Most local businesses find themselves limited to their immediate vicinity when it comes to search engine rankings. While dominating the local map searches close to your physical location is relatively straightforward, expanding your reach to encompass a broader service area—spanning 10, 20, or even 30 miles—can seem like an impossible feat. Fortunately, a new strategy is changing the game for local service businesses, enabling them to rank effectively across their entire service area with just a few tweaks.
In this blog, we’ll explore the common pitfalls of local SEO and uncover a step-by-step method to help your business thrive in nearby cities and neighbourhoods.
The Big Problem with Local SEO
One of the primary challenges of local SEO is the proximity factor. Your physical location plays a dominant role in determining your search rankings, even for businesses that don’t rely on customer visits to their premises. For example, if you’re a landscaping business based in Oak Park, Illinois, but you aim to attract clients in Chicago or Evanston, you might struggle to rank for searches in these areas despite offering services there.
This issue arises because proximity remains the top-ranking factor in local searches. For businesses like plumbers, who travel to their clients, or graphic designers, who work remotely, this can be a significant limitation. Unless you address this gap, potential customers just a few miles away might never discover your services.
A New Strategy to Overcome Proximity Limitations
Fortunately, there’s a way to overcome this obstacle and rank in multiple cities across your service area. Here’s how you can expand your reach systematically:
Step 1: List All Your Services
Begin by creating a comprehensive list of every service your business offers. This forms the foundation of your expansion strategy.
For instance:
A landscaping company might list services such as lawn mowing, garden design, tree trimming, and patio installation.
A plumbing business might include pipe repair, drain cleaning, water heater installation, and emergency plumbing services.
This inventory helps you customize your SEO efforts for each specific product or service.
Step 2: Identify Target Cities
Next, identify all the cities you want to rank for.
These should be close to your main location so you can serve customers better.
For example:
If you’re based in Oak Park, you might target nearby cities such as Chicago, Evanston, Elmhurst, and Oak Lawn.
Write down these cities in a separate list, ensuring they align with your actual service radius.
Step 3: Combine Services with Cities
Now, combine your service list with your target city list to create a matrix of potential service-location combinations. For instance, “Chicago lawn mowing,” “Evanston Garden design,” and “Elmhurst tree trimming” would all be separate entries.
This process helps you visualize the scope of your strategy and organize the specific pages you’ll need to create for your website.
Step 4: Prioritize Based on Search Volume
- After you have your combinations, the next step is to prioritize them.
- Research the search volume for each service-city pairing to identify which combinations have the highest demand. This allows you to focus your efforts on the pages with the greatest potential impact.
For keyword research, consider tools like:
1. SEMrush: A powerful, paid tool with extensive features.
- To effectively implement this strategy, consider creating a content calendar that outlines when and how you will develop each service location page. This will help you stay organized and ensure that you are consistently producing high-quality content.
- Also, connect with local communities on social media and online forums. This will help you build relationships and get more noticed.
- By sharing useful information and engaging in conversations about your services, you can help your business become a trusted expert in your area.
This will also boost your local SEO efforts.
2. Keywords Everywhere: A free browser extension that provides search volume insights.
- To maximize the effectiveness of your service location pages, consider incorporating local backlinks into your strategy.
- Contact local businesses, community groups, and relevant blogs. Try to form partnerships that could allow you to guest post or get mentions of your services.
- This not only enhances your credibility but also drives traffic to your site from local sources.
- Taking part in local events or sponsoring community activities can help you gain visibility and make connections. This can strengthen your presence in the areas you want to focus on.
By building these connections, you can create a robust online presence that resonates with potential customers in your expanded service area.
3. Google Keyword Planner: A user-friendly, free tool from Google.
To make your service location pages more effective, think about adding local SEO best practices like schema markup.
Schema markup helps search engines understand the context of your content better, which can improve your visibility in local search results. By adding structured data to your service location pages, you can provide search engines with specific information about your business, such as your services, location, and customer reviews. This not only aids in ranking but also increases the chances of your business appearing in rich snippets, which can significantly boost click-through rates. Additionally, ensure that your website is mobile-friendly, as many local searches are conducted on mobile devices.
A responsive design will make the user experience better and keep potential customers interested.
Order your combinations based on search volume, starting with the highest priority. For example:
- Chicago lawn mowing
- Evanston tree trimming
- Elmhurst patio installation
This step ensures that you’re investing time and resources in areas that will yield the best results.
Step 5: Create Dedicated Service Location Pages
For each service-city combination, create a dedicated page on your website. These pages should be designed to look professional and engaging, akin to your homepage. Avoid the common mistake of treating these pages like afterthoughts.
Each page should include:
- A hero section with a compelling headline and visuals
- Details of the specific service offered in that city
- Benefits of choosing your business
- FAQs related to the service
- Testimonials from satisfied customers
- Clear calls-to-action (CTAs)
For instance, your page for “Evanston landscaping services” might include localized photos, descriptions of your services, and client reviews specific to Evanston.
Pro Tips for Effective Service Pages
Use Your Homepage as a Template
Ensure each service location page mirrors the design and layout of your homepage. This creates a cohesive look and feel, enhancing the user experience.
Add Localized Content
Incorporate city-specific details, such as landmarks or unique challenges in the area, to make the content more relevant and relatable.
Optimize for SEO
Include your target keywords naturally throughout the page, especially in headings, meta descriptions, and alt text for images.
Leverage Your Google Business Profile
Enhance your Google Business Profile by adding service areas and ensuring your NAP (Name, Address, Phone Number) details are accurate. This boosts your local search visibility.
Consistency is Key
Building out service location pages is a time-intensive process, but the payoff is significant. Start with your highest-priority pages and work your way down the list. Each new page you create is another opportunity to attract customers from a broader area.
The Bottom Line
Expanding your local SEO reach is no longer a pipe dream. By following these steps, you can effectively target and rank in multiple cities, driving more traffic and leads to your business.
Remember, the key lies in planning, prioritization, and consistency. With the right strategy and tools, your business can thrive not just in your backyard but across your entire service area.
Are you prepared to elevate your local SEO efforts?
Start implementing these changes today and watch your reach grow!