Landing Page Optimization
for Local
Presented by:
Brandon Schmidt
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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.
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Location Pages for Brick & Mortar/Retail
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Location or Landing Pages for Professional/Medical
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Landing Pages for Service Area Businesses
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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
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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
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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?
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Advice for Choosing Landing Pages
Ponds vs Ravines
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• Wide – large number
of pages
• Not too deep –
basic, generic
content
• Temporal - Easy to
create & easy to
forget
Pond Approach
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• Not too wide –
Focused on specific
geo areas
• Deep – detailed,
specific content
• Long Term – ake
longer for long-term
success
Ravine Approach
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How to Incorporate Landing Pages
In Your Website
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Good
Location Finder / List
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Best
Location Finder / List with Hierarchy
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Better
Location Finder / Map
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Good
Location Finder / Map
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Good
Location Finder / State & City
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Good
Location Finder / Metro Area
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Better
Location Finder / State & Metro
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What Should You Put on a
Local Landing Page?
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Fighting Content Mediocrity
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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
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Mediocre Content / Weather
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Mediocre Content / Generic Content
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Mediocre Content / Lists
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Mediocre Content / ZIP Codes
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Fighting Design Mediocrity
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Homepage Location Pages
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Treat Every Local Landing Page
Like a Homepage
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Helpful Ideas for Generating
Landing Page Content that will
• Rank Well
• Build Trust
• Explain Who You Are & What You Do
• Convert Visitors into Leads
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Location Information
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Good
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Better
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Best
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Highlight Service Area
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Good
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Better
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Local Content
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Content / Location Specific Issues Good
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Content / Location Specific Issues Better
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Good
Content / Community Involvement
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Better
Content / Community Involvement
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Best
Content / Community Involvement
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Featured Projects
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Good
Featured Projects / Images & Caption
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Better
Featured Projects / Specific Content
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Best
Featured Projects / Case Studies
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Good
Featured Projects / Project Map
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Photos & Video
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Photos / Before & After Good
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Photos / Before & After Better
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Best
Photos / Interior & Exterior Shots
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Best
Video / Location Video
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Staff & Employees
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Good
Employees / List of Staff
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Better
Employees / Main Contact
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Best
Employees / Staff Bios
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Best
Employees / Staff Contact Info
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Trust Symbols
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Trust Symbols / Memberships Good
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Trust Symbols / Awards Best
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Trust Symbols / Testimonials
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Trust Symbols / Testimonials Good
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Trust Symbols / Social Proof Better
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Internal Links
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Good
Internal Links / Articles
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Internal Links / Product Pages Better
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Internal Links / Service Pages Better
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Clear Next Steps
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Next Steps / Logical Steps Good
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Next Steps / Process Better
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Next Steps / CTAs Good
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Bonus Ideas
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Bonus / Nearby Locations Better
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Best
Bonus / Transit Info
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Bonus / Department Hours Best
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Bonus / Jobs Best
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Bonus / Ads & Coupons Best
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Bonus / Personalized Content Best
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Summary
• Fight Content & Design Mediocrity
• Create Deep, Long-Lasting Pages
• Design Them to Convert
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Thank You!
Brandon Schmidt
Director of Digital Strategy
YDOP Internet Marketing
@brandonschmidt
brandon@ydop.com