When a local SEO expert designs local landing pages, the usual approach involves focusing on major cities and their associated keywords, often overlooking smaller, neighboring towns. While targeting high-population areas is vital, it’s equally important to consider these smaller towns, which may have potential customers actively searching for your services. These towns, with populations ranging from 5,000 to 10,000, might not generate enough search volume to show up in keyword tools but could still be ripe with opportunities. To enhance your local search marketing strategy, follow these four essential steps:
Local Search Marketing Targeting
1. Build a Comprehensive List
Start by compiling a list of the cities and towns you want to target. For example, if you run a plumbing business in Spring, TX, you might begin with Houston but also consider smaller surrounding areas like Humble, Tomball, and The Woodlands. Most cities provide population data through government census records, which you can usually find on Wikipedia. For instance, Humble has a population of around 16,000, and The Woodlands has about 120,000.
2. Define Your Service Area
Determine the geographic area where you or your customers are willing to travel for a typical service. For instance, if your plumbing business can feasibly service clients up to 30 miles away, create a radius around Spring, TX, to include towns like Cypress and Kingwood. The key is to balance the distance with potential business opportunities. If you provide HVAC services and find that clients are willing to travel further for specialized services, adjust your radius accordingly.
3. Prioritize Your Target Cities
Most SEOs start with the most populous cities and work their way down. However, for quicker results, consider starting with smaller cities and gradually expand to larger ones. If your budget allows, you might focus first on Humble and Tomball, then expand to larger areas like Houston and The Woodlands as you see results.
Targeting Keywords
1. Conduct Keyword Research
With your list of cities prepared, perform keyword research to gauge search volume. Tools like Google Keyword Planner can help. For instance, if “plumbing services Spring TX” has 500 searches per month and “emergency plumber in Humble” has 200, prioritize the more popular keywords for broader reach.
2. Keyword Placement
Incorporate keywords in a way that reflects common search behavior. For example, “plumber in The Woodlands” might be more effective than “The Woodlands plumber” due to search trends. However, targeting both variations can be beneficial depending on your budget. Ensure that keywords are naturally integrated into page titles, meta descriptions, and headers.
3. Example Keywords
For a local HVAC company, effective keywords might include “AC repair Kingwood” or “air conditioning services Cypress.” Analyze the search volume for these keywords and adjust your content strategy to focus on the most relevant terms.
Creating Optimized Content
1. Develop Content Pages
Craft content pages that provide clear, concise descriptions of your services for each targeted area. For instance, create a dedicated page for “Plumbing Services in Tomball” that highlights the specific services you offer in that area, such as emergency repairs or routine maintenance.
2. Vary Content Length
Content can vary in length depending on the service offered. A brief page for “Drain Cleaning in Humble” might be 300 words, while a more detailed page about “Comprehensive HVAC Services in The Woodlands” could be 1,000 words. Avoid creating uniform content; instead, adjust the length based on the topic and local interest.
3. Examples
A page about “Pest Control in Kingwood” might include 500 words detailing common pests, treatment methods, and special offers. In contrast, a page for “Electrical Services in Cypress” might be longer, covering various electrical issues, safety tips, and customer testimonials.
Linking to Local Pages
1. Internal Linking
Link your local landing pages to more detailed pages about your services. For instance, on your main “Plumbing Services” page, include links to specific local pages like “Plumbing Services in Humble” or “Emergency Plumbing in Tomball.”
2. Footer and Widgets
Incorporate local links into your website’s footer or widget sections for easy access. For example, include a footer link to “Our Services in Kingwood” that directs users to a dedicated page.
3. Example Local Linking
If your core service page is about “Home Renovations,” you might include links to pages for “Kitchen Renovations in The Woodlands,” “Bathroom Remodeling in Cypress,” and “Home Additions in Tomball.” This helps users navigate to relevant information and improves local SEO.
Conclusion
Building effective local landing pages involves a blend of strategic targeting, keyword optimization, varied content creation, and thoughtful linking. By focusing on both major cities and smaller towns, and following these strategies, you can maximize your local search marketing efforts and reach more potential customers.
