Unless you’ve been hiding under a rock, you’ll know that the digital landscape of marketing has been transformed in recent years. Just last week, Google released its Core Update reminding us all that providing authentic content that offers true value is the only way to get to the top of those search engine results pages.
This means there’s a huge focus right now on Search Engine Optimisation (SEO). Outdated views around SEO would have you believe that you need to stuff as many of your keywords onto a page as possible or use black-hat backlinks to increase your website traffic. In actual fact, SEO is a nuanced technique and there is no one-size-fits-all approach for your website.
More and more of the population will turn to Google (and other internet search engines) to answer their questions, discover new products, services and search for information. This provides the perfect opportunity for your website to provide answers and be rewarded with improved rankings and increased engagement.
In this blog, we’re discussing how producing location-based landing pages can boost your SEO and give your business a chance to compete on even the most competitive of keywords.
What is a location-based landing page?
For businesses that have physical premises, location-based landing pages are the foundation of an effective SEO strategy. To truly harness their potential, it’s important to understand how they work.
Many of your website visitors are looking for your products or services online, and Google uses their location to bring them the most relevant results. Enter, location-based landing pages.
A location-based landing page is a specific page on your website that targets a certain location and keyword that you want to rank for. For example, as a marketing agency based in Huddersfield, we want to capture those visitors who are looking for our services in Huddersfield and the surrounding areas, so we have specific location-based landing pages to tell searchers that our services are available in Leeds, Wakefield, Bradford, etc.
Not to be confused with the main landing page for a particular product or service, the location-based page should be completely separate and shouldn’t feature any duplicate content. It should specifically refer to the target area, informing the reader of what is available in that location and where possible, use local knowledge to demonstrate your ability to serve that area.
Why do local pages matter for SEO?
Local search is an integral part of our online behaviour, and search engines are adept at using geographical information to provide the best results, so it’s a good idea to help them find you.
Search engines want to connect users with the most relevant and credible results, and location-based pages can help your website to meet that criteria. By making your content more relevant to local audiences, you can capitalise on search rankings and increase both your credibility and visibility as a business; win-win.
If you’re in a highly competitive market or you’re a small business, the enhanced visibility that local pages can bring can be a game-changer for your website. Local pages give you access to opportunities that might not otherwise be available to you when you’re competing on a national or global level, however, targeting geographically opens you up to a range of search terms that can increase your visibility in local search.
Let’s say for example, you run a pet shop in Wakefield; your landing pages can include keywords such as “buy dog food in Wakefield”, “pet shop Wakefield”, “best pet shop near me”. These words will resonate with local searchers and increase the chances of you appearing in their search results.
Increase CTR success with local pages
When search results align with what users are looking for, they’re more likely to click through to your website. Using location-based landing pages with localised content helps to provide a perfect match for users searching in those areas and encourages them to click because the page directly addresses their needs. Google and other search engines take note of this user engagement and reward pages with a higher click through rate (CTR) by giving them better rankings.
The internet is a competitive place, so every advantage matters. Websites without dedicated landing pages might miss out on a substantial portion of the local audience (side note: take a look at your analytics for insights about where your traffic is coming from). By investing in these pages, you can gain a competitive advantage and stand out from competitors who are yet to leverage their SEO strategy.
Of course, it’s worth keeping in mind that this is just one element of your SEO strategy, and you must strongly consider the user experience and journey when they’re landing on your location-based pages. You should make sure the page is mobile optimised and that there is a clear path of where they should go next.
What should your location-based landing page include?
Tailoring content for local audiences is a fundamental aspect of the effectiveness of your location-based strategy. These pages give you the chance to fine-tune your messaging, speaking directly to your audience and addressing the unique needs or preferences of the geographical area.
- Craft content that feels relevant and authentic to the region. Speak directly to the experiences and culture of the local community to build a stronger connection between your business and the local audience
- Address local needs and preferences
- Reference local events and plan promotions to recognise them
- Use local testimonials, reviews and case studies
- Use sponsorships or partnerships with other local businesses to boost awareness and gain referrals
- Discuss specific news and community stories, if possible
- Reference local landmarks where appropriate and use local knowledge in your content.
- Include a clear CTA and a variety of internal links to guide the visitor’s journey on your site.
The technical side of location-based SEO
The success of your location-based landing pages in boosting your SEO relies on the technical aspects of their implementation. To make sure that they work effectively, it’s essential to consider the following elements:
URL structure
When creating location-based landing pages, it’s beneficial to structure the URLs in a way that reflects the specific location. For example, a URL like “yourwebsite.com/wakefield-pet-shop” clearly indicates the page’s focus on a pet shop in Wakefield. This not only helps users understand the content but also assists search engines in identifying the page’s local relevance.
Meta tags and meta descriptions
Optimise the meta tags and meta descriptions of your location-based landing pages. These should include location specific keywords and provide a concise summary of what users can expect on the page. Effective meta tags and descriptions can improve click through rates and help search engines understand the content’s local context.
Schema markup
Implementing schema markup, particularly Local Business schema, can enhance the visibility of your location-based landing pages in search results. It provides search engines with structured data about your business, including your name, address, phone number, and opening times. This structured data makes it easier for search engines to present your information in rich snippets, knowledge panels, and other enhanced search features.
Mobile optimisation
Given the prominence of mobile search, it’s important that your local pages are mobile-friendly. They should be responsive and provide a seamless user experience whether on a mobile or tablet device, particularly as we know that Google will prioritise mobile-friendly content in its rankings.
Local backlinks
Earning backlinks from local websites, directories, and organisations can boost the authority and credibility of your location-based landing pages. These local backlinks signal to search engines that your business is relevant to the local community, which can positively impact your local search rankings.
Measure the success of your location-based landing pages
Just like any marketing tactic, it’s important to track your results for effectiveness. You can then use these results to refine your strategy and ensure you get the most out of your local SEO efforts. Here are some measurements for success that we recommend:
- Organic search traffic – monitor the increase in organic traffic to your location-based pages over time. (Side note: when we introduced these on our website, we saw a difference as quickly as one week after publishing – thanks to our SEO team).
- Conversion rates – track how many visitors from these landing pages take your desired action, whether that be making a purchase or completing a form.
- Local search rankings – keep an eye on your position in SERP. If you’ve done this right, you should see some improvements.
- Click through rates (CTR) – measure the percentage of users who click through to your site after seeing your pages in search results.
And finally, don’t forget once you’ve assessed the results above, refine, refine, refine.
TL;DR
- Location-based landing pages are great
- Introduce them > reap the benefits
- Make sure you consider the technical elements
- We can help, if you need us.
- Track your success!
- Thank us later.
