How Far Should You Target in SEO? Choosing the Right Geographic Focus for Search Engine Optimization

When it comes to Search Engine Optimization (SEO), one of the most important decisions a business owner or marketer can make is to define which geographic area their website should target. A common mistake many make is trying to cover too large a territory, which results in ranking poorly everywhere. This is where local SEO (local search engine optimization) becomes essential — but even then, it’s critical to decide exactly where you want to be visible.

Why Is It Important to Define Your Target Area in SEO?

Google and other search engines constantly improve their algorithms to deliver the most relevant results to users. This is especially true for local searches — when someone types something like “plumber Manchester” or “car repair London Ealing”. In these cases, Google considers both the user’s location and the website’s local relevance.

If a business tries to target the entire United Kingdom or multiple countries with just a few keywords and one website, several issues arise:

• The competition is too intense: The larger the area, the more businesses compete for the same keywords.
• Google prioritises local providers: If someone in Birmingham searches for an electrician, businesses based in Birmingham will appear first — even if a company in London claims to operate nationwide.
• A single website can’t be equally relevant everywhere: One page cannot effectively serve the unique needs and queries of every city or region.

What Area Should You Target in SEO?

The answer is simpler than most people think: target the areas where you genuinely operate and where you have a realistic chance of ranking well.

1. A City or Borough

The fastest and most effective results come when a website is optimised for a specific city or even borough. For example: “locksmith Manchester” or “hairdresser London Hackney”.

2. A County

If your services genuinely cover an entire county, it’s a good idea to create dedicated subpages for major towns and regions. For example: a “Electrician Greater Manchester” page with individual sections for Salford, Bolton, Stockport, etc.

3. Nationwide SEO

This makes sense if you provide online services or products that can be delivered across the country without physical limitations. For example: eCommerce stores, online consulting, virtual training.

4. International Targeting

This is an advanced SEO strategy. In this case, you’ll need dedicated domains, subdomains, or language-specific pages and localised content for each country. Merely mentioning “We also work in Ireland” on your UK site won’t help you rank well in Ireland’s Google results.

Which Keywords Should You Use?

Local keywords are key:

• Service + City (e.g., “roof repair Liverpool”)
• Service + Borough (e.g., “dentist London Camden”)
• Service + County (e.g., “car mechanic West Yorkshire”)

If you’re targeting the entire UK or multiple countries, you can include generic keywords too — but be prepared for heavier competition and slower results.

What Happens If You Target Too Large an Area?

• You won’t appear in Google Maps results, as the algorithm prioritises local businesses.
• Your site’s relevance weakens, as generalised content aimed at everyone fails to satisfy local searchers.
• The competition is overwhelming, and you might never achieve strong rankings.
• Your ad costs rise significantly, as more businesses compete for the same keywords.

Conclusion

Choosing the right geographic focus is crucial for SEO success. Avoid the mistake of targeting overly large areas! Concentrate on the cities, boroughs, or counties where your services are genuinely available and where you can realistically compete. If you later expand, work with an experienced SEO strategist before going national or international.