Content only goes so far. In order to make your webpages stand out in local search, you need to consider how you will structure your website to feature local landing pages.
For businesses with physical locations, local landing pages can boost search rankings and improve website conversion rates. Local landing pages should be optimized to highlight certain local search ranking factors, such the local store’s name, address, and phone number (NAP) and including a map, hours of operation, photos, and engaging content such as featured products, in-store events, promotions, and social feeds.
Advanced marketers will go beyond that. In addition to creating local landing pages for individual store or business locations, brands should consider how they will structure their websites to feature those local landing pages. By structuring their websites to feature local landing pages in a logical way, brand marketers can positively impact search rankings and website conversions.
As a best practice, brands should create a sitemap structure that organizes all of their store locations. Additionally, local landing pages should link to each other, so that each local page suggests other nearby locations. Such internal linking helps to prevent pages from being “orphaned,” meaning that the search bot reaches a dead end and cannot navigate your site hierarchy any further.