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What’s the best local SEO content strategy to target 100+ areas?

In this week’s edition of Ask An SEO, Mehmet d’Adana, Turkey writes:

“Hello. I own a company 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 department searches. Is this the right local strategy and what should the link structure look like? “

Great question.

Your question refers to articles and link structure, so we’ll focus on that today.

But I wanna make sure it’s not your alone local search strategy.

A comprehensive local SEO strategy will also include:

Wherever customers are looking for services like yours, you want to be there and either convert them immediately or direct them to any URL you want to learn more.

So let’s talk about the idea of ​​writing a separate article for each city, neighborhood, neighborhood and department.

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Local items for each department and area?

It sounds like a lot of work and not an awesome user experience for your potential customers.

Articles and blog posts can be great leading pieces of information for generating awareness and building awareness of your brand name.

They can also be great for the consideration and appraisal stages, especially in a long sales cycle or for big ticket items.

First, let’s think about local researchers who might be looking for cleaning services.

Of course, you will meet some who are very curious about a certain type of service, how it works, the products used, etc.

But a lot of others who just want to know things like:

  • Are you open when I need you?
  • How much will it cost?
  • Do you serve my region?
  • Can I book a consultation?
  • Do you have a place I can go?
  • Who else has used your services?
  • What are people saying about working with you?
  • How far are you from where I need you to be?
  • What types of equipment do you use?
  • Do you have specializations?

You don’t want them sifting through more than 800 words of a written article to find the simple answers that might immediately convert them into an appointment made, a phone call, or some other desired action.

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It is also a huge task to find enough unique information about each location to produce an engaging and quality article about it.

If you have the budget (now or in the future) and want to invest in creating content to meet the different types of search intent in each region, this will be part of a great promotional strategy.

But you don’t want to use the articles as a primary destination and a catch-all for local researchers.

Instead, use local landing pages

There are much more convincing ways to convey these answers than in an article.

A integrated card allows the searcher to assess how far away they are from the business location or if you are serving their area.

A integrated video can give them a quick overview of your facility, equipment, techniques and personnel.

Local notices can showcase your customers’ most recent reviews and provide that social proof when and where they plan to use your service.

High quality photos 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 live messaging) makes it easy for those willing to convert.

These are all elements of a great local landing page experience.

From there, you can link to your more in-depth resources.

And yes, you can definitely use your landing page template to create specialized pages for certain types of services, industries, etc.

What matters most is that your local pages are:

  • Sensitive.
  • Optimized for search and conversion.
  • Designed to provide next steps for all types of local researchers.
  • Correctly marked up with the relevant schema so that Google understands how and why your page is the best response to relevant queries.

Check out John McAlpin’s SEO checklist on the Perfect Location page for more tips on what makes a great local landing page.

Now bring people to your local pages

Use a locator to help searchers find the right location. The link to the locator 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 appear on the home page, and each local page is just a few clicks away.

Breadcrumbs are a good navigation tool here.

Author image, November 2021

You can use a template for your local pages to maintain a consistent look, feel, and experience, while reducing the workload associated with their production.

Duplicate content won’t impact your rankings, so don’t worry if it’s generic at first and adding localized content over time as much as possible.

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Refer to local landmarks and side streets, share interior and exterior photos, explain special services offered outside of this location, etc.

Also, link to the appropriate local page for each Google business profile and listing online. It’s a much better user experience than sending people from a localized search to your homepage.

See who else ranks organically and locally on whatever terms you want to dominate. These can be competitors, news portals, local community organizations and media, directories, social content, etc.

Ask yourself:

  • Can I upgrade them?
  • Can I be listed or advertise with them?
  • Can I get them to link to my site?

If you can’t find a way to appear organically or in the top 3 MapPack results, you can start a local PPC campaign by directing people to the relevant page for that geographic area.

You can also use articles and blog posts to answer these more informative queries and direct people to your locator to find the location closest to them.

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Discover 8 Ways To Boost Local Businesses In Competitive Markets Through Research And Watch Our Local Marketing Strategies Proven To Drive Customer Experience And ROI On Demand For More Advice.

Set up systems and processes to manage your growing presence

Finally, you have additional challenges as a multi-site, service-area business.

Creating all that content and landing pages is one thing.

But then you need to be able to keep everything accurate, measure engagement and performance, and make changes and updates.

Even changing your hours for the holidays becomes a big deal when you have to do it on 120 Google profiles and local landing pages.

Moreover, all kinds of inaccuracies are introduced into local listings by data aggregators using outdated information, Google users suggesting changes, ownership conflicts, etc.

It wouldn’t hurt to look at some local SEO tools and platform options to make the job easier.

Compare the expense of the tool with the labor you’ll save and the business benefits of improving your local SEO performance at 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 monitoring, updating, and finding new opportunities, you’ll be much further ahead.

More resources:


Ask a SEO is a weekly SEO advice column written by some of the industry’s top SEO experts who have been handpicked by The Search Engine Journal. A question about SEO? Fill out our form. You might see your answer in the next #AskanSEO article!

Featured Image: Shutterstock / milo827