What Local SEO Looks Like for Service-Based Companies in Surrey
Digital Marketing
Feb 7, 2025
9 Min Read
Local SEO is essential for service-based businesses in Surrey to enhance visibility, attract customers, and build community trust.
Want to grow your local service business in Surrey? Local SEO is the key.
Local SEO helps your business appear in local search results, connect with nearby customers, and build trust in your community. Here's a quick rundown of what matters most and why it’s important to focus on with Surrey digital marketing:
Google Business Profile: Claim, verify, and optimise it with accurate details and photos.
Surrey-Focused Keywords: Use location-specific terms like "Plumbers in Guildford" in your content, titles, and URLs.
Consistent Business Info: Ensure your name, address, and phone number (NAP) are the same across all platforms.
Local Links & Reviews: Get backlinks from Surrey-based sources and encourage customer reviews, especially on Google.
Schema Markup: Use structured data to help search engines understand your business better.
Track performance using tools like Google Analytics and Search Console, focusing on visibility, engagement, and conversions. Local SEO isn't just about rankings - it's about driving real results for your business.
Local SEO Core Elements
Here’s a breakdown of the key aspects that make up local SEO.
Setting Up Google Business Profile
Your Google Business Profile (GBP) is the foundation of local SEO efforts.
Here’s how to optimise it:
Claim and verify your listing: Complete Google's verification process to secure your business profile.
Select the right categories: Choose one primary category that best fits your service, and keep secondary categories to a minimum.
Provide complete and accurate details: Include operating hours, services, and high-quality photos to make your profile stand out.
Monitor regularly: Keep an eye on your profile daily to ensure no unauthorised changes are made [3].
"Google Business Profile (GBP) services might have more to do with local rankings than previously thought, according to recent tests from Sterling Sky and Whitespark." [2]
Surrey-Focused Keywords
Using location-specific keywords is a smart way to increase visibility in local searches. Combine service-related terms with Surrey-based locations for better results. You can incorporate these keywords into:
Page titles and meta descriptions
Header tags (H1, H2, H3)
Image alt text and file names
URL structures
Natural content throughout your website
For example, in November 2023, Cream Soda Media showed how Surrey businesses could boost local search visibility by prioritising location-based terms. Their analysis revealed that phrases like "SEO Services Surrey" performed far better than generic options such as "SEO services".
Once your profile is set up and keywords are in place, focus on maintaining consistent business information to strengthen your strategy.
Business Information Consistency
NAP Consistency is key when it comes to your business information. Make sure your name, address, phone number, operating hours, website URL, and service descriptions are the same across all platforms.
Citations are among the top five factors that influence local rankings [4]. Consistent and accurate details help Google confirm your business's legitimacy and improve your local search presence [1].
Check for consistency across:
Google Business Profile
Social media platforms
Online business directories
Industry-specific websites
Local business associations
Local SEO Methods That Work
Boost your Surrey business visibility with these proven local SEO strategies.
Getting Local Links
Building quality local backlinks strengthens your online presence. Focus on trusted Surrey sources like:
Local business directories
Community event websites
Local news outlets
Industry-specific directories
To attract these links, create content that resonates locally. Examples include:
Writing guest posts for local business blogs
Sponsoring community events
Participating in local business awards
Joining professional associations
Alongside link-building, managing customer reviews is a key part of building trust in your local community.
Customer Review Management
Did you know 96% of consumers read local business reviews, and 79% prioritise Google reviews? [6] It's clear reviews are critical for your business.
Encourage reviews with these methods:
Email requests (54% of customers prefer this approach)
In-person requests (45% preference)
Text message requests (29% preference)
Once reviews come in, responding quickly is essential - 60% of reviewers expect a response within two days [5]. Here’s how to handle responses effectively:
Address the reviewer by name
Thank them for their feedback
Offer specific solutions to any issues
Maintain a professional and polite tone
While Google is the top platform for reviews, don’t ignore others like:
Finally, make it easier for search engines to understand your business with structured data.
Schema Markup Implementation
Schema markup helps search engines interpret your business details more effectively.
"We currently prefer JSON-LD markup. I think most of the new structured data that are kind of come out for JSON-LD first. So that's what we prefer." - John Mueller, Senior Search Analyst, Google [7]
For Surrey service businesses, focus on these schema properties:
LocalBusiness markup
Organisation details
Service descriptions
Operating hours
Geographic location
Price ranges
Customer reviews
Use Google's Structured Data Testing Tool to check your schema setup and ensure your information is correctly understood by search engines.
Local SEO Performance Tracking
Tracking the right metrics is key to assessing the success of your local SEO efforts. Here’s how to measure and optimise your strategy for Surrey businesses.
Main Success Metrics
Keep an eye on the metrics that directly influence your business growth.
Metric Category | What to Track | Why It Matters |
|---|---|---|
Visibility | Google Business Profile clicks, search impressions | Shows how well your business appears in local searches |
Engagement | Website visits, phone calls, direction requests | Demonstrates customer interest and interaction |
Conversion | Form submissions, bookings, enquiries | Tracks how many potential customers take meaningful actions |
Reviews | Volume, ratings, response rate | Highlights your reputation and customer satisfaction |
"Typically the success of a local SEO campaign is measured by its ability to drive more relevant traffic and leads to your business, increase your brand awareness and visibility, and, ultimately, lead to more revenue" [8]
To capture these metrics effectively, make use of Google's tracking tools.
Google Tools Setup
Set up these Google tools to monitor and analyse your local SEO performance efficiently.
Google Analytics
Enable location tracking to focus on Surrey and nearby areas.
Create custom segments to filter local traffic.
Set up conversion goals to track service enquiries and bookings.
Use UTM parameters to measure the performance of specific campaigns [8].
Google Search Console
Verify your business website to access search data.
Submit a local sitemap to ensure proper indexing.
Monitor Surrey-specific keyword performance.
Track click-through rates for local search results.
"SEO is more than just ranking. It's about driving business results that matter" [8]
Once your tools are configured, define clear goals to evaluate progress.
Goal Setting
Set measurable goals to align your local SEO efforts with business outcomes.
Short-term Objectives (3–6 months)
Focus on boosting your Google Business Profile visibility, increasing local website traffic, and encouraging regular customer reviews.
Long-term Targets (6–12 months)
Aim to improve conversion rates, maintain strong rankings for key service keywords, and establish a consistent flow of positive reviews.
"While rising traffic is beneficial, qualified leads mark success" [9]
Use Google Business Profile Insights to track customer actions and refine your approach.
"It's important to look at insights around actions that are important to your business" [8]
Surrey-Specific SEO Hurdles
Surrey businesses face unique challenges when it comes to local SEO. Beyond optimising keywords and profiles, they must tackle intense competition and manage reviews effectively to maintain their local presence.
Local Market Competition
Surrey's bustling business scene makes standing out in local searches a tough task. With "near me" searches growing by over 100% year-on-year [10], staying competitive requires more than just basic optimisation.
Key Challenges:
A high concentration of service providers in areas like Guildford and Woking
Fierce competition for location-based keywords
Increasingly sophisticated local SEO tactics from competitors
To rise above the competition, businesses should focus on creating local content that showcases their services and ties to the community. A complete Google Business Profile can make a big difference - consumers are 2.7 times more likely to trust a business with a detailed profile [10].
This competitive environment demands a strategic approach, not just to keywords but also to managing reviews and multiple locations effectively.
Review Response Strategy
Responding to reviews quickly and personally plays a crucial role in shaping customer perceptions. Recent data shows that 63% of customers are willing to change a negative review if a business responds promptly [11]. Additionally, 62% of customers are more likely to give a business another chance after an issue is resolved [11].
Key Tips for Review Responses:
Reply to reviews within 24 hours
Make responses personal by addressing specific points
Stay professional, even when handling criticism
Confirm and document solutions to any problems
Handling reviews well can significantly improve a brand's reputation, but for businesses with multiple locations, consistency across all profiles is equally important.
Multiple Location Management
For businesses operating in multiple Surrey locations, maintaining local SEO consistency is essential. Each location needs tailored attention to ensure it ranks well in relevant searches.
Best Practices for Multi-Location SEO:
Build unique, optimised pages for each location
Keep NAP (Name, Address, Phone) information consistent across all platforms
Use location-specific schema markup
Maintain separate Google Business Profile listings for each location
"Doing so allows search engines to distinguish between different locations and present the right one to the right people at the right time."
– Shannon Thammasiene, Thrive's senior SEO manager [12]
Conclusion
Local SEO plays a key role in helping Surrey service companies remain competitive. With 72% of consumers turning to Google for local business information [13], having a strong local SEO strategy can drive growth and keep your business relevant.
To succeed in local SEO, focus on three main areas: technical optimisation, content creation, and reputation management. Research shows that 94% of top-performing brands utilise targeted local strategies [13], highlighting the impact of a well-structured approach.
Take PuroClean as an example - they saw a 130% boost in organic sessions after applying these methods. Similarly, Valvoline experienced a 32% increase in Local Pack clicks [13]. These results underline the benefits of investing in local SEO.
Accuracy matters too. Around 62% of consumers steer clear of businesses with incorrect information [13]. Keeping your business details up-to-date and monitoring metrics like search rankings, reviews, and conversions can help fine-tune your strategy and maintain a competitive edge.
FAQs
How can service-based businesses in Surrey optimise their Google Business Profile effectively?
To optimise your Google Business Profile (GBP) as a service-based business in Surrey, start by ensuring all business details are accurate and complete, including your name, address, phone number (NAP), website, email, and operating hours. Use the description section to clearly explain your services, incorporating relevant local keywords to improve visibility.
If you serve specific areas, define your service area carefully, especially if you don’t have a physical storefront. Add photos, list all your services and products, and keep your profile updated with posts about events, promotions, or news. Regularly engaging with customer reviews - whether positive or negative - shows attentiveness and builds trust.
Finally, ensure your NAP details are consistent across all online platforms and directories to strengthen your local SEO efforts and improve your visibility in Surrey.
What are the best ways for service-based businesses in Surrey to build local backlinks?
Building local backlinks is crucial for improving your business's visibility in Surrey. Start by listing your business in local directories and ensuring your details are accurate. Collaborate with other local businesses or organisations to create mutually beneficial partnerships that can lead to backlinks. Additionally, consider creating engaging, location-specific content, such as blogs or guides about Surrey, which can naturally attract links from local websites.
Another effective approach is to reach out to local bloggers, journalists, or influencers who might be interested in featuring your business. Hosting events or offering promotions can also help you gain coverage and links from local news outlets. Finally, monitor your competitors' backlinks to identify potential opportunities for your own business. By focusing on these strategies, you can strengthen your local online presence and attract more customers in Surrey.
How can schema markup enhance local SEO for service-based businesses in Surrey?
Schema markup helps search engines better understand important details about your business, such as your name, address, phone number, opening hours, and the services you provide. By structuring this information in a way that search engines can easily interpret, schema markup improves your chances of appearing in local search results and rich snippets.
For service-based businesses in Surrey, using schema markup ensures that your business stands out to local customers by providing accurate and relevant information directly in search results. This can lead to increased visibility, more website traffic, and ultimately, more local customers.
Related posts
Digital Marketing Strategies that Work in Surrey's Competitive Market
Ultimate Guide to Local Product Listings for Surrey in 2025
Surrey's Digital Transformation: How Local Businesses Are Thriving Online
Content Marketing Strategies That Connect With Surrey Consumers