Local SEO Checklist for St Helens Business Owners
by Greg Johnson, Owner / Developer
If you run a business in St Helens, Newton-le-Willows or anywhere across Merseyside, local SEO could be the most important tool you’re not using.
Search engine optimisation (SEO) isn’t just for big brands with huge marketing budgets. In fact, for small and local businesses, getting found online by people nearby can be the difference between a steady stream of enquiries—and radio silence.
Here’s our go-to checklist for improving your local SEO and giving your business the visibility it deserves.
1. Set Up and Optimise Your Google Business Profile
This is the most important step. Your Google Business Profile (formerly Google My Business) is what helps you appear in local map packs and search results like “cafe near me” or “St Helens plumber.”
Checklist:
- Claim your listing
- Add accurate contact info, address, opening hours
- Add high-quality photos
- Choose the right business category
- Ask happy customers for reviews regularly
Top tip
Respond to every review—positive or negative. It shows you care.
2. Make Sure Your Website Lists Your Location Clearly
Your website should clearly mention where you’re based. Add your town name (e.g. St Helens) in your:
- Page titles and meta descriptions
- Homepage and About page content
- Footer or contact page
Avoid keyword stuffing, but make it obvious to Google—and your visitors—that you’re a local business.
3. Optimise for Mobile Users
Most local searches happen on mobile, often while someone’s out and about. If your site isn’t mobile-friendly, you’re likely losing customers.
Ask yourself:
- Is it easy to read and navigate on a phone?
- Does your contact info show up clearly?
- Is there a click-to-call button?
Top tip
Use Google’s Mobile-Friendly Test to check.
4. Create Location-Focused Content
Blog posts, case studies, or landing pages that reference local events, industries, or customer needs in St Helens or Merseyside can help you rank better—and connect with your community.
Some ideas:
- “5 Ways We Helped a St Helens Retailer Improve Their Website”
- “A Guide to SEO for Small Businesses in Newton-le-Willows”
- “The Top Cafes in St Helens (and What They’re Doing Right Online)”
5. Keep Your Listings Consistent
Your NAP (Name, Address, Phone number) should be the same everywhere—on your site, Google profile, directories, and social media. Even small inconsistencies can confuse search engines.
Top tip
Use tools like Moz Local or BrightLocal to track directory listings.
6. Add Schema Markup for Local Businesses
Schema is code that helps search engines understand what your website is about. For local businesses, it can highlight:
- Your location
- Opening hours
- Services
- Customer reviews
Top tip
Ask your web developer (👋) to help you implement LocalBusiness schema.
7. Get Local Backlinks
A backlink is when another website links to yours. The more trusted local sites link to you, the more authority you gain in Google’s eyes.
Places to start:
- Local directories (e.g. Yell, Yelp, ThreeBestRated)
- Business associations
- Sponsor a local event or charity and ask for a link
8. Track Your Progress
You don’t need complex analytics to see what’s working. Start with:
- Google Search Console (to see what keywords you’re showing up for)
- Google Analytics (to track traffic and conversions)
- Your Google Business dashboard (for calls, clicks, and directions)
Final Thoughts
Improving your local SEO won’t happen overnight—but the small steps you take now can lead to big results in a few months. And the best part? Most of it is completely free.
If you’re based in St Helens or anywhere across Merseyside and want help with SEO that actually works, we’d love to chat. Whether you’re starting from scratch or just want a review of what you’ve got—we’re here to help you grow.