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Localizing A Data-Driven Website

C2IT activates localized SEO pages on websiteA good portion of our business is based on relationships developed over time. This is often accomplished through face-to-face meetings, phone calls, emails, and even instant messages. But there’s something about the “face to face” relationship, even if it’s only a once-a-year meeting, that gives a relationship a more solid foundation. We’ve found that to be true in our client base across the board – from small business IT support to website development to straight consulting work… people like someone they can “reach out and touch.”

Until today, our website was not at all “localized.” Sure, we talked in a few spots about how we were based in Central Indiana, and more specifically, in Martinsville… but if you’re from Plainfield (20 miles away) and searching for a web developer in your city (or even your county), you simply won’t find us. We’re as “relevant” as a web developer in California, or New York, or India, for that matter.

Today we put in place a custom-built SEO tool that should greatly help our visibility on search engines. I’ve seen site after site where they have a page that you can tell they’ve “mail merged” a zip-code database into and then generated a bunch of links that all go back to their homepage. Those do more to turn me off than they draw me in. So we took a different approach. I started with a database of all the cities and towns in Indiana (our local home “region”) and built a page just like those other companies… you can see it here:


It’s actually quite ugly. The old “turn off” page like I just said I hate. HOWEVER, that’s not the point. That page is simply a landing page for the search engines. Once they find that page, and follow each of those links, they’ll take you to a localized page describing the services we offer in that area. Take a look:

Once you hit these “landing pages,” you see several things that set the page apart from your typical SEO landing page:

  • The title contains the localized information
  • The page header contains the localized information
  • The page content contains even MORE localized information, including county information as well!
  • There’s a neat little graphic of the city being shown.
  • If you dig deeper, you’ll find the keywords are localized for the city, state, county, and product being promoted.

Once we “released” this code, we suddenly had over 2,000 new “pages” on our site, each one a little different than the next. The search engines will LOVE this. We’ve thrown some other dynamic content (news from RSS feeds relevant to the product) onto the page as well to keep the search engines “coming back for more.” Over time, this will help us appear (truthfully) as a local IT and Web provider to much more of Indiana than those covered by “central Indiana.”

I could easily throw the entire USA zip code list at this page. It’s a simple copy/paste operation. Some day, I might… but first I want to see how this works, because from everything we’re seeing, relationships matter, and the best relationships are forged on things that can be shared, and the best way to share things, if you can, is in person.

So we’ll see how this goes.


On a technical note… we built this system using 2 tables in SQL Server and a couple user controls in ASP.NET. The system can easily be ported to other sections of my site so that I could localize each of my products. And it doesn’t stop at localization. I can use these “tokens” as may for any data set I might have available. I could have one for each office product we support, for example. It’s like a form letter for a website, and you can do so much more with it than what I’ve seen elsewhere.

If you like this idea, and would like to use it on your own site, give us a call or send us an email. Or, for that matter, click the links above and find your own city and go through that portal.

Thanks for reading!

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