Local search campaigns can throw up challenges in regard to effectively targeting users in different regions, sometimes in the same city, without the risk of door way pages or duplication. Locally targeted content and pages are key to success. But, so is working effectively with your SEO agency to build an online offering, crawl approach that is consistent in Google and pages setup for conversion.

To do this there are some simple steps you can take, that will make a huge amount of difference to search campaigns.

Place the Product for the Audience

If you have multiple products or services, it is important to know from a both a business and SEO perspective where each is most relevant within your defined areas.

For example, an online grocer selling fruit in London is likely to want to capture the entirety of London – however, there will be pockets of the city, either by towns, postcodes or regions where more fruit is likely to be sold and small, hyper-local, campaigns can be used.

At the other end of the spectrum, a company offering 50+ services across the city would benefit from adapting an SEO strategy. The SEO strategy should coincide with the demand for different products in different areas. For example, Service 1 might be more popular in the north of the city, whilst service 2 is more popular in the south.

In terms of general targeting, this wouldn’t necessarily change the core of the website. But it would allow link building, structured data and landing pages to be created specifically for the target markets in question.

If you can understand where the pockets of your business will thrive, paired with the conversions data – then this will set a campaign to succeed at each level.

Utilise Paid Traffic Targeting

If you’re unsure of where the demand per product or type, then it’s beneficial to set up a paid search campaign. More specifically, one which targets products by post code / town in each ad group.

Impressions and clicks, based on budgets, will give an insight into where local search campaigns can be covered. It will also provide data around where targeting for organic will be most effective.

Furthermore, it is then possible to test landing pages and different routes to conversion – allowing for full tailoring of local SEO campaigns at a keyword and landing page level.

Structured Data and Service Areas

Setting up structured data is at the core of an SEO agency. Positioning a site to be crawled effectively to highlight services, in areas, based on towns or post codes. This is also great if you’re local service needs an immediate call or for ‘near me’ searches.

Utilise tags which include:

  • Services – based on location and service type
  • Geo-Locations – this could be either the area served or the physical location of stores
  • Local phone numbers and office addresses
  • Local people or contacts within the business – such as regional sales or office managers

Giving search engines the information to understand the different facets of a business operation logistically, will aid in improving the performance of the website from a crawl and search perspective.


Polaris is an award-winning B2B SEO agency in London specialising B2B, PPC, e-commerce and the healthcare industry.

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