A Guide to Local Landing Pages for SEO

Creating local landing pages is a sure-fire way to drive visibility in specific locations, particularly if you are determined to attract as many local customers to your business as possible. Not only can it help you engage prospects and provide them with information, but it can also facilitate ongoing communication, which could eventually lead to a conversion.

As with any SEO strategy, there are best practices you should know and implement when developing landing pages for a local audience. Let’s examine how you can craft quality landing pages to help consumers and search engines understand what you do and where you do it.

Keyword Research

You might be tempted to write the landing pages as soon as you can. However, your pages won’t be as effective if you don’t conduct keyword research first. Keyword research is a crucial ingredient of SEO because it helps determine who your customers are. It also tells you the words they use to find products or services similar to yours..

1. Identify your target keywords

Google Analytics is a handy tool that can help you identify the location of your existing visitors and the information they are looking for on your website. You can use these valuable data to create a list of local keywords you can target. Moreover, Google Analytics help you examine your target market’s search behaviour and the words they use to describe your product or service offering.

2. Know how popular they are

Now that you have a list of local search terms you can use on your landing pages, the next step is to determine which of them can drive the most traffic to your site. Google Trends can help you determine how many people use a specific search query, so make sure to include it in your arsenal of local SEO tools.

Site Structure

After identifying your target keywords, the next step is to determine how your landing pages would fit into your website. It’s easy if your business serves only one location because you’ll only need one landing page. But if you serve multiple areas, you will need to create one page for each.

1. Create an overview page

It would be wise to create an overview page if you serve several locations. An overview page can link your local landing pages, helping keep your site structure consistent and organised.

2. Create internal links

Besides creating an overview page, see that you link your local landing pages to the rest of your site. This will make it easier for Google’s search bots to crawl, index, and rank your pages. Also, don’t forget to add the landing pages to your site’s navigation to help your visitors find them.

3. Keep your URLs short

Modify your URLs into readable words instead of random letters and numbers. More importantly, integrate your target keywords into your URLs and keep them short as much as possible.

Landing Page Content

Your content can make or break your landing page. As such, pay careful attention when crafting landing page content.

1. Create unique content for each landing page

If you have several landing pages, see that each has unique and location-specific content. It’s not advisable to write a single piece of content and then copy and paste it to other pages. Otherwise, Google might penalise you for duplicate content.

2. Write for your target audience

Always keep your prospects in mind when creating content for your landing pages. Consider the information they are looking for. What are their customer pains and struggles? How can you help solve them using your products/services?

Furthermore, always have a clear and compelling call to action that matches your audience’s intent. Whether you want them to buy a product, send enquiries, or subscribe to your mailing list, tell your prospects exactly what they need to do to ensure more conversions.

3. Build trust with customer reviews

Another way to increase conversions is to incorporate customer reviews into your landing pages. Search engines, notably Google, love customer reviews because they tell them that your business is legitimate and trustworthy. This can add to your credibility, making you more attractive to prospects. 

Furthermore, customer reviews help new clients decide, especially those who aren’t familiar with your business yet. Research showed that 75% of consumers feel positively toward a business if there are positive reviews about them.

4. Incorporate other crucial elements into your landing pages

To provide a better user experience while attracting more traffic and leads, add the following elements to your local landing pages:

• Brand – Reinforce who you are by incorporating your brand into your landing page content.
• Address and contact details – Let your prospects know who you are and where to find you by adding your address and contact details.
• Map – Besides your address and contact information, an embedded map can help web visitors determine where you do business. This makes it easier for them to drive to your location when needed.
• Local image – Add a local flavour to your landing pages by including images unique to your area/business. This will make your business look more authentic and trustworthy.

Start Building Better Landing Pages

Landing pages are crucial to local SEO. When created and optimised correctly, they can help drive more traffic and lead to your site. They can also help you generate more conversions. Consider the pointers discussed above to build better and high-performing landing pages for local SEO. 

If you need help developing an effective local SEO strategy, our team can help. At Springhill Marketing, we have skilled and highly experienced SEO experts ready to offer you the solutions you require. Please speak to us, and we’ll create an SEO strategy tailored to your business.