Creating local landing pages can provide local businesses with more opportunities to rank on Google for services they offer, increasing visibility in searches with local intent. However, the quality of the content on these pages matters.
Google rewards high-quality content with better rankings, while low-quality pages do little for SEO, and can even hurt your local search performance if Google sees them as duplicate content.
In other words, you can't just create a local landing page template, then simply duplicate it for all your services and service areas. You have to know how to create content for local landing pages for SEO in order to make each page unique and maximize performance.
What Are Local SEO Landing Pages?
A local landing page is designed to target potential customers in a specific geographic area. It should provide relevant information about your business, services, and local presence while optimizing for search queries with local intent.
A well-optimized local SEO landing page helps businesses:
- Improve rankings for location-based searches
- Capture traffic from users looking for services in their area
- Increase conversions by offering localized and relevant content
How To Optimize Local Landing Page Content
1. Use Unique, High-Quality Content for Each Page
Avoid copying and pasting the same content across multiple local landing pages with only minor changes to city names or services. Google's algorithm can detect duplicate or thin content, and this can negatively impact your rankings. Instead, customize each page by:
- Writing unique service descriptions tailored to each location
- Highlighting local case studies, testimonials, and success stories
- Incorporating location-specific details, such as landmarks or local community involvement
For example, instead of:
"We offer plumbing services in [City Name]. Contact us today!"
Try:
"Need a reliable plumber in Austin? Our expert team at XYZ Plumbing has been serving Austin homeowners for over 10 years, specializing in emergency repairs, drain cleaning, and water heater installations. Whether you live near Zilker Park or in the heart of downtown, we're just a call away!"
2. Optimize for Local Keywords
Naturally incorporating localized keywords in service page content helps your pages rank higher in organic search results. Each local landing page should include:
- Primary keyword: "[Service] in [City]" (e.g., "Plumber in Seattle")
- Secondary local modifiers: neighborhood names, landmarks, nearby areas
- Long-tail keywords: "best HVAC repair service in Los Angeles" or "affordable pest control near me"
Place these keywords in:
- The page title and meta description
- Headings (H1, H2, H3)
- Normal paragraph text
- URLs (e.g., [your site].com/plumbing-austin)
- Image alt text and file names
3. Add Location-Specific Business Information
Make sure your local landing pages clearly showcase essential business details, including:
- Business name, address, and phone number (NAP consistency is key)
- Service area details, especially if you serve multiple neighborhoods or cities
- Google Map embedded for easier location discovery
- Customer reviews or testimonials from local clients
Consistency across your local SEO landing pages, Google Business Profile, and other business listings strengthens your overall local search presence and makes it easier for potential customers to find and contact you.
4. Include Internal Links to Relevant Pages
Strong internal linking improves both SEO and user experience. Link your localized SEO landing pages to:
- Your main service pages for more information
- Blog posts related to the specific service or location
- Contact or booking pages for easy conversion
For example, if you have multiple local landing pages for HVAC repair in different neighborhoods, link them all to a main parent page for HVAC repair in your city.
5. Improve User Experience with Engaging Content
A well-designed local landing page should be both informative and visually appealing. Boost user engagement by:
- Including high-quality images of your team, storefront, or completed projects in the area
- Adding customer testimonials and video content
- Writing compelling calls to action (e.g., "Call our Portland team today for a free quote!")
The more time people spend on your service pages, the better it is for your local SEO, not to mention it's easier to convert leads into paying customers with helpful content!
6. Keep Your Content Fresh and Updated
Google favors pages that are current and relevant, so make sure to regularly update your local SEO landing pages with:
- New customer reviews
- Recent project photos
- Seasonal promotions or local event tie-ins
- Additional service offerings
This keeps your pages dynamic and signals to Google that your business remains active and relevant.
7. Incorporate Entities to Strengthen Local Relevance
In SEO, entities are distinct concepts like businesses, locations, services, and landmarks that search engines recognize to understand content better.
Unlike keywords, which are specific words or phrases with search volume, entities provide deeper context and improve relevance in local search results. To incorporate entities into your local SEO landing pages:
- Mention specific local landmarks, neighborhoods, or well-known businesses near your location
- Use structured data (LocalBusiness schema) to clearly define your business, services, and service area
- Naturally integrate related entities, such as local events, industry-specific terms, or service categories, into your content
For example, instead of just saying, "We offer pest control in Vancouver," strengthen the entity associations on your local landing page by stating, "Our Vancouver pest control team serves homes near Stanley Park and throughout downtown Vancouver."
By strategically including entities, you help search engines connect your business to its local context, improving visibility in local searches across platforms, from traditional Google searches to AI-driven queries.
Final Thoughts
Knowing how to create content for local landing pages for SEO is key to improving search visibility and attracting local customers.
When you focus on creating unique, location-specific content, proper keyword usage, and strong on-page content optimization, you can create local landing pages that rank well and drive real business results!
