There’s been a lot of discussion recently about the importance of local landing pages and how they can help multi-location brands drive commerce from local searches. Since everyone’s cell phone is practically attached to their hand nowadays, it’s pretty clear that your brand needs to be focused on local mobile searches if you plan on your customers being able to find your storefront. If you have more than one storefront, steering potential customers your way is best done through optimized local landing pages that contain all the relevant information your customers are searching for.
If you’re a brand with multiple locations from which your staff travels to offer services, or to which your customers come to do business, you need to make local landing pages for each physical address that you have. These landing pages need to have an attached Google+ Local page for each location as well.
Of course, there are subtle nuances that make each business’ local landing pages needs different from one another. If you have one main headquarters and a handful of other locations, you need to optimize the home page and about page for the headquarters, while building local landing pages for each location. If you have several locations, but they are all of equal value, then the homepage should be optimized for your brand rather than location. In that scenario, each location’s info (name, address, phone number, and hours of operation) should be on the contact page, and should have a unique local landing page as well. Businesses with more than 10 locations need to make sure that the homepage, about page, and service description pages focus on the brand, not the location. These types of businesses can list their respective location info on the contact page and on individual local landing pages.
Blenders in the Grass is an example of a business with several locations, yet is not a national brand. A mobile search shows their local landing page has name, address, and phone number information for all of their physical locations on one page that’s accessed from their “company” tab in the navigation. Maps are added for convenience.
For national brands with many locations, it gets even trickier. Since local searches tend to be dominated by results from local businesses, it’s important to utilize local landing pages to gain back some of the visibility that may have been lost. If you have staffed stores in physical locations making in-person contact with your customers then making local landing pages with attached Google+ Local pages for every location is a must. If your business serves a nearby city where you’re not physically located, then you need to figure out if it’s feasible to create unique landing pages for each city, or if your customers will find it easier to use some sort of interactive map with your locations.
A mobile search of a large national brand like Outback Steakhouse yields specific location information that leads to a detailed local landing page. Each location has an individual, and unique, landing page with name, address, and phone number information, as well as hours of operation and call-to-action buttons.
This example of an ideal local landing page compiled by niftymarketing.com shows the attributes that are most often featured on industry leader’s local landing pages from many types of businesses. From the food industry, to the auto industry, to insurance companies, and even SEO firms, this is what people are doing to optimize their local landing pages.
It used to be easy to scale your business online in the early days of the internet. Machine generated location pages would show up at the top of search rankings. This was soon abused to the point that volume went up and quality went down. It’s clear that this strategy is no longer relevant. In today’s market, you have to work at it if you want to be visible in specific locations. Your homepage is your storefront and it needs to be carefully decorated. Links to your local landing pages need to add value and show that you’re the best choice for a customer in a certain location. The better they are, the better the chance that they will succeed. These local landing pages are your virtual salespeople, so make sure they have all the tools they need to sell!