In this guide, you’ll learn everything you need to know about the power of City Pages SEO. This article is an ongoing work in progress and we update the content on a somewhat regular basis. I typically receive questions about City Pages, and then I come back in and update this article. So grab a cup a coffee, sit back, and learn everything you can about City Pages SEO. This single SEO strategy has radically transformed many businesses and continues to drive exponential growth for clients who effectively deploy City Page SEO strategies, such as:
Target surrounding cities and markets
Get found in top organic search results
Connect with a new customer base
Drive sales from all over your city
Create new income streams
City Pages Help You Get Found in Surrounding Areas
First, when it comes to Local SEO, the proximity of the searcher to your specific business location carries a substantial amount of relevance in determining the search result that searcher will see.
Showing up in Google Maps / 3 pack of local search results is mostly a function of competitor and population density, coupled with the location authority of the specific business listing in Google Maps (I.e. your GMB listing).
The most densely populated, and the more dense the competitive landscape, the smaller your radius of visibility will be in Google Maps.
Building strong location authority to your GMB can extend this radius out even further, but at a certain distance, your specific business location will no longer be seen as geographically relevant to the proximity of the searcher.
This is where city pages come in and play a powerful role in connecting your business to new customers in surrounding service areas.
A city page is optimized for Google organic search results.
And although proximity of the searcher still plays a role in influencing the search results, the influence is typically at a much higher level vs. Google Maps.
So I would recommend building city pages for your surrounding service areas in the Charlotte market.
Charlotte is a big enough city to where it would be very difficult for a business on the south side of Charlotte (for example) to be found in Google Maps search results when someone is searching who’s located in the north side of Charlotte.
But a city page can quickly and easily create that bridge of connecting to your customers… no matter where they are located in the city.
What Are City Pages?
City Pages are pages within your website that are optimized for a specific product or service in a specific city or market. City Pages are a powerful way to connect with new customers from surrounding cities and markets around your main location.
City Pages are a powerful SEO tool that can help your business rank in surrounding neighborhoods and in cities where you don’t have an address.
** See examples of city pages and their respective rankings in Google search below.
If you’d like to listen to a recent podcast episode on City Pages, here’s one where we talk about the 2 types of City Pages we see are helping to grow businesses:
City Pages are also highly effective for connecting with customers who are searching more niche categories in your business who are located in your main city.
But wait… that may have sounded complicated.
So let me restate the two most powerful ways city pages can help you grow your business:
Get found by new customers in surrounding cities and markets
Get found by new customers searching niche / sub-category products or services within your city
Or you can deploy a combination of both!
For example, you can deploy city pages to reach new customers in surrounding cities for both your main product / service categories AND for your niche / sub-categories of products and services.
Should I change my website so it ranks in neighboring towns?
The best way for your business to get found in Google search in neighboring towns is to build targeted city pages within your website that are optimized specifically for those neighboring towns.
In other words, we recommend a strong 1 to 1 alignment of one city page per neighboring town.
The most specific your city page is to a neighboring town or surrounding city, the more relevant that page will be for your customers in that specific neighboring town.
There are some exceptions to this strict 1 to 1 alignment.
One exception would be for neighboring towns with very small populations, say 10,000 people or less.
In cases where the neighboring towns are small like this, we typically recommend bundling a group of towns into a county page.
And then with great content and strong SEO, this county page can easily rank for any search query that mentions the smaller towns within that county.
If you do build a county page to reach multiple towns or cities, you’ll want to make sure you mention and list out the towns and cities that make up the county.
tags for each town or city within the county would work great.
And then maybe a paragraph or two about each town or city underneath the
How to rank in cities where you don’t have an address?
This is the magic of city pages!
As you know, your Google My Business listing is applicable and powerful to help your business rank in the city where your GMB listing is verified.
But what if you want to reach new customers in cities where you don’t have an address?
How are you suppose to rank in Google in these cities where you don’t have an address?
This is where city pages come in to give you the visibility in these cities and locations where your don’t have an addressed nor a verified Google My Business listing.
Ranking Beyond My Location
After building hundreds of city pages for clients, the one overriding theme with every client – regardless of their business – is that they simply want their business ranking beyond their location.
The clients we talk with are mostly frustrated about their Google My Business listing is only relevant to their verified location or city.
And within understanding the concept of city pages, they feel stuck because they simply don’t know how to rank beyond their location and out into surrounding cities.
Again, this is where the magic of city pages come in and can drive huge rankings, traffic, and new customers for your business far outside of your main location.
Can you provide examples of city pages and rankings?
Below are a list of example city pages from actual client websites. These city pages represent the strategy of the business increasing their rankings and presence in surrounding cities. For example, if your business is located in City A, but you want to get found and attract new customers from City B, City C, and City D, we would build city pages for cities B, C, and D.
Here’s an example set of city pages, targeted keyword phrases, and respective rankings in Google (rankings were accurate at the time we logged the data):
Please keep in mind that we’ve built literally 10’s of thousands of city pages for clients… and this example set is a very small percentage of the overall total inventory of pages that we’ve built that are ranking #1, have featured snippets, and more…
Our techniques / strategies / theories that go into city pages today has evolved quite rapidly, especially over the last 6 – 12 months… since the more we build and the more data feedback we receive, the smarter / more impactful we are getting at deploying city pages.
But this should give you a starting point and, in essence, a case study to review.
How can my business get found in multiple locations?
One of the most powerful ways to get your business found in Google search by customers who are in multiple locations is through the use of city pages. City Pages allow you to target virtually any demographic market such as: cities, counties, zip codes, neighborhoods, and even specific landmarks, locations, and organizations.
Since city pages are page built directly in your site, you can get really creative with your targeting strategies for city pages.
And since Google ranks pages based on proximity of the person searching, the more granular and effective your targeting, the more likely your city pages can get found by people searching for what you offer.
With Local SEO, you are confined to optimizing for your immediate location or geographic areas.
Because when it comes to Local SEO and Google Maps optimization, you can only leverage your Google My Business listing.
This means, your GMB listing will only help you get found (in most cases) within the city where you have an office.
But what about the dozens, or even hundreds, or surrounding markets where your customers live?
This is where the power of city pages comes in.
City Pages and associated search optimization strategies are one of the fastest growing products that we offer here at Bipper Media because business owners are realizing how big the opportunity is to get found in Google search in surrounding cities.
So keep reading below to see how city pages can help your business get found in surrounding cities, and ultimately help you to grow your business.
It’s 2019, which means it’s time to upgrade your local SEO strategy!
City Pages are a unique strategy that allows your business to get found in surrounding cities and adjacent metro areas relative to your primary location.
Most local SEO agencies will give you a standard response to improving your local rankings in Google Maps such as verifying your Google business listing, building relevant citations, etc…
But in 2019, these fundamental strategies may no longer be enough!
In today’s article, I’m going to show you a local SEO strategy that’s relevant for 2019, and one that goes beyond the local SEO fundamentals that you’ve been reading about.
But what if I also wanted to reach customers in the hundreds of other cities between Fort Lauderdale and Miami, as an example.
Or better yet, what if my business is actually located in a small city somewhere near Fort Lauderdale, where my Google business listing is verified, but I want to reach customers in Fort Lauderdale?
This is where city pages comes into play.
And when you create city pages in your website to compete in Google search in surrounding cities, you need to create pages that have a lot of authority.
For your city pages, the more LSI related keyword phrases your content mentions, the more likely it is that you’ll produce a high quality page that will rank well in Google.
How to gather up LSI keyword phrases for your local rankings
The tool I use for LSI research is LSIgraph.com. You simply enter your targeted keyword phrase into the search bar, and LSI graph will give you a whole list of topically related keyword phrases.
These are the keyword phrases you can now use throughout your city page content.
When using the LSI graph tool for planning your city pages, you do not want to use city names in the tool.
For example, let’s say I’m a car accident lawyer in Chicago and I’m wanting to create a city page targeting Naperville, IL., a suburb of Chicago.
I would turn to the LSI graph tool and enter only the phrase “car accident lawyer”.
You do not want to enter “car accident lawyer in naperville”.
The reason, if you use the metro area in your LSI graph tool, you’ll get a lot of keyword phrases that you absolutely do not want to include in your content, such as direct competitors.
Let me show you can example of what I’m talking about using the keyword phrase “car accident lawyer”.
When I enter this keyword phrase into the LSI Graph tool, here’s what I get:
auto accident checklist
geico what to do in an accident
youtube auto accidents
car accident with no police report
auto accident checklist pdf
These are all high quality, topically relevant keyword phrases that I want to use throughout my city page.
But if I include my targeted city name along with the keyword phrase in the LSI graph tool, here’s what I get:
steven b levy lawyer
chicago car crash lawyer steven levy
steven levy lawyer naperville
personal injury lawyer naperville
illinois accident lawyer steven levy
steven levy attorney
See the difference?
If I include the metro area in the keyword phrase, I’ll end up with competitors that I probably wouldn’t want to include in my content.
So when you use the LSI graph tool to create your list of topically related keyword phrases, make sure you only use your core keyword phrase related to your topic or business category.
Creating Long Form Content for City Pages
There’s been a ton of research that proves how long form content ranks better in Google search. However, the content must be great… because great content does not always equal long form content (ref: Moz).
Not sure where the idea that “great content” = “really, really long content” came from, but we need to dispel that myth.
So when creating your city pages, it’s imperative that you take the long form content approach, but do so with high quality content.
Luckily, when you write content that includes a lot of LSI related keyword phrases, you’ll typically end up with 2,000 – 3,000 words of content quite easily.
Using LSI Keyword Phrases as Sub Titles
The way to use LSI keyword phrases to help build out long form content is to use unique LSI keyword phrases as sub titles in your content.
Let’s look again at the LSI list above for “car accident lawyer”:
auto accident checklist
geico what to do in an accident
youtube auto accidents
car accident with no police report
auto accident checklist pdf
Looking through that list, and it’s only a small portion of the entire list generated by the LSI graph tool, you’ll quickly see some great sub titles that you can expand upon in your content.
I could easily include sub titles such as:
Youtube Auto Accident Videos
Car Accidents With No Police Reports
Auto Accident Checklist
Under each of these subtitles, I would then use approximately 500 words or more to dive deeper into each section.
One example of using these keyphrase variations in a sentence within the content of your site could be something like this:
“You can also check more details on what best to do in an auto accident when it comes to the law at Stephen Babcock.”
Notice how the phrase “auto accident” is used, which would be a semantic variation of the phase “car accident”.
And then within the content, linking out to a specific page that’s relevant to the phrase.
In the example above, if the law firm of Stephen Babcock could use this sentence on an associated page within the site or within a blog post, and then as I’ve done, link directory to their car accident page.
Rank High in SEO in Towns Your Business Isn’t Located In around Surrounding Cities
Post update from: December 12, 2017
The process of getting found in Google search within the city where you have a business address is called local SEO.
With the right local SEO strategy in place, customers in your market will find you in Google local / Google Maps as they search for your business, products, or services.
Local search results, or Google Maps search results, look like this (via mobile search):
But what if your business address is located in a smaller city that’s just outside of a large metro area, and that larger market represents hundreds or thousands of new potential customers?
One of the most common questions we get asked here is how can I get my business found in Google in cities and locations where my business isn’t located?
Or better yet, what if your pool of potential customers includes the large metro area and dozens of smaller suburbs surrounding the large city, including the one where you have a business address?
Does this dilemma sound familiar?
Here’s a picture of that is might look like when you have a business in Miami, but you want to get found in many of the surrounding cities.
One of the most common questions I get from both current clients, and normal conversations I have with business owners, is “how can get found by new customers in multiple cities?”
After building out hundreds of city pages for clients, we’ve seen first hand how quickly city pages can rank high in Google search, get found fast by new customers, and drive strong growth and ROI for literally any type of business.
From commercial roofers, to lawyers, dentists, and carpet cleaners… and even large enterprise corporations, city pages are by far the most effective way to reach new customers in multiple cities.
But what makes up an effective city page?
An effective city page has 4 characteristics
From our experience, an effective city page that ranks high, gets found fast in Google search, and drives growth in new customers has these 4 characteristics:
city pages provide detailed information about your target city or target geographic area
city pages always provide valuable information about your business, products, and services
city pages are always structured to convert visitors into paying customers
city pages that include detailed Schema language / structured data
High quality information about your target city or target geographic area
City pages can be optimized to target an entire metro area, or even as granular as an intersection or exit on a highway.
Regardless of the target market, you’ll need to include detailed information specific to that geographic area.
High quality information about your business, products, and services
Along with providing detailed information about your target city or geographic area, you must provide well written, detailed information about the products and services you provide.
Including detailed information about your products and services will help tailor the search results to potential customers.
For example, if you provide pool services in Tampa, Florida, then you’ll want to include helpful information that explains how you help your customers with their pool cleaning needs.
Including customer testimonials in this section is also valuable as it provides what’s called social proof, i.e. how other customers feel about your services.
We’ve written before about the power of the LSI index (Latent Semantic Index), which you can use to find additional related keyword phrases and topics to include as you talk about your products and services.
You can learn more about latent semantic analysis (if interested) here.
One way to optimize your hyper local city page content with rich, detailed information is to include many of these LSI topics and keyword phrases, along with supporting content that discusses those topics.
How long or how many words should your city page be?
Finally, you should include what’s called Location Signalswithin the content for your page.
Local signals are outbound links pointing to authoritative landmarks, businesses such as popular restaurants and hotels, and other key websites that represent your hyper local area you are targeting.
For example, below is a group of location signals we included in one of our client’s car accident lawyer city pages:
In order to generate these lists of businesses, we simply go to Google Maps > search the city name > click the “NEARBY” icon > then use the top recommendations from Google Maps for things like hotels, restaurants, and other relevant resources.
Each of these outbound links help to increase the relevance of your page in a specific geographic location by using links out to other authoritative resources that are also in that market.
Here’s what these local recommendations look like in Google Maps:
Then you would simply click one of those recommendations (Restaurants nearby, Hotels nearby, Bars and pubs nearby, etc…) to get the most relevant and authoritative recommendations.
When I click “Restaurants nearby” for example, I get the follow list of restaurants in Atlanta:
City pages designed to convert visitors into payment customers
Your hyper local city page has to be structured to convert new customers.
We’ve found that for most local businesses, getting a phone call from a new customer is the most effective form of sales conversions.
Face it, when someone searches for a local business, they more than like want to simply call to get their questions answered about your products and services, or to schedule an appointment.
And Google knows this, so within the local / Google Map search results, you will mostly see one action for a user to take which is to call the local business.
Take a look at the very first image I posted at the top of this article of the Google mobile local search results… notice how the only button available is the “Call” button.
But for the visitors who do click through to your website, they are most likely wanting to call your business. So having a prominently displayed call button is critically important on your mobile site.
Here’s a few examples of client city pages we created. As you can see, these pages are focused heavily on mobile since the majority of search traffic comes from mobile, and they are designed to get a visitor to quickly place a call in to the business:
Again, for a city page to be effective you must get visitors to call your business or request information from your business through a lead generation form.
Lead generation and new customer acquisition is at the heart of an effective city page or geographic targeting campaign.
58 percent of all question queries have voice search results in Google (iProspect)
For any given city page, you can layer in JSON-LD / Schema markup language to help search engines and apps better understand the context of your page.
The more structured data you implement (i.e. Schema / JSON-LD) the more detailed your content will appear in the new age of intelligent search. And the more presence and exposure your pages will have in these search results.
Hyper local SEO: Going beyond the metro area with your city pages and targeting more granular geographic areas
We’ve learned that city pages can be leveraged for much more than just targeting a particular city.
We are now producing “city pages” that target more granular geographic segments such as:
major interstate intersections
exits on major highways
neighborhoods within parts of a city
One example of this is a brain injury law firm client that has two offices in the state of Wisconsin.
This law firm wanted to 20 city pages targeting the 20 largest metro areas in Wisconsin with their “brain injury lawyer” practice, and then 20 additional city pages targeting the busiest interstate crossing (where multiple interstates come together) for their “truck accident lawyer” practice.
When you start producing city pages for major interstate junctions, you know you are getting hyper local with your SEO strategy.
But the results have been amazing for this client, and they continue to realize strong ROI from their investment in this city page strategy.
Hyper local SEO for city pages means detailed knowledge and understand of your target area
In order to implement effective hyper local SEO for city pages, you must have a strong understanding of the specific demographics you are wanting to target.
You literally have to know the detailed demographics at a neighborhood, zip code, or intersection level.
We’ve been talking to another law firm that wants to leverage city pages to blanket an area around one major exit on a highway in metro Atlanta.
In order to do this effectively, we will end up driving to the exit to take detailed notes, pictures, and even talk to some business owners in that area, in order to get a deep understanding of what makes up the demographics of this one exit.
The more detailed and granular your understanding is for a target market, the more effective you can make the content for your hyper local city page.
Effective content means higher quality city pages, and higher quality city pages ALWAYS results in higher rankings and more new customers for your business.
I hope this article was valuable to you as you look to implement city pages for your business.
As always, let us know if you have any questions or comments by posting a comment below are contacting us today.
Creating City Pages To Rank for City + Service Keyword Phrases
Post update from: October 16th, 2016
#1 ranked city page for keyword phrase “ac repair in atlanta”
If you own a business in the suburbs of a large metro area, you might be frustrated because you wish your website ranked in Google for your product or service in that large city, not just in your suburb neighborhood.
For example, I have a friend that owns a carpet cleaning business in Sandy Springs, Georgia (suburb of Atlanta), but he desperately wants to rank for the keyword phrase “Atlanta carpet cleaners”.
The problem is:
he doesn’t have an Atlanta based address, so local SEO / Google Maps optimization is out
he hasn’t yet grasped the concept of creating an amazing city page for his website targeting “Atlanta carpet cleaners”
If you are located in the suburbs of a large metro area, but you want to rank for your service in the main city, the only way this will happen is by creating an amazing city page on your website.
Or, you could always go to the midpoint of the large city and rent a small office space to secure an address. This is actually quite a viable solution. And although I mention it jokingly quite often, the more I think about it, the more viable of a local SEO strategy it becomes. The only concern here is that when / if you do rent the office space in mid town, make sure to Google the exact address to see what sort of history exists for that specific location.
But I digress…
Unfortunately, most businesses get the idea of creating city pages in order to gain traffic and exposure in the adjoining large metro area. And once they get the idea, they start pumping out city pages like rabbits… but that’s a huge mistake!
Why? In order to rank the city pages on your website, you have to produce a more valuable page of content than the city pages that currently rank in Google.
It’s a bit more complicated than just mass producing a bunch of city pages in the hopes that Google will rank you above everyone else.
It just doesn’t work like that.
Google is getting better at ranking the absolutely highest quality page of content for any given query, which includes your “city name” + “product or service”.