Why Your Website Isn’t Ranking Locally (And How to Fix It)

If your business relies on local customers, you know how important it is to show up in local search results. But how do you make sure your business appears when people nearby are searching for the services you offer? The answer lies in two powerful tools: local keywords and service area pages.

In this guide, we’ll cover why these tools matter, how to choose the right keywords, and how to use service area pages to improve your search engine rankings and attract more local customers. Plus, if you’re using WordPress, we’ll show you how an SEO plugin can make all of this even easier.

Why Local Keywords Matter for Your Business

Local keywords are search terms that specify a service or product along with a location, like “dentist in Madison” or “car repair Oshkosh.” Adding local keywords to your site helps search engines understand where you operate and which customers you serve. When you use these keywords effectively, your website is more likely to appear in front of potential customers in your area, bringing you closer to those who need your services right now.

How Service Area Pages Boost Your Local SEO

Service area pages are dedicated pages on your website that focus on specific locations you serve. If your business operates in multiple areas, creating a service area page for each location can help you rank for local searches in each city or neighborhood. By focusing each page on one particular area, you increase the chances of appearing in search results when customers in those locations are looking for your services.

For example, if you’re a landscaping company based in Oshkosh but also serve Neenah and Fond du Lac, creating individual pages like “Landscaping Services in Neenah” and “Landscaping Services in Fond du Lac” allows you to rank specifically in those areas. Each page should be unique, providing localized content to connect with potential customers in that location.

Step-by-Step Guide to Adding Local Keywords and Creating Service Area Pages

Let’s walk through how to choose local keywords and incorporate them into your website effectively.

Step 1: Find the Right Local Keywords

To get started, you’ll need to identify the keywords that local customers are using when they search for your services. Here’s how to do it:

1. Brainstorm Services and Locations
   List out your services and the cities or neighborhoods you serve. For instance, if you’re a pest control business in Milwaukee, your list might include “Milwaukee pest control,” “bed bug removal in Wauwatosa,” or “Wisconsin rodent control.”
2. Use Keyword Research Tools
   Tools like Google Keyword Planner, Ubersuggest, or Ahrefs can help you find popular local search terms and show how many people search for them. Type in some of the terms from your list and see which ones have high search volume and relevance.
3. Look at Competitors’ Keywords
   Check out the websites of businesses similar to yours. Look for the local keywords they’re using in their page titles, headings, and descriptions to find other keywords that might work for you.

Step 2: Place Local Keywords in Key Website Elements

Once you have your list of keywords, start incorporating them into the main elements of your site. Here’s where they’ll make the biggest impact:

1. Page Titles and Meta Descriptions
   Including local keywords in page titles and meta descriptions is crucial for letting search engines know where you operate. For example, instead of a generic “Lawn Care Services,” use “Professional Lawn Care in Madison.”
   • Example Meta Description: “Looking for expert lawn care in Madison? [Your Business Name] provides quality service and reliable results. Contact us today!”
2. Headers and Subheaders (H1, H2, H3)
   Use local keywords in headers to reinforce your location focus. This helps search engines understand the content hierarchy and improves readability for visitors.
   • Example: H1: “Trusted Pest Control in Wauwatosa,” H2: “Why Choose Our Wauwatosa Pest Control Services?”
3. Body Content
   Naturally weave local keywords into the main content of your pages. For example, instead of “We offer emergency plumbing services,” use “We offer emergency plumbing services in Oshkosh.”
4. Image Alt Text
   Alt text is a description of an image that helps search engines and visually impaired users understand the image content. Adding local keywords to alt text provides a small SEO boost.
   • Example: “Image of freshly landscaped backyard in Neenah by [Your Business Name].”

Step 3: Create Service Area Pages for Each Location

If your business covers multiple locations, creating separate service area pages can help you rank in each of those areas. For each service area page, follow these best practices:

1. Unique Content for Each Page
   Avoid using the same text on multiple pages. Instead, customize each page with details specific to that location, such as unique customer testimonials or area-specific services.
2. Add Local Details
   Include information that’s relevant to the location, like local landmarks or community involvement. This helps potential customers feel connected and builds trust.
3. Optimize Each Page with Local Keywords
   Use local keywords throughout each page, especially in the title, headers, and meta description. For example, “HVAC Repair in Green Bay” can be a dedicated page that targets customers specifically in Green Bay.

Step 4: List Your Business on Local Directories (and Why It’s Important)

Listing your business on local directories, such as Google Business Profile, Yelp, and Bing Places, is crucial for improving your local search presence. Here’s why these listings are so beneficial:

1. Improved Local Visibility
   Search engines pull local business information from these directories, making your business more likely to appear in searches like “plumber near me.” These listings increase your visibility in local searches and help people find your business faster.
2. Trust and Credibility
   Consistent listings across platforms signal reliability to search engines, improving your website’s ranking. Plus, having a Google Business Profile can help your business appear in Google Maps, boosting credibility and making it easy for customers to find you.
3. Boosted Customer Engagement with Reviews
   Local directories allow customers to leave reviews, which helps new customers get a sense of your services. Reviews also play a role in local SEO rankings, especially when they mention your service area, like “best coffee shop in Milwaukee.” Positive, locally-focused reviews build trust and strengthen your online presence.

Step 5: Install an SEO Plugin to Simplify Optimization

If your website is built on WordPress, using an SEO plugin can make it much easier to manage and optimize your local SEO efforts. Plugins like Yoast SEO or All in One SEO allow you to customize your page titles, meta descriptions, and URL structures without needing technical expertise.

Here’s how an SEO plugin can help you optimize for local SEO:

1. Easily Add Meta Titles and Descriptions
2. Optimize for Focus Keywords
3. Generate an XML Sitemap
4. Analyze Content Readability

An SEO plugin is a helpful addition to any WordPress site, allowing you to streamline your SEO efforts and optimize local keywords effectively.

Start Reaching More Local Customers Today

Adding local keywords, creating service area pages, and using an SEO plugin makes it easy to keep your WordPress site optimized, allowing you to attract more customers in your area. If you’re ready to boost your local visibility, these simple steps can help your website rank better and engage more customers right where they’re searching.

Ready to make your site work harder for you? Start optimizing with these tips, and feel free to reach out to our team if you’d like more guidance on elevating your local SEO strategy!