I’m going to give you a quick framework for building out your website content so that it actually can compete in the search engines and bring in valuable traffic (for local businesses).
BONUS: This will also help you build out a website that is more personalized to your audience’s needs, which can help increase your conversion rates.
Based on market competition.
A must if you are a local service provider.
Here’s a screenshot of what you’re going to learn:
Here’s how it works:
List out all of your services on one page of your site.
This is kind of given, but make sure you actually have one page that lists all your services.Let’s say you are a local business like a landscaper. You have 10 different types of landscaping services offered within a 50-mile radius of your location. If you were the only landscaper in that 50-mile radius that offered each of those services, you’d probably be able to get that one page to rank well for all of those services, because who else is going to be relevant to a local search for “YOUR SERVICE + YOUR CITY?”If there is competition (and there likely is in this day and age and maturity of the web) then…
Build out an individual page for each of your services.
Be sure to link these pages to and from your page that lists all of your services. This is important to offer a relevant experience to the searcher. If you’ve got 10 services and someone is searching for 1 individual service, Google doesn’t want to send them to a page that talks about 9 services they don’t care about. They want to send them to a page all about the service they are looking for. After building amazing service pages that answer all of your potential customers’ questions and cover the topics really well, you should be in a much better position to rank. But, if you are still struggling, move on to…
Build out location pages for the most competitive services.
Let’s say you’ve got a few of those service pages ranking well in your area, but a few others are stubborn and the competition is fierce in your area. If that’s true, take your content one step further towards personalization. Create location pages for those services. These pages should include more details about the service as it pertains to a specific city or geographic region. For example, if you are a landscaper you might create a “Grand Rapids Landscape Design” page and a “Muskegon Landscape Design” page.
That’s it. Well, there’s a lot of work and fine-tuning that goes into this process along the way, but first; build, measure, then learn from structuring your site this way and you’ll be on your way to more traffic and leads.