Part of building the best, most useful website is making sure it reaches your entire customer base. SEO is a wonderful tool to help you do that, particularly local SEO keywords that target your customer base. If yours is a small business operating within a region that spans multiple cities, it may have occurred to you that potential customers are conducting web searches for services in their city specifically. Thus, including a city name in an SEO keyword is often a good idea.
But this raises an issue. You don’t want to alienate members of one city by focusing on another. You want all your site’s content to reach everyone. How can you optimize your site for the multiple cities within your region?
CREATE INDIVIDUAL LOCATION PAGES
When you claim a location with Google My Business, it’s essential to create a landing page for that location to link back to. You should also make sure the location landing page links to the Google My Business location page. Ensure that your landing pages are exceptional by including tags in various places throughout – this will increase their visibility to search engines.
These pages should not be carbon copies of each other, with nothing but the name of the city changed. Google catches on to that, and it might even end up harming your SEO. Instead, try to come up with ways to differentiate the pages that specifically focus on the city in question. There are a number of ways to do that:
- Cultural touchstones. Reference something everyone in town knows about, like a local sports team or a popular museum. It doesn’t need to be relevant to the product you’re selling. It’s just a good way of letting the city’s residents know that you really did create this page with them in mind; that it’s not just a copy/paste job.
- City history. Go back to the founding of the town. Even a casual reference to this can let page readers know you really are writing for them.
- Common problems. What issues do residents of the city face? Is it cold there? Is it hard to grow plants? Is there something your company can do to help?
- Find the way you relate. No matter what else there is to say about the town, there’s a reason your business serves them so successfully. Even if that reason isn’t unique to them, you can build on it and use it to explore things that are. For example, Firestarter SEO helps companies build a successful online presence. We might choose to use a city landing page to congratulate residents on the number of successful small businesses in their town before moving on to what we can offer.
LINKING TO YOUR LANDING PAGES
Your landing pages should not stand alone. Integrating them with the rest of your website is absolutely crucial. You can do this by mutually linking your page with other local and relevant sites, which will generate more traffic for both your site and theirs, and by ensuring that your site contains internal links that take visitors to the landing pages.
Your landing pages should also be developed with informative and concise anchor text. Anchor texts lets both search engines and users with an overview of what to expect from the page. Therefore, it’s important to include the target keyword you want to rank and the location you’re trying to target in the anchor text.
ADDITIONAL TIPS FOR LOCAL SEO TARGETING
If your business does not have a brick and mortar location, it’s worth considering registering an address in a city or town you wish to rank for so that Google and other search engines will spot your business name in association with that location. This might be a good strategy if you live adjacent to a large city. However, use caution. If you register multiple addresses, Google could decide you’re misrepresenting your business and penalize your SEO.
Another handy little trick is geotargeting every piece of content you post. When you upload a photo to your homepage, tag it with the name of the city as well as a description of what it shows. When you geotag each piece of content, your city name is suddenly layered much more densely throughout your website.
Targeting multiple cities on your website is an important and delicate part of your SEO strategy. If you’re giving local SEO a try and want the benefit of years of experience at your back, contact Firestarter SEO today.