The development of local landing pages is one of the most crucial elements of a local marketing plan. A local landing page or location page is a web page created for an individual store location that is part of a chain or franchise. A company with many retail locations might have a large number of local landing pages, each with information unique to the region the company serves. Optimizing local landing pages allow service-based companies and brick-and-mortar companies with several locations to rank higher in search engine result pages (SERPs) for keywords related to their business in a particular geographic area. These websites should ideally be local search optimized so they show up on the first page of search results when users look for pertinent location-targeted information or geo modified keywords. Affordable local SEO services are available to help businesses design high-converting landing pages.
Significance of Local Landing Pages
Local landing pages are crucial for SEO. Localized landing pages help you dominate in your niche by reaching out to local customers seeking the goods and services your company offers. By better targeting your audience, it increases lead conversions and helps in establishing your authority with them. Local consumers are simpler to target, and those who conduct local searches are frequently more eager to make a purchase. Google places more emphasis on users’ search intent than just the keywords they enter. This means that your local landing page’s context is crucial.
Act-On claims that compared to 7% of non-localized smartphone searches, 18% of localized smartphone searches resulted in a purchase within a week. For instance, a website may receive 100,000 monthly views from people all over the world but they may not be particularly driven to make a purchase, and 7,000 sales from non-local searches would result from a 7% lead conversion. On the other hand, for a website that has 50,000 monthly visitors, including users who are local consumers, an 18% lead conversion would mean 9,000 purchases from local searches, higher than the site with double the amount of traffic. Hence, having optimized local landing pages is a must to boost sales.
Best Ways to Optimize Local Landing Pages
Here is a list of top strategies to optimize local landing pages:
- Page URL: Google ranks websites using on-page signals, such as the URL.
Incorporate the target keyword and/or place in the page’s URL (ultimately, what to include will depend on the niche). Ensure a readable URL, one that is brief and attracts users.
- Title tag: The target keyword (or a variation thereof) and the target location should be included in the title tag. Additionally, the page’s title tag should be no longer than 60 characters.
- Meta data: The meta description by itself isn’t a significant ranking factor. However, the click-through rate is a powerful ranking signal that is influenced by the meta description of the web page. The target keyword or a variation of it as well as the target location should be included in the meta description of the local landing page. Less than 160 characters should make up the character count.
- H1 and heading tags: An optimized h1 tag with the target keyword or a version of it should also be present on a local landing page.
- Guideline for creating content: The content should adequately address the subject, with the exception of the introduction, which is very pertinent to the query. This will change depending on your niche and target keyword(s).
To write content for local landing pages, adhere to the following general rules:
- Give a precise description of the local service or product
- Display the item or service with high-quality pictures
- Include pertinent evaluations or client testimonies
- Encourage action through alluring offers and/or calls to action
- Add a section for commonly asked questions (FAQs)
- Link further relevant web pages (such as related services or FAQ pages)
- Develop unique content: The content should be unique on each local landing page. The target term should appear in prominent places on the web page or local landing page as this. This needs to be done for the URL, page title, and h1 tags as well as the first paragraph (the first 100 words) of the page.
- Use relevant images: Image optimization is a crucial component of any local SEO plan as a result of the rise in media consumption over the past ten years and the increasing correlation between that growth and ranking variables. Include at least one distinct JPG image with the pertinent keyword and location in the file name and alt text to make sure your local landing page is optimized. Your Google My Business logo and cover photo should appear on your local landing page.
- NAP & operating times: On the local landing page, include the location’s name, address, phone number, and business hours. Depending on the number of physical locations, this information should either be in the bottom or the main content.
- Maps embed / GMB: An embedded Google map must be available on the local landing page for the main business category (see the complete list of Google My Business categories).
Tips to insert a Google Map
- Run a search for your company on Google.
- Employ the Google Maps component.
- Select “Share” from the menu.
- Select the “Embed a map” menu item.
- Select to Copy HTML
- Select Embed this HTML on the local landing page
- Include CTA: One of the numerous aspects on your landing page that drive conversion is the call-to-action (CTA), which is likely the most significant component. Use a color that contrasts with other elements on the page to ensure that the CTA button stands out. Use an action verb that clearly states what you want visitors to do, such as “submit,” “download,” or “get it now,” to be explicit about what you want them to accomplish.
- Using social media: Despite the fact that social signals often have a lower weight than on-page, Google My Business, and review signals, they shouldn’t be ignored. All pertinent social media profiles for your brand should be built, optimized, and linked to from pertinent local landing sites. This facilitates the addition of social media profiles to your Google My Business Listing by search engines like Google.
- Reviews on GMB: Local and keyword-specific reviews should also be included on the local landing page.
- Mobile responsive: It’s crucial to ensure that your local landing pages are mobile friendly because the bulk of local searches are done on mobile devices. Tips to ensure that your local landing pages are mobile friendly:
- Visit the Google Mobile-Friendly Test page
- Enter the URL of your local landing page
- If your local landing page is mobile friendly, you will see a result that says “Page is usable on mobile”
Landing pages for local businesses offer a lot more than ordinary landing pages. Local pages require additional characteristics in order to be effective in luring potential local customers, even if they require the same components that make a regular dedicated landing page effective. A reliable local SEO company can help businesses to optimize their local landing pages to attract more customers and improve conversion.