For multi-location businesses, having dedicated website pages optimized for each geographic area you serve is a highly effective local SEO tactic.
Properly structured location pages signal your relevance for that particular neighborhood, city or region. This allows you to improve visibility and rankings when customers search for your products or services in those specific areas.
In this comprehensive guide, I’ll explain what local landing pages are, why they matter for SEO, and provide a step-by-step process for creating optimized location pages to boost your local search visibility.
What Are Location Pages?
Location pages, also known as local landing pages, are standalone webpages on your site tailored to a specific location where your business operates.
For example, a restaurant with multiple locations would have unique location pages for each of their restaurants, like:
Each page would highlight information and details relevant to that individual location.
Location pages serve two key purposes:
- Provide useful info to potential local customers
- Optimize for geographic keywords and intent
This ultimately helps drive more foot traffic from local searchers.
Benefits of Location Pages for Local SEO
Dedicated location pages offer several advantages for local SEO and your overall web presence:
Target Geographic Keywords
Location pages allow you to directly target keywords for different cities, neighborhoods and regions you want to rank for.
For example, a restaurant can optimize pages for keywords like “downtown Portland restaurants”, “Northwest Portland sushi”, etc.
Establish Local Relevance
Creating pages optimized for different locations signals to search engines that your business serves those particular areas.
This establishes your relevance and authority when users search for related keywords.
Provide Location-Specific Info
Local pages give you a place to share address, hours, contact details, maps and other useful information for each location.
This helps customers find exactly what they need.
Attract Local Links
Optimized location pages can help you earn valuable backlinks from location-specific sites interested in linking to neighborhood or city-focused content.
Step 1: Identify Your Target Locations
First, determine the specific geographic areas you want to target with local landing pages.
Important factors to consider:
- Where are your existing customers located? Analyze user behavior in Google Analytics to see top metro areas.
- What’s your service area or coverage region? How far do you travel to serve customers?
- Are there new markets you want to expand into? Look for areas with search volume and opportunity.
- Do you have multiple physical locations? Each may warrant dedicated landing pages.
Prioritize locations, neighborhoods and cities that show the most opportunity to connect with your ideal customers.
Step 2: Conduct Keyword Research
Next, use keyword research to identify relevant search queries for each target location.
- Google Keyword Planner – Shows local monthly search volume data.
- Ubersuggest – Generates location-based keyword ideas.
- Google Trends – See search trends for metro area names.
- Google Autocomplete – Reveals common local searches.
Make a list of keywords to target for each location, including both head terms and long-tail variations.
For example, a Denver plumber may target keywords like:
- plumber denver
- emergency plumber denver
- denver plumbing services
- plumbers in aurora co
Step 3: Set Up Local Landing Pages
Now you’re ready to create dedicated landing pages optimized for each of your target locations.
Incorporate location names directly into page URLs, such as:
Populate each page with information tailored to that specific area:
- Reference the city, neighborhood or region in headers, content and image alt text. But don’t over-optimize.
- Highlight unique local information like address, hours, contact details, maps etc.
- Link internally to other related local pages.
- Include localized CTAs like “Schedule an Appointment in Austin”.
Optimize technical elements for each page:
- Title tags with location keywords.
- Meta descriptions highlighting the local area.
- Image filenames and alt text with keywords.
- Schema markup for local businesses and geo-coordinates.
Step 4: Promote Your Local Pages
Now that your landing pages are optimized for local SEO, you need to build links and exposure:
- Link building – Earn links from location-specific sites by creating resources, partnerships, outreach, etc.
- Social media – Promote your pages through local social media channels. Engage followers.
- Paid ads – Run paid search and social campaigns geo-targeted to your locations.
- Email marketing – Send emails announcing new pages or location-specific offers.
- On-site linking – Link internally between related local landing pages.
Gaining local links and visibility signals will help search engines understand the relevance of your pages for those areas.
Step 5: Track Performance
It’s important to monitor key metrics to gauge the impact of your local landing pages:
- Organic traffic – See which pages drive the most local visitors.
- Rankings – Track keyword rankings in Search Console for target locations.
- Conversions – Measure leads and sales from each page.
- User behavior – See bounce rate, time on page, etc.
Use this data to identify your best-performing locations and improve underperforming pages. Refine pages that get traffic but low engagement.
Creating properly optimized local landing pages tailored to the geographic areas you serve is a highly effective tactic for improving local SEO. Key steps include:
- Identifying your target locations and service areas
- Researching relevant local keywords to target
- Setting up dedicated landing pages for each location
- Optimizing on-page elements like title tags, content, and schema
- Building local links and exposure for your pages
- Tracking performance data to refine pages over time
With this location-focused approach, you can better connect with customers searching for your products or services near them.
Do you have any other tips for creating optimized local landing pages? Let me know in the comments!