The advantage of geo-local SEO is two fold; you target customers who can access your service and you narrow your SEO competition to give your brand a better chance of coming out on top. If your business is spread across various localities, for example, if you have presence across Alberta in Calgary, Edmonton, Red Deer, and Lethbridge, then going geo-local can be a tad bit difficult.
And that’s where geo-local landing pages come in. Geo-local landing pages ensure that you target specific customers in those areas and improve your site’s geo-local SEO rank. Having geo-local landing pages is also an alternative to launching multiple sites for each particular area, which may not be within your budget.
Here’s what you need to do for your geo-local landing pages.
Things to do
Contextualize the content for the geo-local page. Write for the audience of that area. This should include:
Using terms that are particular to that area.
Focus on services or products that the area has high sales in.
Fresh content on each geo-local landing page. While it may be easy to copy-paste the content across the multiple geo-local landing pages with only a few tweaks to update the location, repeated content may be seen as plagiarized content and negatively affect your SEO.
Include only information that is needed. Don’t overwhelm your visitors with the A-Z of your business. Only put the information they would want to know.
This is not a rule, but if you want to smoothen the process of creating the geo-local landing pages, you can have a set structure. The design and content architecture can be similar. You can create geo-local landing pages easily when your business expands. You also make it easy for your visitors to go through the site as they know what is expected.
Here’s how Uber does it
Of course, your geo-local page won’t be complete without keywords. Good keyword optimization largely depends on good keyword research.
Google’s Keyword Planner allows you to optimize your keywords for the geo-location you are targeting. Ensure you utilize this feature.
You can also assess and analyze the keywords being used by the local competition and add them to your page.
Adding your address to the landing page is one of the best ways to tell a search engine that the page is meant for a particular geo-location.
If you are running a virtual business and don’t have a physical office in that area, it can be tricky to add an address on the page. You may be tempted to add a fake address to enhance the geo-local optimization. However, with Google maps and street view, it is easy for visitors to spot a fake address. This will impact your brand value.
If you don’t have a local address, avoid throwing one on the page altogether. If you want visitors to get in touch with you, direct them to your Contact Us page. A few mentions of the city itself should be more than appropriate.
Things to Not Do
No Geo-Local Stuffing
Even though you are creating the page for SEO purpose, expect to have visitors. Geo-local stuffing refers to filling the page with the city’s names or zip codes. Completely avoid this and focus on giving your visitors the information they want.
Don’t Hide your Geo-Local Pages
If you are indulging in black hat SEO techniques on your geo-local pages, you are probably hiding your pages. Such pages are not readable by humans and hence better hidden.
However, by using black hat SEO tactics on your geo-local landing pages, you not only risk being penalized by search engines, but also lose SEO potential.
By bringing your geo-local landing pages to the forefront of your site and having it on the navigation menu, you improve link building.
Don’t have to Many Geo-local Pages
As your business expands, you may be compelled to have geo-local pages for every location that you expand to. However, it becomes quite absurd when your site hosts over a 100 geo-local landing page. It is better that you build a website for each of these locations, based on nations or provinces.
This way you can greatly improve geo-local optimization for each site.
Geo-localization can be a game changer when your brand is struggling to rise up the search engine results, so be sure to utilize it.