Positioning regional is a service aimed at activities and businesses operating in specific towns and cities. Due to the fact that the target group's region is much smaller than the global market, it is also often associated with lower costs per positioning SEO for a company website. Before taking action, it is worth analysing the competition and seeing if they are visible in our region.
How does regional positioning work?
The effect of positioning within a selected region is that if a person in a particular city enters a phrase related to local activities such as a hotel, a mechanic or a patisserie, results will be displayed close to the location where the search engine user is located. Search engines use geolocalisation via GPS or smartphone apps to see exactly where one is currently located. The process of regional positioning identically to standard SEO is based on keywords. However, in the case of regional positioning, the keywords are enriched with the name of the town in which the company operates, e.g. "hairdresser Lower Silesia", "mechanic Wrocław", "cukiernia rynek", "vehicle repair Silesia".
Below, in two different images, I will show you some difference in the application of different narrowing of google.co.uk searches. The results will differ depending on whether you type in a keyword or a regional phrase enriched with a city, region, district or province. See below:
In the screenshot above, you can see that the Google.pl search engine showed the results closest to my location (Biskupin district in Wrocław).
In this image, you can see that the results differ from the previous ones. Mainly because we have refined our query. Google's algorithm shows results from the entire city of Wroclaw - meaning the range of results is wider.
It is interesting to note that Google has such an intelligent search system that even if a user types in a single word phrase, in this case 'mechanic', he or she will also see the results of companies operating in the user's location in the top positions. This makes it possible to search for companies that are closest to your current location - so that you can immediately visit those websites that are most likely to help you solve your problem the fastest. This is done by typing in phrases that might seem global - Google's search engine is fortunately very intelligent and will show us the most valuable results for us.
Selecting keywords in regional positioning
Keywords for the websites of companies that offer services in a particular location will be traditional words, but combined with the name of the city, such as the above-mentioned "mechanic Wroclaw". It seems simple, but in reality the situation is different. When searching for the right phrases, you need to stop thinking like an entrepreneur for a moment and take on the role of your future customer. Take a moment to think about what your potential customers might be typing into Google.co.uk. In the case of a local business website, it would be worthwhile to ensure your visibility in search engine results when phrases directly related to the services you offer are typed in, e.g. "exchange of brake pads Wrocław".
Regional positioning - a good investment for the future?
The answer to this question depends entirely on the nature of your website. If it is a company website of a business that offers its services to residents of a selected region, then definitely yes. If the company sells products or services mainly in a few of the largest cities in Poland, it is also worth considering regional SEO. On the other hand, if our market is wider - the whole Poland - positioning activities can be omitted. Everything depends on an optimally chosen strategy to the budget for SEO activities. It is worth consulting a specialist beforehand in order to match the best strategy.
Why invest in regional SEO?
It is a less expensive process than SEO for national or global phrases. It allows you to reach people who are more likely to use the services offered by your company.
Thanks to geolocalisation services, even if we position a page under phrases such as "mechanic Wrocław", there is a good chance that the page will also be present under the phrase "mechanic" if it is entered by a person who is located in Wrocław.
It guarantees reaching people who are genuinely interested in a particular product or service in the region where the company operates. In addition to consciously creating the company's image in search engines, it also has a significant impact on increasing sales, thanks to which the company records higher profits, so it is undoubtedly an investment that pays off.
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