Consumers want to find local businesses. As much as 46% of all Google searches are local, while searches that include the phrases “near me” or “close by” have grown by more than 900% in the past 2 years alone.
In order to turn that local focus into sales for your small business, you need to make sure that your brand shows up in relevant local searches, and that means pursuing local search engine optimization (local SEO).
There are many local SEO strategies you can pursue, but one of the most important is to optimize your landing pages to reflect your geographic area.
This strategy works particularly well for multi-location businesses that need to differentiate each of their locations in order to maximize sales. However, even single-location stores can benefit from excellent local landing pages.
Here is a look at some of the most important tips for optimizing your local landing pages for SEO.
Optimize your meta data.
Your landing page contains several elements besides the main text and images that you can use for local SEO. Called meta data, these elements consist of the title tag, URL, web page description, page organization (Called schema), and image titles and tags.
These elements communicate important information about the landing page to search engines. Use them to show the search engines that your landing page, and your brand, are relevant to the area your business serves.
For example, consider placing your city name in your landing page's URL. Include your city name or state in the image alt text (the text that appears if the image does not load and that is read to visually disabled individuals). Include your location in your page descriptions (Which will show up in your search listing).
By including local information in your local landing page's meta data, you make it easy for search engines to recognize your local significance and put your website in front of consumers who are searching within the area you serve.
Write about your location.
Besides the meta data, the content on your landing page is the single most important vehicle for local SEO. Use it wisely by incorporating location-specific keywords into the content when possible (without overusing them).
Don't stop with keywords, though. Strong local landing page copy goes beyond simply using the right words and phrases. You also have to provide high-quality content that is unique to the area you are targeting and that is relevant to your target audiences.
For example, say you own a restaurant in Greencastle. Does your menu use fresh local produce? Are you partnering with the local food pantry to provide weekly meals for those in need? Are you hosting a chili cook off? Talk about it on your landing page.
Writing about your location instead of just using local keywords prevents keyword stuffing, creates content that sounds natural and relevant, and is more appealing to search engines and visitors alike.
Use consistent contact information.
Your name, address, and phone number (NAP) used to be the most important cornerstone of successful local SEO.
Today, it is not the only or even the most important method of SEO for your local landing page, but it can still impact where you rank in the search results (and affect how easy it is for visitors to get in touch with you).
As a result, make sure your NAP is consistent everywhere it appears on your landing page (and your website). Google will use this information to provide contact information and even your store hours within your search listing.
Updated and consistent contact information clearly communicates your brand's location and ensures that the right contact information appears in your search listing so consumers can find you more easily.
Use internal links.
Internal links are links to other locations within your website. For example, you might link one blog post to a related blog post, or link from one product page to another, relevant product page.
Internal links make it easier for search engines to understand how your website fits together, see what your web pages are all about, and find new content and landing pages more easily. They also encourage website visitors to explore your website and directs them to relevant resources.
Strengthen the local power of your local landing pages by using internal links. For example, create a link from your local landing page to a product page, to a restaurant menu, or to a blog post.
The more links you create, the more relevant landing page will appear to search engines, who use linking to help determine the authority and importance of a web page.
Use your headers wisely.
The structure of the headings on your landing page can also affect how your local landing page performs with the search engines. Your content should have a clear structure that includes at least on H1 header and preferably multiple smaller headers underneath.
You can give these headers more local SEO power by including location-specific keywords within them.
Do not force mentions of your company's location, but do look for natural opportunities to mention your geographic area within the headers.
Doing so gives search engines and consumers alike a quick and easy way to understand which areas you serve and whether or not your business is relevant for their needs.
Local landing pages can help your business to thrive by getting it in front of consumers who are conducting relevant local searches. Maximize the performance and success of these landing pages with some smart local SEO strategies.
Create local meta data for each page. Develop unique, location-specific content for each page. Create a consistent NAP, use internal links, and use your headers wisely. Along with other best practices for landing pages, these steps should enhance the success of your landing pages.
If you need help creating powerful, SEO-optimized landing pages for your website, reach out to Distinct. We can assist you with a cohesive marketing campaign that includes the assistance of a local marketing advisor and SEO strategies that make a difference. We look forward to helping you!