SEO stands for Search Engine Optimisation. In plain English, it means making your website show up when people search for what you do on Google. For tradespeople, this is mostly about showing up in local searches like "plumber in Durham" or "roofer near me".
The good news is that local SEO for trades isn't as complicated as the marketing agencies make it sound. Here's what actually matters.
1. Make it obvious what you do and where
Google is smart, but it still needs help. Your website should clearly state what trade you're in and which areas you cover. Not buried in a paragraph somewhere, but right up front. Your homepage title should be something like "John Smith Roofing - Roofers in Durham and the North East".
Mention your service area naturally throughout your site. If you cover Durham, Sunderland, and Newcastle, make sure those places appear in your content. Don't stuff them in unnaturally, just mention them where it makes sense.
2. Set up Google Business Profile
This is the single biggest thing you can do for local SEO. Your Google Business Profile is what shows up in the map results when someone searches locally. Fill it out completely, add photos, get reviews. This alone can bring you more leads than anything else.
3. Get your NAP right everywhere
NAP stands for Name, Address, Phone number. Make sure these are exactly the same everywhere your business appears online. Your website, Google Business Profile, Facebook page, directory listings. Google cross-references these and inconsistencies hurt your ranking.
4. Page titles and descriptions matter
Every page on your website has a title and description that show up in Google search results. These should be clear, include your trade and location, and make someone want to click. "Home" as a page title tells Google nothing. "Affordable Plumber in Newcastle - Emergency Callouts" tells it everything.
5. Make your site fast and mobile-friendly
Google measures how fast your site loads and whether it works properly on phones. If your site takes forever to load or the text is tiny on mobile, Google pushes you down in the rankings. Most modern websites handle this automatically, but it's worth checking.
6. Get reviews
Google reviews are a massive ranking factor for local businesses. The more genuine reviews you have, the higher you'll rank. Ask every happy customer to leave a review. Make it easy by sending them a direct link.
What you can ignore
Don't waste money on anyone who promises you "page 1 of Google" guaranteed. That's not how it works. Don't worry about keyword density, meta keywords, or other outdated tactics. Don't buy backlinks from dodgy websites. These things can actually hurt you.
For most tradespeople, getting the basics right puts you ahead of 80% of your local competition. A proper website, a complete Google Business Profile, consistent details everywhere, and genuine reviews. That's your SEO strategy. Everything else is a bonus.