Wix | SEO Webinar: How to Create Local Landing Pages for SEO

I am Crystal.

This is.

And I am the head of SEO Communications at wix. And I am joined today by one of my favorite SEOs in the world, Amanda Jordan, who is the director of Digital Strategy at Rickety Roo. She is a fantastic local SEO. I remember seeing her speak at SMX a few years ago and she gave some fantastic advice which I took to heart immediately and saw some fantastic results immediately. So do pay attention when Amanda Jordan is speaking because she knows her stuff death and she also knows how to scale the stuff that she knows, which is, which is something that is incredibly, incredibly valuable when you're doing your SEO work. So just a couple of housekeeping notes. We are going to be, we're going to be recording this session. So this session will be recorded for you and it will be shared on YouTube after the event and it will also be shared, sent to you via email the next, the next day. And, and if you are, if you don't, the email, if you get lost, the same place where you registered for the, for the event, which is on our, our WIX SEO Learn webinars web page will be. You'll be able to see the recording there as well. If you have any questions for Amanda, if we mentioned an acronym that you don't know, or if you want to, you're like, what, what? Dig into that a little bit deeper. Please feel free to, to ask questions in the Q and A panel which is at the bottom of the screen. And we will, we've got people answering questions. We'll there. And we'll also be answering some of the questions at the end of the webinar. And if you want to keep up with our next webinars, go to Wix SEO or sorry, Wix.com SEO learn webinars and you'll be able to see our next webinar. We have them every month. And we are so, so pleased to have Amanda joining us for this one. So I'm going to pass it over to her and let her share. You ready to share?

Yes, I am.

Okay. Okay, so I'm going to stop sharing and I will pass it over to you, Amanda, and you can get into this fantastic webinar all about location pages.

All right, so today we're talking about how to build location pages that work. So why you should listen to me. That's like, I like to start with that because there is going to be a lot of advice you can get on what to do, how to do it, why to do it. I am someone who's very passionate about Local SEO. And I like sharing knowledge a lot and I would like to say that I'm pretty great at getting results. So I work with small businesses, anything from a one location plumber all the way to franchises, multilocation businesses, credit unions. So businesses of all size and lots of different industries that need to rank in a lot of different geographical areas. So where people may use different terms to search for things or they may have different services that are only available in some locations and not others. So dealing with a lot of complex issues. So this is something that I'm really passionate about. I love doing location pages is one of my favorite topics because I see it as a opportunity for so many businesses where they're missing out on doing some things that are very actionable, very simple, but will actually get you a lot of great results as far as conversions and rankings and traffic. So it hits everything and it helps the business make more money. So why not? Okay, so what are location landing pages? These are pages that focus on bringing in traffic and conversions to your website. And it's about a specific location. So if you have a location in Houston, you have a location in Dallas, you have a location in Grand Prairie. Each of those cities should have a location page so that you can focus on your primary products, slash services and that city. So if you are a housekeeping service, you don't want to have one housekeeping service page trying to rank for all of Texas, because you have a lot of competitors in each of those markets that you're trying to compete in. And their website, if they have one location, their entire website is focused on San Diego. If their entire website is focused on San Diego, all of their content is about San Diego. All of their efforts are being focused on San Diego. So it'll be a lot easier for them to outperform you if you're not focusing or putting at least some intention behind those specific cities you'd like to rank in. These are the pages that rank for searches that include the city or the county or near me. So these are the pages that are most likely to show up. Sometimes some businesses have their homepage show up for these, type those types of searches. But ideally, if you have multiple locations, you should have a city that is personalized for people from that specific area that they would land on. That gives them information about your hours of operation, phone number and everything, things that are specific to that location. So the impact. So local location pages can impact virtually every part of your SEO campaign, especially if you are a multi location business. They improve topical authority so they help Google understand the geographical impact of where you want to rank, why you want to rank, where you provide services and things like that. Your location pages can help you rank organically and in Google Maps. So having that local factor into that page and well integrated in your content can help that page rank extremely well for non branded keywords. So if you're plumbing business, you want put Tampa plumber, that is probably one of your biggest keywords. So you want a page dedicated to people who are looking for a plumber in Tampa specifically and that will help you rank that page in Tampa for plumber related keywords. If you just had a Florida plumber page, it would be very difficult, or your homepage, it would be very difficult to kind of pinpoint where you're trying to rank or what city you want to rank in for Google because Florida is a big state, there's a lot of competition there and there's a lot of people there. So it's hard for Google to understand really what geographical area you're trying to service. If you don't have any pages that show a clear local intent, location pages impact your ability to convert. If you're doing your location pages well, there are opportunities for people to decide that they want to do business with you without going to any other page on your website. They can just go to that page, they see what they need to make a choice, and then they decide to call or fill out the form without visiting any other page on your site. That is the goal to me for a good location page. If it doesn't do that, then I would not consider that a great location page. It also should increase personalization to local customers so you want people to feel like you understand them as your customer base. It's not just that this is the same content that's on all of my other location pages, but it has another city added to it. It's like, I understand your specific needs, I understand what's important to you as a customer. I'm involved in your local community. You want to give people as many reasons as to why they want to reach out to you over any other business that's in that same service area. So how do you know if. How would you know if you need a location page or location pages if you have more than one location and those locations are not like very, very close, like within 20 miles of each other, you need location pages more than likely because you want to make sure that you're specifying what city, what service area you have on your location pages. And the more you try to encapsulate on one page, the less you're showing a specific intention for a specific area. And like I mentioned before, if you have, if you're in a highly competitive city and you have no content that is dedicated to that specific city in your competitors, their entire website is about that city. So do you think Google's going to choose the website that has no specific, specific content about that city or the website that has all of its content related to that city? They're going to choose the website that has all of its content targeted towards that city. So having good location pages is important and extremely imperative if you're in very competitive markets, if you have a lot of competitors in that area where you want to rank, the better your location page is, the better chance you have of outperforming them despite them having a ton of content or their entire website dedicated to a city. So we know what a location page is, we know if we need one or not. So what are the elements of a good location landing page? Mostly unique content. So this is the problem that I see being the most prevalent for look, businesses with lots of locations, especially the larger ones like franchises or plumbers and things like that, with multiple locations or storage companies, self storage companies that have multiple locations, home senior care, plumbers. Like a lot of industries, a lot of service based industries specifically have issues with duplicate content. And it's because it's hard to write about the same thing in a bunch of different ways, right? There's not a million ways that you can write about repairing a roof. There's really a couple of different ways you can write about it that is going to be completely unique. So part of what we do is focus on giving people the basic information, but otherwise focusing on what our customers in that area need to know about our offering, why they should trust us and how they should contact us. So we want to not only provide like this is. I think a lot of times when businesses focus on what the service is itself. They're making a location page for SEO, they're not making it for their customers. And that's not going to perform as well as if you made a page that is focused on your customer and what their needs are. Sure you can explain a little bit about your process, your services or products on that page, but make it more informational and useful information that's going to help educate the customer as to why they want to choose you over your competitors and then giving them that space to go ahead and convert and either call you or fill out a form on that page. Relevant photos. So photos are going to be becoming even more important, especially for local SEO, because Google is working on an update called with multi search and it will be multi search near me. That means someone can take a photo of something and then add the text near me to it. And then Google will give them results that uses the photo and the term near me to find businesses near them that provide services or products that are what are that was in the photo. So it's going to be important for businesses to think about their imagery a little bit more. It's important, of course, to have pictures of your services, pictures of your products, branded photos, pictures of your team, pictures of your team or truck with your branding and business logo and everything on it, near landmarks in your city, giving Google more data to pull from about the local relevance of your business. Google can look at a photo and tell like, this is a truck from a company that does plumbing. This is the plumbing company this truck belongs to. And it's right next to the Eiffel Tower for some reason. Gives Google a lot more information than having a truck in front of a house that could be anywhere in any city in any part of the world. You want to include location specific information. So one of the things I mentioned was that unique content is something that a lot of businesses struggle with. So they have a lot of duplicate content on their sites, especially on their location pages. One of the ways that you can help diversify your content is to include location specific information. So if that content is specific to that very location, it is not anywhere else. It doesn't apply to any other location. So it can't be duplicative. So best to.