Question about local SEO when you serve many more cities than you have brick and mortar locations

[mollysmusic]

My URL is: http://www.mollysmusic.org for the record.I run a music school that serves in-home lessons to a whole slew of cities. Since I only have 3 brick-and-mortar locations, I can't make google local profiles for all the cities served, but I want to get seen by those people searching in their own cities. Right now, our biggest competitor, takelessons.com, is top ranked for every single city you can think of, because they have individual web pages for every city served. Their content is repetitive and scrapey, and to me, that says "doorway page" which supposedly can get you de-indexed. I'm reluctant to do that because I'm afraid I'll get banned, but I have to compete. I also want a strategy that can scale when we move into new areas. Is there something that makes TakeLessons's content NOT a doorway page? What's the best practice for getting ranked in multiple individual cities if you run a service? Thanks in advance.

[WilliamCarr]

It may be working for them now, but using the same recycled content is not a good long term strategy. Plus, if the content stinks it doesn't really matter how well they rank because people with hit the back button (and google keeps score of that).

Focus on creating content that's going to make users have a positive experience on the site. Use case studies, photos, testimonials, videos, city/town resources that are relevant.

If the site was about construction - link to official city/town page with relevant permit info, ect - things like that.

[mollysmusic]

Thanks, William.

Do you have any advice on how to split up location content? Should I designate one page for each place, and then infuse that with unique content, or should I try to fit it all into one place?

The more I think about this, the more questions come to light. For instance: would making a little directory of, say, local open mic nights, karaoke bars, and venues help? Would including a bunch of outbound links to these places hinder us by giving away link juice?

[MiriamEllis]

Hi Gracie,

William's advice is right on. Typically, when a business gets away with thin and/or duplicate landing pages like your competitor is apparently doing, it's either because a) the pages are really, really old or b) because Google doesn't have something better to display. You can provide that 'better' solution for Google.

I think you'll find my recent article on the concept of City Landing Pages to be useful. Many business owners have told me it has really helped them clarify their options.

The Nitty Gritty of City Landing Pages

http://www.solaswebdesign.net/wordpress/?p=1403

I hope this helps!

Miriam

[WilliamCarr]

I would create a separate page for each city instead of one page with content covering many cities.

Linking out is a good thing. Ask yourself, "Will these links improve the users experience"? If yes, then include them.

[IXBrandSEO]

Gracie,

In addition to the "good content" City Pages that Miriam and William recommend, you may also want to blog about music happenings in each city.  Set Google alerts for music keyword phrases associated with each city you serve and use the Alert-identified information to discuss upcoming music events and also to provide information, photos, and video for events that have taken place.  Such a blogging process might help you establish yourself as a part of each music community you serve.  Each blog post gives you the opportunity to focus on one aspect of the music scene of a particular city.  Good luck!

[mollysmusic]

Thanks Paul and everyone else for your excellent answers.

I think the general consensus for my strategy will include relevant city pages (maybe the top ten in each radius), that includes music venues, karaoke bars, open mic cafes and the like. Then, we'll have blog entries about relevant events in our service areas. It's a lot of work, but it's added value for our students and prospectives, so I think it's worth the fuss.

[mollysmusic]

Miriam,

I'm usually wary of people plugging their own content, but this is totally relevant and awesome. Exactly what I'm looking for. Thanks.

[MiriamEllis]

Hi Molly,

Thanks:) So glad you found that article relevant. When I wrote that piece, it was because this concept of city landing pages is so important, but so little had been formally written about it. The response has been great! I'm very happy if it will help you. Good luck!