In this week’s edition of Ask An SEO, Mehmet of Adana, Turkey writes:
“Hi. I own a business that provides cleaning services and serves about 120 different neighborhoods.
I want to create a separate article for each of the city, district, neighborhood, and service searches. Is this the right local strategy and what should the link structure be like? “
Your question relates to articles and link structure, so we’ll focus on that today.
But I want to make sure this isn’t yours alone local search strategy.
A comprehensive local SEO strategy will also include:
Wherever customers look for services like yours, you want to be there and instantly convert or direct them to the desired URL to find out more.
So let’s talk about the idea of putting together a separate article for each city, neighborhood, neighborhood, and service.
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Local items for each service and area?
It seems like a lot of work and not a great user experience for your potential customers.
Articles and blog posts can be great informational flagship pieces of the funnel to generate awareness and raise awareness of your brand.
They can also be great for the consideration and evaluation stages, particularly in a long sales cycle or for large items.
Let’s first think about the intent of local researchers who might be looking for cleaning services, though.
Of course, you will have some super curious about a certain type of service, how it works, what products are used, etc.
But many others who just want to know things like:
- Are you open when I need you?
- How much will it cost?
- Do you serve my area?
- Can I book a consultation?
- Do you have a place I can enter?
- Who else has used your services?
- What do people say about working with you?
- How far are you from where I need you to be?
- What kind of equipment do you use?
- Do you have any specialization?
You don’t want to sift through over 800 words of a written article to find simple answers that could instantly convert them into a booked appointment, phone call, or other desired action.
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It is also a huge task to provide enough unique information about each place to produce an engaging and quality article about it.
If you have the budget (now or in the future) and want to invest in content creation to suit various types of search intent in each region, this will be part of an excellent promotional strategy.
But you don’t want to use articles as the primary destination for local users.
Use local landing pages instead
There are far more compelling ways to convey these responses than in an article.
A integrated map allows the researcher to assess how far they are from the business location or if you serve their area.
A embedded video can provide them with a quick overview of the facility, equipment, techniques and personnel.
Local reviews it can showcase the latest feedback from your customers and provide that social proof when and where they are thinking of using your service.
High quality photos it can help them understand the experience you are offering.
Local content and offers can meet the information and conversion needs of your visitors.
Click to call, book or contact the functionality (or even real-time messaging) makes it easy for those who are ready to convert.
These are all elements of a quality local landing page experience.
From here, you can link to your more in-depth resources.
And yes, you can definitely use your landing page template to create special pages for certain types of services, business lines, etc.
What matters most is that your local pages are:
- Optimized for both search and conversion.
- Built to provide the next steps for all different types of local researchers.
- Correctly marked with the relevant schema so that Google understands how and why your page is the best answer for relevant queries.
Check out John McAlpin’s SEO checklist for the perfect location page for more tips on what makes a local landing page great.
Now, take people to your local pages
Use a locator to help users find the right location. Linking to the tracker ensures that customers can come back and explore other locations and services as well.
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Your locator can live in the main menu and be present on the home page, and any local page is just a couple of clicks away.
Breadcrumbs are a great navigation tool here.
You can use a template for your local pages to keep the look, feel and experience consistent and reduce the workload in their production.
Duplicate content won’t affect your rankings, so don’t worry if it’s generic at first and add localized content over time as much as possible.
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Referring to local landmarks and crossing streets, sharing photos of the interior and exterior, explaining any special amenities that location offers, etc.
Link to the appropriate local page also from every Google business profile and online listing. It’s a far better user experience than sending people from a localized search to your home page.
See who else ranks organically and locally on the terms you want to dominate. These could be competitors, information portals, local community organizations and media, directories, social content and more.
- Can I overcome them?
- Can I get listed or advertise with them?
- Can I get them to connect to my site?
If you can’t find a way to appear organically or in the top 3 MapPack results, you may want to run a local PPC campaign by directing people to the relevant page for that region.
You can also use articles and blog posts to feed those more informative questions and direct people to your locator to find the location closest to them.
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Discover 8 ways to promote local business in competitive markets with search and see our proven local marketing strategies for promoting customer experience and on-demand ROI webinar for more tips.
Put systems and processes in place to manage your growing presence
Finally, you have some additional challenges like multi-location businesses and service areas.
Creating all of this content and landing pages is one thing.
But you need to be able to keep everything accurate, measure engagement and performance, and make changes and updates as well.
Changing your vacation schedule also becomes a big deal when you have to do it on 120 Google profiles and local landing pages.
Additionally, all kinds of inaccuracies are introduced into local listings by data aggregators using outdated information, Google users suggesting changes, ownership conflicts, and more.
It wouldn’t hurt to look into some local SEO tools and platform options to make the job easier.
Compare the expense of the tool with the work you will save and the business benefits of improving your local SEO performance on this scale.
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Building your local presence isn’t a quick job. But if you can automate some of the work of tracking, updating, and finding new opportunities to appear, you’ll be way ahead.
Ask an SEO is a weekly SEO advice column written by some of the best SEO experts in the industry, hand-picked by Search Engine Journal. Have a question about SEO? Fill out our form. You may see your answer in the next #AskanSEO post!
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