Local SEO is an underutilized marketing strategy we believe more companies should be taking advantage of. As a local SEO company based in Salt Lake City, UT (we have a sister office in Austin, TX) we know firsthand the value of local SEO services. We also know the value of building out individual service pages to optimize organic searches for our services.
How important are individual service pages? They are important enough to make the Search Engine Land list of six ways to dominate local search. Building out individual service pages ranks fourth on their list. We might rank it higher, but that is a different topic for another post.
What Service Pages Actually Are
Understanding what service pages actually are isn’t difficult. Let us use the example of a fictional client we might work with here at Webtek. Let’s say the client runs a landscaping and lawncare business here in Salt Lake City. The company’s list of services includes:
- Lawn mowing, edging, etc.
- Shrub and tree trimming.
- Leaf blowing (seasonal).
- Landscaping design.
- Sourcing and planting trees, shrubs, etc.
- Power washing decks and patios.
- Snow removal (seasonal).
The company could create a single service listing all the services along with a short description of each one. We would recommend doing something different: creating an individual page for each service on the list. But why do that?
2 Important Reasons
We would never recommend individual service pages simply for the purpose of adding more pages to a site. There are two particularly good reasons for the recommendation, both of which should ultimately help the company and its customers. Here they are:
1. The Opportunity to Provide More Information
First and foremost is the opportunity to provide customers with more information. It is great that the company offers leaf blowing services. But what do those services entail, exactly? Does the company merely blow leaves into a pile and leave them, or do they gather the leaves up in bags? Do they haul the bags away or put them to the curb?
The more information our fictional lawncare company can provide, the easier it is for potential customers to make a decision about a particular service. Information is good. As long as it is relevant, useful, and concise, it answers questions customers are dying to ask.
2. The Opportunity to Optimize SEO
The second reason for building out individual service pages is to optimize local SEO. Remember that our fictional lawncare company isn’t trying to attract customers on the east coast. They serve the Salt Lake City area.
Local service pages afford the opportunity to utilize keywords that appeal to a local audience. Mentioning Salt Lake City and its surrounding neighborhoods can do wonders for local SEO. Likewise for mentioning things like the Wasatch Front and the area’s many ski resorts.
Local SEO is all about getting your website in front of the local customers most likely to buy your products and services. Building out individual service pages gives you more opportunities to do just that. In our fictional example, we would be looking at building seven service pages. That means seven opportunities to reach out to local residents who could benefit from our client’s services.
Don’t Neglect a Fantastic Resource
As a local SEO company with plenty of personal experience in this very thing, we urge companies throughout Salt Lake City to not ignore a fantastic resource like individual service pages. If your company relies mainly on a local audience, individual service pages could mean the difference between growing your company and falling behind the competition. Think about it.
