Done well and you can outrank your competitors by being one of the top answers to the needs of the people that are searching within that locality.
Ranking high as one of the selected pages within a localised area will tempt more people who come across one of your geographic landing pages in their search results, and visit you by clicking your link.
Do they want a local…?
When we search online, we naturally use a preference to narrow the criteria to a location.
Someone with a leaking pipe will not search for just ‘plumber’, because that would return indescriminate search results, probably on a national scale from potentially hundreds of miles away.
So we inherently try to narrow the criteria down, and we search for ‘plumber’ and then a town, village, district, county or even the start of a postal code such as Sw12.
When we do, our search engine recognises that we are looking for a plumber, and we want that plumber to be local to the given target location.
Bingo! the clever search engine returns local results for ‘plumbers’ that operate within the area that we asked for.
The top search results will most certainly be a form of geographic landing pages or directory sites that they pay to be included within next to their competitors (Yell, Ask etc).
The plumbers without a website with geographic landing pages, are unlikely to be found and therefore their phone won’t ring!
Improve your search chances
If your business has well written, fast loading, geographic landing pages offering the right product or service to searching target buyers, your chances of those people visiting your website are dramatically increased, and therefore so will your sales.