How to Improve Your Website Ranking in Leicester for Free
Establishing your business online is vital for attracting customers in today’s digital world. For businesses in Leicester and the surrounding area, appearing high in search results can lead to increased brand awareness, more website visits, and ultimately, more sales. But ranking well on Google doesn’t have to cost a fortune. In this guide, you’ll learn practical, free strategies that can help boost your website’s ranking in Leicester and connect you with local customers.
Understanding Local Search Ranking
For small businesses, local search engine optimisation (SEO) is about being visible to customers in your specific geographic area. People searching for “restaurant in Leicester” or “plumber near me” are ready to engage with businesses just like yours. Search engines use various signals to decide which local businesses to show. Addressing these signals doesn’t require expensive tools or technical know-how – just focused effort and the right information.
Optimise Your Website for Leicester Searches
Making small changes to your website can have a significant impact on your local search rankings. Search engines look for locally relevant, useful, and trustworthy content.
Include Leicester in Your Key Website Elements
- Page Titles: Include “Leicester” naturally in your page titles (for example: “Accountants in Leicester | Smith & Co”).
- Meta Descriptions: Use Leicester or your particular neighbourhood in meta descriptions. This can help Google and users see your local focus.
- Heading Tags: Incorporate variants like “Serving Leicester” in your
<h1>or<h2>headings. - Body Content: Naturally mention your service area, local landmarks, and surrounding neighbourhoods within your website copy.
- Contact and Location Pages: Display your local Leicester address, phone number, and a Google Map embed to improve local relevance.
Make Your Website Mobile-Friendly
A significant number of local searches happen on mobile devices. Google favours mobile-friendly websites. Use a responsive design that adapts to smartphones and tablets, with easily clickable buttons and readable text.
Improve Your Site’s Loading Speed
Slow websites frustrate users and harm your rankings. Some free ways to speed up your website:
- Optimise images with free tools like TinyPNG.
- Remove unnecessary plugins or scripts.
- Activate browser caching if your platform allows.
Set Up and Optimise Your Google Business Profile
One of the most impactful (and completely free) steps you can take is claiming and improving your
Google Business Profile (formerly Google My Business).
This profile appears in Maps and local “map pack” results – prime real estate for Leicester searches.
Essential Google Business Profile Steps
- Claim Your Listing: Visit Google Business Profile, verify your business, and ensure your address, phone, and opening hours are correct.
- Add Photos: Upload high-quality images of your premises, team, and products to stand out in local searches.
- Choose Relevant Categories: Select the most accurate business categories to help Google match your services with user queries.
- Encourage Customer Reviews: Politely ask customers to leave reviews and always respond genuinely—Google values active engagement.
- Regular Updates: Post updates, offers, or events directly to your profile. Fresh content signals to Google that you’re active.
Get Listed in Leicester Online Directories
Local directories and business listings send important signals to Google that you’re a legitimate Leicester-based business. It’s not necessary to pay for premium listings—free entries can be very effective.
Valuable Leicester Directories and Citations
When adding your business:
- Use the exact same Name, Address, and Phone Number (NAP) as on your website and Google Business Profile.
- Include a detailed description and list your services.
- Link back to your main website, where allowed.
Create Useful, Local Content
Google rewards fresh content that’s helpful and relevant to local users. Regularly updating your website with new information can help you rank higher—for free.
Ideas for Local Leicester Content
- Blog about local news, events, or tips (e.g., “What to do in Leicester this summer”, “How to find a reliable builder in Leicester”)
- Showcase local partnerships or customer stories to build trust and boost local visibility.
- Answer common questions your Leicester customers ask (“How long does delivery take in LE1?”).
- Write location-specific service pages, especially if you cater to multiple neighbourhoods (e.g., “Garden maintenance in Oadby and Wigston”).
Remember to naturally include location keywords such as “Leicester”, “Leicestershire”, popular neighbourhoods, and local landmarks within your content.
Build Local Backlinks without Spending Money
Inbound links (also called backlinks) from other websites show Google that your site is trusted by others in your community. You don’t have to pay for quality local links—here’s how to get them for free:
- Network with other local businesses: Offer to feature each other’s websites or events.
- Join local business associations: Many groups list members on their websites.
- Contribute a guest post: Write a helpful article for a Leicester community blog or local newspaper (online edition) and include a link to your site.
- Sponsor a local charity event or sports team: If you can, ask for a web mention in return.
- Participate in local online forums: Offer advice in Leicester-focused Facebook groups or forums, linking back only if it’s relevant and allowed.
Encourage and Respond to Customer Reviews
Reviews help search engines—and potential customers—trust your business. For local rankings, Google places significant emphasis on both the quantity and quality of reviews on your Google Business Profile. Here’s how to maximise them:
- Ask every customer to review you: After completing a service, politely ask if they’re happy to leave feedback.
- Make it easy: Send a direct link to your review page or provide step-by-step instructions.
- Respond quickly: Thank reviewers for positive feedback, and reply professionally to any negative comments, showing you’re attentive and proactive.
- Highlight your location: If possible, encourage reviewers to mention “Leicester” in their feedback—this helps reinforce your local relevance.
Use Social Media for Local Visibility
While social media links don’t directly boost rankings, active local engagement can send positive signals and drive more visitors to your website. Some simple actions:
- Engage with Leicester groups and pages: Answer questions, share local news, and participate in community discussions.
- Tag your location in posts: This improves your chance of being seen by local audiences.
- Share your website content: Promote your latest articles, events, or offers to Leicester residents.
Monitor, Learn and Improve
You don’t need expensive tools to track your progress. Google provides free resources to help monitor how people find and use your site.
- Google Analytics shows you which pages are most popular and how visitors behave.
- Google Search Console highlights which search queries bring traffic and alerts you to website problems.
- Check your Google Business Profile insights for how often you appear in Maps and Search, and the actions customers take (calls, website visits, direction requests).
Look for which pages and keywords attract Leicester visitors, and refine your website to build on this success.
Summary: Action Steps for Better Local Rankings
- Optimise your website with Leicester keywords in titles, headings, and content.
- Ensure your website loads quickly and works on all devices.
- Claim and maximise your Google Business Profile.
- List your business in reputable Leicester and UK directories.
- Regularly create helpful, local-focused content.
- Build local backlinks by networking and contributing online.
- Encourage and manage customer reviews.
- Use social media to engage with Leicester audiences.
- Track your progress and refine your approach using free analytics tools.
Improving your website’s ranking in Leicester doesn’t require a big budget—just focused attention to local optimisation best practices. By consistently applying these free strategies, you’ll increase your visibility, attract more local visitors, and help your business grow.
If you need help with your website, app, or digital marketing — get in touch today at info@webmatter.co.uk or call 07546 289 419.