Tacos near me. Gas station near me. Laundry near me. The ‘near me’ Google autosuggest has become a common suffix, and in most cases the top most suggestion.
According to Google’s official blog on search trends, near-me searches have grown by a whopping 400% YoY. That’s just the tip of the massive iceberg known as local SEO and incorporating local landing pages into your website is a surefire way of acing it.
This article helps you to structure, optimize, and implement local landing pages that are informative, useful, and relevant, and therefore rank high in local searches. You will know how to create local landing pages and design the overall content strategy that converts visitors to customers.
So, what is a local landing page? It’s a page on your website that targets prospects from a specific location using local SEO techniques. It’s a way of narrowing your competition down to the vicinity of your store or office or practioner's location making it relevant.
Although such pages work best for businesses with multiple brick-and-mortar stores that require in-person visits, single-location local businesses with a physical location or service-based companies can leverage them to target specific service areas.
The primary goal of such pages is to rank well on local searches so your prospective customers can find you. By applying a few time-tested techniques, these pages can perform a terrific job. But is that enough? You don’t make a buck by simply appearing in the search results. You still need to entice them into visiting you and buy from you, and that involves a few things too.
Let’s dig deeper into the whys and hows of optimizing your website for local search.
Top Benefits of Local Landing Pages
Agreed that creating local landing pages & optimizing them is not a straight-forward and simple project. More so if you have multiple stores spread across a wide geography with complex variations in demographics. But it’s certainly well worth the effort.
Dedicated Pages for Multi-Location Businesses
For multi-location businesses, each store/branch/practitioner is a lead-generation opportunity and you can maximize your marketing efforts by having a dedicated local landing page for every location that includes the name, address & phone number of that specific location along with other information.
“More the merrier’ seems to be the mantra. Businesses with ten to fifteen local landing pages reported a 55% jump in their conversions compared to a single generic landing page and that number skyrocketed to 500% with forty or more pages.
Higher Conversion Rates
Local landing pages cater to searches that are not only high on purchase intent but also tend to be based on an immediate need. One survey from Act-On found that 18% of local searches on smartphones resulted in sales within a day while that number was around 7% for non-local searches.
It’s the “I want it here and I want it right now.” crowd you’re addressing. A lucrative combination that leads to conversion rates that conventional pages simply cannot match.
Business Relevance Based on Geography
Let’s say you run a chain of pizzerias in multiple cities. You could focus on Thin Crust Pizza on the local page dedicated to NYC while promoting Deep Pan Pizza on the Chicago page.
Similarly, if you are a tax consultant, you could benefit from having separate pages - Tax Consultants in Texas and Tax Consultants in California, as tax laws vary from state to state and your prospects will search on similar lines.
No matter your product or service, there’s always scope to tailor the content to the unique characteristics and needs of each area.
Higher Local Authority
Whether a user adds a geotag to their search query or not (more on this later), search engines still know their location. A prospect from Seattle, WA, doesn’t need to type ‘Car mechanic in Seattle’. Your landing page optimized for that location will have a higher authority as the primary purpose of search engines is to present their users with useful and relevant information.
Enhanced User Experience
Local landing pages can provide a better user experience by offering location-specific information, such as store hours, directions, and contact details. This makes it easier for potential customers to get the information they need quickly.
Ad Campaign Effectiveness
If you're running online advertising campaigns, creating local landing pages can improve the relevance and effectiveness of your ads. When your ads lead to landing pages that align with the ad's message and the user's location, it can result in higher click-through rates and conversions.
Analytics and Tracking
Local landing pages allow you to track and analyze the performance of your local marketing efforts more effectively. You can measure the success of different campaigns, understand customer behavior, and make data-driven improvements. Further, these insights can help you optimize resource allocation based on the ROI of each location.
Enhanced Local Visibility
Not all visits need to result in a sale. Sometimes just being visible in a community can lead to future business.
Local landing pages give you the opportunity to tap into this aspect. You can highlight local events, promotions, or community involvement, which can resonate with local customers and build a sense of connection.
A multi-location car dealership could post an upcoming vintage car show on their local page creating a long term bond, for instance.
Now that we have touched upon some of the top reasons why you should incorporate local landing pages in your website, let’s now focus on the ‘how’ of the process.
Determine Where Your Customers Are Located
If your business operates out of one or two or mutiple locations, you are probably well off by now in terms of Identifying your customers' locations. The challenge arises if you are a multi-location business. More the number of locations and wider the geographical area, bigger the challenge and more crucial to successfully implementing local SEO strategies.
Identifying where your customers are located is a critical part of setting up local landing pages for two reasons:
- Local SEO relies heavily on location-specific keywords. Knowing your customers' locations enables you to use these keywords effectively, improving your website's search engine rankings when local users search for related products or services.
- Understanding where your potential customers are located helps you analyze the local competition. You can identify gaps in the market, assess competitors' strategies, and find opportunities to stand out in your area.
As an added benefit outside of the SEO realm, you could also identify locations/regions that have a huge potential for business expansion.
Understanding your prospects' demography helps create user persona- an image of your ideal customer in terms of their needs and wants, their aspirations, and most importantly what is it that they are thinking about when they land on your page. These insights help you set clear goals that enable you to effectively engage your customers throughout their buying journey.
So, how do you go about this process? Luckily we live in a time when data is ubiquitous. We just need to know where to look.
One obvious starting point is your Google Analytics Dashboard. Follow this path: Audience > Interests > Geo > Location.
You will see a country-wise breakup of your visitor distribution and each country is a clickable link that leads to another list with state-wise breakup. Moving further, you could click on a particular state to see city-wise distribution.
Another avenue to take is your social presence. Facebook offers similar information. Go to your business page and click Insights > People.
While there are more accurate ways to find and analyze this piece of information such as unified platforms that manage vast quantities of customer-related data, Google Analytics and social pages offer a good starting point.
Local Keyword Research To Target the Right Customers
Is local keyword research really even a thing? Isn’t it enough to just place a location alongside a keyword like ‘plumber in Cincinnati’? While it might make sense, there's a lot more to local keyword research than merely adding your location.
In local SEO parlance, KW+Location is known as an explicit keyword. Here the user is explicitly querying what they want to find and where. However, search engines are sophisticated enough to detect a user’s location and use it to rank a local business based on the relevance of search despite lacking location. Such queries are known as implicit keywords.
In this case, relevance being proximity and the user’s intent to find a local business.
Don’t get me wrong. Your location is still a huge part of the local keyword mix. It’s just that it’s not the be-all and end-all. A good local search engine optimization strategy combines both explicit and implicit keywords.
Let’s look at key steps involved in conducting an effective keyword research and target the right customers on your local landing pages.
Keep in mind you will repeat these steps for each of the local landing pages. So, put your blinkers on and think about only the store/location in question and not your business as a whole. Think how each of your locations is unique vis-à-vis the rest of your business and how locals perceive various products you offer.
Products, Solutions, and Locations
Come up with a list of words and phrases that best describe your business in a general manner. This list could consist of your primary service and a few variations. Example: car mechanic, auto repair, garage mechanic, vehicle repair, and so on.
Now, consider a list of products/services that you offer in that specific location. Be sure to focus on items that might have a higher demand based on local nuances. Continuing with the same example, snow-chain installation is a good focus for Colorado and engine overheating for Arizona.
Next in line is to introduce what are called location modifiers such as ‘near me’, ‘local’, ‘nearby’ and so on. And finally, add specific location/region names. Depending on your business, it could vary from an entire state to a neighborhood. Again, it’s important to note local nuances. For a local, Dallas and Fort Worth are two completely different locations!
Another practical idea is to try landmarks and ZIP codes as location modifiers. Ex., Car mechanic near Manhattan Bridge and Coffee Shop 90210.
You could now create several combinations from the three lists you have created to come up with location-based keywords using the tools mentioned earlier. Consider parameters such as search volume, difficulty of ranking, and the cost per click if you are considering a paid ads campaign.
Another simple yet practical way to fine tune the keywords obtained in this step by using Google search. Just type the keyword you’ve come up with and look at the list of autocomplete suggestions. They offer some brilliant ideas to improvise and even help with completely new ones.
Using Google to Find Out ‘Local Intent’
This is one of my favorite! As mentioned earlier, search engines have become very smart at detecting a user’s intent and you could use that very attribute to find keywords that have a high local intent.
Use the list of keywords from the previous step without the local modifiers as your search query. If Google detects a local intent, you should see what’s called a local pack.
Instead of the conventional search result, you would see a Google map with locations of businesses offering the product/service followed by three businesses with their Name, Address, and Phone Number (together known as NAP).
Now, what if I am in Jacksonville, FL, conducting a local keyword research for a store located in Denver, CO? No problem! You could use the Google Ad preview tool to simulate a local search. Just enter your search query and select your location.
What’s more, you could even select the device - mobile, tablet, or desktop, as a simulation parameter. I suggest you use the mobile option as a huge majority of local searches tend to be on mobile devices.
Search Volumes for Local Keyword Research
When it comes to organic SEO, search volume is a crucial factor. However with local SEO most businesses don’t pay much attention and for obvious reasons.
For implicit keywords, those without a local modifier but with a local intent, the search volumes are country-specific. This isn’t of much use as we are only concerned about search volumes for the specific location.
However, with Google Keyword Planner, you can narrow down your search volume to a city. By using this feature, you can find search volumes for implicit keywords and prioritize your efforts accordingly.
Another way to make use of search volumes to discover valuable keywords is to have a second look at the products/services that you discarded in the previous step as they did not have a local intent.
Check for search volumes for those keywords with local modifiers and you will be surprised that there is a small search volume. These are your hidden gems! These are the keywords that a majority of competitors are not even bothered about.
Competitor Research
Conducting thorough competitor research works in two ways. Find out what’s working for them. If it’s working for them, chances are it will work for you too. You could also look at the keywords you’ve found so far and prioritize the ones they are not targeting, if there are other reasons to believe that such keywords have potential for your business.
Keyword research tools also offer a ton of information about local keywords that your competitors are targeting.
However, for local SEO, the Google Ad Preview tool mentioned earlier is your best option. Use all the keywords that you’ve come up with and carefully observe the search results.
The top three businesses mentioned in the local pack are doing a great job and you should emulate most things they are doing and then some if you are to replace them from that list.
Landing Page URL Structure
Your page URL structure is one of the on-page signals that search engines look at with a keen eye. One fundamental step, local SEO or otherwise, you should take is to customize it without using a code generated one.
Consider https://wwwyourbusiness.com/index.php?id_wca=470&clcp27sap as opposed to https://wwwyourbusiness.com/hvac/california/los-angeles.
The first URL is not adding any SEO value to the page. While the second specifies that this page is about HVAC services (among other services) offered in Los Angeles, among other cities that the business operates in California.
Apart from this fundamental step, there are a few other factors one should consider to optimize your URL for local SEO if you are operating out of several locations across many states.
How are you structuring your website vis-a-vis local landing pages? Are you creating folders and subfolders for each state and cities? Depending on whether you are or not, your URL could be https://wwwyourbusiness.com/hvac/los-angeles or https://wwwyourbusiness.com/hvac-los-angeles or https://wwwyourbusiness.com/hvac-los-angeles-ca
Avoid using overtly complicated structures and inserting unnecessary keywords in the URL structure like https://wwwyourbusiness.com/hvac-company-in-los-angeles-california
It’s got to do mostly with your site architecture and your web developer should be able to help you with that. The idea is not to be repetitive and keeping things simple. Always make sure to keep the end user in mind.
It’s got to do mostly with your site architecture and your web developer should be able to help you with that. The idea is not to be repetitive and keeping things simple. Always make sure to keep the end user in mind.
Optimize Meta Title and Header Tags
Whether it’s for general SEO or local, the importance of optimizing the title and header tags cannot be overstated. However there are a few points to consider that are specific for local SEO.
Create Unique Titles and Header Tags for Each Page
Refrain from using a single title and header tags across the site, varying them only by changing the location. It’s a great opportunity to instantly connect with your local audience by incorporating local lingo and other nuances.
Using Location Modifiers
Just because ‘near me’ is quite popular, it doesn’t mean that your page title could be ‘Best Coffee Shop Near Me’. However, other modifiers such as ‘local’ could be used. The idea is to sound natural and not to game the system.
Do Not Stuff Keywords
If you are targeting more than one keyword, use an umbrella term in the title tag (H1). Use header tags to optimize other keywords.
Meta Descriptions To Improve CTR
Just like any piece of content you create for your location-based pages, meta descriptions should be unique for each page. It’s your opportunity to localize the page by making it as exclusive as possible.
In addition to including primary and a secondary keyword along with the location, you could consider adding the following:
- Local promotions and offers
- Adjectives that add a local flavor such as hometown, local favorite, neighborhood, etc,.
- Strike an instant connection by mentioning a local landmark if you're located close by.
- Terms such as 'visit us' or 'we are open 24/7' can be included as a brief CTA to imply proximity.
- Mentioning your address is a proven tactic to demonstrate local presence.
These are some of the ways you could make your meta descriptions unique and localized. Make sure you follow general guidelines for writing effective descriptions in addition to these suggestions.
Content Guidelines To Improve Conversion and User Experience
One of the main purposes of having multiple local landing pages is to have unique content that's relevant for the location.
The content on your local page not only has a direct bearing on your prospects but also on the way search engines evaluate and rank you.
So it's imperative that you pay attention to the nitty-gritties of all aspects of content that goes into each of these pages. Here are some guidelines that will help you.
Relevant Local Images
Nothing resonates better with your local audience than having images of your store on your page. It instantly adds authenticity while enhancing the scope to differentiate the page from the rest.
When your customers know what to expect when they visit you, they are more likely to make that move, significantly improving your conversion rates.
From an SEO perspective, unique images, those that are not found anywhere on the world wide web, can have a huge positive impact. Just ensure both the file name and the alt text contain your target keyword or its variation.
Also, make sure you prominently display your Google Business Profile's profile picture and cover photo within the page.
NAP and Hours of Operation
When prospects visit your page, they want to know everything about you and a critical piece of that information is your business name, address, and phone number (NAP) along with hours of operation.
Your NAP should be consistent to the T across all platforms - social profiles, directory listings such as Yelp, Google Business Profile, and just about everywhere in the digital landscape. Even a minor difference can have huge ramifications.
Embedding Google Maps
In addition to NAP, a Google map embed makes your page more user friendly. It's a simple process:
- Search for your business.
- Go to the Google maps section and click share.
- Select the embed the map option.
- Copy the HTML code and embed the code in your page.
Social Media Profiles
Although social media profiles don't directly impact your SEO, they help maintain a strong local online presence that can be effectively leveraged to achieve your local SEO goals.
Link your social profiles from your location-based landing pages so your prospects can have a more localized experience when you engage them. They get to view the ratings and reviews that could be missing from your Google profile.
Here's the best part - Google Business Profile automatically gathers and updates your profile from various online sources and includes social profiles for eligible businesses.
Local Business Schema and Why You Should Use It
A schema markup is a set of codes that defines attributes of an online object. These objects can be a person, a place of interest, or your local business.
When you include local business schema to your page, you help search engines understand the exact nature of your business, the products/services you offer, and all such relevant information that significantly improve your local SEO rankings.
Ever wondered how some search results include their Google ratings and other non-textual rich elements? It could be a direct result of those web pages effectively implementing schema markup.
Use Responsive Design and Testing for Mobile Users
You probably know by now that a vast majority of local searches happen on mobile devices. So, it’s critical that you pay extra attention to ensure that your page displays on these devices that way it’s supposed to. Responsive design ensures that your web server detects the type of device your customers are accessing your page.
With Google’s Mobile Friendly Tool you can easily check if your page is compatible for mobile devices. It’s also important to test any features or other changes you make to ensure your page maintains its mobile friendliness.
Internal Linking
Creating hyperlinks by using appropriate parts of textual content as anchor texts to link another relevant page results in better user experience and engagement. Search engines are able to better crawl the site and therefore consider your page as properly structured for SEO.
Local Reviews From Customers
Nothing creates better trust and credibility for your business than local reviews. Such customers usually talk about the pleasant experience they had during their store visit that can prompt an immediate response in your prospects.
If you already have reviews on social pages and Google Business Profile, you could use plug-ins to display them on your page.
Consistent Branding
When you have multiple location-specific pages for similar services, and an online presence on various platforms such as social media and directories, maintaining a consistent brand image becomes crucial to creating a uniform user experience.
Remember that your overall brand equity is the cumulative effect of all your marketing efforts. If they don't create the same experience across platforms, they don't add up.
The tone of your textual content, the color scheme of the design, your logo, the promises you make, the aspirations you induce in your prospects, and generally the way you position your product/service are some of the elements that give your brand a unique image. Keep these consistent.
Location-Specific Products and Services
One of the advantages of having location pages is that it allows you to create content that’s tailor-made for the local audience especially for businesses with multiple locations. And what better way to make use of this attribute than focusing on and promoting products/services that are highly relevant to a given region?
Start by analyzing historical data of your organic traffic for each business location. You are sure to come up with a list of products/services that are a favorite that can be used to target audience locally. Consider cultural and other demographic nuances.
Climatic conditions can be another factor. For example, an electrician might want to focus on heating services in cold regions while focusing on air conditioning services in warmer regions.
The Bottom Line
Designing the overall content strategy for local landing pages broadly involves two objectives. The first is optimizing the page for local SEO so they rank and your prospects can find you.
The second is to convert such visitors to customers by presenting highly relevant and useful content in all forms - text, images, maps, videos, infographics, PDF downloads, etc.
For a multi-location business this can mean handling huge volumes of data generated from various sources, both online and offline. Further, it requires a great deal of customization and creation of unique content on each of the local pages that target similar, or in most cases identical products/services.
Failing which search engines can treat pages with similar content as duplicates and negatively affect their rankings.
Understanding where your most lucrative customers are located and finding the right keywords that have both high local and purchasing intent to target such customers are two critical steps that can make or break your local SEO.
Once you have your target keywords and locations in place, you get to the content creation process. There are a few parameters to consider. Understanding the anatomy of content on your local landing page, as outlined in this article, can pay rich dividends.
Sure, all these steps might sound a bit complex and the margin for error narrow. But hey, if it were easy, any business would have done it and reaped the benefits. As John F Kennedy said about the Apollo Lunar program “We choose to go to the moon in this decade and do the other things not because they are easy, but because they are hard.”
Luckily, these days you have plenty of options to accomplish all these and much more with the click of a few buttons by leveraging the advancements in digital technology.
At Synup, we offer comprehensive local SEO solutions specifically designed for multi-store businesses. From creating compelling and unique content on each page to analyzing the performance, and everything in between, you are in complete control via our ‘what you see is what you get’ editor that involves absolutely zero coding!
Are you ready to seize local SEO opportunities, amplify your digital footprint, and boost conversions with custom web pages for every store, outlet, or customer touchpoint?
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