Why You Should Be Building Geo Landing Pages

by | Jan 23, 2020 | Content Marketing | 3 comments

Why You Should Be Building Geo Landing Pages

by | Jan 23, 2020 | Content Marketing | 3 comments

A business with multiple physical locations can benefit greatly from geo-targeted local landing pages. When you have more than one location, most people choose to visit the location closest to them. By building out landing pages catered to each specific geo location you serve, you increase the probability of someone in that area finding your business.

If you built a top-notch landing page when you were a single location business, you’ll need to multiply that effort to satisfy the unique options available for each of your locations. It’s unlikely to rank high for each one of your geographical target markets unless you optimize each of your geo landing pages.

What Are Geo Landing Pages?

A geo-targeted local landing page (or city landing page) is typically built for websites or companies that service multiple geographic locations. These unique landing pages give potential customers a better opportunity to find a store location in their area. Think about a local real estate company for example. While they may be located in one state, they likely serve many different counties or cities. In order to improve their chances of showing up in a SERP for a specific area, they would create a unique landing page specifically for each individual city and area.

Let’s look at Uber for example. If I’m looking for an Uber in Salt Lake City, this page is going to be my top organic result. You can see they’ve created a specific geo page detailing their services in the Salt Lake area and they’ve done the same for every other location that they service.

Uber Local Page

Structuring and Creating Geo Location Pages for Your Site

By building unique geopages, you can better support a variety of on-page elements, such as individualized content, localized URLs, page titles, and optimized H1s. However, geo-specific content is not just changing the state or city between the pages. You have to create unique pages to provide a more focused and targeted user experience and avoid duplicate content penalties. Also, because each geographical market may cater to a diverse demographic, it’s essential to streamline your individualized online marketing efforts, particularly when you’re operating multiple locations. Here are some actionable tips to help maximize search visibility for each market you serve.

  • Create a geo-page for each location. Each geo-page should be location-specific, including the URL, business hours, address, phone, and email. Make each page the most reliable and trusted source of information for that location.
  • Build a manageable and dependable location information structure. Create a landing page for locations as a high-level menu to offer search engines and users. It should provide easy-to-navigate location information that links to specific locations pages.
  • Share content and data unique to each location. Build out these geopages with content distinct to each site. Include details such as:
    • The physical location, including nearby cities, neighborhoods, landmarks, and directions
    • Available parking
    • Interior, exterior, and other photos
    • Contact information
    • Staff recommendations, tips, and favorites
  • It’s about the finish, not the start. A top website goal is getting visitors to your locations pages, so focus on that aim instead of where visitors start. Including locations in the navigation and main content areas of the site may feel redundant, but it offers as many paths as possible to the final destination.
  • Lead Capturing. Now that your potential customer has found your local landing page, don’t forget to provide a way to capture that lead. A submission form or contact us section should always be found on your local landing pages.
  • Keyword Optimization. Remember, this local landing page is in place to help you capture searchers that are looking specifically for your products or services within their area. Don’t forget to include those location names as part of your keywords and be mindful to use long tail keywords which can be easier to rank highly in the SERPs for.

Don’t forget to utilize your footer, sidebar, home page, drop down menus, and main navigation to make arriving on the right location page more simple.

Tips for Reaching Your Target Audience

Geography is an influential component of creating targeted and customized geo-location pages. The effectiveness of geo-targeting will only develop further as mobile use expands and location data becomes more reliable and accessible. In fact, the Local Search Association has released data indicating that mobile devices surpassed PC use in local business and service searches. Here are some practical tips for using location based landing pages to reach your target audience:

  1. Take advantage of geo-specific events
  2. Estimate your audience by geography
  3. Apply location-specific keywords in your content
  4. Eliminate places where your target audience is not found
  5. Use landing pages that are location-specific to produce relevant content

Consumers react better to relevant marketing, resulting in increasing the ROI of targeted campaigns such as those found on geo-location pages. Mobile consumers make geography one of the simplest methods to target, and innovative technology makes doing so a real help to those who use it.

Scaling Lots of Location Based Landing Pages

For some larger corporations, scaling hundreds (or thousands) of geo pages can seem like a daunting task. When tackling a large project like this, working in phases can help to get value quickly while cutting down costs. Initially, focus on creating some main geopages for the largest market in each location. Make this page unique, specialized for each community and talk about specific landmarks and popular locations in that area to give context. For phase two, work on building out geopages for the smaller areas in those markets. Use your large market page as a template and then replace the geo specific commentary to something specific to that city and rewrite the main messaging so it stays original – but no need to change the overall messaging or information. Doing this can speed up the time frame of getting the pages done as well as reduce the writing costs since you’re using a template to structure the data.

Approaching large scale location based landing page projects in this way can help you to capitalize on large markets first but also cost-effectively allow you to build out the rest of the locations that need pages as well.

Benefits of Geo-Pages

Using an individualized strategy, you can scrutinize how locations are performing independently and identify goals, traffic, and ranking issues. Adding geo-pages to your website is an ideal method for generating leads, links, and local traffic. If you haven’t ventured into developing geo-location pages on your site, now is the perfect time to give it a chance. Sometimes it takes a little creativity, but it is worth the effort, particularly for local businesses with multiple locations.

Check out some of our other content marketing posts for more tips and inspiration.

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