For years, businesses were told that location no longer mattered. Digital meant remote. Zoom replaced meetings. Agencies could work from anywhere, for anyone.

In theory, that is true.

In practice, where a digital marketing agency is based still influences how it works, how it thinks, and how well it understands your market. This is particularly noticeable in the UK, where cities like London, Manchester, and Liverpool have developed very different digital marketing cultures.

In 2026, choosing a digital marketing agency is not about picking the closest postcode. It is about understanding what different locations bring to the table, and how that aligns with what your business actually needs.

Why UK businesses still search by location

One of the clearest indicators that location still matters is search behaviour.

Businesses continue to search for phrases like “digital marketing agency London”, “SEO agency Manchester”, or “ecommerce agency Liverpool”. This is not accidental.

Location-based searches reflect a desire for:

  • accountability
  • cultural understanding
  • market familiarity
  • realistic expectations
  • easier communication

Even when work is delivered remotely, businesses often feel more confident working with an agency that understands their regional context.

London agencies, scale, pace, and pressure

London remains the UK’s largest digital marketing hub.

Agencies based in London are often exposed to:

  • highly competitive markets
  • large budgets
  • international brands
  • fast-moving campaigns
  • reputation-sensitive clients

This environment shapes how London agencies work. Strategies tend to be polished, data-driven, and commercially focused. There is often strong experience with paid media, large-scale SEO, and complex multi-channel campaigns.

For some businesses, this is exactly what they need.

For others, London agencies can feel overly expensive, overly corporate, or disconnected from regional realities. Scale does not always equal suitability.

Manchester agencies, performance and pragmatism

Manchester has developed a strong reputation as a performance-focused digital marketing centre.

Many Manchester agencies grew alongside ecommerce brands, SaaS companies, and challenger businesses. As a result, they often emphasise:

  • measurable outcomes
  • efficiency
  • technical SEO
  • CRO and paid media performance

Manchester agencies are frequently chosen by businesses that want growth without London overheads. The work tends to be practical and results-oriented rather than image-led.

That said, some Manchester agencies lean heavily into performance metrics at the expense of brand nuance, which can limit long-term positioning if not handled carefully.

Liverpool agencies, clarity, creativity, and accessibility

Liverpool’s digital marketing scene has evolved rapidly over the past decade.

Agencies here often work closely with:

  • SMEs
  • ecommerce brands
  • regional and national businesses
  • service-based companies scaling online

Liverpool agencies tend to place strong emphasis on:

  • clear communication
  • hands-on collaboration
  • realistic strategy
  • accessible pricing models

The culture is often less performative and more relationship-driven. For many businesses, this creates a better working dynamic and more honest conversations about what marketing can and cannot do.

UK-wide agencies and the myth of being everywhere

Many agencies describe themselves as “UK-wide”, and in a functional sense, that is accurate.

The difference lies in how well they understand regional markets rather than simply serving them.

A genuinely UK-wide digital marketing agency understands that:

  • consumer behaviour varies by region
  • language and tone matter
  • expectations differ between markets
  • not all strategies scale uniformly across the country

This is particularly relevant for SEO, local search, and ecommerce brands targeting specific regions.

Local knowledge still affects SEO and paid media

Search behaviour is not uniform across the UK.

Local intent searches, regional phrasing, and location-based competition all affect SEO performance. The same applies to paid media, where costs, competition, and audience behaviour can vary significantly.

Agencies that understand regional differences tend to:

  • structure campaigns more intelligently
  • prioritise the right keywords
  • avoid generic targeting
  • build more relevant content

This does not require physical proximity, but it does require awareness and experience.

Why “remote-first” does not mean “location-blind”

Remote working has changed how agencies operate, but it has not erased context.

Good digital marketing agencies still invest time in understanding:

  • where a business operates
  • who it competes with locally and nationally
  • how its audience behaves
  • what regional expectations look like

Ignoring this leads to strategies that feel generic and disconnected.

Choosing based on fit, not just geography

The most successful agency relationships are rarely based on postcode alone.

They are based on:

  • alignment of expectations
  • shared understanding of goals
  • clarity of communication
  • strategic compatibility

Location influences these factors, but it does not replace them.

In 2026, businesses benefit most from choosing agencies that combine regional understanding with national perspective.

How Castle works across Liverpool, Manchester, London, and the UK

Castle works with businesses across Liverpool, Manchester, London, and the wider UK.

Our approach is shaped by understanding how different markets behave, not by assuming one strategy fits all. SEO, paid media, ecommerce, and GEO strategies are adapted to reflect where audiences are and how they search.

Being based outside the traditional London bubble allows Castle to offer perspective without detachment. Strategies are grounded, commercial, and designed to work across regional and national markets.

Digital marketing does not need to be distant to be effective. It needs to be informed, clear, and strategically aligned.

Location still matters. Not because of where meetings happen, but because of how well your agency understands the environment you are operating in.