We love implementing the location pages strategy. It’s typically untapped and less competitive.
People often think that you need to have a physical presence in that area to set this up. Well you don’t. But obviously, you need to be able to serve that location. Otherwise, what’s the point.
What exactly is this strategy?
Creating a section on your website called “Locations”, or “Areas Served”. This can be added to the navigation.
So you have your main “Areas Served” page, which links out into individual location pages, usually targeting a specific city. And you create a page for every city that you serve.
The structure can be set up in a few ways.
- website.com/locations/city-a. then, website.com/locations/city-b, etc
I don’t think the format really matters. But one sneaky additions we like to include to add in the keyword into the URL too. Like so. This adds an extra layer of relevancy to the page.
Why does it work?
Google shows local results when the keyword is deemed to have local intent.
A search for “tree services” or “tree services +city name” means that the searcher is seeking a local company to get work done. Google will show companies who are in that local area. By having a page that is optimised for these local keywords, you have a strong chance of getting more visibility and more calls.
Your homepage is never going to rank in nearby cities because you cannot optimise it for mutliple cities. Your homepage will typically be strong for your home base where your office is, or where your Google Business Profile is located. So that is why this strategy is important for expanding your reach.
Here is a result of this in Action
We have the homepage that ranks in the primary city (last line). And then we have three location pages that are ranking in adjacent cities. The 2nd column is the location. We built a page out for each city which included relevant content to that location. And we were rewarded.
And here’s a snapshot from Google Analytics too.
Now you’re probably thinking, what’s on the page?
Great question. You’re thinking along the right lines. These pages still needs to be useful, and they still needs to convert prospects into customers. We are not doing this for Google, we’re doing this so that you can get more business.
We’re not going to go into all the detail on this right now. You can ask us the details on the discovery call. If you are looking to learn more about the topic, check out our post on location pages for SEO that we wrote this year.