Geographical Landing Pages - A Case Study

I was recently asked for help improving local search visibility for a Preston based therapist. As with all my projects, I started with some competitor analysis and soon found the same person appearing high in the results for numerous local towns & cities despite seemingly not practising in those areas. See the screenshots below:

I won’t give the owner any additional ranking signals by mentioning their name or their web address however what they’ve been able to do is very impressive. The domain is well established having first been registered in 2007 which will help with the positioning and having run a Semrush back link report against the site it does have a decent number of inbound links. When looking at the pages in the Google results it’s clear what the successful strategy is – All of them use a template with one interchangeable feature – the town / city. The rest of the content is the same across the urls.

What about duplicate content?

This was my first thought as there is a lot online about duplicate content penalties. I took the time to do some research and was surprised to find that approximately 25% of what’s online is duplicate content.

Whilst I read a lot of similar articles, this one from Search Engine Land provides a lot of great information including 2 key points:

  • Duplicate content doesn’t cause your site to be penalised.
  • Google know that users want diversity in the search results.

Armed with the evidence of the competitors performance for key geographical phrases and knowing that similar looking landing pages won’t have a detrimental effect I was now ready to give it a go with a site of my own…

Getting Started

Around the time of the approach from the Preston therapist I was part way through an on-page optimisation project for another client – Highland Tiler. The story was a familiar one – looking to pick up more local enquiries so it made sense to incorporate geographical landing pages.

Highland Tiler are based in Inverness and provide tiling services such as floors, bathrooms, kitchens, etc.

The owner provided me with a list of towns within his service area and a landing page was written up.

The page is fairly simple however it fulfills all the requirements that the search engines are looking for. It’s quick to load with optimised images and appropriate phrases thoughout.

Localities targeted include:

  • Nairn
  • Muir of Ord
  • Newtonmore
  • Drumnadrochit & More

I invite you to perform a Google search for “Tiler in Nairn”, “Tiler in Newtonmore” or any of the above – You will find our freshly created landing pages positioned within the top 3/4 results and generally above established sites such as Ratedpeople, Checkatrade & Thomson Local. Both the owner and myself are obviously very happy. The pages were created on 20th September 2019 and just 6 weeks later they’ve started to work.

Big Fish Small Pond!

I’m well aware that the towns mentioned above aren’t huge but this leads me to a strategy of ‘Big fish in a small pond’. The number of searches performed in these areas is going to be much less than those made within a big city. Being a business in a large urban area – Manchester, Liverpool, London, etc will see you competing against lots of other companies.

It's better to be on page 1 for than page 3 for "service-in*city*".

See the screenshot opposite taken from Google’s Keyword planner…

Dog Groomers Manchester has 100 – 1000 monthly searches however if we were to target suburbs such as Burnage, Chorlton & Northenden these typically see 10-100 per month. It will be much easier to rank for these terms than for “Dog groomers Manchester”.

What's Involved?

It’s important to note – I only work with WordPress websites. The steps taken are written around what I can do with the Content Management System.

Step One - Identify whether an opportunity is available.

This service won't work for everybody. If you operate an online business, creating URLs centered around cities, towns and suburbs isn't for you. However if you operate from an office/shop location or provide a mobile service, geographical landing pages may put you in reach of customers that weren't previously able to find you.

Step Two - Choose a keyphrase.

This should be fairly simple. Depending on your profession it could be "accountant-in-*location*, emergency-plumber-in*location*, driving-instructor-in-*location*, etc.

Step Three - Decide where to target.

This is where your input is required. You know the neighbourhoods, villages, hamlets around your location and which ones are worth targeting. A list of up to 50 should be provided.

Step Four - Writing the landing page.

I have a standard format that I feel works well - Introduction, Images, About/Services and finally a Call to Action. I take information already included on the website and rewrite around the keyphrase we are targeting.​

Step Five - Search Engine Optimisation.

I'll take the keyphrase and include it within the body of the text, in headings, image tags, the page title & meta description - anywhere that influences the search engines. A code is inserted which will pull through the locations determined in step three. Whilst what is on the page is important for the reader, it's also important to remember that ultimately the main purpose of the generated pages is to get visitors to the website. As such the content needs to be written in a way that Google wants to see.

Step Six - Generate the pages.

The final step! I use a trusted WordPress add-on which will generate our pages.

Key Points:

  • Remember, we are aiming to be a big fish in a small pond!
  • This is for WordPress websites only.
  • The landing pages are not listed in the site menu. They are individual urls designed to get visitors to the website.
  • The content on all of the created pages is identical - the only changing part is the location.
  • Turnaround time is generally 7 - 10 days.

50 Geographical Landing Pages

£ 179.00
  • This can be performed as a one off or as part of a wider project.
  • Work with me as a direct client or purchase the service through Fiverr.com
Order Today