Every website owner wants to grab all of the visitors of search engine instead of a few people, but it is important to know for them that in order to reach the last floor we need to start from the ground. In the same way, area pages improve organic rankings for local searches when added to a website with a view to an increased number of visitors.
Want to know how Area pages contributed to grabbing more organic ranking for local searches? Here is a case study of how Phedratech improved the organic ranking of a cargo website by just adding service area pages, the experiment became a really captivating tool to bring the huge number of visitors and eventually increased the impressions and services acquisitions.
Before plunging into the whole case, let’s start discussing briefly about the importance of Area Pages on any website.
Are Area Pages a Match-Winning tool for a website?
Depending upon the services you provide, the ‘Area pages’ can be useful in improving the ranking of the website spontaneously. People use to search for services available in the region close to their home and even Google and other search engines probe into the location of the operators and bring them the results based on the locality from where they are searching from. Therefore, it has become a crucial thing to add service area pages to make your website more vigilant by acquiring more and more traffic.
Area Pages are self-governing pages to be found on a website, which target a particular geographical covered market. Basically, these pages are ‘merely’ extra content, and more content generates more stream of traffic. But if the page is designed well, it can affect by getting an improved number of your customers. If your company brings out positive reviews on Facebook and Google+ etc., you can also use area pages to knock off a rival’s business in SERP’s. That’s a given.
The Case Study of Our Cargo Website
Just a couple of years back, we developed a cargo website providing freight services to Pakistan from all over the UK, but formerly didn’t add particular areas or service area pages to the website. Be that as it may, its well-structured design and SEO started to make the site’s ranking go high but at a snail’s pace. Our marketing team then decided to diagnose the reason behind this slow pace that could have taken ages to make the website visible on the first page of search engine results.
1. Identification of The Need to Add Area Pages and its Implementation
We soon realized that the reason behind the slow pace of traffic to our website was the lack of vigilant service description to the people in particular locality. We analyzed the contemporary trends and keywords and eventually came to know that most of the searches are made by referring to a specific area and locality.
To cater with this, we made a list of most searched areas from PPC search terms and added specific pages to cater for searches with those particular area names. For instance, Cargo to Pakistan from Birmingham, cargo to Pakistan from London, Blackburn, Bedfordshire, Yorkshire, and Glasgow, etc. This strategy started to work and brought a pleasant surprise by bringing in more and more organic traffic to our website. The results were countless.
2. Amplified Organic Search Traffic
The results were appealing, the traffic which was less than a thousand visitors formerly at once raised to 7 times in just a few months. Meanwhile, within a year the website went on moving higher and higher in Search Engine Result Pages (SERPs) until became one of the first three results of Google search results in search terms that didn’t even include area pages e.g.’cargo to Pakistan’, ‘send a car to Pakistan’, ‘send a TV to Pakistan’ etc. Whoa! That was a silver bullet which we were unaware of.
Not only this, there was also an increased rate of service acquisition that added to generate a huge amount of revenue for the business and the website become the mouthpiece of most of the people sending cargo from any city of UK to Pakistan.
3. An increase in the Click-Through Rate (CTR)
By evaluating our site and removing those hurdles which prevent visitors from fully exploring the site, helped us in improving CTR. When we added the Area pages, we provided short descriptions that made the purpose clear to the audience and made it convenient for them to know what exactly the services are provided for and how they would be able to acquire those services.
This resulted in an increase in the Click-through rate which consequently increased Pay-Per-Click score due to ad relevancy. If we had targeted the wrong audience, we would never be able to increase CTR score and would have become prey to expensive conversion. We designed creative ads and kept testing it until we found the one that brought more and more clicks.
4. Increased Conversion Rate
We also noticed that due to the addition of Area Pages, a huge number of people signed up and got our services available on the website. Thanks to area pages which made our conversion rate improved from 16% to 25%. This has counted a lot for us all. In addition, due to increase conversion rate our clients were able to reach out to more and more customers.
5. Addition of Images To Boost the Website
Something else that we attempted was the addition of the images. For instance, if it is an Area page of London, then the beautiful landmarks of London were placed there. Just catering the latest need of fascinating users’ attention, we really got a positive response in this regard. It had given a great boost to the website too. This feature enabled our website to become more convenient to use than it was before. These pictures offered the users to choose the territory without perusing all the stuff, in this way made our site user-friendly.
These undertakings helped us in different ways and can do the same for you as well. For instance, the addition of area pages to the site can result in an increased rate of organic traffic. It also assists you to attract users to a greater extent. Area Pages in one way drive many local customers to your website which consequently changes the impulses into deals. These pages help you measure the output of your site and increase search ranking.
Must-Follow Things For Area Pages
According to our observation and experimentation, the following are some of the nitty-gritty that must be followed developing the area pages.
1. Use of attractive and Unique Keywords
Keywords are the base for users to find your website easily. Therefore, it is mandatory for you to use such significant Keywords which add value to your content. You are not required to use keywords over and over again all the way through the content. However, the logical use of Keywords is very vital, for that reason, you can get help from online keywords tools and analyzers.
2. Introducing Your Services on Social Pages
Due to an increased number of social media usage, the need to advertise your service on social media is now one of the most important things to do. For instance, when a person using, Facebook, Instagram, or any other social site, view your catchy services he instantly goes to check what it is, and if your services satisfy him the impulses will gradually convert to sales. Thus the organic traffic will increase resulting in the high rank of your entire website.
3. Locate Your Store Through Maps
The use of Map is underestimated but it can have a very serious impact on your area pages. Customers can be able to locate your store with the help of maps provided for the particular city.
Maps help consumers a great deal to approach your services in their area and boast an even increased significantly in this digital age. Definitely, when the customers are provided the ease and comfort, your website will attract them in a large number, eventually the ranking of your website increases.
4. Keep a Close Eye on The Proficiency of Webpages
Keep analyzing traffic on your website’s area pages using Google Analytics platform. It is a must-do in order to ensure that your website is still hitting the nail on the head i.e. addressing the appropriate customers.
You are required to continuously monitor the traffic on the area pages of your website. For this, you can get help from Google Analytics Platform. It is an absolute necessity to do so in order to make sure it sure that your site is giving more than the buck i.e., catching more attraction of the appropriate users.
To run and market a website is not as easy as pie, but on the off chance, you do it right, it definitely is. Despite the fact that numerous things matter in enhancing your site’s quality on the web indexes, yet the area pages play a significant role in addressing the appropriate customer at the opportune time in a right way. If you want to upgrade your business and enhance the reach and ranking of your website make sure there are Area pages on your website.
Abbie Ella is an SEM expert and have years of experience in digital marketing. Currently she works as a Marketing Director at Phedratech Online Solutions, an internet marketing agency firm that specialises in helping small and medium sized businesses improve their online presence.
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