In this episode, Joe shares the blueprint for creating local city pages and discusses why this should be a key deliverable for agencies working in the local SEO market.
Creating local city pages is a powerful strategy that can quickly increase revenue for local businesses. Joe walks us through the exact process that helped a client increase revenue by $15,000 in just 45 days.
Why building Local City Pages is an Amazing strategy
Getting Client to Buy Into the Strategy
Joe’s Template for Building Local City Pages
Tips on Page Optimization
Joe Troyer 0:48
When you pick up a local SEO client, when you pick up a local marketing client, when you run a even a paper call campaign, and you're ranking in Google, and that's one of the ways that you're going to drive traffic, you 100% should be building out local city pages. Okay, and all that these are folks are pages designed to rank for city slash location plus, right keyword phrase, right? So if your client's business, for example, is in West Palm Beach, you also would want to rank for their surrounding cities, not just West Palm Beach, right? You'd want to rank for Jupiter and Juno, right? You'd want to want to rank for North Palm Beach, you'd want to rank for Riviera Beach, you'd want to rank for Lake Park. And so the thing is, is that everybody's going to be competing for that big city, right? The main city, so to speak the city with all of the population. Okay, so one of the things that we do, whenever we run out any type of local search campaign is we want 100% build these out. Okay, and it can be a very easy win for us to start ranking these pages. So yes, we 100% do this. And in fact, I would say that when it comes to local search campaigns, these are high priority, okay, these are things that don't take a lot of work and will get a big return on investment. Okay. And even when a site is already established, right, and you're not starting from scratch, these are a win too, because if a site's already established already has authority, right to rank for when you're already ranking for West Palm Beach, you know, personal injury attorney, for example, if you're already ranking for that, you're going to be able to rank for a city of 10, 20, 30, you know, 50,000 people very, very easy, because you already put in the legwork to rank for West Palm Beach. Okay, so no matter if it's a brand new site, or it's an existing site that's already got good rankings, it doesn't matter. Either way, you should 100% be implementing this. And it should be a high priority for any type of local search campaigns. Okay. So when it comes to these, there's lots of what you call page builders out there. And what I mean by that is, you can put in some spin syntax, and you can put in some cities, and you can tell the tools what you want it to do, and it'll go spin up 100 200 1000 5000 50,000, even pages on a WordPress install, and it will dynamically create all of that content. What I want you to ask yourself, though, does that look natural? Does it look natural for all those pages to be built out and to be so similar? And folks, at the end of the day that the answer is no, it's 100% a resounding no. And if it's a pay per call site, guys, and you want to be aggressive with it, that's fine, right. But if it's a client's site, there's really no quick way to do it legitimately. And to do it well. Okay, and if I'm doing this for a client, I'm going to be doing it legitimately, I'm going to be doing it well, and I'm not going to be too aggressive with it. Right. And the reason that I'm not going to be too aggressive is I don't ever want anything to backfire on a client of mine, that is paying me to help them with their marketing. Okay, so instead, what I would do is I would educate the customer on why this is an amazing ploy. Right? Why this is an amazing tactic, and how we're going to help them implement it. And I would talk up the value of this, and then I would stretch that out over a certain amount of months and make that part of your marketing plan for them. Like bring them up to speed, don't hide that you're going to do it and all of a sudden, boom 80 pages are up, right? I wouldn't do that. Show them the value of what you're going to do is right, get them to buy into that plan. Right and then drip that out. Okay, so if you know the risks and it's your site and you're a pay per call You know, kind of ninja or affiliate marketing ninja and you want to do this as part of your greater portfolio, you got a lot of assets that that are very white hat and you want to, you know, push some push some assets into kind of gray hat or more aggressive, it's not even really great, just more aggressive techniques, then go for it, right. It's like the stock market. And it's like investing, right, and it's hedging your bets and having a diverse portfolio, no problem, I just believe that if you're helping consult with a local business or any type of business, that you shouldn't be overly aggressive on their behalf. Okay, so we want to 100% want to have a page for each location, and we won't have a name, address and phone number on each, we definitely want to embed a Google map as well. Okay, so what I'll do is I'll share with you guys kind of my template and how I do this, I'm typically going to, I guess, kind of just rule of thumb, right? Like in a best case scenario, I'm going to build out a page like locations, right? If there's going to be a lot of location pages, I'm going to build out a locations page, and this page is going to simply have a list of all locations, okay. And then this is going to link out to each and every one of my location pages, a lot of people, what I see them do is they build out all the location pages. So it's like slash West Palm Beach slash Jupiter slash North Palm Beach slash next city slash next city, but then they never build any inbound links to all those pages. And what that means is that they end up with pages on their website, City Pages, right, that are all optimized for Google, but they don't have any internal links to them. So they're never going to get indexed unless you build links to them. And if you build some links, and the links fall off, and Google goes and keeps crawling your site, like they always do, right, that's gonna drop out of the index. And if it drops out of the index, it means it's no longer going to rank anymore. Okay, so you never want any abandoned or aborted pages, right, where you're no longer linking to one of those pages. So I've seen a lot of people make location pages that have no links to them. Right. So there is no locations page with a list of all the locations and links to them. Okay, so you always want to have something like this. If you have like 200 locations, you probably want to group these into, like, maybe parts of the country, you know, the North East branches, right? The the southeast branches, the Midwest, right? The Northwest, the, the the north, I don't know, the southwest, right. But you could break these into four or five different location pages, then if you want it, you don't want this to look unnatural again. Okay, but lots of big corporate kind of, look, corporate businesses do this, right, they have location finders that list all of their 5000 locations across the United States. So it's not a problem doing it. It's just, you want it to look natural. Okay, so you're gonna do that. So you're gonna make then pages, okay, that are slash city. Okay, so you're going to have yourdomain.com, and your customers domain.com/city. So my personal injury attorney dot com/North Palm Beach. And guys, I wouldn't put any hyphens in there, I just make it nice and simple. In a perfect world. Then on that page, guys, I'm going to optimize this page for typically three to four, three to four, I would say like tier one, keyword phrases. So this can include multiple variations and small tweaks to the keyword phrases, right? That we want to go after. But really, we're only going to be able to get in three to four major keywords. So in terms of like personal injury, we could go after city and personal injury, we could go after city and and a truck accident, we could go after a car accident, right tractor trailer accident, right. And so we're at three variations there, we could optimize one title tag to be very optimized and to rank for all of those just by simply fitting them all into the title tag. Okay, from there, then what I would do is I would have, I'd have an h, probably an h3 for each of the keyword phrases, okay. And then I'd have 150 to probably 200 words about each one of these about each headline. Okay. Lastly, I build in some images, right? And I would sprinkle these throughout the pages. So we're going to add alt text in there. They're going to be relevant to car accidents in the area, and we're going to geotag them and we're going to geotag them folks to the location that we're going after the city that we're going after Okay, then we'll want to include the name, address and phone number for that location, and then embed a Google map as well. Okay, so we're going after three to four keyword phrases, right? We're gonna have three to four h ones and a paragraph under each one of them right of text talking about the services they offer and what they do and why they're better than everybody else. Okay, so this is exactly how I build out my local city pages. And whenever I bring on a client, and we're going to build out local city pages, I kind of build out a template, okay. And our team spends 10 or 15 minutes in a meeting, coming up with a template, what keyword phrases are we going to go after, right? What are the template variations? Right? What what are the what are all the cities that we're going to do it for? Right? What kind of images do we want to use? Right? What kind of relevant photos could we add? We'll take the clients photos, see what they got on their site, and then we'll go hunting for other photos, right? Then we got to pull in the name, address and phone number. And we'll want to embed a Google Map. Okay, but we'll do all that research real quick together and kind of come up with a couple of variations of this template. And then we'll roll out like we talked about, we'll add in, you know, three or four of these location pages every month as a deliverable to our client. Okay, so that it isn't, you know, at locations going in overnight. Okay. So I hope that this makes sense to you guys. This is exactly how we build out local city pages. I've done a case study in the past guys, where we added quite literally $15,000 of business to a local business, write a local service based business in quite literally 45 days just by adding a couple of local city pages. Right. This technique is Uber Uber powerful. And you guys should be doing this as part of your deliverable if you guys are working right in the local SEO kind of market, so to speak.