The perfect local SEO landing page

domainking131

Forum Leader
Staff member
Where lead generation meets local SEO
There are two key elements to consider here:

  1. Local SEO ranking factors
  2. Landing page conventions
We want to create a perfectly optimized page from a Local SEO perspective but also a finely tuned lead generation machine. These pages should allow the user to achieve their goal — much like a traditional lead-focused landing page.

Clearly, there is some synergy here. To create pages that are highly visible, they should also be highly functional and allow the customer to get in touch and generate us those all important leads.

1. Local SEO ranking factors
Last month, I took a look at the local SEO ranking factors from a recent Moz survey. I wanted to break these down and help local marketers understand what exactly needs to be done to optimize for the primary ranking factors. We can further analyze this information in our quest for the perfectly optimized landing page.

The following are the ranking factors that are relevant for local SEO landing page optimization:

  1. City, state in landing page title. Easy enough — let’s make sure the page title is optimized!
  2. Click-through rate from search results. This highlights the importance of relevance and a well-optimized title + meta description.
  3. Topical keyword relevance of domain content. It might be a challenge to make the whole domain relevant for the keywords you are targeting on a single landing page, especially if you are a multi-location business with separate pages for each location. But you can certainly ensure your whole domain is relevant for the service keywords. If you only have a handful of locations, ensure you mention them on the service pages, or at the very least link to your “our locations” pages on all service pages. Create a clear link between service and location for your users and the search engine.
  4. Quality/authority of inbound links to landing page URL. This is a given, and if we have a local link, then we should point it to the local landing page. This is only made easier when those landing pages are of a given quality.
  5. Product/service keyword in landing page title. This is a no-brainer, and the page should be titled for the big terms we want to rank for.
  6. Page authority of landing page URL. Some authority will be inherited from the site, but often it takes some direct link-building to this page to help move the dial — so the better the page, the easier it is to build those links.
  7. City, state in landing page H1/H2 tags. This is just more common sense, and if you can mention what you do and where you do it in your landing page header tags (heading or sub-heading), then it will only help with relevancy.
  8. HTML name, address and phone number (NAP) matching location NAP. More common sense, and if we want Google to trust the address, we should use it consistently on these two key locations.
  9. Load time of landing page. Slow pages annoy users. Whether this is truly a ranking factor matters not, so keep your page fast and lean so it works well on mobile phones and skinny data connections.
  10. NAP in hCard/Schema.org on landing page URL. This is really one of those one-percent ranking factors, but if you can mark up the NAP so Google can use it and display it confidently, then it will only help.
  11. Geographic (city/neighborhood) keyword relevance of domain content. This is really outside the scope of a given landing page, but where possible, consider all the locations where you operate in a sensible way throughout your site. Connect the dots between service pages and location pages with consistent usage of your main locations.

Source
 

Delilah

New Member
Wow that is a lot of really useful information you have shared here. Thank you so much for the detailed article. I don't do any kind of local SEO myself, but I know a few people that could definitely benefit from this.
 
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