Did you know that around 50% of mobile and 34% of computer local searches performed by users usually purchase within a day? Many businesses are taking advantage of Local landing pages in light of this. Doing this will improve your search traffic, add engagement with your local users and give you a higher probability of sales.
In the next sections, I will discuss what Local landing pages are and how you can apply this to your business.
What are Local Landing Pages
Local landing pages are pages that businesses customize for a specific area or region for its consumers. Usually used for businesses who give a service or have offices in multiple locations. A local landing page can help turn local traffic into sales because they expose more personalised and related content to local users. Implementing local landing pages can help you in the following ways:
- Increase SERP ranking – Using keywords with local intent can help your page come on top within a certain location. If you do not have a physical location for your services, you cannot register your service to GMB page. Therefore, ensuring your website is on top of the ranking in that location is crucial.
- Improve user engagement – Providing information relevant to your area can help engagement with your local users. Making the user feel like your business has a strong connection with their city, encourages them to trust and choose your business.
- Increase in leads – Studies show a 55% boost in leads with companies that have 40 or more landing pages. They compared this to companies that had 5 or less landing pages. This suggests that companies that have highly specific and targeted information for their users performed much better. Make sure that you integrate contact request forms, quote requests, click to call buttons and other features to convert your local pages into potential leads for your business.
- Ahead of the game – local SEO techniques are not commonly used or have been implemented wrongly, which means you can be a step forward than the rest. This signifies you will have a wider share of local searches.
Local SEO Ranking factors
There are several SEO ranking factors that you need to consider to do well in local search. If these factors are missing from a business’s local landing pages, they tend to suffer in local search performance. Therefore, you must apply all of them carefully:
- Landing page title – you need to optimize the title to include the city or state. The same must be done for alt tag content for images since users may search via images only.
- Click-through rate from SERP – Having a relevant detailed meta title and description will affect your click-through rate in the search results. They must be optimized.
- Target location-based keywords – Ensure your domain is relevant to the service you are providing using the service keywords. Also, include all the locations where you provide a service in your landing page. The users must have a clear indication of your service pages and your local pages.
- Use inbound links with high authority to local landing pages – Inbound links need to point to its corresponding local landing page rather than its generic homepage.
- Include city or state in header tags – Adding the location in your header tags along with the service you provide will improve your relevancy.
- NAP (Name, Address, Phone number) – Add the NAP to your content. By doing this consistently, there is a higher chance that Google will trust your address and add you to the Knowledge Panel. The address you set in your content needs to match the one in Google My Business (GMB).
How to design Local Landing Pages
The process of creating a large number of landing pages can seem overwhelming. But if you follow these guidelines, it can become much easier and faster than one expects:
Create a template
This is the first step that needs to be done. Figuring out which parts will remain the same for all landing pages and which needs to be customized for different locations. Setting guidelines for each section can make sure that all appropriate information is written.
A keyword strategy should be established here. Some tools like Ahref or Moz can help find the best keywords to use for each area. On the other hand, if you need to produce a large number of pages, you should find your top keywords and concatenate the location.
Use a Style guide
Every business has its style. Keeping the same style guide for each page will minimize the hassle of creating new ones for each landing page. It will also help content writers on which style of writing, tone and voice to use.
Get needed resources
Next step is to retrieve the local resources to use when writing. Customer reviews, staff interviews or local photos from your internal resources is a great way to showcase your local contributions.
External common sources to use include Yelp! and TripAdvisor reviews. Depending on the topic of your content, you may decide to use financial metric sites like Nerd Wallet or Zillow or Trulia for real estate information. Same applies to other content topics.
Write the content
Writing the content for a specific location can be intimidating. Keyword scrapers are a good tool for this as mentioned in our earlier article. A lot of these tools are location-specific.
One example is, Answer The Public. It enables you to enter a keyword for a certain location and show the most popular questions users are asking. This will give you a great idea of what content to write about and can help you differentiate one landing page from another.
If writing the content is something you cannot take up yourself, Crowd Content offers a team of writers to tackle the content projects for you based on different localities.
Export the content
If you are not writing the content yourself, Crowd content will export the finished content into a CSV file. Each row will contain a different city page’s content. This makes it easy to collect loads of landing pages in a single document which can be easily uploaded and published.
Publish your pages
RallyMind is a great tool that automates the process of manually publishing each page from the spreadsheet. If the CSV contains a standard format, it is capable of populating hundreds of landing pages. The only prerequisite is that the spreadsheet needs to be imported to Google Sheets. For more information on how to do this, see here.
Final thoughts and considerations
In today’s world, consumers can easily search for nearby businesses. What makes your business stand out from others in the same vicinity all depends on the local SEO factors you implement. Stick to this guide, and you will have a great chance of ranking high!
At Gainchanger we provide an end to end solution automate the tedious part of SEO to allow you to scale your results exponentially and focus on what really matters.