Master Local SEO with Winning Location Pages
Location pages are essential for multi-location brands, offering both practical and personal benefits. By securing a high position on search engine results pages (SERPs) for each unique location, brands can significantly enhance their visibility within their service areas or markets. This guide will walk you through the technical and customer-focused benefits of building and optimizing local landing pages and provide a roadmap to get it done efficiently.
What Is a Location Page?
A location page targets local keyword variations to capture organic search traffic within a specific geographic area. Sometimes referred to as local pages, service area pages, or city pages, they often serve as a local homepage within a brand’s larger domain.
For example, One Hour Heating & Air Conditioning uses localized keywords on their local homepage, which is also targeted on their national homepage. The local page is organized within its own subfolder:
To make SEO work, marketers target audience-specific keywords that are highly relevant to the audience’s needs. Creating new or optimizing existing location landing pages is crucial for achieving strong results. Local SEO is a subcategory of the search marketing industry that specializes in crafting local pages and optimizing them for localized keywords across website content categories.
Why You Need Location Landing Pages
One of the most important (and often overlooked) components of SEO is relevancy. Many brands chase high-volume, short-tail keywords that drive vanity metrics like tens of thousands of organic sessions and millions of SERP impressions but don’t consistently generate quality site traffic or conversions.
Location-based SEO is all about relevancy, which requires two priorities when crafting location pages:
Creating unique content for each location isn’t easy, but it’s worth the effort. Franchise businesses or individual owners with multiple locations or service areas often need extra muscle – and our SEO and content team can do the heavy lifting for you.
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How to Optimize Location Pages for SEO and Your Customers
First, define your market or service area. This will inform the local keywords you target and shape the unique content you’ll need for each page.
More Ways to Avoid Duplicate Content
If you’re having a hard time coming up with fresh ideas for location pages, consider formatting local homepages to include content blocks that differ from the national page. Some new ideas might include:
One Last Note About Location Pages…
SEO is never done. Just as search engines tweak (or overhaul) their algorithms, customers change how they search and what they expect from search results. Make localized, geographical SEO part of your brand’s long-term strategy to catch and capitalize on new search trends, including voice, image, and artificial intelligence. What works now may not work tomorrow, and no brand can afford to get left behind.
Get Local, Everywhere You Are
Local SEO is our thing. Oneupweb works with national franchise brands representing thousands of individual locations across the US and Canada in diverse industries. Whether it’s a growing plumbing franchise or an up-and-coming restaurant chain, our integrated teams have the experience to drive real results, real quick. Let’s talk about it; get in touch today to get started!