How To Structure Your Local Website For SEO Results

We explored the subject of striking a balance between good SEO and great web design. If you found it helpful, read on as we delve deeper, uncovering tangible ways to structure your local business website to drive the best SEO results. A search engine friendly website is all about having the right pages. When you have the right pages, you create a foundation for SEO success. If you start out with a strong foundation, just like with a building, you will be ready to stand up against every challenge. You will be ready to compete. And you will be ready to land those top search engine positions too. We’ve listed the statistics before. Here’s a quick recap:

  • 46 per cent of all Google searches are local
  • 75 per cent of local searches result in a phone call
  • 50 per cent of people using local search will visit a store within a day
  • 71 per cent of people look up a local business before making their first visit
  • 89 per cent of consumers search for a local business at least once a week

So, what pages make an SEO-friendly website that’s geared up to compete in a local market, and what should they focus on? Here’s what we recommend.

1.     A home page that perfectly summarizes what you do

Visitors landing on your home page will want to know they’re in the right place, and fast. Google and other search engines will also be on the lookout for a failsafe summary of what it is you do. Your home page therefore needs to neatly summaries what you do. Its content needs to be centered on search terms that describe what you offer, and where you offer it. So, if you are a locksmith in Kingston, then that should be your focus keyword, along with a nice splash of semantics.

2.     Individual service pages for each service you offer

It used to be the case that businesses would pile all their services onto one page, the ‘Our Services’ page. But this really is not a great move for SEO. Unless you offer a single service, you’re going to need individual pages for each of the services you offer. Each page should be optimized only for the relevant service and location related search term, and directly related terms. It should answer questions that are specifically related to that service, and demonstrate your expertise and authority to effectively deliver that service. You’ll also want to inspire trust, so including testimonials that relate directly to the specific service is a must. Going back to our locksmith in Kingston, we might have separate services pages like key cutting, emergency locksmith, lock repairs, new locks, smart locks and window boarding for example.

3.     Separate location pages for every area you cover

So you’ve got your services covered, but if you offer those services across different areas, or have more than one physical location, then you are going to benefit enormously from having location landing pages on your website. These are the pages that are potentially pull in business within specific suburbs and neighborhoods. This is all about taking your service pages, and tailoring them uniquely to attract ultra-local business. So for our locksmith example, we could have a page for emergency locksmith in Surbiton, and one for lock repairs in Kingston Upon Thames for example. Providing your content is unique, wholly relevant, and specifically targeted towards the location and service area, there really is no limit to how many of these you can have.

4.     A ‘Who We Serve’ page

When visitors can see that you solve their specific issues, that you recognize them as customers, they feel reassured. And this is precisely why industry-specific pages are so powerful for a website. Pages that focus on who you serve will help to better target search intent, and we know how important that is for SEO. Sticking with our Kingston locksmith example, we could have pages specifically targeted for:

  • Commercial locksmith for businesses
  • Domestic locksmith for homeowners
  • Landlord locksmith services.

5.     A blog, news or resources section

Helpful, authoritative, educational content goes a long way to creating the perfect user experience, and it is one of the most powerful drivers for SEO too. Use this section to demonstrate your expertise. To answer questions. To solve problems. The more helpful you can be, the more competitive your website will be considered. Useful blog posts for our locksmith could be things like:

  • How to choose the right locks to protect your retail premises
  • How to secure your new home

6.     An about page

The about page of a website is important because it’s where people look to get the lowdown on your business. How long you’ve been around, a summary of what you do, your values and mission and how you solve problems should all be set out on this page. The about page is all about promoting trust and showing expertise and authority, all vital for SEO. So be sure to get those testimonials in, links to case studies and a review feed too.

A note about E-A-T

E-A-T, or Expertise, Authority and Trust, became significantly important as a ranking factor earlier this year, and the latest Google core update has pushed its importance even further. You will note that throughout our recommendations we have referred to including elements on your web pages that are associated with promoting expertise, authority and trust. Whatever you can do to get these across, anywhere on your website, will prove exceptionally beneficial from an SEO standpoint.

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