How to build local landing pages for SEO

Many brands, particularly those focused on serving or operating within a specific geographical location, can significantly enhance their local search engine optimisation (SEO) strategy by building dedicated local landing pages. These pages are designed to target users searching for services or products within a specific area, improving visibility in local search results and attracting more relevant traffic.

These pages are an easy and effective way for brands to connect with local audiences and improve their overall online presence.

Understanding local SEO

Local SEO is crucial for businesses that serve specific geographic areas. It focuses on optimising online presence to attract customers from local search results. Key factors influencing local search rankings include:

• Relevance: how well a local business listing matches what someone is searching for.
• Distance: how far each potential search result is from the location term used in a search.
• Prominence: based on information Google has from across the web (e.g. links, articles, and directories).

When building a local SEO strategy, it is essential for brands to use keywords that include the city, region, or neighbourhood where a business operates. This helps search engines understand the local relevance of the business. A Google Business profile plays a vital role in this, by providing essential information about a business, such as its name, address, phone number, hours of operation, and customer reviews. Optimising and maintaining this profile is critical for local SEO, as it directly impacts how a business appears in local search results and Google Maps.

Building effective local landing pages

Competitor & keyword research

Before starting any SEO project, thorough competitor and keyword research is essential.

For competitors, start by analysing the strategies they use on their own localisation pages, such as the keywords they use, the types of content they share, and their website structure.

Additional keyword research will need to be conducted in order to gain a better understanding of what local users are actually searching for. Use tools to find relevant keywords, their search volume, and competition. Focus on location-specific keywords and long-tail keywords to target specific search queries effectively.

This research will inform the content and optimisation of the local landing pages.

Title and meta data optimisation

Optimising the title and meta title is crucial for local landing pages.

• Title: The title should clearly state what the page is about and include location-specific keywords.
• Meta title: The meta title, which appears in search results, should also include these keywords but remain concise and compelling. Aim to keep meta titles engaging to encourage clicks, while also accurately reflecting the page’s content.
• Meta description: The meta description should be a unique and engaging summary of the page’s content, enticing users to click through. It’s important to include relevant keywords to improve search visibility and incorporate a clear call to action. This call to action prompts users to take the next step, such as ‘Learn More,’ ‘Contact Us,’ or ‘Download for Free’.

Content creation

Creating valuable, location-specific content is essential for effective local landing pages. The content should directly address the needs and interests of the local audience. Use subheadings to structure the content logically and make it easy to read. Include mentions of local landmarks, services, and community involvement to enhance local relevance. This approach helps establish the business as a local authority and improves search engine rankings for location-based queries.

Internal linking

Internal linking is a key strategy for enhancing local landing pages. Linking to other relevant pages within the website helps improve navigation and distribute link equity. When creating these links, it is essential to use anchor text that includes location-specific keywords to provide context and improve SEO. This approach not only helps users find more information but also signals to search engines the relevance of the linked pages to specific locations.

Visual elements

Visual elements are crucial for enhancing local landing pages. Incorporate relevant images and videos to make the page more engaging and informative. Ensure all images are optimised for local search by using descriptive file names and alt text that include location-specific keywords.

Additionally, embedding a Google search map helps users easily find the business location. This can be done by:

• Navigating to Google Maps
• Searching for the business
• Clicking ‘Share’
• Selecting ‘Embed a map’
• Copy the HTML code to insert into the page

These visual additions improve user experience and contribute to better local SEO.

Conclusion

Building effective local landing pages is a crucial strategy for businesses aiming to enhance their local SEO, connect with specific geographic audiences, significantly improve their local search rankings and attract more relevant traffic.

This strategic approach not only boosts online visibility but also establishes the business as a local authority, nurturing trust and engagement with their target audiences, and within their local community.