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Fundamentals of Optimized Local Landing Pages

Posted on 7.30.2012

When you're looking to optimize your local Web presence, there are a number of important factors to consider, so it becomes a task to try to figure out where exactly you should focus your energy to make the best use of your time.

One great place to start is with your landing page(s). This is going to be one of the first things that local visitors see on your site, so crafting a locally themed landing page is a great way to get them in the door and interested in what you have to offer. It also provides an excellent starting point for the rest of your local Web practices.

If you're wondering what makes a good local landing page, here are a few things to keep in mind. And if your business has multiple locations, simply implement these suggestions on unique pages for each one to ensure maximum impact.

■ Title tags for a local landing page should include the business name, the service type, the location (city and state), and one or two keywords. The presence of header tags (i.e.


, etc.) should also be considered, if only to improve relevance in natural search.

■ The presence of a physical business address should also be included on a local landing page, within the page content, itself, and within the page footer. Tip: Try placing this NAP data in hCard format, as it enables search engines to parse the data more efficiently in the most familiar manner.

■ Don't forget the local/regional phone number. Consumers rarely want anything except an actual number to call, particularly for those accessing your site via mobile devices. Ensuring this information is not only present, but visible on landing pages, improves the user experience dramatically.

■ An informative URL naming structure is also useful. Take great care when creating local landing pages to use the most important keywords in the URL, separating them by hyphens. Align these unique URLs with individual Place pages for maximum effect.

■ Driving directions may also prove useful for those with physical stores, even if it's only a brief paragraph. Providing driving/transit directions (perhaps even with an embedded map) caters to those seeking out more interactivity from their experience with your business.

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