- Posted by Trevor Weitzel
- On August 29, 2016
- Act-On, Duplicate Content, google, Key Phrases, Landing Pages, Local Landing Pages, Location Pages, Mobile-Friendly, Social Media Marketing
Localized landing pages convert. According to Act-On, local smartphone searches result in an 18 percent purchase rate compared to only seven percent of non-local searches.
While this is great news for businesses operating out of a single location, it can prove challenging to virtual businesses or those with multiple storefronts attempting to reach a broader audience. That’s because Google and other search engines ding landing pages that attempt to appeal to too large of a demographic, especially when all local landing pages essentially say the same thing.
6 Tips for Creating Local Landing Pages
Nonetheless, your business can get the traffic – and conversions – it needs to thrive in this fast-paced society by following a few simple rules to create the best local landing pages for your business.
1. Target Your Most Prominent Location(s)
When you decide to target specific areas, think about how you search for local businesses. Do you type in your state? How about your city? Maybe it’s your neighborhood that brings you the results you’re looking for.
Creating individualized location pages is essential to being found for certain geographical areas, especially if you have multiple locations. A separate page geared at targeting a certain location with information about the business and services is more likely to be found than a broader, general page.
For example, if a dentist has two locations, it would be beneficial to have landing pages for both of those office areas. Each location page could highlight aspects of the business, such as hours, addresses, and services. It’s a good idea to also include specifics, including your borough, neighborhood, or area of the city to capture the people who are making very narrow searches.
2. Use Your Location in Key Phrases
Now that you know where your target demographic is located, it’s time to reach them with the use of SEO-friendly keywords and phrases. Just add your location to your keywords (something like “best plumbing service in Phoenix” instead of just “best plumbing service”) and watch the hits start rolling in.
If you target multiple locations, develop new content for every keyword and location to avoid publishing duplicate content.
3. Avoid Duplicate Content
Search engines don’t want to show duplicate content to readers. Should your website have duplicate content (in which only a few words and location names differ from another post), search engines will not know which one is the most relevant and may, therefore, not show any of them resulting in a loss of web traffic and a drop in your company’s relevance in searches
In order for your local landing pages to rank well in searches, keep content fresh and unique across all your pages.
4. Provide Valuable Information, Not a Sales Pitch
Every word on your website should have value. It should answer specific questions, offer inspiration or otherwise encourage visitors to act and engage. If your site does not do this, search engines will not direct readers to your site which means lost profits and opportunities for your business.
To see that your landing pages rank well, offer specific information aimed at a specific audience, and make sure the pages are easy to navigate. In other words, high-quality content on your local landing pages is not only valuable to your readers, but to your business, as well. Be sure to invest thoroughly in its creation! For a full walkthrough, check out our guide on writing an SEO-friendly local service landing page.
5. Localize Your Metadata
Don’t just mention a location in the body of a post, include it in your metadata too. You can add your location to title tags, meta descriptions or image tags to encourage Google to rank you well in any given area.
Just be sure to avoid using the exact phrasing as your key phrases as this may result in a penalization for over-optimizing a key phrase.
6. Make Sure You Are Mobile-Friendly
Thanks to the rise in popularity of smartphones, more and more people are conducting basic internet searches from their phones. This, of course, is excellent for convenience, but it also makes localized sales easier to come by, too.
In fact, half of all local searches conducted from smartphones result in a store visit, compared to only 15 percent of computer-based local searches according to Search Engine Watch. This is especially true of pages that load fast and provide pertinent information like store hours, location, contact phone number and website address.
Ask V Digital Services for Help Crafting Local Landing Pages
Staying competitive and web savvy is an important part of growing your business. While traditional forms of marketing are still effective, the amount of people searching on their phones, looking on map apps, and searching online has increased exponentially over the last 10 years.
In order to reach – and convert – readers into paying customers, content marketing should be localized whenever possible. To learn more about local landing page optimization, please contact V Digital Services today!