People who do local SEO are pretty resourceful at rubbing keywords all over pages they want to rank. They’re less creative with the types of pages they try to get to rank.
Often those pages are limited to the homepage, a few “service” pages, and maybe some doughy “city” pages. Those types of pages matter – as do other good standard types of pages – but other kinds can surprise you. “Ultimate guides” and infographics and other kinds of theoretical link-bait are fine, but even if they rank well, the people who click on them tend not to be local to you.
Here are 10 kinds of pages that can rank better (and maybe more easily) than you might think, and that you might want to create on your site:
1. “Service Areas” or “Location Finder.” Don’t just plop down a list of cities and ZIPs. Also describe your service area in at least a couple of paragraphs, describe your experience in some of the communities on the list, link to your pages on specific services, link to any “city” pages you might have made, maybe include reviews from a few customers, and see if you can work a “near me” angle.
2. “About” or “Bio.” Usually you can optimize them for “Attorney” or “Doctor” or “Agent” or “Master Carpenter” or “Expert” or similar local search terms. Describe in detail the person’s experience, and exactly what makes him or her at whatever line of work, and link to relevant other pages on the site. Don’t just describe hobbies and preferred breakfast foods.
3. “Certified” or “Licensed.” In some fields certification or licensure isn’t applicable, or nobody cares about it. But if you’re a home inspector, a hypnotist, an arborist, an electrician, or pretty much any kind of contractor (to name a few examples), the chances are good that at some point some of your customers will search for who’s qualified – not just for who’s nearby.
4. “[Service] for [person].” Think “massage for pregnant women,” “divorce attorney for men,” “cosmetic dentist for kids,” etc.
5. “Reviews.” Some people add “reviews” or “reviews of” to whatever local search term they type in. You’ll want to create a page that shows off your reviews anyway, so you might as well try to get it to rank for something. (Note: this page should be different from your “Review Us” page.)
6. “Voted Best.” The catch is you probably need to win some distinction first. But if you do, you can probably snag some “best ____ in [place]” rankings.
7. Photo gallery. Depending on your niche, you may be able to get some rankings for “photos of ____” or “examples of ____” terms, but I mention photo galleries here because if you play your cards right you might make one that ranks for broader search terms, too. Especially if you don’t only slap up photos, but also describe what’s in the photos.
8. “Bilingual ____” or “[Language]-Speaking _____.” If you or someone who works for you speaks more than one language, and whips out that language when helping customers / clients / patients, create a page all about that.
9. “Discount” or “Coupons.” You could have one for each service, if you wanted to. It could be paltry. Or if it’s not paltry, maybe you don’t offer it to everyone. (Maybe you only offer it to veterans, or students, or seniors, for example.)
10. “Commercial” versions of “residential” pages, or vice versa. Let’s say you’re an electrician who offers 20 different services. You’ll want a page on each specific service, of course, but if you also serve business owners and if a residential customer has different needs from those of a business-owner customer, you’ll probably want 20 pages on your residential services, and another 20 on your commercial services. Each can be your secret weapon.
Can you think of other “ninja” pages that can quietly climb up the local search results?
Any good examples of ninja pages that seem to work well for your competitor(s)?
What’s an overlooked kind of page that’s worked well for you?
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