LocalBizGuru

You dominate Cleveland and now want to expand to Akron.

What most businesses do:
They add "Akron" to their service area list and hope for the best. This doesn’t work.

What actually works:
Use a multi-location SEO strategy, treating each location as its own entity:

1. Dedicated landing pages: Create specific pages like "Roofing Services in Akron, Ohio" (1,500+ words) including:
- Local content
- Neighborhoods served
- Projects
- Testimonials
- Expertise

2. Google Business Profile per location: For physical locations, set up separate GMB profiles; adjust for service areas only.

3. Local backlinks: Get links from local sources such as the Akron Chamber of Commerce or directories.

4. Location-specific content: Write posts such as:
- “Best Roofing Materials for Akron's Climate”
- “Akron Permit Requirements for Roof Replacement”

The mistake:
Using one generic page for multiple cities confuses Google and leads to poor rankings.

The reality: Each location needs dedicated content that shows your authority there.

*Example:* An HVAC company expanded into three new cities with thorough pages instead of thin ones. In six months, they achieved:
- Rank in local pack for 2 out of 3 new cities
- A 240% increase in leads from expansion areas

Multi-location success requires independent strategies for each market.

Are you expanding? What’s your strategy?

Your portfolio page showcases beautiful photos but lacks essential information.

Here's what most portfolios look like:
[Photo] [Photo] [Photo] [Photo]

While visually appealing, they are ineffective for SEO and conversion.

What to include for each project:
- Project Title: E.g., "Historic Slate Roof Restoration - Cleveland Heights Victorian"
- Problem: E.g., "100-year-old slate roof with significant water damage"
- Solution: E.g., "Complete restoration using period-appropriate Welsh slate"
- Timeline: E.g., "3 weeks including custom fabrication"
- Location: E.g., "Cleveland Heights, Ohio"
- Before/After Photos
- Customer Quote: Brief testimonial
- Special Challenges: E.g., “Required custom flashing to match historic architecture”

Why this is vital:
Google ranks text, not images. To be found by someone searching for services like yours—"slate roof restoration in Cleveland Heights"—you need detailed descriptions.

Details matter; generic statements fail to convey expertise.

Example transformation:
A contractor had 40 projects with just photos. We provided 200–300 words per project based on the structure above.

Results:
→ Portfolio traffic increased by 380%
→ Ranking improved for numerous specific searches
→ Projects discovered via image search
→ Higher conversion rates (demonstrated relevant expertise)

Your portfolio should showcase your skills, not just pretty pictures. Treat it as valuable content!

How detailed are your portfolio project descriptions?

You have 50 great testimonials on your "Reviews" page that nobody sees. Here's how to effectively USE them:

1. Create Case Study Content: Turn a review into a story, like "How We Helped the Johnsons Replace Their 30-Year-Old Roof in 3 Days." Include:
- The challenge
- The solution
- The result
- Customer quote (testimonial)
- Before/after photos

2. Feature Testimonials on Service Pages: When someone reads your "Kitchen Remodeling" page, show a relevant testimonial there for instant social proof.

3. Use Testimonials in Email Marketing: Add customer success stories to monthly newsletters.

4. Create Video Testimonials: Record happy customers sharing their experiences and post these videos on:
- Your website
- Google Business Profile
- YouTube
- Social media
Video testimonials convert twice as well as text ones.

5. *Testimonials as Blog Topics: Use testimonials to create educational content, e.g., "Why the Hendersons Chose Metal Roofing (And Why You Might Too)."

Real impact example: A remodeling company transformed 15 top testimonials into case studies/blog posts that each rank for specific service keywords, include quotes and project photos, generating over 340 visitors and 18-22 leads per month.

Your testimonials are valuable resources—utilize them! How else are you leveraging your testimonials?