When we focus on online marketing campaigns, we get the impression that they are all designed to suit international businesses. A business from Dayton, Ohio will use the same keywords and strategies as a business from Galena, Illinois, right? Wrong!
If you run a local business, you can create landing pages specifically targeted to a local audience. That content will serve as a vehicle that helps your target audience to locate the info they need, get in touch with your brand, and become its users.
But how do you create these landing pages for local users? Which is a best practice for optimizing a landing page for Google Ads? We’ll answer these questions. Let’s focus on the SEO strategies that help you create successful landing pages for a local audience.
SEO Tips: How to Optimize Landing Pages for a Local Audience
1. Identify and Use the Location of Your Customers
It’s a Captain-Obvious tip, but we have to start from the most important elements of building local pages: you have to know where exactly your target audience is.
Since you aim for a smaller target audience, it’s okay to get 10K prospects per month and motivate most of them to buy your products or services. Compare that scenario with 100K visitors per month with minimal percentage in sales! In that case, you’re spending a lot of money on attracting visitors, but the generated income does not justify the expense.
This is why it’s important to use Google Analytics. There is a specific tool called Location, which you’ll find under Audience > Interests > Geo in the dashboard.
When you click on a particular entry (such as the United States), you’ll get more details about the specific locations of your visitors. You’ll see the state and the city. Now you know: are you reaching out to the right audience?
If you serve a particular state or city, you have to be very specific with the landing page SEO strategy. You can add the city’s name next to the general keywords that you use. For example, if you own a rental property in Phoenix, Arizona, you use phrases like rent apartment in Phoenix, Phoenix rental, and so on. Even when you’re writing general tips on how to write an application for an apartment, you can include those phrases.
2. Create Relevance with Localized Metadata
When local pages add businesses keywords that include the location, they have better chances to attract a relevant audience. However, the content of the page is not the only place where you can include local-specific keywords. Metadata is important, too.
These are the two most important meta tags to focus on:
· Title – It’s the headline that search engine users see in the results
· Meta description – It’s the short description that appears under the title in the SERPs
This is how the tags look in the search engine results if we use the phrase “rent apartment in Phoenix”:
You’ll notice that the authors of these pages used location-specific keywords in the meta tags. That’s a good strategy, since it immediately tells the viewer that the page is relevant to their search.
To identify good keywords, you can use a simple rank tracker tool. You’ll think of potential phrases that your target audience uses in Google when searching for your type of business. Then, the tool will give you a list of useful keywords that you can include in the metadata.
3. Create the Perfect Landing Page
Webmasters make a common mistake when focusing on SEO: they are consumed by the details and fail to look at the big picture. You’re doing everything to get your page ranked by Google. But what does the audience see on that page? The search engine is successful in measuring user experience. You have to create the perfect landing page, which will trigger action and prolong the visitor’s time on your website.
Here are a few tips to help with that:
· Create unique content. It has to be relevant to the page’s purpose and the user’s needs. Do not go overboard with the length just because you want to include more keywords. If it’s a product page, make it brief and on-point.
· List the features of the product or service you’re selling. Instead of going on and on about why the visitors should give you their money, you should focus on the facts. If you see Apple’s product pages, you’ll see that they only list features. When the product is good, you don’t need to go beyond the facts.
· Include a location map on your site. It should give the visitors simple directions on how to find your business. Remember: you’re targeting a local audience.
· Add beautiful visuals on your landing page. You can collaborate with a local photographer to film a photo session with your products. Do not use stock photos. They are tacky and generic. Your visuals have to be 100% unique and relevant to your business. Visuals are important for SEO, since they give you space for more keywords in the alt tags. However, they also improve the user experience, and that’s what modern SEO is all about.
4. Fix All SEO Issues on Your Site
You already have your landing pages and you’re wondering how to improve the conversions that they bring? In that case, it’s best to start by identifying the pitfalls and correcting the mistakes. Take a look at the infographic with the most common SEO mistakes:
Courtesy of: https://sitechecker.pro/
5. Monitor and Manage the Brand’s Reputation
Don’t forget the user testimonials. When you’re dealing with local SEO, it’s even more important for them to be truthful. We’re way beyond the point when fake testimonials brought sales. We’ve developed a filter against such scams. When we’re talking about a local business, it’s easier for people to spot a fake name with a fake photo. Interview your satisfied users, and feature their testimonials after you get their approval.
It’s also important to monitor the social proof on Yelp, TrustPilot, SiteJabber, and similar services. The users of your products or services may leave their reviews there. They may also share feedback on their personal blogs.
Mention is a good social listening tool, which will lead you to the reviews. If you notice that someone is not happy with the service or product they got, find a way to handle the situation. Respond publicly, saying that you’re keen to provide a refund or fix the issue in the best way possible. When other people see this transparency, they will see your brand as reliable.
Why is this important for local SEO? If someone wants to visit a new beauty studio, they will rely on social proof. They will type the name of your brand in Google, and they will add review next to it. That’s when they will find these testimonials. If they see your response, they will trust your brand more.
Do Everything in Your Power to Dominate Local SEO
When someone wants to buy something or use a service from a local business, they will evaluate their options. Asking around for recommendations is no longer the first source of information. Their first idea is: “I should Google this!”
Your landing pages hold a lot of potential. These are the main things to do:
· Target the location through the right keywords
· Use keywords in the metadata
· Feature impressive content on the landing page (visuals and text)
· Fix all SEO issues
· Monitor testimonials and feature realistic feedback on your landing pages
You can make a difference. Now you know where to start.