The Anatomy of a Local Landing Page [Infographic]

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If you own a business and you want to catch the attention of consumers in your area, then your local landing page is of paramount importance. A local landing page is a standalone web page created for a specific business location. It allows you to link each landing page to a separate listing on Google My Business. In 2019, 90% of consumers searched the web to find a local business; but will they be able to find yours?

In order for your business to get the best attention in a Google search, your landing page needs the right elements to come up in Google’s Local Pack – prime real estate in Google’s search results. Here is where your business will be highly visual with a map, star ratings, and more. It will be linked to Google My Business listings, and displayed above organic search results.

Some of the key elements to achieve a high rank in Google’s Local Pack are Google My Business (GMB) listing factors (25%): backlink quantity, authority, and anchor text (17%); review quantity, freshness, and diversity (15%); and website keywords and domain authority (14%). Businesses can optimize their Google My Business listing by claiming their business profile, completing every section thoroughly, and keeping listings updated with weekly posts, responses to reviews, and answering public questions.

Having the right elements on your landing page is also hugely important in gaining ground in Google searches. These elements include the body, headline, and mobile features. The body needs to be attention grabbing as consumers spend 74% of their viewing time on the first 2 screenfulls. The headline must be clear, concise, and use keywords. Keywords are important but often neglected, as only 11% of the top-ranking landing pages include keywords in the headline. Mobile features are also hugely important since 84% of local searches are made on mobile devices. Having a mobile responsive site will help the majority of consumers engage.

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