Is it a location page? YES! Is it a landing page? YES! Leaning Tree Marketing often finds 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 services appear to have decent websites. However, what they typically have in common is that they are missing optimized location landing pages.
Michelle at Leaning Tree Marketing is an expert at creating successful location landing pages.
Local SEO ranking factors have many moving parts called “signals.” One of those parts is called a “location landing page.” A location landing page is a dedicated page on your website that is highly visible to search engines. The “on-page” meta-data has location-specific information. The Google Map on this page provides important information, including how to find your business.
Multiple locations mean that you have more than one physical location. Don’t try to fool the system, if it’s not a LEGITIMATE address, your online presence can be impacted negatively. (I have seen this happen!) For legitimate offices, a dedicated location landing page is a consideration for each of your business locations. The pages have a clear position on your website. They are SEO optimized according to Google Best Practices and have a clear content strategy.
Aim to provide easy access to pertinent information. Make clear connections, and separate yourself from competitors.
- 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!
- Keep the name, address, phone & website of each location consistent across the web. (N.A.P.W.) Match each one with how they appear on your Google My Business location page.
- Consider site architecture & page hierarchy when naming your new city page.
- The title & Meta-Description should be unique to each location & include city, state, and address
- Make your page relevant to your services and interesting to visitors by creating interesting and unique content.
- 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 & BBB to start creating inbound links to each location landing page URL.
- Ensure that each of your new pages is mobile-friendly & adheres to UX Web Core Vitals.
- Be sure to mention your locations throughout your website & add internal links to your new location landing pages.
- Be sure to have user-friendly navigation and include at least one link to a top-category page on each location landing page. Aim to achieve clear connections between office locations and your services.
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. Don’t get caught up in trying to stuff too much content or 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. Be sure to check the mobile version of your local business, as well as the desktop.
The rest of your website provides more detailed information about your services. You’re landing page should NOT look like another home page. It should still be branded, and have a call to action. But, with the map and hyper-local content, it should look and feel different to the visitor. These pages should also easily convert a web lead into a phone call, email, or form submitted to your business. If you do these things, along with the other elements highlighted, your local service-related business is off to a great start.
- Don’t cut & paste/duplicate content from other pages on your website.
- Don’t make 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 overdo the content to create clutter.
- Don’t forget to add a Google Map to your location.
Need more help? Share your contact information. Michelle at Leaning Tree Marketing will contact you and discuss a plan of action.