Location-based landing pages could be the tool in your belt that you’re not making the most of when it comes to search engine optimisation. Last year we explained why location-based landing pages are good for SEO, and we’re bringing an update to that blog to share some exciting 2024 statistics from Higher Visibility.
Here are the facts:
- 46% of all Google searches are local
- 25% of online traffic originates from local searches
- 78% of local searches lead to offline conversions
Another stat that we loved to see highlighted that companies maintaining a blog get 57% more visitors, 67% more leads, earn 97% more inbound links, and have 434% more indexed pages than companies that don’t.
We could say to stop reading here and get on with your SEO work, but first we’ll include a refresh on the importance of local search and explain how you can make it work on your website.
What are location-based landing pages?
Location-based landing pages are specific pages on your website that target a geographical area and include relevant keywords. They help your business appear in local search results when users are looking for services or products near them.
For instance, if you own a bakery in Leeds, a location-based page titled “Best Bakery in Leeds” can help you capture traffic from users searching for “bakeries near me” or “Leeds cakes.” These pages make your website more visible and relevant to local audiences.
Why are local searches so important?
Google’s ability to use location data to deliver tailored results creates a huge opportunity for businesses to connect with nearby customers. Almost half of all searches are local, meaning there’s significant potential to reach an audience actively looking for products or services in their area. By focusing on location-based strategies, you can boost visibility, especially when competing with larger national or global brands. These pages also tend to achieve higher click-through rates, as local users are more inclined to engage with businesses nearby.
As evidenced by the statistics above, we know that 78% of local searches lead to offline actions, showing that location-based pages can bridge the all-important gap between online searches and in-person visits.
How to create high-converting local landing pages
We’re here to help! As you know, we’re experts in content and SEO and have a team ready to support you in achieving a significant impact. However, we also want to give you some tips to create your own landing pages:
- Focus on localised content – write content that is tailored to the specific region, referencing local landmarks, events, or cultural elements. This will build trust and relevance.
- Start by optimising the URL structure – use a location-specific URL such as yourwebsite.co.uk/leeds-bakery to make it clear to search engines where you’re based.
- Use schema markup – add Local Business schema to help search engines understand your details, such as address, phone number, and operating hours.
- Include local keywords – be sure to sprinkle local keywords such as “baking cakes in Leeds” or “cake-making service in Leeds” throughout your content. Don’t forget headings, meta descriptions and alt tags.
- Look great on mobile – research shows that people searching for local services are often using a mobile device – make sure your pages load quickly and that the design translates across devices.
Track your location-based landing pages
There’s nothing better than seeing positive results for your efforts. It won’t happen overnight (see our blog on how long it might take) but incremental changes suddenly become highly impactful. Use analytics such as GA4 and SEMRush to see how your organic traffic to those pages grows over time. Make sure you also set appropriate conversion tracking so you can understand the exact impact of your work, such as forms completed, or phone calls received. Finally, keep an eye on where you appear in the SERPs and regularly post fresh content to boost your organic success.
