Does your website appear in local search engine searches? Does your community know your business even exists? If you’re like most small business owners, you want to bring in more local customers, whether it’s a service call or visiting your brick and mortar store in person. But the best way to attract more local customers to your business is to start a local SEO campaign. If your business has multiple locations around the area, you’ll need to write separate landing pages for each neighbourhood, town, or city that you want to serve. Learn how to optimize these web pages for Google’s search algorithm, so you can be one of the first companies listed in the local search results.
Write Unique Content for Every Service Area Landing Page
The purpose of a service area landing page is to help your business establish an online presence in each of the areas you serve. Each page should focus on one area, neighbourhood, town, or city. You’ll need to write original content for each service page, as Google will punish websites that use duplicate web copy. The goal of this content is to inform local residents about your business, including the products and services you provide and how they will benefit the consumer.
These service pages typically include a call to action (CTA) that encourages the visitor to make contact with your company. This might include the company’s contact details or input fields that ask for some of the visitor’s contact information, such as their email address, phone number, and the service or product they’re interested in.
As you’re writing these service area landing pages, keep the following statistics in mind:
- Long landing pages can generate up to 220% more leads than landing pages with above-the-fold CTAs, or those at the top of the page.
- 48% of landing pages contain multiple offers.
- The average number of form fields is 11.
- The optimal number of form fields for the most conversions from your landing pages is 3.
When you’re asking for information from your customers, don’t ask for information you don’t need. Asking for irrelevant information will seem invasive or off-putting to some of your visitors.
Use Long-Tail Keywords Based on Your Location
If you want these service area landing pages to be one of the top-ranking websites in their respective areas, you need to use long-tail keywords that are relevant to your business. You can use the Google AdWords website to research keywords as they pertain to your local area. These keywords typically include the product or service the customer is looking for along with the exact location. For example, if your business sells cosmetics in Toronto, Canada, you might use keywords such as “cosmetics in Toronto”, “cosmetics store in Toronto”, or “Toronto cosmetics company”. Research which keywords are used the most in your area and insert them into the copy and meta data for each corresponding service area landing page.
Include City, Province in Meta Titles, Descriptions and H1/H2 Tags
Once you have a list of keywords for every service area you want to target, you’ll need to use these keywords throughout the copy on the page and in the meta titles, descriptions, and H1/H2 tags. Make sure that you’re including specific geographic information including the neighborhood or city and Canadian province. This helps Google and your customers recognize your business as a part of the community that you hope to serve. There may be multiple cities or neighbourhoods with the same name, so it helps to be as specific as possible with these keywords. A typical service area landing page might include the following information:
Meta Title: All-Natural Cosmetics Store in Toronto, Ontario – (Name of Business)
Meta Description: Are you looking for all-natural cosmetics in Toronto, Ontario? Come to (Name of Business) for a range of health and beauty products made with all-natural ingredients.
H1: Visit (Name of Business) for All-Natural Cosmetics in Toronto, Ontario
Be Consistent with Business Information
Every service area landing page should include some basic information about your business. This might include your company’s main address or the local address, phone number, hours of operation, or an email address. This information needs to be consistent across every service area landing page. Triple check every page, including any other listings in which your company might appear, to make sure this information is accurate and up-to-date.
Crafting search engine optimized service area landing pages for all your company’s service areas means creating original copy for every page, using relevant keywords, and being consistent with business information. The information you include on these pages will vary based on your industry. Keep it concise and only include relevant information about your company’s products and services. Your customers will be much more likely to visit your store or business if they can find it using a local Google search.