Google is a powerful tool for connecting users with local businesses. Whether you’re a small mover or a large relocation company, having a strong local ranking will make you stand out from the competition. One of the most effective methods of improving local rankings is through the use of service area pages.
Making customized pages such as these helps Google understand exactly which areas you serve, so it can show your website when a potential customer needs a local move. When optimized correctly, service area pages make the big difference in exposure, since they attract local, high-value traffic, increasing your conversion rates. Let’s see exactly what those pages are, why are they important and how to optimize them for the best results.
What are Service Area Pages?
Service area pages are specialized web pages within your website, that are dedicated to a single area, town or neighborhood in which your moving company provides service. These pages consist of in-depth, local content that clearly resonates with potential clients seeking movers in their area. They include service descriptions, local reviews, localized terms, which builds credibility, and most importantly: trust.
Why are Service Area Pages Important for Local SEO?
Taking care of your local SEO means ensuring that your moving business appears in the search results, whenever a local customer is searching for moving services. Google rewards content which is relevant to the user’s intent, so by having a specific page for each of your service areas, you are essentially helping Google to solve the user’s problem: finding a moving company that operates within their area.
A well optimized service area page not only attracts visitors, but also prompts them to take action. It helps increase conversion by creating trust through localized content. By understanding your potential customers’ needs, you can easily optimize service area pages for both search engines and people.
How to Optimize Service Area Page
A well written service area page needs to provide value, in order to give the best possible returns. Here is how you can optimize each of your service area pages to increase your chances of conversion.
Unique and valuable content
When you are writing content, try to avoid generic text just to fill your page. Your information needs to be valuable and relevant to the person who is reading it. Display main benefits, latest jobs in that area, transparent pricing and genuine reviews from locals. List each type of service that you offer. A person searching for a move in your service area is interested in every detail, so by providing as much information as possible, chances for conversion go up.
Location-based keywords
Use different keyword variations, such as: movers in [area], [area] relocation services, moving company in [area] and similar terms. Multiple keyword appearances are a strong signal for search engines that it is indeed a right choice for the user searching for services in that area. Make sure the keywords are implemented naturally throughout your page, in your titles and paragraphs. You don’t want to push it too much, neither the user, nor the search engines like to see that.
Title tags and meta description
Title tag and meta description is what people see in their search results, Make sure your title tag includes your primary location keyword, like “Top movers in Aventura, FL”, to instantly grab the searcher’s attention and signal relevance to Google. For the meta description, write a brief summary of what makes your moving services stand out (free estimate, transparent pricing, years of experience) and end with a strong call-to-action. Keeping your title under 60 characters and your description under 160, ensures your message stays clear and doesn’t get cut off in the search results.
Permalinks
By using an SEO optimized URL, such as websitename.com/movers-in-[area], you are giving one final confirmation for Google that it is the right choice for the user. When all of the above elements are implemented, your page is ready for a local search, satisfying both the Google and the user searching for your service.
Avoiding Common Mistakes
While creating a service page area is great for your website and local SEO, it’s important to do it the right way, to make the most out of it. Here are some of the most common mistakes moving company owners are making when creating these pages.
Duplicate content
Most of the service areas pages you create are going to have a lot of content in common, and that is understandable. But that doesn’t mean you should create one page and duplicate it for every area you are covering. Each service area page should provide personalized experience for the user, reassuring them you are in fact offering services in their area.
Keyword stuffing
While we pointed out that including keyword throughout your service area page is crucial for local ranking, you don’t want to overdo it, as it usually results in ranking penalties. This is especially true for location-related keywords, when the area you serve is evidently stuffed throughout your page.
Ignoring user intent
At the end of the day, you are not writing for the search engines. A human is going to read it, so be sure to focus on what clients in that area need to know, rather than trying to trick the search engine algorithm.
No calls-to-action
This may be the first page a potential customer sees on your website, so be sure to include “Call now” and “Get your free estimate” buttons throughout the page. Not every user responds the same way. Some may decide to get in touch after seeing the types of services that you offer, others are going to contact you after seeing the prices. By including prominent CTAs after all the major sections on the page, you are drastically increasing your chances of converting the visitor.
Conclusion
Creating service area pages for your moving company website is a powerful marketing tool to improve your local SEO, increase conversion rates and generate more high-quality leads relevant to your service area. When you focus on search engines, and more importantly, user intent, you start to appear more prominently when someone searches for services in your area. If you still don’t have service area pages, take this as a sign to set them up, because your next local customer could be just a search away.