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Targeting Local Areas on Google SERPs

Targeting Local Areas on Google SERPs: A Real-ish Example

Losing customers to competitors in nearby towns because people can't find you when searching locally? Most service businesses stick to their immediate area, missing out on customers just a few miles away who would happily travel for the right service.

Why Watch This Video?

If you provide services people will travel for but struggle to attract customers from neighbouring areas, this video shows exactly how to create location-specific pages that capture those searches - using a real example of a Prestwich gym targeting Whitefield residents.

What You'll Learn

Research Any Target Area Systematically:

  • 9 essential questions to research before writing any location page
  • How to understand transport links, demographics, and local competition
  • Turn local knowledge into searchable content

Create Genuinely Different Content:

  • Why copying and pasting location pages kills your SEO
  • Make each area page unique based on specific local research
  • Avoid the generic "we serve X area" mistake

Build Local Authority:

  • Demonstrate genuine knowledge of each area you serve
  • Address area-specific concerns and logistics
  • Turn location pages into conversion tools, not just SEO exercises

The Framework: 9 Research Questions

Before writing content, research each target area using these questions:

1. How will residents get to my business?

Example findings for Whitefield to Prestwich:

  • Metro Link: 1-2 stops
  • Bus routes down Bury Old Road and Bury New Road
  • Driving: Maximum 10 minutes from anywhere in Whitefield
  • Walking: 25-40 minutes depending on location

2. What local businesses are similar to mine?

Research method: Search "fitness classes Whitefield" Example findings:

  • Women's Gym
  • Total Fitness (chain)
  • The Gym Group (chain)
  • Gymophobics
  • Whitefield Pilates

3. What makes my business different?

Differentiation strategy:

  • Small business with personal attention (vs big chains)
  • Beginner-friendly focus
  • Competitive pricing (cheaper than expensive gyms)
  • Evening classes available
  • All genders welcome

4. Do I have testimonials from this area?

Example testimonials to highlight:

  • Emma: "Friendlier than the big gyms"
  • Stuart: "Cycles down from Whitefield, uses our bike lock"
  • Stefan: "Total beginner, loves the welcoming atmosphere"

5. Do I contribute to the community?

Community involvement:

  • Organise runs around Springwater Park in Whitefield
  • Support local events
  • Partnership with local venues

6. Do demographics affect my work?

Area analysis for Whitefield:

  • Commuter town (like Prestwich)
  • Many travel to Manchester/Bury for work
  • Perfect for after-work gym visits
  • Convenient stop on journey home

7. Which venues have I worked with?

Local partnerships:

  • Springwater Park for outdoor sessions
  • Community centres
  • Local sports facilities

8. What are the logistical quirks?

Area-specific considerations:

  • Rush hour traffic between Prestwich and Whitefield
  • Motorway junction congestion
  • Recommend staggered visit times
  • Public transport timing

9. How long have I been working in this area?

Establish credibility:

  • 3 years serving the area
  • Local knowledge and relationships
  • Understanding of community needs

Content Creation Process

Step 1: Research and Documentation

  1. Answer all 9 questions thoroughly for each target area
  2. Create bullet-point notes - don't worry about perfect prose yet
  3. Be specific - avoid generic statements that could apply anywhere

Step 2: AI-Assisted Framework (Optional)

Prompt structure:

"I'm writing a page for fitness classes in Prestwich targeting Whitefield visitors. The classes are open late and cater to total beginners. Here are my notes about the business and Whitefield: [paste research]. Give me an outline for a webpage targeting Whitefield visitors in concise, informal British English."

AI output provides:

  • Page structure suggestions
  • Content flow ideas
  • Key messaging framework

Step 3: Content Refinement

What to fix in AI-generated content:

  • Remove generic language ("intimidating muscle heads")
  • Add local dialect/tone appropriate to your area
  • Strengthen call-to-action with specific contact methods
  • Include pricing and detailed service information
  • Make it sound authentically like your business

Strategic Implementation

Quality Over Quantity

  • One page per month is perfectly fine
  • Deep, specific research beats shallow, generic pages
  • Unique content for each area - never copy and paste
  • Long-term investment - pages work forever once created

Content Must Be Genuinely Different

Example: The Whitefield research revealed:

  • Specific transport options
  • Unique local competitors
  • Area demographics (commuter patterns)
  • Local venues and partnerships
  • Traffic and timing considerations

This couldn't be copied to a Radcliffe page - different area needs different research.

Success Metrics

  • Google indexation of your location pages
  • Improved local search visibility
  • Targeted traffic from specific areas
  • Long-term ranking improvements

Why This Approach Works

Search Engine Benefits

  • Genuine local relevance signals to Google
  • Unique content avoids duplicate content penalties
  • Comprehensive coverage of local search terms
  • Long-term SEO value from established pages

User Experience Benefits

  • Immediately relevant information for area residents
  • Addresses specific concerns about logistics and competition
  • Builds trust through local knowledge demonstration
  • Reduces friction in the decision-making process

Business Growth Impact

  • Expands service area systematically
  • Attracts qualified leads from targeted locations
  • Establishes local authority in multiple areas
  • Creates sustainable marketing assets

Who This Helps

Service Businesses wanting to attract customers from neighbouring towns and areas

Local Professionals (dentists, solicitors, trainers) with services people will travel for

Tradespeople whose skills are in demand beyond their immediate postcode

Any Business tired of losing potential customers to competitors in nearby areas

The systematic research approach ensures each location page provides genuine value to visitors whilst building strong local search presence across your entire service area.

If you'd like help creating location-specific content that attracts customers from your entire service area, contact me.