of-the-funnel traffic).
What you don’t want is people who pop in, skim a few blog posts, and disappear without a second thought.
That’s how you end up throwing cash down the drain on traffic that doesn’t do a thing for your bottom line.
So, if you’re bringing in an SEO, be ready to ask some tough questions.
Here are a few to get you started:
"What's your pricing structure?"
When it comes to SEO, asking about the pricing structure is non-negotiable.
The way an SEO charges can tell you a lot about their approach and the value they bring to the table.
Most SEOs use one of two pricing models:
Retainer-based pricing and one-off packages.
- Retainer-based pricing
First up is the retainer model.
This is like having an SEO expert on speed dial.
You pay a fixed monthly fee, and in return, you get ongoing support and strategy adjustments.
This is great for businesses that need a steady hand at the wheel.
The benefits:
- Consistency: Your SEO is in it for the long haul, adapting strategies as needed and keeping your website fresh.
- Proactive improvements: They can continually monitor your site’s performance, jump on issues before they become problems, and make ongoing adjustments to keep you competitive.
- Access to expertise: You get to leverage their knowledge and expertise regularly, which can lead to better results over time.
2. One-off packages:
This is perfect for businesses that may not need full-time SEO support but want to tackle specific projects or objectives.
Whether it’s 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: If your budget is tight or you’re just dipping your toes into SEO, this option is more manageable.
- Flexibility: You can choose services that align with your immediate goals. If your focus shifts or your budget changes, you aren’t locked into a long-term contract.
- Quick wins: One-off services can often lead to immediate improvements, whether it’s optimising a specific page or revamping your entire site.
"How do you handle reporting and communication?"
When you’re spending hard-earnt cash on SEO services, the last thing you want is to be left in the dark, wondering if your investment is paying off.
So you need to know exactly how your SEO plans to keep you in the loop.
- Reporting:
Reporting is not about getting a spreadsheet crammed with numbers that might as well be in hieroglyphics.
You want reports that actually tell a story.
A good SEO will break down the data in a way that makes sense, showing you not just what’s happening, but why it matters.
What to look for:
- Practical insights: The best reports don’t just show metrics; they highlight what’s working, what’s not, and what the next steps should be. You’ll know why certain keywords are performing better than others, how your content is engaging users, and where opportunities lie.
- Custom dashboards: They can continually monitor your site’s performance, jump on issues before they become problems, and make ongoing adjustments to keep you competitive.
- Contextual understanding: Look for an SEO who will provide context around the numbers. They should explain industry trends, seasonality, and how your performance compares to competitors. A good SEO should paint a full picture, and not just throw stats at you.
2. Communication:
Now, let’s talk communication.
SEO is an ongoing process that requires regular check-ins and updates.
You want someone who’s proactive in keeping you informed.
What you should expect:
- Regular check-ins: Whether it’s weekly, bi-weekly, or monthly, you should have a scheduled touchpoint to go over what’s been done, what’s coming up, and any adjustments that need to be made. These meetings are your chance to ask questions, get clarification, and steer the strategy if needed.
- Transparent communication: A solid SEO will be straight with you — if something isn’t working, they’ll say so and suggest a pivot. They won’t sugar-coat the challenges or gloss over the setbacks; instead, they’ll involve you in finding solutions.
- Availability: You want an SEO who isn’t a ghost. If you have a question, they should be reachable via email, or even a quick Zoom call. And when they do get back to you, it shouldn’t feel like you’re pulling teeth to get a straight answer.
"How do you measure success?"
When it comes to SEO, measuring success isn’t as simple as watching your website climb the search rankings.
That’s just one piece of the puzzle.
You want to know if the time, money, and effort you’re pouring into SEO are actually moving the needle for your business.
So, when I measure success, I look at a full spectrum of metrics that tell a deeper story about your website’s progress.
Sure, rankings matter.
Watching your website climb to the top of Google for your target keywords feels great—it’s proof that the technical side of SEO is working.
But rankings are just the tip of the iceberg.
It’s what’s happening beneath the surface that really counts.
Here’s what I track:
- Target keyword rankings: I’ll monitor how your site ranks for your most important keywords over time. This helps us understand your performance in Nottingham’s local search results.
- Competitor rankings: I’ll also keep tabs on how you’re doing compared to your competitors in Nottingham and nearby areas.
And that is how you do SEO for your Nottingham business.
That’s all, folks.
That’s all he wrote.
Thanks for reading.
