With many businesses wanting to attract local customers and boost their conversion rates, having sound local marketing and SEO is more important than ever. Location-based results have a strong influence in determining which pages are ranked on the Google search engine.
Geographically targeted landing pages include several technical elements that make them rank better than other pages, and in many cases help you outrank domains with higher authority (Backlinks).
Below we'll explore the components of geographically targeted landing pages and why Geo Landing Pages is the best tool to help bring qualified customers and clients to your business.
To put it simply, a geo landing page is essentially built for companies or websites that work or serve clients or customers in multiple locations. Similarly, it could be of greater use for shops with multiple franchises, each present in a different neighborhood.
The purpose of a unique geo-targeted landing page is to help customers in finding a store present within their area. For instance, think about a local coffee shop. It might be located in just one state, but it might also have franchises in other cities or countries across the world. So, to make sure that it shows up in the search results for one particular area, the coffee shop should create a landing page for each individual area. The resulting page is thus what is called a geo-landing page, and the aim is to attract people living within that particular area.
In 2016, google updated its algorithm with a new feature referred to as Possum. This feature makes several changes to how local searches operate.
One of the key features of this update is that search results for locations that are close to the actual geo-location searched for are being displayed in higher ranks. So, city or town based search results are not limited to the city only, but also include businesses and services in nearby localities ranked highly in the search results.
Furthermore, searchers who are conducting a local search are more likely to be interested in the proximity of a business more than the brand name, professionalism, expertise, etc. While these other factors are also important, the physical proximity takes precedence. Therefore, Google filters out the results based on how close a business is to the searcher’s physical location.
As a result, your business is likelier to get higher rankings if it’s close to the customer, and the customer is also more likely to become a potential lead and then a customer. Therefore, it is important to create geo-targeted landing pages, so your customer gets specified content and entry to your website.
An important reason why GEO SEO and location-specific landing pages have become so popular recently is that studies and Google’s own research shows that over 70% of the searches conducted on Google are done for local purposes. This means that users search for local results and are likelier to click on the results that are specific or at least closer to their locality.
To make sure that people come across your page, geo landing pages should include the following:
Just like with regular SEO, title tags and meta descriptions for geo-landing pages should contain the name of the service or product. Along with that, they should mention the location of the business. For example, if you want to make a geo landing page for a “leg pain doctor,” then you should also add in the area you are targeting. Resultantly, the final title tag would become “leg pain doctor South El Monte.”
This is one of the best practices and promises to deliver excellent results.
In most cases, SEO practices dictate that H1 or the first header should be similar to the title tag. Continuing the example stated above, the H1 tag would be “Leg Pain Doctor South El Monte.”
The usual practice is to include more keywords in the second header. This is where most SEO professionals lack. They fail to fully utilize their H2. However, to make sure that your geo landing page generates more leads, make sure to mention what you are offering in the H2 tag. So in our case, the H2 could be “searching for a leg pain doctor near South El Monte?”
This is where geo landing pages differ from regular SEO pages. The latter only includes the most generalized content, which not only seems bland but also can get flagged by google as duplicate content.
It is essential to include content that reflects and informs people about the location and services you are targeting. For example, if we consider our leg pain doctor example, it would be great to mention nearby hospitals and leg pain symptoms.
You could go one step further and also include additional facts about your services and how you compare to others in the area. Offering your viewers unique content will ultimately lead to higher rankings; however, it will depend on the kind of quality you provide in your geo landing page.
Geo Landing Pages uses proprietary software to create custom images with unique GPS and EXIF data relevant to the city or cities you service.
Although many SEO professionals focus on all aspects of their SEO campaign, one thing that is commonly forgotten is images and how important they are. This failure to fully benefit from image SEO reflects in the results of your rankings.
When it comes to local SEO and local marketing campaigns, it is essential for your geo landing page to have unique images. To clarify, a unique image is one that doesn’t exist over the internet yet. At the same time, it must be relevant to the content, product, or service you’re talking about on your page, and it should also resonate with the people you’re trying to target.
Continuing with our example, a successful geo landing page for our leg doctor would include images with elements related to both South El Monte and leg pain keyword variations.
A local marketing and SEO campaign with geo landing pages is incomplete without the location of your business. If you mention an actual physical address on your geo landing pages, it will help with your local SEO campaign and will be more useful for Google.
Google comes with the ability to decipher your address mentioned in the content on your geo landing map.
However, there’s one thing to remember here. Many people might also tell you to embed a Google Map on your page, even if a physical address is already mentioned. But that is exactly what you have to avoid. Google recently started to rank geo landing pages with the location’s Google Map embedded in them lower than those that didn’t.
For a geo landing page, it is important to have content that is in tune with time so that you can modify it according to the things happening in the locality. For this, make sure that you include such variables in your content that can be changed easily. As a result, you won’t have to re-do the whole content; instead, the easily modifiable variables will keep the content updated and fresh.
To highlight the importance of having easily changeable variables, think about having to manually update hundreds of geo landing pages that you will eventually create. Isn’t it better to have smart content that you can just update instead of creating fresh, new content every time?
Creating just one landing page for one area in the city just won’t do. The city includes various geographic sublets such as several neighborhoods or districts, so you need to target each of those. The way to do so is by creating more geo landing pages, each targeting a certain sublet. For instance, let’s say you first created a page for a service in San Diego. You will also need to make additional pages for places like Pacific Beach, Chula Vista, and Point Loma. Similarly, you will have to make landing pages for nearby cities like Oceanside and Carlsbad.
In the end, it’s important to tie up all your geo-targeted pages by linking them up. For instance, if you made a landing page for West Los Angeles with the title tag “Leg Pain Doctor West Los Angeles”, make sure you link sub-markets like “Palisades”, "Santa Monica" and "Brentwood" to their relevant landing pages with anchor links.
Other than the general benefits of creating SEO-friendly web pages, geo landing pages have some other very important benefits. Many businesses still do not realize the importance of geo landing pages for a business’s profitability and success. It is almost inevitable for businesses to remain relevant in the age of the internet if their SEO game is not effective. For this reason, geo landing pages have become vital. Here are some ways they are so important:
With geo landing pages, you're generating qualified leads. You don’t have to waste your time or resources in reaching out to those that are not potential customers. Similarly, you don’t have to waste your energy trying to convert those who are not interested in the service or product you have to offer.
Local SEO with geo landing pages is basically a personalized approach that targets a specific audience. A customer is more likely to be influenced by such a message that seems more personal instead of one that is generic. Talking about a local area on your page shows the visitor that you care enough about that locality and make people want to check out what you have to offer.
Geo landing pages are particularly useful for businesses serving multiple locations. Some of the most common terms that people search for include “around me” and “near me.” With one geo landing page for each location, it will become easier for users to find a branch that is the closest to them.
Apart from that, geo landing pages provide additional benefits to companies that have their business spread throughout the country. By using customized strategies for different locations, you can easily find out the performance of each location and compare the traffic and rank of each.
Geo-targeted landing pages play a vital role in ensuring a positive user experience. The search results will have more specific content and more customer-centric results that will interest them more. For example, a geo landing page will have relevant information and details to the particular locations, so the customer can quickly find out what they are looking for.
If a customer is looking for food delivery in their locality, the geo landing page will provide them with the delivery details relevant to their location, such as delivery time and delivery charges for that location. As a result, specified content that is targeted towards specific locations will be a lot more time-efficient and satisfactory for the customers.
The benefit of having well-designed geo landing pages is that the people that will reach or land on that page are more likely to turn into customers of your product. A well-designed landing page is generally known for converting leads into customers.
Similarly, geo landing pages also guarantee to sustain and convert leads into customers by providing them location-specific entry to their website. Your landing page is the face of your business and your website and is, therefore, the very first impression.
You might be wondering how you can find the right tools to help you develop your website and design these landing pages.
Geolandingpages.com is a value-packed software designed for WordPress, and it delivers technically advanced geo landing pages that include all the necessary SEO practices mentioned above.
The tool saves time and money and allows you to create a high-quality and consistent batch of geo landing pages regardless of your niche.
The website also offers a free local SEO report tool so you can find out how your website is doing and where you can improve.
With different packages available, you can choose one that meets your needs and start creating geo landing pages that actually work.
If you're building them yourself, make sure to implement the elements discussed earlier in this article. Study your customers and start creating geo landing pages with copy that converts.