Service area pages have become essential for ranking in local search. Discover strategies to make your localized content more engaging and effective.
Google’s local search results have significantly changed since the beginning of 2024. With the growing popularity of Reddit and other forums, Google aims to deliver more relevant and relatable content. In the local context, this means providing search results with a greater focus on localized content.
Notably, there’s been a noticeable shift in the types of pages Google displays for queries with local intent. We now see more localized service area pages appearing in the search results instead of generic, non-location-specific pages and homepages.
Optimizing Local Pages for Increased Traffic
Optimizing your local pages is crucial to drive more local traffic. Ensure that all your service area pages are tailored to target your crucial keyword patterns, including any supporting long-tail keywords you wish to rank for in those specific areas (e.g., “[service] in [city]”).
Incorporate “near me” phrases strategically within the content to enhance visibility for “near me” searches, a tactic we’ve tested and found effective in organic search.
Highlight your primary services on each page and consider linking to relevant generic service pages for additional context. Utilize internal linking to and from these service area pages to aid both Google and users navigate your essential content.
For instance, consider linking all your service area pages on your Google Business Profile (GBP) landing page, homepage, and relevant service pages. If you have multiple GBP landing pages, prioritize linking to the service area pages closest to the respective GBP location.
Does Duplicate Content Work for Service Area Pages?
Duplicate content is a common concern when creating multiple service area pages, but don’t worry too much about it. Google typically doesn’t penalize sites for duplicate content, and it can even be effective for ranking service area pages across various locations.
However, this approach might be less successful in highly competitive markets. So, how can you differentiate your service area pages to win local traffic? Here are some strategies to make your localized content unique and valuable to users:
Add Customer Reviews
User-generated reviews are compelling. Include reviews from customers in the specific city your service area page targets. You can source these reviews from Google, Yelp, or NextDoor, where the location is often specified. If you can get a long-format client or video testimonials from satisfied customers, those work wonders for building trust.
Include Case Studies and Job Stories
Case studies from completed jobs or client stories make your service area pages stand out. People like to see examples of your work, and these stories can help build trust. Please include details about the problem, your approach to solving it, and the results achieved. Adding photos and videos of completed jobs or the people involved can further strengthen your page’s appeal.
Highlight Local Staff and Technicians
If you have employees or technicians dedicated to specific service areas, feature them on the page with their photos and brief bios. This personal touch helps customers put a face to the name, creating a sense of connection and reassurance.
Use City-Specific Statistics
Adding business data specific to the location can help differentiate your content. This could be the number of jobs completed, homes sold, cases settled, or even cost data for various services. These unique insights give Google and users a reason to trust your pages.
Address “Cost” Keywords
Keywords related to cost are popular search terms and can drive traffic to your service area pages. Providing cost-related information can help attract users who are closer to making a purchasing decision. For example, you could answer questions like “How much is [service] in [city]?” to capture these searches.
Include Related Local Businesses
Adding related local businesses to your service area pages can strengthen local signals and build community ties. For example, if you’re a realtor, you might recommend local roofers, lawn care services, or HVAC companies. Including their business name, contact information, and website can be a helpful resource for your visitors.
These strategies can make your service area pages unique, valuable, and helpful, leading to improved rankings and more local traffic.
Prioritizing Cities for Service Area Pages: A Guide for Multi-Location Businesses
You may want to create service area pages for several cities if your business has locations, especially across different states. However, with limited time and resources, it’s essential to prioritize. Here are factors to consider when deciding which cities to focus on:
Leverage GBP Data
Start by checking your Google Business Profile (GBP) Insights. Look at the search terms report to see if people search for specific keywords outside your primary location. If you find search activity for these terms, it’s a strong indication that you could attract organic traffic with a service area page for those cities.
Assess Competition
Consider the level of competition in each city. If there are fewer competitors in a specific area, it’s easier to rank with less effort. Use Google to find businesses physically located in that city, then check organic search results to see if any service area pages are already ranking for your target keywords. This can give you a sense of the competitive landscape.
Evaluate Customer Travel Distance
BrightLocal’s research suggests that customers are generally willing to drive 17 to 20 minutes to a business. Compare this with your customer data to determine a reasonable radius around your locations. This will help you decide which nearby cities or areas to prioritize for service area pages.
Consider Sale Value
Keep in mind the value of each sale. For high-value transactions, such as those for personal injury lawyers, even one case could be worth a significant amount. In such cases, investing in a service area page in a less competitive area could yield substantial returns, even if it attracts only a few clients.
By focusing on these, you can strategically prioritize the cities for your service area pages, allowing you to optimize your efforts and resources for maximum impact.
Service Area Pages Do Convert: Here’s Why
Clients often ask whether service area pages can generate conversions. Based on my experience, the more localized a page is, the more likely users who land on it are further along in the conversion funnel.
When done right, service area pages can be a powerhouse for lead generation. Even before the recent changes in local search results, these pages were among the top converters for many of my local business clients’ websites.
The trend is gaining momentum, with service area pages contributing to even more on-site conversions than ever before. This is especially true for multi-location businesses operating across various states, where service area pages can be a game-changer. They bring in consistent leads and can save you money in the long run by reducing the need for constant advertising across different service areas.
Here’s a specific example: Despite an overall decline in sitewide organic traffic, a business saw a 7% year-over-year increase in on-site conversions, largely thanks to its service area pages. This shows that even with a dip in general traffic, the targeted nature of service area pages can lead to more conversions.
Interestingly, the “24/7 emergency” page, which targets a national audience, saw a year-over-year decrease in both traffic and conversions, as did most of the site’s generic pages. This further underscores the effectiveness of localized service area pages in driving meaningful conversions.
If you’re finding it all a bit overwhelming, don’t worry—our monthly SEO packages are designed to simplify things for you. Let our experts handle the details and guide your SEO strategy to success.
