Optimising pages for local & UK searches

[hunny]

The majority of our website is targeted for UK coverage but we have a couple of services that we want to target for both local (as more cost effective) and UK but don't want visitors to think we are just local and be put off from contacting us if on the same page.

Any suggestions how this is best done? Should we be creating a new page specifically for the local service... but then what about duplicate content??

I have tried separating UK and local via PPC using regions... but keywords always conflict and local adverts don't show... which I realise is something I'm doing wrong.

 

[Marek Skoczylas]

Local search is a bit tricky across UK especially. What do you mean when use local term. Is it about Leicestershire county or just Lutterworth town - or both. Most precise definition of Local SEO is audience belonging to one specific town. What is yours?

 

[OldWelshGuy]

This is where a blog comes into its own. You can write about a potential job you priced etc, in a certain area, you title it as such, and the page will rank if it is linked to across other pages/posts

 

[hunny]

Thanks Marek,

We are Leicestershire & Cheshire based... so we would like to get our name into these regions as we can be more cost effective... but we wouldn't want visitors to think we don't cover all over the UK as we do. Really want to optimise for both.

 

[OldWelshGuy]

have you worked on your local pages (Maps G+ Local business centre) You should come up for your local stuff anyhow if your site is built properly using correct geo markup and is connected and verified and backed up with local citations.

 

[hunny]

Thanks OldWelshGuy.... I already do this (I can work on it)... is this similar to what you're suggesting?
http://www.noiseairconsultants.co.uk/blog/

 

[Marek Skoczylas]

Optimase for Adwords or SEO?

 

[hunny]

SEO Marek

 

[OldWelshGuy]

Thanks OldWelshGuy.... I already do this (I can work on it)... is this similar to what you're suggesting?
http://www.noiseairconsultants.co.uk/blog/

Yes that sort of thing but that is badly done. ideally you want a post for each job, you make sure you are targeting keywords across the post and tagging the post correctly. a single post for each job, optimised for a local and product mix of search terms.

 

[hunny]

Yes that sort of thing but that is badly done. ideally you want a post for each job, you make sure you are targeting keywords across the post and tagging the post correctly. a single post for each job, optimised for a local and product mix of search terms.

Thank you... thats really helpful and I'll definitely work on it

 

[Marek Skoczylas]

Unfortunately i don't have enough time to fully examine your website, but I would definitely start with bloody basics which is - keyword research.

As far I was able to understand your industry and services specification in last 5 minutes, what comes to my mind is why did you limit a range of your search queries (potential customers) with some inferior keyword to main one which should be at least soundproofing.

Your customers are not so fluent in SEO as you or your developer. They just intuitively type down into Google first associated with your services keyword.

Dividing your website structure to less important keywords like PAEDIATRIC AUDIOLOGY ROOMS is brilliant and effective same time, but you forgot about basics.

Now referring to Local search issue. It is very simple to extend your audience for, Liverpool, Birmingham, Edinburg etc... All you need to do is just create subpages with town keyword included, put your main offer + some additional value to avoid duplicate content - and you're ready to go.

 

[hunny]

As far I was able to understand your industry and services specification in last 5 minutes, what comes to my mind is why did you limit a range of your search queries (potential customers) with some inferior keyword to main one which should be at least soundproofing.

I did this because 'soundproofing' I assumed was far too general a term and most of our products are specific and people in the field would use more specific search terms.

The local services that I referred to are 'noise testing' 'noise surveys' etc... so soundproofing wouldn't be that relevant to target the right visitors... unless I'm way off mark?

 

[Marek Skoczylas]

I did this because 'soundproofing' I assumed was far too general a term and most of our products are specific and people in the field would use more specific search terms.

The local services that I referred to are 'noise testing' 'noise surveys' etc... so soundproofing wouldn't be that relevant to target the right visitors... unless I'm way off mark?

I didn't say to reject 'noise testing' or 'noise surveys' but to take opportunity to achieve more customers. You can always rebuild your website structure and keep both keywords in use.

You should at least split test between them with PPC, to be 100% sure if your strategy is correct before invest money on advertising.

 

[Marek Skoczylas]

Maybe some numbers will help you to rethink your existing strategy:

soundproofing - avg monthly searches 6600
noise testing - avg monthly searches 40
noise surveys - avg monthly searches 30

6600/30 = 220

These are only numbers, but definitely worth to split and test.

 

[webgeek]

Long tail local searches are where the easier money is, waiting to be picked up off the table and put into your pocket.

Ignore the misdirection by those who say you need to restart with the basics and look at bold general terms, unless you've got a budget of a couple of thousand pounds for each of those pages/phrases you're talking about.

Your strategy is sound and the approach of @OldWelshGuy is spot on. Target and optimise to fit the phrase.

Additionally, work into the ASIDE markup of the page (typically sidebar but could also include some common call to actions surrounding the main content), messages which clearly show you are a regional powerhouse as well.

The idea is to snag em with your long tail, quickly build trust, provide enough detail to answer their question and point them onto more information and then provide them additional opportunities to flow into the general pages (if they don't convert on the detailed pages).

This isn't a "click or die" approach, which some advocate. Instead it's a "3 strikes and you're out" approach. Give them a call to action on your main point. Give them a call to action further down the page on your area/region points. Then finally give them another main point call to action or newsletter signup call to action.

Get them on the list and nurture them, IF you aren't able to convert them into customers with the first two attempts on the page.

 

[justinaldridge]

we have a couple of services that we want to target for both local (as more cost effective) and UK

Can you share what those particular services are so that I can take a specific look at those please?

 

[bonggelz]

All you need to do is local seo. You need to submit your business in local business directories. And most importantly in Google. To know the actual searches in your area you need to use google keyword planner.

 

[neils3]

I have a new client in the exact same situation, and are restructuring their website to meet this requirement: targeting local and national searches.

SEO

• We plan to do this by keeping key pages targeting national terms e.g. home page and inner category page.
• For local searches we have a "Locations" page which then leads to location specific pages e.g. "Arundel".
• Make sure each page has unique content and clear calls-to-action.
• Heads up, depending on the competition, this may not be enough to rank those pages in Google, but you will have a good foundation to build upon.

PPC

• We also run PPC campaigns using national and local based terms for this client.
• With this structure in place, it makes more sense with PPC. The key is to ensure your Ad Groups are targeting a specific search e.g. Ad Group targeting keywords relating to "Sound Proofing Arundel" and then sending them over to the "Arundel Page".
• National searches should go to more generic pages.

Once you have the above structure in place and driving traffic to the location specific pages, you can see how you're converting and overtime improve it further e.g. add testimonials, videos, etc. Keep it simple in the beginning though.

 

[StevePoster]

We are Leicestershire & Cheshire based... so we would like to get our name into these regions as we can be more cost effective.

Usually in terms of local targeting, Our users is more on specific concerning product and services along with the particular location or region. Targeting long tail keyword phrase in which answers your audience needs and expectations then it will corresponds with the target page on your site or blog.

 

[DhruvSoft]

Here are the tips which may help you to optimize your website for local searches:

1. Target Local Terms

Include local terms like city, state or are name in your targeted keywords​

2. Optimize your page

1. Include your city name in Tile or Description.​

2. Add Hcard to include your local address

1. Use Local Schema​

3. Local Content

1. Create different landing pages for different locations​

4. Target Mobile Users

Make your website mobile friendly to target mobile users.​

5. Socialize your promotion

Spread your promotion content to social media site, to grab attention of local people.​

6. Get Reviewed for your services

Ask your local customers for feedback on your online business profiles.​

For specifically targeting in UK, make your profile on UK's local business sites along with listed activities.