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Step-Wise Guide To Designing Local Landing Pages

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Do you want to dominate your niche by getting ready-made buyers in your locality? If you are ready to attract local customers to your business then this article is for you…

Source: www.strongholdseoservices.com

Source: www.strongholdseoservices.com

By designing a landing page which people can find easily using search engines can help you gain customers. As we know, SEO is an important part of a landing page. Local SEO works best for businesses that are physically present and require direct contact with their customers. But, it is not limited to tangent businesses. It can also work for virtual online businesses where F2F interaction is not necessary for a business transaction to happen. To have the best of both the worlds, it is important to optimize your landing pages and rank areas so that the target audience can find your pages in SERPs without any hurdle.

To get better ranking in search engines and be the market player, you will need to combine local SEO (map pack results) with organic SEO. Local consumers who conduct local searches are the point of attention for Google since they are often most motivated and targeted. This is evident from the fact that local consumers usually purchase at a higher rate regardless of the device they search from. Since Google is moving towards user intent, local landing pages have become the focus.

3 steps to designing local landing pages

Step 1: Identify the location of your customer

With the help of local SEO, you make ways so that local customers find you. This is the basic reason why you need to identify the location of your customers. It is no herculean task to build a local landing page, however, the real challenge is tapping the right set of people. For instance, compare a site that drive in traffic of 100,000 visitors per month yet fail to generate sales to another site which gets no more than 20,000 potential customers per month.

The difference lies in Audience insights. With the help of location activity map, you can feel the difference. This consists of the things your potential customers want and what is their thought process when they land on a page and where they are coming from.

There are two important aspects of location that you need to look at. First, which locations do you want your customers to come from? Second, which locations are your local customers currently coming from? After deciding on these two aspects, it becomes clearer to set a goal that helps you cater to your customer’s needs. For instance, if you are owning a service business, it means you should have a dedicated street address and a phone number. These information pieces are important for the customers. This boosts their confidence in you.

  • Knowing where your customers are based
  • Log into your Google Analytics account
  • Find the location of your audience

Google Analytics dashboard > Audience > Interests > Geo > Location.

With the help of this information, you can see how your campaigns might perform in the future and how to structure your landing page.

When targeting more than one city or state, you will not only have to focus on local search optimization but go for the usual SEO so that your web pages can benefit from the wider audience.

Step 2: Localized metadata for relevance

It is important to keep in mind relevance since it is a crucial component of the search algorithm. Getting a natural link from a relevant site is always greater than having a link from the authority site that is not relevant enough. It is important to note that relevant keywords are crucial to the quality of content. Therefore, metadata is important when it comes to the landing page and it should be well-optimized. For instance, randomly putting a bunch of keywords into the content will not suffice the purpose. It is important to do it the right way. The ingredients a metadata section is made up of is:

  • Keywords
  • Title Tags
  • Meta descriptions

    Source: www.neilpatel.com

    Source: www.neilpatel.com

The role of metadata is to directly interact with the search engines from individual pages. Therefore, it is important for your individual landing pages to have unique and natural metadata. Terms like ‘city landing pages’, ‘service area pages’, and ‘doorway pages’ describe pages with a single purpose i.e to help the local customers find the information important to them without wasting time and money.

One of the challenges that come in the way of optimization of local landing pages is Google’s update to the doorway algorithm. However, Google has provided some examples of doorway pages to enlighten how to do it. Before having a doorway page, you should answer these questions:

  • Is the purpose to optimize for search engines and funnel visitors into the actual usable or relevant portion of your site, or are they an integral part of your site’s user experience?
  • Are the pages intended to rank on generic terms yet the content presented on the pages is very specific?
  • Do the pages duplicate useful aggregations of items (locations, products, etc.) that already exist on the site for the purpose of capturing more search traffic?
  • Are these pages made solely for drawing affiliate traffic and sending users along without creating unique value in content or functionality?
  • Do these pages exist as an ‘island’? Is it difficult or impossible to navigate to from other pages of your website?

You need to ask these questions before getting started with landing pages. Above that, there are easy ways to add localized keywords to your doorway pages aka local landing pages:

  1. Title tags: This includes the keyword + the city. Say, for example, Web Design Jobs Delhi: 7 High Paying Jobs for You Or Best Electrician Services in Delhi.
  2. Meta description: Meta description should be keyword relevant since local search users are going to read your meta description in the Google results.
    For example, ‘Delhi SEO Expert’ is your primary keyword. You can weave it into your meta description naturally this way:

Are you worried about the traffic to your website? You can now increase the traffic by ten times by hiring an SEO expert based in Delhi. Delhi is a perfect city to find the right professionals. Looking forward to answering your call.

The point to note here is we didn’t use the exact match keyword i.e Delhi SEO Expert while writing the description. This is because visitors are looking for solutions/answers and not necessarily the exact keywords which they searched for. While on the other hand, Google would penalize a local landing page for over-optimizing the exact match keywords.

Step 3: Optimizing for mobile users

By 2020, 6.1 billion smartphone users will be there. As estimated, more than 50 billion monthly search requests are coming from mobile. Also, more than 60% of all Google searches are performed on mobile devices.  According to Google, more searches are being performed on mobile devices than on desktops. Well, this makes the purpose of optimizing the local landing pages for mobile users clearer.

So, one of the crucial things you need to take care of is being specific. For instance, if you want to go out for a dinner with family, you might look for best family restaurants in Delhi. What will you care about? Phone number, address or anything that could link you to them. The search for information is different from the search done through mobile. The mobile users are looking for specific services and information. Therefore, when you design your local landing pages for the local audience, you need to be specific, very specific!

Another aspect you need to keep in mind is the local proximity when optimizing the landing pages for mobile use. As per the statistics by Search Engine Land, 50% of smartphone users expect locations to be within walking distance or at least driving.

Website load time is also crucial. When optimizing your local landing pages for mobile users, you need to consider website load time since speed can either make it or break it. Speed is important, especially when it comes to mobile users. Google has even started posting ‘slow to load’ warning labels in mobile search results.

You can also localize your content in order to get the best of it.

Conclusion

To get the best search results, you need to design separate landing pages for each city that you are targeting and attach a Google+ local page for your physical location. It is important to create unique, location-specific copy for your landing pages. Share with us your experience with designing local landing pages. You can check out this article to know about the tools that can help you build high converting pages.

  • inbound-marketing


  • There is 1 comment


    • 1 year ago

      smartsocialbrand   /   Reply

      Excellent post on “Step-Wise Guide To Designing Local Landing Pages”.
      The Local SEO is becoming popular day by day and this blog has explained about the factors to optimize a website in order to get customers to a local business.

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