One way online content really wins the game for Internet marketers is through local keyword optimized landing pages. How so? Well, let’s put this in action. For example, if someone were to search for “Atlanta bathroom plumbing,” the written 800-word landing page for an Atlanta plumber’s website addressing bathroom plumbing would show up.
Backlinks, domain authority, and other technical SEO elements, which are useful in other ways do not come close to the power of a locally optimized landing page for local SEO keyword searches. Now, just how exactly do you create them so they work that well? Let’s look at that.
Long Tail Keywords Are Your Local Keywords
These locally-focused keywords are also called long-tail keywords; as long-tail keywords, they are often easy to rank quickly for because of the low-competition amounts, if you utilize one of Google’s favorite ranking elements: an original, well-researched, 800-word-minimum landing page. Yes, yes, 800 words. It doesn’t seem like a landing page should have so many words, but it works out in your favor quite significantly!
Examples In Action
“In & Out Plumbing” has a great example of how to locally optimize and use a landing page.
This is one we are quite proud of since our team wrote it up. Take a look at how this is written for a specific town in which this company offers services. This helps the company rank in local search results and also helps to keep them from being slapped with a ban or penalty from Google for duplicate content, which is something many websites suffered from the release of Google Panda 4.0.
Let’s take a look at another example, but this time of one page that doesn’t utilize local search help.
This is another plumbing company, but instead of having separate pages for the various areas they service, they have one. The landing page is approximately 100 words and the footer serves as what brings in the search results. This makes the content duplicate across different sites, which makes this website rank poorly and can eventually get them in trouble with Google.
Do you see the difference? Which one speaks positively to you as a viewer? Now think about how these pages speak to the search engine. Site number one is going to get incredible results from utilizing multiple local pages without duplicate content, whereas site number two is going to feel the burn of low ranks and views.
How To Write Locally Optimized Landing Pages – 5 steps
Now that you’ve seen the outcome of how important local SEO is to websites let’s take a quick trip with five steps on just how to go about locally optimizing your site!
1. Include Location Facts. Talk about local landmarks, the area, and be relevant so the reader knows you truly know about their current location. This is best done in the middle of the page or the footer – you want to address what they’re looking for right away and then show them you know the location. If you hire an out-of-area copywriter to write your content for you, you can always include information about local landmarks so that he or she can adequately write up a local landing page for your business.
2. Correct Length & Keyword Density. Longer content is always better than shorter – a 2,200 word page, according to QuickSprout’s study, could make it to the top of your analytics. Consider investing in more than 800 words. And while keyword density seems to be something of the past, making sure it is still a decent number can be important. This can help you make sure you know just how many keywords you use in your content to make sure you don’t over optimize. This is yet another thing that can get you a penalty and eventual ban from Google – avoid it. Most people believe that a keyword density of about 3% is a great aim to have, just make sure you don’t go above it and remember that it is fine to be below 3%.
3. Optimize Your Meta Tags For Local Search.
When you are writing up your meta tags, make sure to include the city and state. For example, if you are a business located in Kansas City, MO then use “Kansas City, MO” for one of your pages’ meta tags. If you service the areas around, such as Independence, MO, then make sure you have a separate page for that location with a meta to match. This includes your title tags, descriptions, URLs, and headings.
4. Give Tips For Customers. We all love a great DIY; these help us learn how to do awesome things around our homes or at our offices and are all incredibly useful. Sure, you want your customers to use your services, but a DIY is going to show that you really do want to help them. Start by giving useful DIYs that are easy to accomplish and then suggest that if they are finding it difficult to complete the task, your company is there to step in and help. Consider using words like “help” or “assist” instead of “take over.” Sometimes, the reader might interpret “taking over” as a negative statement about their abilities to accomplish something, but everyone at some point knows they will at least need help.
5. Double-check For Duplicates And Get Rid Of Them. Duplicates, as we’ve said, are dangerous for your company to have and you must avoid them as much as possible. Unfortunately, this can sometimes be difficult for businesses as they forget to change and delete information once they’ve moved locations or had a previous website that they have long stopped using. No matter how long ago the move was or the website has been vacant, Google will always remember. Make sure to search for your company and remove all duplicate results. Moz gives some great tips on doing your own investigations into the duplicate content, helping you find the best way to clear it and move away from potential Google penalties.
We hope you see just how important local SEO is for businesses and that you will start to optimize all of your content for local searches. This will help your business become successful in your area, and keep your website free from bans or penalties. Start making notes of all the areas your service, how many webpages you’ll need, and what keywords will work the best with your area. You’ll be pleased with the results you get once you put your plan into motion!