How does SEO work in London?
London is the UK's largest and most contested search market, spanning finance in the City and Canary Wharf, tech clusters in Shoreditch and King's Cross, and professional services across the West End. Google dominates with roughly 93% share, though Bing carries meaningful volume through Windows and Edge defaults. Businesses competing for boroughs (Camden, Islington, Croydon, Hackney) as well as citywide terms need locally structured pages, not one generic London page, because map-pack results vary sharply by postcode. Google Business Profile signals, Yell and Thomson Local citations, and reviews on Trustpilot or Checkatrade matter heavily for trades and local-service queries, while trade press like City A.M. and industry bodies such as the London Chamber of Commerce shape link and PR opportunities. Multilingual demand from international residents and tourists adds further complexity around hreflang and page targeting.