Seo strategy

5 tips to improve your regional SEO strategy

For some businesses, ranking for a larger region may make more sense than optimizing for a hyperlocal approach.

This is especially true for service area businesses that provide service in a variety of areas and may not have foot traffic in the offices.

Implementing a well-orchestrated regional SEO strategy can help you expand your printing reach without breaking the bank for physical offices in every small town in a region.

If done correctly, you can still rank in the SERP for coveted “nearby” searches that have become common to users.

Regional SEO vs. local SEO

There is an essential difference between local SEO and regional SEO.

According to Brian Harnish,

“Local SEO is a strategic process that emphasizes the optimization efforts of local brick and mortar businesses. “

Many brick-and-mortar-free businesses, also known as service area businesses, are trying to implement local SEO by setting up virtual desktops to increase their visibility in the local SERP.

According to Google guidelines, virtual offices are allowed as long as they are occupied by your staff during your regular business hours.

Don’t view this as a loophole to pursue your own local SEO strategy for your service area business. Google is aware of many common virtual office providers and is actively suspending GMB announcements.

While you can always reinstate your suspended ad, it is certainly painful.

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Your listing may be suspended again in the future if a user files a report or if Google suspects that you are in violation of its guidelines.

In an effort to reduce any drop in organic visibility and activity resulting from your SEO efforts, I recommend that you follow these five tips to optimize your regional SEO strategy.

1. Find your region

We may think we know the areas we serve, but reliable data can always prove us wrong.

Before you jump into the next steps, make sure you know which cities are generating the most organic search interest for your goods or services.

Perform local keyword research

Do in-depth keyword research by adding geographic modifiers to your phrases.

Compare this with your geographic report in Google Analytics to see if there are any similar trends.

Once you have your list of cities, rank them with at least the greatest research interest.

Group your cities

Then we want to see which of these cities we can group into a single region. Our goal is to reduce the number of regional pages that we will be creating in step three.

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For example, if I’m trying to rank for my SEO services in Dallas, I might also want to target common business districts like Addison, Plano, Frisco, and Irving.

It’s also worth noting that Fort Worth is less than 40 miles from Dallas, which means it may be a good idea to combine the two areas, depending on how many regions you are targeting.

At this point we may end up with a single DFW page that can target the majority of North Texas.

2. Limit doorway pages

Google defines front door pages as “… sites or pages created to rank well for specific search queries”.

They go on to point out that front door pages are essentially a collection of duplicate or similar pages that all lead to the same destination and can be detrimental to the user experience.

Building front door pages often takes the form of duplicate local landing pages, a trend that really needs to stop.

The sad truth is that sometimes they actually work.

I believe there is a right and a wrong way to approach regional SEO front door pages.

In fact, during a Webmaster Hangout at the end of 2017, Google’s John Mueller even confirmed that well-designed door pages can be a good strategy if implemented correctly.

3. Create better regional pages

Building a well-oiled regional page isn’t too different from my guide to the perfect localization page.

There are several things that should be included on both a localization page and a regional page, but regional localization pages require a bit more to ensure that they provide a meaningful user experience.

Include a description specific to the area

The description must be 100% unique on your site.

This can be what separates a well-designed region page and a doorway page.

Here are some things to include in your business description to improve your region’s page value:

  • History of business in the region.
  • Why your services are particularly relevant to consumers or businesses in this field.
  • All notable projects in the area (include photos).
  • Services or goods offered that may be popular in the area.
  • Unique selling proposition.
  • Describe the actual service area, using highway cross sections or notable landmarks.
  • Add internal links to other region pages nearby.

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Mention local customers and testimonials

If you are a B2B business, include any notable customers in the region who may be recognizable to users.

Discuss the work you have done for these clients and include relevant photos of your services.

If photos are not available, include logos.

If possible, include testimonials from these customers.

Want to take it up a notch? Make video testimonials in this region.

Include photos

This is where you can separate yourself from your competition.

Your competitors can use this same tactic and add general photos to the region page.

Take it up a notch and take your own high quality photos of the area.

Here are some tips on photos:

  • Highlight your logo in some of the first photos that appear.
  • Optimize your image name and alt text.
  • Show pictures of your products or services in action.
  • Include recognizable landmarks from this region.

Include service area map

Create a personalized map of the area with a highlighted section indicating your service area.

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This may accompany the section of your description that mentions your area of ​​service.

If possible, work with a developer to create an interactive map to improve the user experience.

Physical office location (if applicable)

Getting a local office in each region can be expensive. It may not be necessary for all businesses as well.

However, having at least one physical office in the heart of your area can significantly help improve your local ranking.

4.Local GMB office in relation to the activity of the service area

If you can afford a physical office, even if it’s just answering calls and dispatching service members, setting up a Google My Business profile is a no-brainer.

However, some companies may not be able to afford multiple offices and may not make sense for their strategy.

In these cases, I recommend starting a service area business in GMB and casting a wide net.

5. Develop a niche link building strategy

Local bonding strategies come in all shapes and sizes.

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However, the best strategy is an integrated strategy that is personalized to achieve your goal.

Here are some ideas for getting new links to pages in your area:

More resources:


Image credits

Screenshot taken by author, August 2019