If you’re running a small business in Wales and feeling invisible online, you’re not alone. I see it constantly here in Cardiff: brilliant local businesses that should be dominating their area but can’t get found when people search for their services nearby.
The thing is, everyone’s obsessing over AI and fancy new marketing tactics, but local SEO fundamentals still matter most. Good local SEO IS future-proof SEO because the AI tools just scrape the best-ranking, most relevant content anyway.
Why Most Welsh Businesses Get Local SEO Wrong
Honestly, I think the biggest mistake I see is businesses trying to compete nationally when they should be owning their local patch first. A Cardiff accountant doesn’t need to rank for “accountant” across the whole UK, they need to dominate “accountant Cardiff” and related local searches.
The other issue? Too many businesses are stuck with those DIY Wix sites that aren’t properly optimised for local search. These platforms make it nearly impossible to implement proper local SEO because you can’t control the technical bits that actually matter.
A beauty salon owner in Barry came to us recently because her Squarespace site wasn’t showing up for “beauty treatments Barry” despite being established for years. Within three months of rebuilding with proper local optimisation, she was ranking on page one.
Your Google Business Profile: The Foundation
This is where I always start with local SEO for small business Wales. Your Google Business Profile is absolutely crucial, yet so many businesses set it up once and forget about it.
Here’s what actually works:
- Complete every single field , Google rewards profiles that are 100% complete
- Add photos regularly , businesses with fresh photos get 42% more direction requests
- Collect and respond to reviews , especially important for Welsh businesses competing with bigger cities
- Use Google Posts , most local businesses ignore this free feature entirely
- Keep your hours updated , nothing kills local rankings like incorrect opening times
In my experience, businesses that actively manage their Google Business Profile see traffic increases within weeks, not months.
Location-Based Keywords That Actually Work
Working with Welsh businesses for six years, I’ve learned which keyword strategies actually drive customers through the door. It’s not just about stuffing “Cardiff” or “Swansea” into your content.
The magic happens with these types of local keywords:
| Keyword Type | Example | Why It Works |
|---|---|---|
| Service + Location | “mortgage adviser Newport“ | High commercial intent |
| Location + Near Me | “accountant near me Cardiff” | Mobile search gold |
| Problem + Location | “broken boiler repair Bridgend“ | Urgent need keywords |
| Neighbourhood Specific | “dentist Roath Park Cardiff” | Hyper-local targeting |
The key is understanding how your customers actually search. Most people don’t search for “professional accounting services in the Cardiff metropolitan area”. They search for “accountant Cardiff” or “tax help near me”.
Local Citations: Building Your Digital Presence
This is something big agencies often overcomplicate, but it’s actually straightforward. Local citations are mentions of your business name, address, and phone number across the web.
For Welsh businesses, I always recommend starting with:
- UK-specific directories , Yell, Thomson Local, Bing Places
- Industry-specific sites , relevant trade associations and professional bodies
- Local Welsh directories , Wales Online business directory, local council sites
- Social media platforms , Facebook, LinkedIn, industry-specific networks
The crucial bit? Keep your NAP (Name, Address, Phone) consistent everywhere. Google gets confused if your address is “High Street” on one site and “High St” on another.
Technical Local SEO That Makes a Difference
Here’s where having a properly built WordPress site really matters. Those trendy AI-generated sites might look flashy, but they often miss the technical foundations that local SEO depends on.
We always implement:
- Schema markup , helps search engines understand your business type and location
- Local landing pages , separate pages for each service area you cover
- Mobile optimisation , 78% of local mobile searches result in offline purchases
- Site speed optimisation , especially crucial for mobile local searches
This is exactly why we use WordPress with the Bricks builder. You get the technical control needed for proper local SEO, plus clients can still update their own content without breaking anything important.
Content That Connects with Local Customers
The best local content doesn’t just mention your location, it genuinely serves your local community. I encourage all our clients to create content that only they could write about their area.
Think “A Guide to Business Rates in Cardiff” for an accountant, or “Planning Permission Tips for Newport Extensions” for a builder. This type of hyper-local content absolutely dominates in local search results.
It also helps with something I call “local authority building”. When other local businesses and customers see you as the go-to expert for your area, they naturally link to and mention your business more often.
Frequently Asked Questions
How long does local SEO take to work for Welsh businesses?
In my experience, you’ll see initial improvements within 4-6 weeks, especially with Google Business Profile optimisation. Significant ranking improvements typically take 3-6 months, depending on competition in your area and industry.
Do I need different strategies for Cardiff vs smaller Welsh towns?
Absolutely. Cardiff and Swansea have more competition, so you need more comprehensive strategies. Smaller Welsh towns often respond well to basic local SEO fundamentals done properly, plus community involvement and local networking.
Should I target multiple Welsh locations on one website?
Yes, but do it properly with dedicated location pages for each area you serve. Don’t just stuff multiple town names into your homepage. Create genuine, useful content for each location with unique local information and keywords.
How important are Welsh language keywords for local SEO?
It depends on your audience and location. Some areas of Wales have significant Welsh-speaking populations who search in Welsh. If that’s your market, absolutely include Welsh language content and keywords alongside English ones.
Ready to Dominate Local Search in Wales?
Local SEO isn’t rocket science, but it does need to be done properly from the ground up. If your current website isn’t driving local customers, there’s probably a good reason why.
We’ve helped dozens of Welsh businesses climb to the top of local search results with websites that actually work for local SEO. Our all-in-one approach means everything from hosting to local citations gets sorted properly, with no nasty surprises or extra charges for the bits that matter most.
Ready to stop being invisible online? Let’s chat about getting your business found by the customers who are already looking for you.
