Expanding your local SEO strategy to areas outside your core location can unlock untapped potential for your business. Whether you’re a growing startup or an established company, targeting additional locations enables you to connect with new audiences, build brand authority, and increase revenue.
But how do you establish a strong local presence in areas where you don’t have a physical storefront? Let’s break it down into actionable steps, complete with real-world examples and advanced techniques.
Why Local SEO Expansion Matters?
Imagine you’re a home services business based in Austin, Texas, and you’ve mastered SEO for your local market. However, you’ve started receiving calls from nearby cities like Round Rock and Cedar Park. While these inquiries signal interest, your website and online profiles lack optimization for those areas. Consequently, potential customers struggle to find you when searching locally.
Expanding local SEO allows you to:
Capture Proximity-Based Searches: Google favors businesses that match a searcher’s location. If you aren’t optimized for these new areas, you’re leaving money on the table.
Scale Your Business Without Additional Overhead: By targeting nearby areas online, you can grow without opening new offices.
Strengthen Brand Equity: Showing up consistently in multiple local searches builds authority and trust in your services.
Steps to Build Local SEO Outside Your Core Location
1. Pinpoint Specific Locations to Target
Instead of vaguely aiming for “nearby areas,” use data to identify prime locations. Tools like Google Trends and Google Analytics can help uncover areas generating organic interest. Here’s how:
- Use Google My Business Insights to find where your calls and requests for directions originate.
- Review search volume for location-based keywords like “emergency plumbing Round Rock” or “Cedar Park HVAC repair.”
Pro Tip: Start with locations where you already have a customer base or inquiries and gradually expand.
2. Create Hyper-Localized Landing Pages
A single generic “service area” page won’t cut it. Instead, craft dedicated landing pages for each city or neighborhood. Let’s take an example:
For a cleaning services business expanding to Denver suburbs:
- Create a page titled: “Professional Cleaning Services in Littleton, CO.”
- Include unique content: Highlight popular local landmarks or typical cleaning challenges in Littleton (e.g., “tackling pet hair in high-altitude homes”).
- Add real customer testimonials specific to that area.
Avoid: Copy-pasting the same content across all location pages. Google penalizes duplicate content, which can hurt rankings.
3. Claim and Optimize Google Business Profiles (GBPs) for Multiple Areas
If your business serves multiple cities but operates from one physical address, use the service area business feature on Google Business Profile. Here’s how:
- Add secondary cities under your service areas.
- Include high-resolution photos, such as before-and-after shots of jobs completed in specific locations.
- Use location-specific keywords in your GBP descriptions. For instance, “Top-rated pest control in Lakewood, CO.”
Success Story: A mobile locksmith service in Phoenix saw a 40% increase in local calls after accurately optimizing their GBP listings for five surrounding suburbs.
4. Develop a Localized Content Strategy
Content is king, and localized content reigns supreme. Go beyond generic blogs by addressing hyper-local topics that resonate with your new audience. Examples:
- For a landscaping company: Write about “Top 5 Drought-Resistant Plants for Scottsdale Yards.”
- For an HVAC business: Publish “How to Winterize Your AC in Fort Worth’s Variable Climate.”
Focus on local pain points or seasonal needs, which drive engagement and conversions.
5. Build Trust Through Community Involvement
Building a presence in new areas isn’t just about algorithms—it’s about relationships. Partnering with local organizations or participating in community events increases your visibility and provides valuable backlink opportunities.
Example:
- Sponsor Little League teams or community fairs in target locations.
- Host educational workshops, like “DIY Home Maintenance Tips,” and get listed on local event pages.
These actions not only create goodwill but also generate valuable mentions in local online directories and media outlets.
6. Leverage “Near Me” Keywords and Conversational Phrases
As more users rely on mobile and voice searches, optimizing for “near me” queries is critical. These searches often reflect strong purchase intent. Examples include:
- “Best pizza near me in Arlington.”
- “Emergency dentist open now near Dallas.”
To capture these searches:
- Use geo-specific keywords like “24-hour towing in Plano.”
- Incorporate natural language in your content (e.g., FAQs such as “Where can I find affordable auto repair in Irving?”).
Pro Tip: Tools like AnswerThePublic can reveal common local queries to target.
7. Focus on Local Reviews
Reviews are the backbone of local SEO. They’re especially critical when building a presence in new areas. Encourage satisfied customers from your target regions to leave Google reviews mentioning their location.
What to Avoid:
- Don’t ask for reviews from areas you don’t serve—it looks inauthentic.
- Avoid generic responses to reviews. Instead, reply with specifics: “Thank you for choosing us for your furnace repair in Boulder!”
Advanced Tip: Include QR codes on invoices or thank-you emails that link directly to your review page.
8. Use Localized Ad Campaigns
While organic SEO takes time, localized ads on Google and Facebook can generate immediate traffic in your target regions. Run campaigns focused on:
- Promoting city-specific offers (e.g., “Free Consultation for Clients in Aurora, CO”).
- Targeting users searching for services with local keywords.
Case Study: A real estate agency in Los Angeles increased leads by 60% by running geo-targeted Facebook ads featuring listings in Santa Monica.
9. Build Location-Specific Backlinks
Backlinks from authoritative local sites signal relevance to search engines. To build these links:
- Contribute guest blogs to local news outlets or lifestyle blogs.
- Sponsor local charity drives or events and request a backlink on their website.
- Get listed in local online directories specific to your industry.
Example: A pet grooming service partnered with animal shelters in Austin, receiving backlinks from the shelters’ adoption pages.
10. Track Progress and Adjust Tactics
SEO is never a “set-it-and-forget-it” effort. Regularly monitor your results to ensure your strategy is effective. Use tools like:
- BrightLocal: For local search rankings.
- Moz Local: To check NAP consistency.
- Google Analytics: To track traffic and engagement metrics from target areas.
If certain locations underperform, revisit your content and keyword strategies. Conversely, scale up in regions with high engagement.
Common Pitfalls to Avoid
Ignoring Regional Differences: A one-size-fits-all approach won’t work. Each location has unique customer preferences and behaviors.
Overloading Keywords: Avoid stuffing location names into your content unnaturally.
Neglecting Mobile Optimization: Most local searches occur on mobile devices—ensure your site is fast and mobile-friendly.
Final Thoughts
Building local SEO outside your core location is more than just targeting a new area—it’s about fostering connections and offering value where your competitors may not. By following these strategies, businesses can capture new markets, enhance their credibility, and ultimately grow their revenue.
Start with one location at a time, measure your progress, and refine your efforts. In the world of SEO, localized efforts are the gateway to nationwide success.
Now is the time to act. Which new location will you conquer first?