The Local Landing Pages and Local search has become increasingly important in the digital marketing world, with more and more consumers turning to search engines to find local businesses and services. As a result, businesses must adapt their online marketing strategies to effectively target their local audience.
One key strategy for achieving this is through local landing pages. These pages are specifically originate to cater to a local audience, providing them with relevant and personalized information about a business and its services in their area.
In this article, we will discuss the importance of local landing pages for businesses looking to conquer local search and effectively reach their target audience.
We will explore the benefits of these pages, how they differ from traditional landing pages, and provide tips for creating successful ones. By the end of this article, you will understand the significance of local landing pages and be furnish with the knowledge and powerful tools to utilize them in your own digital marketing strategy.
So, let’s dive in and discover how local landing pages can help you connect with your local audience and drive business growth.
Location landing Pages, the Recognition they Deserve
Location landing pages often do not receive the recognition they deserve. They are typically created with essential information such as your name, address, phone number, and operating hours. Some people may even include a Google Map to provide convenient driving directions.
In some cases, a few lines of text are added to these pages, although it is unlikely that anyone will actually read them. If you have multiple locations, you might simply duplicate the same content on each page and only change the name of the location.
Occasionally, you might go a step further and include a call to action on the page, but even that may not be a priority.
Once these pages are set up, they are often forgotten about. Surprisingly, this approach actually yields decent results for local SEO.
One might wonder what more a potential customer would desire from a location page. Perhaps an appointment scheduler could be beneficial?
However, it seems that the customer’s needs are not a primary concern. As self-assured SEO professionals, we understand that Google is our most important customer.
So, what exactly does Google expect from a location page? Let us begin by exploring the fundamentals.
1. What Is The Purpose Of A Location Page? (PAA FTW)
It’s rather astonishing that I find myself in a position where I have to clarify this, but the responsibility of training ChatGPT does not lie within its own capabilities. (At least, I have my doubts about it.)
When it comes to retailers, there are essentially four fundamental categories that location pages fall into.
1. Location Detail Page
The aforementioned usually denotes the concrete site where a commercial establishment is situated, such as the SideTrack Bar & Grill located at 30 W. Angela St. Pleasanton, CA 94566.
2. Location Service/Department Page
The physical location often offers a distinct range of services or department categories, exemplified by establishments such as SideTrack Bar & Grill Catering.
3. City Page
This commonly signifies the urban area (obviously) wherein diverse geographical sites can be found, such as Pleasanton in California.
4. State Page
This is commonly indicative (#obviously2) of the stage where diverse physical establishments are situated (such as California).
Depending on your field of expertise, it might also be beneficial to consider County Pages (or Boroughs, Provinces, Prefectures, or any other term used in your specific country).
For instance, lawyers specializing in the laws of a specific county may find it advantageous to establish a dedicated page for that county.
There are likely countless other possibilities, but these are the primary ones that 99% of individuals with location-based businesses ought to contemplate.
For businesses serving specific areas (also known as “SABs”), the setup is fundamentally the same, with the addition of creating City Pages for the various regions served (e.g., Plumber in Livermore, CA, Plumber in San Ramon, CA, etc.).
This approach will assist in targeting these queries within the Local Organic search engine results pages (SERPs) – the results that generally appear below/above Local Packs – and it can enhance the relevance of your Google Business Profile (GBP) for searches related to those particular areas.
2. Why Do Location Pages Matter For SEO?
Location pages can have a significant impact on brands’ search engine optimization (SEO), despite their straightforward nature.
These pages are specifically originate to cater to two fundamental types of search queries.
Brand Queries
These queries hold immense significance when it comes to Google search results. When individuals search for terms like “Starbucks,” “Starbucks near me,” or “Starbucks Pleasanton,” Google typically aims to display a location page specifically tailored to that particular brand.
In the event that you do not have a dedicated page for the specific location being searched, Google might present your homepage, a nearby City Page, or even a page from a third-party website such as a local business directory that incorporates your brand name alongside the location for the purpose of search engine optimization (SEO).
Furthermore, it is worth mentioning that there exist various related queries such as “Starbucks hours,” “Starbucks address,” and more that users frequently seek information on.
Non-Brand Local Queries
In order to capture the attention of prospective customers who may not be familiar with your brand or have considered you for their specific search, it is essential to focus on certain money queries.
These queries include terms such as [pizza], [pizza near me], [best pizza in Pleasanton], and so on. For businesses operating in a single location, their homepage can often suffice as a location page, allowing them to rank for these queries.
However, for businesses with multiple locations, it becomes crucial to create distinct pages for each location in order to achieve visibility for these valuable queries in the organic search results.
Links
In addition to the main webpage, the pages dedicated to specific locations serve as valuable sources for external links on a website. These pages often receive links from various local business directories, commonly referred to as “local citations,” and gradually accumulate backlinks from local media outlets and other sources over time.
Consequently, the link authority obtained by these location pages can be distributed across the entire website, benefiting its overall visibility and credibility.
3. How Do Location Pages Affect Local Pack Rankings?
Understanding the dynamics of Google Business Profiles (GBPs) and their impact on Local Packs rankings is crucial. One key ranking factor is linking your GBP to a location page specific to the area you aim to rank in.
Through various tests, we have observed a significant decline in Local Pack rankings when we redirected the link to a page that didn’t target our desired city. However, once we reverted back to the location-specific page, the rankings bounced back.
It’s worth noting that your website’s homepage may possess stronger location influence compared to the dedicated location page. Thus, conducting tests to determine which option yields better results for your GBP is advisable.
Additionally, creating individual pages for specific service areas can contribute to your rankings for relevant queries pertaining to those service areas.
4. What Are the Basic Elements Of A Well-Optimized Location Page?
Name, Address, Phone Number (NAP)
Please ensure that the information provided on this page, including your business name, address, phone number, and operating hours, corresponds exactly to the details listed on your business’s Google Business Profile (GBP).
Our analysis of 100,000 search engine results pages (SERPs) from last year revealed that pages on local directory websites which accurately match the business name and other pertinent information of the corresponding GBPs tend to exhibit more successful performance compared to those with incomplete or mismatched details.
Structure Your Data
Ensure that you annotate all the essential components of the NAP (Name, Address, and Phone) in the LocalBusiness schema. It is worth noting that there are various specialized business category schemas available, so if there is a more specific schema that caters to your business, it would be advisable to utilize that.
For businesses that encompass multiple associated brands such as IHG, Holiday Inn, and Holiday Inn Express, it would be beneficial to familiarize yourself with the Organization schema. This will assist in ensuring that our intelligent bots accurately organize and differentiate between these brands.
Additionally, remember to incorporate breadcrumbs that establish a connection to the parent City/State URLs using the Breadcrumb schema. This will enhance the overall structure and navigation of your website, providing a seamless user experience.
Use Targeted Meta Data
Optimizing the title tag and H1 of a webpage is crucial for targeting the business name and location effectively. For instance, a coffee shop called “Starbucks” located in Pleasanton, CA should ideally have a title tag and H1 that reflects this, such as “Starbucks Pleasanton, CA”.
To further enhance performance, it is worth experimenting with additional targeting strategies. For example, alternative variations like “Starbucks Coffee in Pleasanton, CA” or “Starbucks Coffee Near Pleasanton, CA” can be tested to gauge their impact on search results.
Based on our research findings, when it comes to “near me” searches, the city holds significant importance beyond the target category (e.g., “coffee”). Consequently, it is advisable to include the city name in the title tag, followed by the state.
While the inclusion of the word “near” seems to provide a slight boost in search results, the impact is relatively minor. Nevertheless, considering the potential increase in clicks by 1-2%, it is certainly worth considering its usage.
In summary, optimizing the title tag and H1 with the business name and location, along with testing additional targeting variations, can greatly contribute to improving the webpage’s visibility and click-through rate.
5. Engagement Intangibles
The concept of “engagement” in the realm of SEO can often be quite vague and subjective. However, when considering the effectiveness of a location page, it is important to ponder on the additional elements that a potential customer may find valuable.
Including clear and compelling calls-to-action (CTAs) on a location page can greatly enhance its usefulness. For instance, enabling potential customers to make online appointments or place orders online sends positive signals or positive reviews to Google regarding the page’s relevance and practicality.
By incorporating such features, businesses can effectively engage their target audience and boost their online presence.
6. Advanced Location Page SEO
This subject matter is not exceptionally complex, thus when I use the term “advanced,” I am essentially referring to SEO tactics suitable for an individual who has managed to gain approval from the rest of the organization to prioritize updates to the location pages that were overlooked by everyone.
Listed below are several strategies that have been proven effective over a period of time. It is important to note that the success of these techniques may vary depending on various factors.
Optimized Copy
Starting with a basic copy block that includes a find and replace for the location name or city is a perfectly acceptable strategy to explain what your business offers. It’s a cost-effective and simple approach, allowing you to gauge the response before investing more time or money into it.
However, it’s worth noting that utilizing more targeted copy tends to yield better results than using the same copy across all pages. I once encountered a client site that remained stagnant in search rankings for six months until we revamped the location pages with unique content.
As with any SEO strategy, it’s advisable to test this method on a small scale before committing to a larger investment. It goes without saying that incorporating relevant phrases related to your target topic in your copy can only benefit your efforts.
Certain businesses may find it advantageous to incorporate “Points of Interest” (POIs) in their copy. For instance, individuals often search for hotels with specific modifiers like “near the airport.” Including these phrases and POIs in your location pages can enhance their relevance for such queries, while also improving their relevance for the targeted city or area.
In simpler terms, mentioning landmarks such as JFK Airport can lead Google to consider your business as relevant to the vibrant borough of Queens, NY. Similarly, highlighting the neighborhoods you serve can also be highly beneficial.
Link To Nearby Locations
In order to enhance customer experience, it is advisable for multi-location businesses to incorporate links to nearby locations on their respective location pages. This not only facilitates convenience for customers but also serves two additional noteworthy purposes:
- Improved Discoverability: As the number of locations increases, it becomes more challenging for Googlebot to locate and index them. By including links to nearby locations on these pages, it provides additional opportunities for Googlebot to crawl and index these specific locations, ultimately increasing their discoverability on search engines.
- Enhanced Relevance for Search Engines: Incorporating the names of other locations within the content of each location page can bolster its relevance for search engines like Google. For instance, if there is a link to “Starbucks Livermore” on the “Starbucks Pleasanton” page, the inclusion of the term “Livermore” may instill greater confidence in Google regarding the relevance and credibility of the Pleasanton location. This is particularly significant when the mentioned location is situated in close proximity to the primary location.
By implementing these strategies, multi-location businesses can optimize their online presence, improve their visibility on search engines, and provide satisfied customers with a seamless browsing experience while exploring various nearby locations.
Use Topically Relevant Images And Videos
Given the initial disregard for these humble location pages, they are often published with only text content. However, it is worth noting that we have discovered a potential boost in rankings for certain specific markets by simply incorporating relevant images onto these pages.
For instance, if you are operating a truck driver school, it would be advantageous to include a photograph depicting a person actively driving a truck (obvious, right?). Similarly, if you are involved in remodeling, consider including snapshots showcasing your recent projects.
A useful guideline to follow involves examining the leading pages within the Local Pack for your search query, and ensuring that your business location page possesses equally impressive, if not superior, images and/or videos. To ensure comprehension of your image’s content, make use of Google’s Vision API.
Link To Product/Service Category Pages
In our recent research, we extensively analyzed a vast amount of data consisting of 10,000,000 relevant keywords across 40 different ecommerce categories in 5,000 markets within the United States. This comprehensive study was conducted to enhance our understanding of search engine optimization (SEO) and its impact on website rankings.
During this thorough investigation, we made a noteworthy discovery. We found that websites which incorporated location pages linking to relevant category pages, such as Target.com’s Dublin, CA page linking to its Video Games Category Page, consistently achieved higher rankings compared to websites that did not implement this strategy.
The implementation of this seemingly simple tactic can yield significant results in terms of website visibility and search engine rankings. Therefore, we highly recommend prioritizing specific categories that you wish to highlight and incorporating relevant linking strategies accordingly.
By utilizing this effective approach, you can optimize your website’s SEO performance and potentially gain a competitive edge in the online market.
Add Local Reviews
Incorporating a stream of customer reviews onto these specific pages, especially if the reviews originate from the page’s specific target region, has the potential to significantly enhance overall performance.
An intriguing proposition is that a consistently updated review feed provides Google with a compelling motive to frequently visit and prioritize the page.
However, it is imperative to familiarize oneself with Google’s comprehensive guidelines on user reviews and their regulations pertaining to the appropriate labeling of “self-serving” reviews before proceeding with this implementation.
Meet The Team!
During our recent engagement with a relocation company, we conducted an analysis which revealed a noteworthy trend in their respective markets. It was observed that a significant number of the most prominently positioned pages featured captivating visuals showcasing the local workforce.
The Kitchen Sink
In addition to enhancing visitor interaction, there are several informative elements that can be incorporated into your location-specific landing pages. These elements encompass:
- Philanthropic endeavors and community involvement: Highlighting your contributions to society and connections to the local community can foster a sense of goodwill and engagement.
- Local sponsorships: Showcasing your support for local events, organizations, or causes can further establish your brand as an active participant in the community.
- Employment opportunities and career information: Providing details about job openings and career paths within your organization can attract potential talent and engage individuals interested in advancing their careers.
- Transparent pricing information: Displaying accurate pricing details, accompanied by the appropriate Price schema markup, allows customers to make informed decisions and promotes transparency.
- Business licenses and insurance coverage: Sharing information about your licensing and insurance demonstrates your commitment to operating legally and ethically, instilling trust and confidence in your customer feedback.
- Social proof and trust indicators: Highlighting relevant acknowledgments, such as BBB accreditation or accolades like “Voted Best Boba Shop in Pleasanton,” can reinforce your credibility and reputation among visitors.
By incorporating these informative elements into your location pages, you can not only enhance engagement but also provide valuable information that fosters trust and establishes your brand as a reliable and community-focused entity.
Use Google Merchant Center Data To Increase Conversions
If you have implemented product listing ads (PLAs), chances are you have a wealth of data stored in Google Merchant Center that can offer valuable insights for optimizing conversions on your location pages.
To summarize concisely: Take a look at your Google Merchant Center (GMC) to identify the products that receive the most impressions and have a high click-through rate (CTR) when they appear alongside your Google Business Profile (GBP) in the search engine results pages (SERPs).
This information can be conveniently accessed in the “Local Surfaces” report. It is advisable to prominently feature these products on the relevant location page for enhanced performance.
One can observe that Google’s widespread popularity is a testament to the existing and ever-growing interest people have in this tech giant.
7. What Should I Not Do With Location Pages?
In recent years, extensive experimentation has been manage to explore numerous strategies and approaches in dealing with these matters. Consequently, it is crucial to remain vigilant and mindful of a few key aspects.
Unnecessary Location + Service Pages
Many brands have adopted the strategy of creating location-specific service or department pages linked to their main location detail page. This can be seen in the case of Home Depot, which has dedicated pages for Home Services, Truck Rental, and its Garden Centers.
The decision to have these pages goes beyond just search engine optimization (SEO), as there are several other valid reasons for their existence. For instance, having a dedicated page for renting a truck in a specific city can be immensely useful for customers searching for this service.
May Not Necessarily Attract a Significant Amount of New Traffic
However, it is important to note that these pages may not necessarily attract a significant amount of new traffic. This conclusion is based on an extensive analysis of organic traffic data from tens of thousands of location-specific service pages. Surprisingly, we found that around 90% of the organic traffic to these pages comes from people already familiar with the brand. In essence, they are potentially diverting search volumes that are already be in charge of towards your brand.
Therefore, businesses should be aware that while these pages serve various purposes, they may not generate substantial new traffic.
In certain scenarios, this may not hold true, and it could be beneficial to implement these changes solely with the aim of enhancing conversion rates.
However, it is important to note that these modifications might not result in a overall increase in organic website traffic, and they could potentially have adverse effects on SEO by adding more “thin” URLs to the site.
One instance involved a client who introduced approximately 100,000 URLs for their web pages, resulting in the generation of around 1,000,000 new URLs. The outcome of this endeavor was far from ideal.
As a general guideline, we consider creating a localized page for search engine optimization (SEO) beneficial if a department or service can garner a GBP (Global Business Profile). However, it is important to note that this principle may not hold true in every scenario.
Location Pages With No Location
We recently encountered a situation where a retailer site had created numerous city pages for locations where they didn’t actually have any physical presence. These pages mimicked the appearance of genuine location pages, but instead of providing contact information for a relevant store, they merely linked to nearby locations.
Considering this was a national website, the number of such pages amounted to a staggering 130,000. However, despite their efforts, the site received almost no organic traffic.
For Service Area Businesses (SABs), resorting to this tactic becomes essential if they wish to rank beyond their specific geographical area. However, it appears that Google has reservations about displaying these types of no-location pages when queries suggest the searcher is seeking a physical store.
Moreover, it is advised against exacerbating the problem by creating local pages for each individual brand transfer by the retailer. As an example, this particular client had created approximately 500,000 such pages, resulting in virtually no organic traffic.
Beware Thin Content Location Pages
A widely employed strategy for service area businesses or SABs involves the creation of numerous location pages corresponding to the regions they cater to. Additionally, they often incorporate highly distinctive content on these pages to enhance their online presence and effectively engage their target audience.
One of the challenges we currently face is the increasing occurrence of manual actions being take hold of against web pages with thin content. However, it is important to note that Google’s application of this practice appears to be inconsistent, as there are still numerous instances of “thin” location pages appearing in search results.
So, what can be done to address this issue? Well, it is a challenge that every SEO professional encounters. The key lies in analyzing the type of content that performs well for specific query types and subsequently creating superior web pages.
It is worth acknowledging that, when it comes to location pages, the current standard is quite low. Therefore, there is a great opportunity to elevate the quality and relevance of these pages to better cater to user needs and expectations.
Only Create Pages When There Is Clear Local Intent
Our recent project involved assisting an attorney who operates in over 30 cities and specializes in 54 different practice areas. To enhance their online presence, we developed dedicated location and practice pages for each of these areas, resulting in a total of 1,620+ pages for Google to index.
To optimize our approach, we first assessed the level of “local intent” for search queries related to each practice area. We determined this by analyzing the search engine results pages (SERPs) for the presence of local content, such as Local Packs, references to specific cities or states, related searches, and more.
Based on this analysis, we discovered that certain queries had minimal local intent. Consequently, we identified over 300 location pages that were targeting these types of queries unnecessarily. Redirecting these pages to a single “national” service page proved to be more advantageous for SEO purposes.
Therefore, we recommend evaluating the local intent of search queries before investing significant resources in creating location-specific pages. By doing so, you can potentially save valuable time and resources.
While there are numerous possibilities for optimizing these seemingly straightforward pages, we anticipate that if you have reached this point, you likely have a multitude of JIRA tickets to prioritize.
In Conclusion
With the rise of localized search, having effective local landing pages has become essential for businesses looking to reach their target audience. By incorporating location-specific relevant keywords, providing relevant and useful content, and optimizing for mobile devices, businesses can greatly increase their visibility and attract potential customers in their local area.
So, if you want to conquer local search and connect with your target audience, make sure to invest in creating high-quality and optimized local landing pages. By doing so, you’ll be setting yourself up for success in the competitive world of local search.
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