Using Location Specific Landing Pages to Attract Traffic

• Written by Michael Bass

Narrowing your focus on specific regions or localities can help you increase traffic to your site. Using this concept with your landing pages could boost conversions and lead to more sales. But, there’s more to focusing on a location than including the name of a city in your content.

If you want to maximize the potential of your landing pages, learn how to target specific locations.

Implicit Versus Explicit Search Results

Before getting into the details of creating location-specific landing pages, you should understand the importance of this SEO strategy. Search engines try to provide the most relevant results. So, even if a user doesn’t include their city in their search query, Google will try to provide local results.

Explicit results refer to queries where users included the name of a city or a region in their search. Implicit results organically include local businesses when the user doesn’t include the name of a city or region.

By using a few simple tips, you’ll be able to target both implicit and explicit results.

Using the Correct Page Hierarchy

The first step in targeting a local area with your landing pages is to include the name of the city in your page hierarchy. For example, you could create a folder named after the local area. You’ll then place any landing pages focused on that region in that folder.

Markup Your Business Information with Schema

Use Schema to add markup to your landing pages. Along the footer of your landing page, where you’ll include your contact information and business details, you should use Schema to add markup.

Your address, phone number, email, and other details can be included. This allows search engines to include these details in search results, which adds authority and authenticity to your listing.

Use the Name of the City Naturally in Your Content

While you should use the name of the city or region as a primary keyword in your content, make sure that it appears naturally. Don’t try to squeeze in the city simply to reach a specific keyword density. Instead, focus on the quality of your content.

Along with including the name of the city, you should also tailor your content to include region-specific details. You may mention some of the landmarks in the area or discuss topics that may be more relevant in certain areas, climates, or regions.

Include Region Specific Video Content

If you have video customer testimonials or any other content that can showcase specific regions, include it on your landing pages. Showing potential customers that you already have a connection with the area where they live will help build trust.

Create Original Content for Each City

When you create multiple landing pages to target different cities, you should make sure that you use original content for each page. You should not simply copy the content and replace the name of the city.

Create an original set of content for each page that you target. Use CopyScape or other online tools to compare the similarity of your pages. They should contain no more than 7% similar content.

The goal is to avoid a duplicate content penalty in search results by copying your own content. This also helps your location specific content appear more authentic. Taking the time to write original content will improve the quality and sincerity of your landing pages.

Start using these tips to get more traffic to your website. Create location specific landing pages.

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Image Sources:
Jonson, L. (Posted: December 14, 2015). Image of content: How to create working content marketing strategy. Retrieved from http://www.feedster.com/blog/laurajonson/how-to-create-working-content-marketing-strategy/
Lynch, P. J. & Sarah Horton, S. (2008–2011). Image of page hierarchy: Navigation and Wayfinding. Retrieved from http://webstyleguide.com/wsg3/4-interface-design/2-navigation.html
Muhammad, F. (Posted: November 8, 2016). Featured image: Top Landing Page Trends in 2015. Retrieved from https://instapage.com/blog/landing-page-trends-2015

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