Local Landing Pages And Their Effect On SEO

Local Landing Pages And Their Effect On SEO

Local landing pages, also known as location pages, are web pages that have been created for an individual store location belonging to a chain or franchise. Developing local landing pages is one of the most important components in a local marketing strategy. A brand with hundreds of store locations might have hundreds of local landing pages, each containing information that is specific to the geographic area the business serves.

Local landing pages tend to be most prevalent among service-based businesses and brick-and-mortar businesses with multiple locations. These are high conversion pages. In comparison with 7% of non-local smartphone searches, 18% of local searches result in a purchase within a day, according to a survey. Businesses should get local landing pages in front of as many local searchers as possible because they have such high conversion rates.

 What is the Purpose of a Location Page? (PAA FTW)

Location pages come in four basic types: location detail page, location service/department page, city page, and state page. Also consider County Pages (or Broughs, Provinces, Prefectures, or whatever nomenclature your specific country uses), depending on your industry.

These are the primary possibilities that 99% of you with location-based businesses should think about, but there are probably many more. The setup is essentially the same for service area companies (also known as “SABs”), with the exception that you usually want to build numerous City Pages for the different locations you serve (e.g, Plumber in Livermore, CA, Plumber in San Ramon, CA, etc.). Additionally, to make your Google Business Profile (GBP) more relevant for queries for those regions, this would help you target these queries in the Local Organic search engine results pages (SERPs), which are the results that usually appear below or above Local Packs.

Benefits of Local Landing Pages

• Improved local SEO: improving a business’s local SEO is the reason for creating local landing pages. They help businesses appear at the top of search results when people use relevant keywords to look for local services related to the business. Top performing local page linked to your GBP helps rank even higher in Google Search and Maps.
• A space for location-specific content: Local landing pages offer an excellent opportunity for showcasing details unique to each location.
• More lead generation: Local pages can boost lead generation through the inclusion of contact forms, appointment schedulers, quote requests, and click-to-call buttons to turn visitors into customers.
• Better online reputation: Placing a high value on reviews. Reviews are sources of information that help people decide who to do business with. You can give potential consumers honest feedback about your business by placing reviews on your local pages.
• Improved customer experience: adding a list of services you provide and CTAs on your local pages boosts conversions and makes it much easier for customers to do business. For example, consider a restaurant brand; their services include food ordering and delivery platforms such as Uber Eats or GrubHub on your local pages.

Why Do Location Pages Matter for SEO?

Brand Queries are perhaps the most important queries for showing up on Google for. When a searcher queries [Starbucks], [Starbucks near me], or [Starbucks Pleasanton], Google typically wants to show a location page for that brand.

Non-Brand Local Queries are the money queries where you can attract potential customers who may have never heard of you or thought of you for the specific query.

Links. Location pages are usually the greatest place to find external links on a website, aside from the homepage. These are linked to many local business directories (also known as local citations), and over time, they frequently receive backlinks from other websites and local media outlets.

How Do Location Pages Affect Local Pack Rankings

One of the most important ranking factors for Local Packs is connecting your Google Business Profile (GBP) to a location page for the area you are attempting to rank in.

Basic Elements of a Well-Optimized Location Page

Make sure the name and all other info you use on this page match the information on your business’s GBP. By looking at 100,000 SERPs, pages found on local directory sites for exactly matching the business name and other info of the relevant GBPs tended to outperform those that have partial or no matches.

In the LocalBusiness schema, annotate every NAP entry. There are several specialized business category schemas, so you need to select the one that is more tailored to your company.

The page’s title tag and H1 should ideally target the business name and location (e.g., “Starbucks Pleasanton, CA”). Certainly, testing the addition of extra targeting to observe its effects.

Engaging Intangibles

“Engagement” is one of the fuzzier of the many fuzzy SEO factors. Calls-to-action (CTAs), like the ability to make online appointments, order something online, etc., likely send positive signals to Google about the usefulness of the location page.

Advanced Location Page SEO

“Advanced” really means “SEO tactics for someone who somehow got buy-in from the rest of the org to prioritize updates to the location pages that everyone forgot to have.