Reaching Page 1 in Google Using Local Landing Pages
A Powerful Tool for Local Businesses
Let’s Go Fishing for More Local Patients
Imagine a nice large lake and you want to catch some fish. So, you drop your line in the water with anticipation of catching something tasty… but there’s just not much activity around this time – or maybe even none at all?
Now imagine that there is someone else on the same lake with you trying to catch those same fish. But there’s a big difference – they have dropped a dozen lines in various locations around the lake.
Who is likely to catch more fish?
Attract More Local Patients with Targeted, Local Landing Pages
The Internet is the primary place where people go to find services, and as a local business owner, you want to attract a local audience. So just like with fishing, you put your website out onto the web universe and you wait. And depending on your “bait,” sooner or later your website attracts a patient.
But it’s not enough, so you try a lot of other marketing stuff online to try and get people to visit your website and then book an appointment.
But what if you took a different approach?
What if, instead of using a single homepage to welcome visitors from your community, you had 12 local pages, each tailored to a specific neighborhood, town or zip code around your local service area?
The rest of your website stays the same, but now you have multiple entry points, each specifically targeting local customers who are searching for your services in a different region (e.g. “dentist near me”).
Instead of competing with hundreds of dentists in your larger surrounding community for the top spots on the first page of Google, each of your dozen local landing pages is competing with only the competitors in that specific area.
Which approach do you think will rank you higher in Google and attract more patients?
And what if you could cut back on some of the other online marketing to get people to visit your website? Maybe you could use that same approach to attract more patients seeking a specific service. Local landing pages allow you to draw local customers or patients from a larger geographic area.
Traditional SEO is Expensive and Time-Consuming
Traditional SEO techniques are often known to be, at best, confusing, expensive and time-consuming. At worst, some SEO agencies use deceptive black hat SEO tactics that go against search engine guidelines, deceive visitors and even penalize the client.
Local SEO is Affordable and Fast
It is important to make sure a local web page is created so that can be incorporated easily in SEO for website content.
You may want to integrate contact form forms, appointment schedules, quote requests, click to call buttons, or other features to turn your local landing page into conversion opportunities for your business.
The challenge of designing and developing a lot of good local landing pages is daunting. You need the right content. You need to check picture alt text and titles for all images on your local landing pages. You need to create clean URLs are a must to meet Google usability specifications and provide a better user experience for patients by giving them an idea of what they can expect from each of your pages.
It’s usually a manual process with designers that adds up to an expensive proposition. But BrilliantDoc has a solution for you (more later).
What is a hyper-local landing page?
So what is a landing page, and how can it help your online business?
First of all, let’s define the term “local landing page“.
Local landing pages are specially designed webpages that appear when someone clicks on an ad or link to go there – BUT they are also shown in Google search results is properly designed. When they are returned in search results they don’t require expensive marketing support. Local landing pages can generate more leads that can be converted into more patients.
A hyper-local landing page does the same but reduces the geographic area you are targeting. But by using multiple hyper-localized landing pages, you have a wide impact while narrowing the number of competitors in search engine results for each area.
The most important characteristic of a local landing page is the hyper-local focus placed on results it will produce for site visitors. The growing use of “near me” used for local searches has provided new opportunities for landing pages.
Local landing pages are commonly used on search engine marketing (SEM). Search engine marketing is a way of using the web to get more website visitors. There are many different ways of optimizing and advertising on search engines, and using hyper-local landing pages is a superior element of that strategy.
A new segment in SEO and SEM – Local Search Marketing – has quickly become very popular because it gives small online businesses a chance to compete with established online players that have been around for years.
Why are local landing pages important?
Local landing pages are one of the most essential components to any online marketing campaign. They’re often used for lead generation, and can also serve as a conversion tool when you’re aiming for more direct action from users, such as when people are looking for a specific service. There are a few key factors that go into the best local landing pages.
To begin with, a local landing page can be used to build internal links. You’ll often hear about link building as a method for increasing your rankings on search engine result pages (SERPs). But your internal link strategy is also important.
A second common goal of local landing pages is conversions. If your website offers a service, you may want to bring prospective local customers to a local landing page so they can request more information or schedule an appointment.
Finally, local landing pages are also often used to build trust with potential customers. You’ll want to give them a reason to trust your practice by providing information about who you are, what you do, and why they can rely on your services.
To accomplish these goals, it’s easiest to have a single local landing page for each geographic location where you do business. In some cases, this might be as specific as one page per neighborhood or city.
Is location important for SEO?
In today’s digital world, the role of location in digital marketing is crucial. Location-based search queries have increased such that Google reports that 46 percent of searches are related to location. With use of mobile devices at an all-time high, it’s essential for marketers to hone in on what potential patients want when they’re searching for something specific.
Much like “near me” queries have risen over the past few years due to mobile’s ascent, marketers need to consider how to target their location in optimization. However, it’s important not only to optimize for location but also to focus on how customers are using that information.
First of all, it’s important to remember that there are two parts to local search: the consumer’s side and the business side. On the business side, marketers need to ensure that they’re providing customers with accurate location information and ensuring that the information is readily available to those who seek it out.
Do local landing pages need their own SEO?
A landing page can benefit from its own special SEO tactics, but it depends of the nature of the page. Landing pages designed as a destination for advertising campaigns generally do not rank well in organic search results. However, local landing pages specifically designed not to require advertising support require more attention to ensure they are accurately represented in organic search results.
Generally, if a web service delivers landing pages as their product, these pages are designed as destination pages for advertising campaigns.
Local SEO for Chicago – An Example
According to Wikipedia, there were roughly 2.7 million people in Chicago in 2017. If you had your dental practice in a neighborhood of Chicago called Lake View, the local population was 100,470. So if you were a practice owner in the Lake View neighborhood, you would need to make a decision… focus your practice website on residents of Lake View only, or promote your practice to all of Chicago? Even if focusing on Lake View would give a huge advantage to getting on page 1 of Google for that area, most practice owners would choose to promote to all of Chicago because it offers a bigger market.
According to Google Maps, focusing your website on Chicago puts you into competition with more than 440 dentists to get one of those 10 organic spots on page one of Google. If you focus your website specifically on the Lake View community, that would reduce your local competitors to around 20, making it much easier to get to page one. But then you’ve given up the rest of Chicago, right? Not with BrilliantDoc.
BrilliantDoc creates 12 geo-targeted local landing pages on your website to connect with the communities surrounding your physical location. Suddenly you are reaching a population of approximately 926,000 people, but still competing with only a small amount of other dentists in each specific community. A total win-win scenario!
Smarter Local SEO by BrilliantDoc
BrilliantDoc uses proprietary technology to efficiently create a batch of geographically-targeted landing pages on your website and boost your search rankings online. Each page is custom made to local address search queries coming from a specific city, neighborhood or zip code near your physical practice location(s). Visitors find the community and purpose specific information they’re looking for and are given a great first impression of your practice on a beautiful – and helpful – landing page.
Contact BrilliantDoc at (888) 337-6278 or email us at [email protected]