Is it a location page? YES! Is it a landing page? YES!
It’s common to see service-related businesses with multiple locations not performing as well as they could in local search results. At first glance, many of these businesses, such as law firms, insurance agencies, financial planners and home improvement specialties appear to have decent looking websites. However, what they typically have in common is that they are missing optimized location landing pages.
Having multiple locations doesn’t change local SEO ranking factors
Local SEO ranking factors have many moving parts. One piece of that puzzle is the “location landing page.” A location landing page is a dedicated page on your website that is highly visible to search engines while providing all of the important information for website visitors to find and contact your business. Aim to achieve clear connections between office locations and your services. These pages should also easily convert a web lead into a phone call, email, or forms submission to your business. Or, in the very least, provide directions to your business.
Again, if you have multiple locations, a dedicated location landing page should be created for every one of your business physical locations. Each page should be SEO optimized according to local ranking factors. Some of the most important ranking factors to keep in mind are:
- Keep the name, address & phone of each location consistent across the web. Match each one with how they appear on your Google My Business location page.
- Consider site navigation, architecture & page hierarchy when naming your new city page; ensure the city name is in both the URL and the Header of each page.
- Title & Meta-Description unique to each location landing page & include city & state of each physical location AS WELL as service keywords you want to rank for.
- Make your page relevant to your services and interesting to visitors by creating interesting and unique content. Keeping things unique for multiple locations can be a challenge, but
- Ensure there are several ways to be contacted from these pages & don’t forget a Google Map with a marker and directions.
- Use local citations such as Google My Business, Yelp, & Bing to start creating inbound links to each location landing page URL.
- Ensure that each of your new pages are mobile friendly & have a fast load time.
- Be sure to mention your locations throughout your website & add internal links to your new location landing pages.
Product vs Service Related Local Business Location Landing Page
Generally, businesses who sell products feature photos, descriptions and reviews to do much of the work of selling. Businesses that sell services have more of a challenge to creative interesting and relevant descriptions, but are also encouraged to leverage and utilize reviews. As long as your business has physical locations, and your goal is to optimize local search results in those cities, there isn’t a difference in location landing page strategies or SEO ranking factors for this page.
Determine your customers search keyword intent and go from there. (This will be some variety of your service keyword + city name.) Don’t get caught up in trying to stuff too much content / information into each of these pages. Follow the bullets above. When completed, your location landing page should look and feel just a little bit like a PPC landing page. It should have a strong message with super-tight context that grabs attention and clearly has contact information with easy accessibility to action.
- Call This Location/Office Now.
- Share a photo of the office location in this particular city.
- When was this location established? Why?
- What has changed over the years?
- Has your office or the surrounding had renovations or improvements?
- Is there parking here or nearby?
- Does this office have a unique feature?
- Does this office have a dedicated staff?
- Is your business connected to this city by community sponsorships or events?
- Do you have bragging rights connected to the city?
- Can you provide alternative driving instructions or visual markers that would be helpful?
- Do you have local reviews for your service? These are the best bragging rights! Add them!
Remember, the rest of your website provides more detailed information about your services. You’re landing page should not look like another home page. Be sure to have user-friendly navigation and include at least one link to a top-category page on each location landing page. If you do these things, along with the other elements highlighted, your local service-related business is off to a great start.
What NOT To Do on your Location Landing Page
- Don’t cut & paste/duplicate content from other pages on your website.
- Don’t make up landing pages for cities that you aren’t physically located in.
- Don’t over or under-link this page. (And never purchase links.)
- Don’t over-do the content to create clutter. This is a simple location landing page.
Hire Leaning Tree Digital Strategist To Create Your Location Landing Pages