With the uptake of mobile technology, local searches are now dominating web traffic. It’s a new era of convenience where users can reach for their phone for local contact numbers, opening times or directions to that new restaurant.
Far different than a general search, the developer must be mindful of the specific intent behind these local searches. Users are seeking more tailored information that speaks to them instantly. If they fail to find what they’re looking for, they will certainly move on to the competition. As such, it’s never been more important to create the perfect landing page for local SEO. Thankfully, this handy guide should give you everything you need to know.
Make it responsive
It seems obvious to some, but many companies are failing to go fully responsive. As mentioned, locality is so important due to the growing number of searches made from a mobile phone. In fact, Google announced last year that more searches had been carried out from a mobile than a desktop. That said, you’ll want to create a design which is geared-up for all screen sizes. All the information found on the desktop version, should be accessible when viewing from a phone.
Include Calls to Action
Users coming to your site from local searches are often in need of answers there and then. You must capitalise on this urgency by including clear and bold Calls to Action. Whether it’s an appointment form, phone number or ‘request a callback’ these should stand-out from the rest of the page and draw the eye instantly. If the user have to spend more than a few seconds to find the information, your conversion rate will suffer as they click away in search of something else.
Make it local
The multi-national company with several or more branches can find it difficult to remain personal with their audience. However, localising content for each landing page in a given location is a great way to target individual customers. Why not use the lingo (or dialect) of that area when writing your description, or making reference to famed landmarks nearby? If you’re a football summer camp, discuss the local football club; if you’re a nationwide gym, include pictures of that specific gym. You get the picture – it requires more work, but users will appreciate this personal touch.
Chances are, those users looking for local information will most likely want to read reviews before going ahead with the Call to Action. Simplify this process by including the testimonials on the same page as the Call to Action. Reviews from places such as Google+ and Yelp are considered the most reliable as they’re near impossible to fake. Include these and users should have all the information they need to make an informed decision. Even for those with the odd bad review, your target audience will likely find this elsewhere anyway, so why not come across as completely transparent?
Utilise a schema markup
Strictly for SEO, a schema markup can ensure that search engines have all necessary information on a page, without having to include all of that on the page itself. This can avoid having too much content which can easily overwhelm the visitor. Put simply, you want the user to have bitesize snippets of local information that’s neither time-consuming nor boring to read. There are great tools for the developer that ensures a good scheme markup, helping your site get indexed and taking you up the rankings.