Web City Pages

Search Engine ranking is a critical factor in how well your site does in organic searches.

In an AOL internal study, the first ranking position in the search results receives 42.2% of all click-through traffic. The second position receives 11.9%, the third 8.5%, the fourth 6.05%, and all others are under 5%. That puts a lot of pressure to be in that top position.

We design web pages so that they will appear in organic searches that include a geographic + lawn care qualifier. Typically this works out pretty good, especially if you serve just 2 or 3 geographic locations.

It becomes more difficult when you serve more than 5 geographic areas. The reason is that the number of geographic keywords dilutes the value of each geographic location.

Say Company A servces the imaginary towns City-1 and City-2 and let's say that a search engine gives an imaginary total ranking of 10 for each geographic location. This is not correct, but just helps in giving an explaination. For comparison purposes, a competitor of Company A, Company B, also serves City-1, City-2, but also serves City-3, City-4, City-5, City-6, City-7, City-8, City-9, and City-10.

In the first example, geographic searches divided the 10 ranking between just 2 towns so each gets a ranking of 5. In the 2nd example, that ranking's factor is just 1. So if all things are equal, someone doing a search for "City-2 Lawn Care" will

have no problem associating your web site as being connected to the 2 locations. In the 2nd example, the keyword value of all the cities is reduced

By adding additional "City Pages" we can greatly improve the ranking for that city by using various optimization strategies that would otherwise be extremely difficult for multiple communities.

Use the keyword in the title tag at least once, and possibly twice (or as a variation) if it makes sense and sounds good (this is subjective, but necessary). Try to keep the keyword as close to the beginning of the title tag as possible. More detail on title tags follows later in this section.

Use of keywords and position of keywords

  • Once in the H1 header tag of the page.
  • At least 3X in the body copy on the page (sometimes a few more times if there's a lot of text content). You may find additional value in adding the keyword more than 3X, but in our experience, adding more instances of a term or phrase tends to have little to no impact on rankings.
  • At least once in bold. You can use either the <strong> or <b> tag, as search engines consider them equivalent.

Every search performed at the engines comes with an intent - to find, learn, solve, buy, fix, treat, or understand. Search engines place web pages in their results in order to satisfy that intent in the best possible way, and crafting the most fulfilling, thorough content that addresses a searcher's needs provides an excellent chance to earn top rankings.