How do location landing pages work in SEO?

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Landing pages are a common building block of most digital marketing strategies. Even if you’re not heavily invested in marketing and advertising, you can have different pages on your website designed for different target audiences. Creating different landing pages allows you to customize your content for very specific types of people, increasing your chances of getting a conversion or at least winning someone over.

So how do location-based landing pages work in the context of search engine optimization (SEO)? And are they really as powerful as claimed?

What is a location landing page?

Location landing pages are very similar to other types of landing pages. These are pages on your site that are optimized with very specific content. They are somewhat different from other landing pages for two reasons. First, they are location-based. For example, you can have a different landing page for each major city in the continental United States. Second, they are completely SEO optimized. While you may have a secondary goal of attracting specific people in specific cities, your primary motivation is to get more traffic from search engines.

The value of location landing pages for SEO

Why are location landing pages so valuable for SEO?

I won’t go into the fundamentals of SEO here, so you might need some background information to understand that. Suffice it to say: SEO is all about increasing traffic from search engines, and that requires you to create great content, connect with audiences, generate relevant traffic, and gradually expand your presence on the Web.

Related: The Secret to Keyword Research for Local Businesses

Location landing pages help you in several ways:

  • New pages with unique content. Each landing page you add to your website will be a whole new page with completely unique content. In the world of SEO, more content is not necessarily better; your website may have 10,000 pages, but if all of those pages are low quality, that won’t help you at all. However, if each of these pages provides valuable content, it can significantly increase the authority of your website.
  • Optimization of local keywords. Specifically, each location landing page gives you the option to optimize an entire page of your site for a location-specific keyword. If you want to target people in Tallahassee or Columbus, you can do that. If successful, you greatly increase your chances of being displayed to people searching in those regions.
  • Relevance to niche audiences. This is also your opportunity to speak directly to a niche target audience. Your fans who live in urban California will have a very different perspective of your brand than your fans who live in rural Texas. These segmented landing pages allow you to target each one individually.
  • Competitive differentiation. It’s also a great way to make your brand stand out from the competition. If your competitors aren’t appealing to local audiences, you may avoid the competition altogether, reducing the momentum and investment you have to support your landing pages in search engine results pages (SERPs).
  • Link building potential. Each location landing page also gives you link building potential. Building links to each of your geographic landing pages could be a quick way to generate new domain authority.

Related: Why User Experience is Critical for Quality SEO

Tips for using SEO location landing pages

Of course, location landing pages aren’t guaranteed to be successful. You have to use them correctly if you want to reap the benefits. Here are some of the most important strategies to follow to achieve this:

  • Start with your biggest targets. Determine which cities and local areas are most likely to give you a positive return on investment. Some cities will have much more favorable audiences for your brand than others. You will need to do some demographic research to sort this out.
  • Create truly unique content. Don’t copy and paste the same formula on every placement landing page; it’s a good way to discourage your audience and possibly attract a penalty. Instead, write high quality and unique content for every landing page under your brand’s umbrella.
  • Appeal to the local public. Don’t write generic content for your hyper-specific landing pages; instead, try to appeal specifically to your local audience. Align with their values ​​and perspectives.
  • Experiment with different variables. Since each landing page serves a similar purpose and likely has a similar layout, you can use this as a great opportunity to experiment, measure, and adapt your tactics. Which variables are most likely to drive a conversion?

Not all businesses need landing pages for SEO success. But if you’re trying to target audiences in lots of different big cities and avoid national competitors, they might be just what you need to boost your results without spending a fortune.

Related: Your SEO Checklist: 4 Steps to Optimizing Your Website

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