OMcollective with 554 local pages in first position for web development

Is your company launching a new service (or product) soon? Then top positions in search engines can have a big impact on your sales. Indeed, high organic findability is an efficient way to create more visibility, and what's more, your brand gets a nice image boost. After all, high rankings are associated by Internet users with high quality. The combination of visibility and trust in the brand makes rankings the ideal tool to market your new service.

The theory makes sense, but a lot of effort is required in practice. Because how do you achieve top positions in Google? By focusing on local SEO pages, for example. And that's where a local SEO tool can be very cost-effective and generate revenues, as is the case with digital marketing agency OMcollective. They want to market their latest service "web development" using Tailpage. Below is a look behind the scenes.

A local landing page is a page which features unique content in order torank for a given long-tail keyword with local intent, for example, "online marketing Sint-Niklaas". The page contains information about the keyword (a company's products or services) for each location or region in which the company is active. Each location therefore gets its own local landing page. Local pages are a useful tool for businesses with a local or regional operational area to achieve high rankings for local searches.

The only thing is, it's not straightforward to manually set up these pages in large quantities on your own and also create unique content for them each time. That's why many marketers or developers have already dared to enter a search query à la 'copywriting automation', 'local seo tools' or 'automated seo software'. And you can't blame them, because with an SEO tool like Tailpage, you'll save yourself tons of time, effort and expense.

OMcollective is taking a local approach, focusing on local pages to showcase its latest web development arm. For this, they have enlisted the help of Tailpage. For each location within OMcollective's area of operations, Tailpage creates a local page. The local SEO tool follows the rules of the SEO art and takes into account the standard copywriting techniques and on-page parameters. The texts for the local pages are produced in bulk, without ending up as duplicate content. In this way, the software takes over a huge amount of work from the in-house copywriters.

OMcollective set up a test case with Tailpage. The objective of the case was twofold. Firstly, OMcollective wanted to measure the impact local pages can generate by focusing on the right keywords. Secondly, as a digital agency, they wanted to see if the local landing pages created by the SEO tool could also be used for their own clients.

The test case was set up for web development, a service that became part of the OMcollective offering in early 2020. Apart from the novelty of the service, there are other reasons why the focus of local pages is web development:

• Without a history or backlink profile, the effect of the local pages can be measured from scratch.
• It is a service that is searched for locally (rather than online marketing). Given that Tailpage's strength lies in long-tail keywords combined with location, this was expected to generate the necessary results.

The central keyword on the local landing pages always consists of a main keyword combined with a location. As the main keyword, OMcollective logically chose "web development," but in addition, several secondary keywords were also incorporated into the text:

• Building a website
• Web design
• Website developer
• Website development

OMcollective is a digital marketing agency that does exactly that: digital. There is a physical office, but you don't need to be located near this office in order to become a client. Consequently, their client portfolio includes companies from all over Flanders. The choice of locations to be taken into account for the local pages therefore went to Flanders (1,155 locations) and Brussels (22 locations).

Tailpage provides SEO-optimised content for 1,177 local pages contained within OMcollective's own website. They appear in search results for local searches, such as "web development in Aalst". We track the rankings for these local landing pages and have recorded the following results

The local landing pages were put on the site on 1 Oct 2020. It takes about three weeks for Google to find and index the pages. However, from 10 October, we could see a sudden exponential rise in the average positions. This rise continued week after week.

Of the 5,885 tracked keyword combinations (the main keyword and the 4 secondary keywords measured across the 1,177 locations), the local pages were ranked as follows on 20 January 2021:

• 542 at number 1
• 586 in the Top 3
• 843 in the Top 5
• 247 in the Top 10

What exactly does this result mean for OMcollective? After the local landing pages produced by Tailpage were put online, the marketing agency enjoyed a nice branding boost. Development as a service within the portfolio gets a lot of visibility thanks to the top rankings. Moreover, this has resulted in a significant increase in the number of web development requests.

OMcollective could enjoy the results of the local pages itself. The local approach brought in new requests for the services they wanted to market. In short, it was a successful test.

The results of the test case justify the tool being implemented with OMcollective's clients. The marketing company therefore acts as a reseller for the local SEO tool. When the agency has a client that has all the ingredients for a successful local SEO strategy (products/services in a local market area), Tailpage is suggested as a solution for the local landing pages. OMcollective gets a lot of benefit from the partnership:

• Reduced workload for OMcollective: Tailpage provides local content in bulk, eliminating the need for copywriters to produce this time-consuming work. Moreover, the client receives monthly reports, so OMcollective's marketers don't have to take on that work every month.
• Lower cost for the end client: Because Tailpage is an SEO automation tool, where the software automatically generates content, the cost is much lower than if the agency provided the content manually or via a script.
• OMcollective is achieving better results: Top positions not only drive more traffic, but also more leads. Indeed, the local pages target an audience that is more likely to convert. After all, via a local search, Internet users are looking for a product or service they need immediately, in their area. Moreover, the page matches the local search so well that when the local page is used for ad campaigns, the cost per click is a lot lower.

Both for OMcollective and the end customers, partnering with Tailpage offers many advantages. A win-win!

There is one question left to answer: why work with Tailpage and not another partner? The simple answer is: there is no other SEO tool that does exactly the same thing. But the real answer needs a little nuance.

While there are other content automation tools, they only provide a quick fix. You enter a few keywords and the text rolls out in no time. That's where the first problem crops up: you already need to have an idea of what keyword you want to use. For that, you need to conduct your own keyword research. For the output of texts, you are also on your own. After all, you can't be sure that the text generated by the software is optimised and error-free. It's still a machine, which may not yet have fully mastered the intricacies of your language. Conclusion: with most automation tools, you are left to fend for yourself. But not with Tailpage.

Although Tailpage is an SEO automation tool, you can also count on a human touch. At the start of the collaboration, the client always sits down with the business developer and content engineer to work out which keyword will work best for the local pages. Moreover, bulk texts are generated by the software, but not before a human hand has set the tone of voice and ensures that the software incorporates the things the client wants to emphasise. Changes later on are always possible and the results are carefully monitored. The advice, guidance and control is unique to Tailpage, and you won't find it in any other automation tool.​​​​​​