If your business operates at a national or international level, you might well have considered how you're going to integrate into each of the communities where you have a presence. Chances are you already have a strategy for this. The question is whether this strategy includes a digital aspect or not.
Your stores might be in the middle of the high street; you might sponsor local charities and have good rapport with local journalists, but this just isn't enough anymore. Increasingly, the customer journey is starting online. A Google search is going to provide a list of all the local music shops a lot faster than walking up and down the high street is. What's more, customers can do this on their phone, from the comfort of their own home.
Having a localised digital strategy and specifically regionalised landing pages will dictate whether or not you appear high on the SERPs when an Aberdeen resident wants to buy the latest Proclaimers album and so Googles "music shop Aberdeen".
What is a landing page?
A landing page is a webpage that you create specifically as a response to a click on a search result. For the purposes of this example, this will be a subset of your target market - here, the landing page is aimed at music lovers living in the Aberdeen area, and would therefore contain the "music shop Aberdeen" keyword, as well as variations like "music store north-east Scotland".
Now, if you're a large music store chain like HMV, the chances are you have stores all over Scotland, not to mention the rest of the UK. Manually going about creating localised landing pages for each of the towns where you have a presence therefore presents something of a challenge for digital marketers.
In order to capture as much of the market as possible, ideally you would want a landing page for Persley and Charlestown (neighbouring villages to Aberdeen) too. Seomaton software automates this process of designing regional landing pages. It's a smart and scalable solution that can keep up with your pace of growth, as you expand into new territories. Seomaton keeps your company on the radar of customers and saves marketers a lot of time and effort.