Local Keywords: How to Mention Your Location Without Sounding Weird
If you’ve ever read a website that says “we’re the best plumber in Southampton” five times in two paragraphs... you know what we’re talking about.
Yes - using your location in your website content matters for local SEO. But it really doesn’t have to sound awkward or robotic.
In fact, cramming your town or city name into every sentence could do more harm than good. It’s off-putting to readers, and Google’s smart enough to know when you're overdoing it.
Here’s how to use local keywords the right way - so you can show up in search and sound like a real person.
1. Use Your Location in Smart, Natural Places
You don’t need to repeat your location constantly. What you need is to place it where it counts.
Page titles: Example: “Electricians in Andover - Reliable & Local”
Meta descriptions: These show up in search results, so include your area naturally.
Headings (when relevant): Add it into a subheading like “Our Air Conditioning Services in Winchester”.
Alt text for images: E.g. “Boiler installation in Romsey kitchen”.
First and last paragraphs: Mention your area once or twice as part of a natural sentence.
✅ You’re writing for people first - just help Google understand the context along the way.
2. Write Like You’re Talking to a Local
If your customers live nearby, talk like someone who knows the area.
Instead of forcing keywords, try:
Mentioning nearby towns you cover:
“We work across Hampshire, from Chandler’s Ford to Eastleigh”.Including familiar places or local references:
“Just around the corner from the The Hundred in Romsey”.Referring to local needs:
“New Forest homes often need extra ventilation due to damp - we’ve handled this for years”.
✅ This builds trust and shows you're part of the community, not just optimising for it.
3. Let Your Customers Do the Talking
Testimonials and FAQs are great ways to include locations without forcing them.
FAQs: Add real questions like “Do you cover the surrounding villages near Winchester?”
Testimonials: Encourage customers to mention their location.
Example: “Brilliant service. We’re in Totton and they were round the same day”.
✅ Google sees this location context - and it feels natural because it is.
4. Create Area-Specific Pages (But Don’t Copy and Paste)
If you serve multiple towns or cities, area-specific pages can help.
BUT: Don't just clone the same text and swap out the place name. Instead:
Highlight what’s unique about each area
Mention real jobs or case studies from that place
Use different photos or reviews from customers in that location
Example: “We recently installed a full system for a listed property near the cathedral in Salisbury...”
✅ Every page should add value to someone in that location—not just exist for Google.
Be Helpful, Not Robotic
Google wants to know where you are. So do your customers.
But if your content sounds like you’re trying too hard, you’re doing it wrong.
Talk like you would in a conversation. Mention your area naturally, back it up with real examples, and focus on being genuinely useful. That’s the kind of content that ranks and resonates.
If you're not sure where to start - or just want someone to handle it for you - get in touch. I’ll help you make sense of local SEO, write content that sounds like you, and make sure your business shows up where it matters.
👉 Let’s chat.
How often should I mention my location on my website?
You should mention your location smartly and naturally, such as in page titles, meta descriptions, headings, image alt text, and the first or last paragraphs. Avoid overusing your location to prevent sounding robotic.
What’s the best way to use local keywords without sounding awkward?
Write as if you’re talking to locals by referencing nearby towns, familiar landmarks, or local needs. This makes your content relatable and trustworthy rather than keyword-stuffed.
Should I create separate pages for each area I serve?
Yes, but avoid copying and pasting the same content. Each area page should highlight what’s unique about that location, use local examples, and provide valuable, distinct content.
