Digital Marketing

Optimising Local Landing Pages for Search: Boosting Your Online Presence

Anastasia Michael
3rd August 2023
4 minute read

In today’s digital age, having a strong online presence is crucial for any business to thrive.

For local businesses, a key aspect of this online visibility is creating and optimising local landing pages. Local landing pages are dedicated web pages designed to attract and engage potential customers in specific geographical areas. In this blog post, we will explore the best practices for optimising local landing pages for search engines.

Understand Your Local Audience

First and foremost to effectively optimise local landing pages, you must first understand your target audience in the specific geographic area. Conduct thorough market research to identify the preferences, needs, and pain points of local customers. Tailoring your content to address these aspects will not only improve search engine visibility but also resonate with potential customers, increasing the chances of conversion.


Implement Local Keywords Strategically

Keyword research is essential for any SEO strategy, and the same applies to local landing pages. Identify relevant local keywords that potential customers are likely to use when searching for products or services in your desired area. Include these keywords strategically in your landing page content, meta tags, headings, and image alt text. However, be cautious not to overstuff keywords or duplicate content, as it can lead to penalisation by search engines with the use of Google’s SpamBrain.

It is not enough to only swap the city name and a few pictures on the page; it is essential for the content to be helpful for the area/city you are targeting, as Google will value this more. For example, on Solar Panel Installation Bishop Auckland | North East Solar you can see the keyword “solar panel installation Bishop Auckland” is not only mentioned in the subtitle above heading one (H1) it is also incorporated in the body text of the “About us” section showcasing what the company does (North East Solar) and what they can offer in Bishop Auckland.

Optimise On-Page Elements

On-page optimisation plays a significant role in improving search rankings. Ensure that your local landing page has a compelling title tag, an engaging meta description, and a clear call-to-action (CTA) that prompts visitors to take the desired action, such as making a purchase or contacting your business. Remember to include your business’s NAP (Name, Address, Phone number) information consistently across the page and verify its accuracy.

Utilise Location-Specific Content

Local landing pages should incorporate content that showcases your business’s relevance and connection to the community. This may include highlighting local events, partnerships with nearby organisations, customer testimonials from the area, and other region-specific content. Such content establishes your brand as an integral part of the local community and resonates with local customers.

Optimise URLs and images

To ensure that your website is optimized for SEO, it is important to follow best practices for your URLs and images. Keep your URLs as short as possible but include the product or service and city when appropriate. For instance, this link indicates that the content of this page is about solar panels in Darlington. Make sure to use appropriate hyphens and avoid using any other characters that are difficult to be picked up by Google. When it comes to images, make sure to rename them to describe what is in the picture accurately and include the city name if applicable. Use hyphens to separate words in both URLs and image names. Additionally, don’t forget to add alt tags to your photos with relevant keywords and descriptions. This will help your website rank higher in search results and make it more user-friendly for visitors.

Leverage Google My Business (GMB)

Google My Business is a powerful tool for local businesses to enhance their online presence. Claim and verify your GMB listing, providing accurate business information, opening hours, and photos. Encourage customers to leave reviews on your GMB page, as positive reviews can significantly influence potential customers’ decision-making process.
According to Search Engine Land, location-based pages can also be used as Google Business Profile URLs or PPC ads, email and even online directory landing pages.

Mobile Responsiveness

With a significant portion of internet traffic coming from mobile devices, optimising local landing pages for mobile responsiveness is critical. Ensure that your landing page is mobile-friendly, providing a seamless browsing experience for users on smartphones and tablets. Google’s mobile-first indexing places high importance on mobile-friendly websites, and having a responsive local landing page can positively impact your search rankings.



Optimising local landing pages is a vital step in enhancing your business’s online presence and attracting local customers. By understanding your audience, strategically implementing keywords, optimising on-page elements, utilising location-specific content, leveraging Google My Business, and ensuring mobile responsiveness, you can create high-performing local landing pages.

Remember, the digital landscape is continually evolving, so it’s essential to monitor your local landing pages’ performance and adapt your strategies accordingly to stay ahead of the competition and continue driving success for your business.

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