If your business has a lot of different brick-and-mortar locations spread across different cities, provinces or states, or even countries, you can create individual landing pages for each location. This helps you include every business location in your company’s SEO strategy by using location-based keywords on each landing page. This page acts as a brief introduction to your business, giving consumers information about the services and products your business provides at each location. Creating and optimizing your landing pages for SEO will help your business rank for each location. Learn more about how to create landing pages that rank on Google and match the searcher’s intent, so you can attract more local customers to all of your business locations.
Using the Right Location-Based Keywords
With multiple locations, your business should be targeting different keywords that correspond with each of these locations. For instance, if your business offers pet care across the Toronto area, you can target keywords that reflect each location, such as:
- “pet care in Toronto”
- “pet care in Mississauga”
- “pet care in Hamilton”
Pet owners across the Toronto area will be looking for these products and services within their specific area because they intend to visit the business in person, as opposed to placing an order online. Using each of these keywords on separate landing pages for each business location is essential if you want each location to rank on Google. In fact, 48% of marketers create a new landing page for every new marketing campaign. Now, we’ll take a look at how you can use these keywords to optimize each landing page.
Optimizing Each Page with Your Location-Based Keywords
Once you’ve done your keyword research and have a few location-based keywords to work with, you can start optimizing every page for SEO. But using these keywords on the page also helps your customers understand that they’re in the right place. Seeing a headline for “Pet Care in Toronto” tells a person that this webpage has information about finding pet care services in this specific location.
To optimize your landing pages, you’ll need to do the following for each location/page:
- Use the keyword in the Title Tag and limit the title to 60 characters or less.
- Use the keyword in the Meta Description along with a call to action that encourages the consumer to click on the page, so they find the products and services they’re looking for. Your meta description should be under 300 characters, which gives you plenty of room to mention your products and services.
- Use the keyword in at least one sub-heading on the page. You can break down all the products and services your company provides on the page, separating each section with a heading that describes the text below.
- Use the keyword in the first 100 word of the on-page text copy.
- Use related keywords such as “pet care services in Toronto” or “pet daycare in Toronto” throughout the page copy to give Google some context for your site content.
- Don’t forget to add images or some kind of visual medium. Using videos on landing pages can increase conversions by 86%.
- Keep your landing pages fast. They should load in 3 seconds or less.
Satisfying the Searcher’s Intent
As you go about optimizing each page for Google, you need to be aware of the fact that Google will push your landing page further down in the search results if the page fails to satisfy the searcher’s intent. Google keeps track of how quickly people leave your webpage once they click onto your site, so you need to make sure that you’re giving people what they want based on the keyword the person uses to find your website.
If you’re using the keyword “pet care in Toronto”, you can assume that people are looking for just that – pet care in Toronto. That means your landing page should be about the same topic by giving people information about your products and services, how they can find you, and why they should pick your business instead of your competitors.
This serves the searcher’s intent because you’re giving the person the information they requested. If you start talking about tips for pet care, pet care accessories, or some other unrelated topic, people will click off your site and drive your landing page further down in the search results.
Converting Visitors into Paying Customers
Optimizing your landing pages for Google and the searcher’s intent is one thing, but you do run a business after all, and that means you need to turn some of these visitors into paying customers. Just like satisfying the searcher’s intent, you can encourage people to buy one of your products or services if you do a great job of luring these visitors in. This includes describing the benefits of your products and services, encouraging people to contact your business using a call-to-action, and by using A/B testing, which includes testing different versions of your landing pages to see which one is more effective. A/B testing is the most effective tool marketers use when trying to increase conversions.
You can use this method to try out different layouts, styles, and forms of content. You might find that a video is more effective at wooing over new customers, or maybe putting your business location and a strong call-to-action at the top of the page is the best strategy for your business. Testing gives you insights into what your customers want to see online. Using the correct targeting and testing methods can increase conversion rates up to 300 percent.
Creating unique landing pages for each business location helps you target specific keywords related to these locations. If you optimize your pages for SEO, satisfy the searcher’s intent, and encourage these visitors to spend some time on your website, you will see more customers walking in the door before you know it.
If you’re looking for more information on how to optimize your landing pages for SEO, get in touch with Paul Teitelman for a free SEO consultation and lead your business to SEO success. He will help determine the best course of action for driving higher levels of organic traffic and developing high ranking SEO content that will bring you solid results that your business can count on for more exposure and better rankings.