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Home / Local SEO / How to Create High-Converting Local Landing Pages (Part 2 of 4)

How to Create High-Converting Local Landing Pages (Part 2 of 4)

March 30, 2020 By John E Lincoln

In my last CRO post, we looked at some basic principles for creating landing pages that drive conversions. In this one, I’m going to discuss how to set the stage for conversions at the local level.

Local pages are a type of landing page designed to support hyper-local search queries–think “dentist in Boston,” “wedding vendor in Los Angeles,” or “gyms in San Diego.”

So, how do you structure a local page? Well, a lot of it comes down to your Google My Business Profile, Schema, and mobile-friendliness. Read on and I’ll dig into the details.

Conversion rate optimization for local pages

What You’ll Learn:

  • The basics of local pages
  • Using Google My Business and local schema
  • The importance of having reviews and ratings
  • Why you should embed a map of your business location
  • Utilize local directories with consistent NAP listings

Local Page Basics

So, how, exactly, is a local page different than your typical landing page? Well, in a lot of ways, local and traditional landing pages are quite similar.

What makes local pages unique is, they’re designed to target a searcher that is looking to convert fairly quickly. We’re talking about a group of people who don’t have a lot of time and have probably done some research.

You’ll want to include a headline and a short description that reveals the what, why, and unique value prop behind your business. And, like standard landing pages, local pages should pass the “seven-second test.”

In the realm of local, focus on promoting action in clear terms over being clever. ”Contact,” “call,” “send message” are all common local page CTAs that make life easy for mobile users. 

Additionally, websites with multiple locations need to make sure that all landing page copy is original and specific to the location–otherwise, Google may end up rewriting your descriptions for you.

Beyond these basics, you can provide more information through additional modules (think reviews, testimonials, FAQs, etc), local schema, and consistent NAP.

Here are a few things to know:

Google My Business & Local Schema are Key

A complete GMB profile and local schema allow you to tell search engines exactly who you are, what you do, when you’re open, and where you’re located–among other key details.

These elements, along with third-party listings, give searchers all of the information they need without leaving the SERPs.

Architecture for Google My Business

For example, this Wendy’s listing provides an address, store hours, delivery options, and more to local diners:

Screenshot of Wendy's fast-food local listing in Google SERP

Reviews & Ratings

Reviews are super important for local businesses. I mean, how often will you take a chance on a restaurant, auto repair shop, a dentist, and so on, if they have no reviews?

Reviews and ratings can be included on the page and marked up using schema so that star ratings show up in the SERPs when someone performs a local search.

So, if you type in something like “best dentists in Los Angeles,” the star ratings appear in the local three-pack, giving you a starting point for your research.

Screenshot of a local search for "best dentists in Los Angeles

Or, if you search for “San Diego Best Buy stores,” rating schema shows up in the organic results:

Screenshot of a Google search for "San Diego Best Buy Stores"

Keep in mind, Google no longer allows “self-serving” reviews for LocalBusiness and Organization schema.

Text explaining that Google no longer allow for self-serving reviews of local businesses

This webmaster post describes it in more detail, though essentially, this just means that Google doesn’t display rich results in situations where a business controls the reviews themselves.

Additionally, make sure you create a review generation strategy, as Google looks at both the number of reviews and your aggregate score (among other factors) to determine rankings.

Make Sure You Embed a Map

Local rankings are determined based on relevancy (does it match searchers’ intent?), prominence (reviews and reputational signals), and proximity.

As such, it’s really important that in addition to reviews and relevant details, every local page includes a map. This way, you can let customers know where you’re located and which areas you serve.

The map generally embedded by Google My Business and links back to the GMB listing. You can set this up by editing your GMB profile.

Screenshot of the Google map listing of Autoverify business

 

Source

Don’t Forget About Local Directories

Sites like Yelp, Facebook, and other local directories will link back to specifically to the local page.

As such, it’s critical that your name, address, and phone number (NAP) listings–as well as any other key details–remain consistent across all local listings. This signals to Google and searchers alike that your business is “legit.”

Keeping NAP listings consistent across platforms like Yelp

Source

If you search for Los Angeles pizza delivery, the local pack will serve up the top-rated places nearby. Further down the page, you’ll see Yelp, GrubHub, DoorDash, and so on–which present more ranking opportunities for pizza places hoping to attract new customers.

Screenshot of the search results for "los angeles pizza delivery"

Wrapping Up

To sum up, every local page should include a headline and descriptive text, a quick CTA, review schema, and a map. While many of these elements aim to boost SERP performance, they also help ensure that those seeking more information land on the page that best meets their needs.

In this next section, I’m going to cover e-commerce pages and how to optimize for more sales.

About John E Lincoln

John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018, 2019 and 2020 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and author of two books, "The Forecaster Method" and "Digital Influencer." Over the course of his career, Lincoln has worked with over 1,000 online businesses ranging from small startups to amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide. John Lincoln is the editor of the Ignite Visibility blog. While he is a contributor, he does not write all of the articles and in many cases he is supported to ensure timely content.

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About The Editor

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John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 6x Inc. 5,000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business. John Lincoln is the editor of the Ignite Visibility blog. While he is a major contributor, he does not write all of the articles.

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