Landing Page Optimization for Local (Pubcon Local 2021)

Presentation given at Pubcon Local 2021

Transcript

1. Landing Page Optimization for Local Presented by: Brandon Schmidt
2. What are Landing Pages? • Dedicated page on your website for a specific location or service. • Designed to increase search visibility and convert visitors in a targeted area.
6. Location Pages for Brick & Mortar/Retail
7. Location or Landing Pages for Professional/Medical
8. Landing Pages for Service Area Businesses
9. Basics of a Local Landing Page • Optimized Headings, Title, and Meta Description – Immigration Attorney in Atlanta, Georgia • Well Structured URL – /locations/fort-wayne/ • Call to Action • Unique Content
10. Mid/Advanced Level Tactics • How Many Pages to Create • How to Incorporate Pages on Your Site • How to Add Unique Content to Each Page • How to Create Pages that Convert
11. How Many Landing Pages to Create? • What areas are you trying to target? • How many pages do you need to make? • What does your competition look like? • Can you say something totally unique on each page?
12. Advice for Choosing Landing Pages Ponds vs Ravines
13. • Wide – large number of pages • Not too deep – basic, generic content • Temporal - Easy to create & easy to forget Pond Approach
17. • Not too wide – Focused on specific geo areas • Deep – detailed, specific content • Long Term – ake longer for long-term success Ravine Approach
18. How to Incorporate Landing Pages In Your Website
19. Good Location Finder / List
20. Best Location Finder / List with Hierarchy
21. Better Location Finder / Map
22. Good Location Finder / Map
23. Good Location Finder / State & City
24. Good Location Finder / Metro Area
25. Better Location Finder / State & Metro
26. What Should You Put on a Local Landing Page?
27. Fighting Content Mediocrity
28. We are __________’s best HVAC company. If you are looking for a heating company in _______, be sure to choose us. Your neighbors in _______ trust us for their __________ heating repairs and installation. CITY NAME CITY NAME CITY NAME CITY NAME Local SEO Edition
29. Mediocre Content / Weather
30. Mediocre Content / Generic Content
31. Mediocre Content / Lists
32. Mediocre Content / ZIP Codes
33. Fighting Design Mediocrity
35. Homepage Location Pages
36. Treat Every Local Landing Page Like a Homepage
38. Helpful Ideas for Generating Landing Page Content that will • Rank Well • Build Trust • Explain Who You Are & What You Do • Convert Visitors into Leads
39. Location Information
41. Good
42. Better
43. Best
44. Highlight Service Area
45. Good
46. Better
47. Local Content
48. Content / Location Specific Issues Good
49. Content / Location Specific Issues Better
50. Good Content / Community Involvement
51. Better Content / Community Involvement
52. Best Content / Community Involvement
53. Featured Projects
54. Good Featured Projects / Images & Caption
55. Better Featured Projects / Specific Content
56. Best Featured Projects / Case Studies
57. Good Featured Projects / Project Map
58. Photos & Video
59. Photos / Before & After Good
60. Photos / Before & After Better
61. Best Photos / Interior & Exterior Shots
62. Best Video / Location Video
63. Staff & Employees
64. Good Employees / List of Staff
65. Better Employees / Main Contact
66. Best Employees / Staff Bios
67. Best Employees / Staff Contact Info
68. Trust Symbols
69. Trust Symbols / Memberships Good
70. Trust Symbols / Awards Best
71. Trust Symbols / Testimonials
72. Trust Symbols / Testimonials Good
73. Trust Symbols / Social Proof Better
74. Internal Links
75. Good Internal Links / Articles
76. Internal Links / Product Pages Better
77. Internal Links / Service Pages Better
78. Clear Next Steps
79. Next Steps / Logical Steps Good
80. Next Steps / Process Better
81. Next Steps / CTAs Good
82. Bonus Ideas
83. Bonus / Nearby Locations Better
84. Best Bonus / Transit Info
85. Bonus / Department Hours Best
86. Bonus / Jobs Best
87. Bonus / Ads & Coupons Best
88. Bonus / Personalized Content Best
89. Summary • Fight Content & Design Mediocrity • Create Deep, Long-Lasting Pages • Design Them to Convert
90. Thank You! Brandon Schmidt Director of Digital Strategy YDOP Internet Marketing @brandonschmidt brandon@ydop.com