Discover how to build webpages that rank for suburbs, service areas, and neighborhoods.
- Another key ingredient of your local marketing is local content that you put online. And if you think about it, back before we had websites and all of our online activity, if somebody was talking to you, if somebody was meeting with you, if you sent a letter to them, it was pretty obvious that you were a local business, that you were in their town. You didn't have to spell that out. But now when people go online and they're searching for businesses, now when the search engines want to find out about your business, we need to tell them, "We are a local business, see? "Look at all this content. "Look at all the stuff that we're talking about that's clearly local." You need to think about entire sections of your website that you dedicate to, what I call, local service pages. If you work in different suburbs, showcase that work on a local service page. If you work in different neighborhoods, you can create pages specific for that neighborhood and you're going to send lots and lots of signals that that's where you are, that you are a business in that neighborhood, and that is a ranking factor. Make sure you're showcasing your work, your service offerings, and make sure that you are building specific pages for those neighborhoods, those suburbs, those towns that you work in. Now, one little tip, you can't just change the name of the page and duplicate the copy. Google won't see that as authentic or significant at all. In fact, they just won't rank your pages. Put some time and effort into really talking about, say, work that you did in that neighborhood, or really talking about the differences in that neighborhood or in that suburb. Now, I will give you another hint, video ranks very, very well when it comes to these kind of local searches for products and services, and it's also a great trust-building thing. People see you, they see a testimonial from a happy client, and those build a tremendous amount of trust. You want to think about creating what we're now calling hub pages. You're actually creating pages that link to each other, so if you've written five blog posts about a suburb or about a neighborhood or something that you've done in one part of town, make sure that all of those pages are linking back and forth to each other. Another great signal that you're a local business. You want to learn a little more about something called structured data, or schema markup. I know this is a little technical, but essentially, this is HTML meta-data that tells Google or other search engines that this line is the name of my business. This is an address. This is an article or a product or a list item or a price, because that's going to help them when somebody goes out and says, "How much does X, Y, Z cost in my community?" Google's going to be able to say, "Oop." That's what they're talking about specifically. That's something that you're going to have to take on your own or ask somebody you work with to understand how to get structured data and schema markup into your content. But first and foremost, you need local content that you dedicate entire pages and sections of your site so that people know, yes, this is a local business, and so that people can find useful local content.
- Setting up a Google My Business profile
- Adding your listing to directories like Yelp and Facebook
- Creating services pages and community content
- Funding local marketing partners
- Reaching out to local media
- Advertising locally