Don’t do this, do that, with local landing pages

I thought I would share something with you that my wife (who is the perfect example of the target local audience in this example) shared with me the other day. I do my best to pay attention to the things that she gripes about with websites, especially local ones. I love the local market, and am always trying to do my best to educate local business owners (and their marketing companies) so that they can do better.  Here is a great example of what NOT to do with your local landing page or website.  Whatever you do, and I mean above all, DO NOT MAKE ME CLICK ENTER to get into your site, especially if you are not offering “18+” kind of content.  I have watched my wife bounce off a page because of this (and have done so my self).  It gets worse ….

horrible example of a local landing page

For one reason, and one reason only (aka the sake of this post), I went ahead and clicked through the “Enter” crap landing page. Of course, I found this lovely page below.  Let’s not even talk about the ugly URL (that is not the point of this post).   The page that opened up auto loaded a video (that took FOREVER) and ALSO played music in the background.  Um, yea.  Don’t do this.  Please for the love of all that is holy and good don’t do this.

horrible local landing page

Several months ago we collaborated with Nifty Marketing to create the perfect landing page graphic to help educate the people behind websites like the one in today’s example.  The kind of website you see above, is representative of a problem I see with a lot of website builders that are offered as “easy solutions” to “be found on Google with ease” (even the crappy “as seen on TV ones” as of late).  The truth is, it is going to take some work, and you might as well do it right from the beginning.

Check out this graphic to give you a better idea of what your local landing page should look like.  Your customers (like my wife) will thank you for doing it right.

Local Landing Page
The perfect local landing page

Breaking it down for you —

Individual Location Page:  This is especially helpful for ranking better with your geo-targeted phrases and letting the search engines know exactly what location that page is dedicated to.

Calls To Action:  You want the lead right?  A simple form for those that don’t like to call, but also for those who don’t like wasting a ton of time filling out a long complicated form should do.  Typically — Name, Email, Phone Number & Description should do here.  Think about the forms YOU like filling out (or don’t like).

Map/Navigation:  Always helpful to include a Map and driving directions to your business on your main page.  I always encourage linking it directly to your Google Maps listing.

Testimonial:  This always adds to the credibility of who you are and what you represent as a company.  It also adds great unique content to a page that is usually pretty targeted type content.

Service Location Info: Use this space to briefly let people know what it is you do.  They don’t want to have to click, click, and click again (or click stuff off, see above graphics) to find the information they are looking for.

Links to Review Sites:  Let people know where they can find you online.  Rather than asking people to review you on Yelp or Google+ Local (they might not even have an account at those places) if they see you are listed on one of the services they DO use, they are more likely to give you a review.

Trust Symbols:  Depending on your industry (doctor, dentist, chiropractor, lawyer etc.) you will have industry-specific trust symbols you can use.  Then there is the stuff that crosses over to every industry, BBB, Made in USA, Secure Website, etc. adds trust.  You can always find a way to add a trust symbol.

Pictures of Staff:  This helps people know you are real. And that, plain and simple, builds trust.

Let us know if you are a small business owner that needs some help.  We only point this stuff out to educate and help.  Hopefully this post does just that.  Thanks for taking the time to come by and read.  Please feel free to share other things in the comments of what bugs you when it comes to local SMB landing/home pages.

Who Does Local Search Best?

Local Search
Local Search

I got distracted today and the result of that distraction is this post. I was curious about something dealing with local search and the SERPs – so I decided to do a little comparison. The four major search engines I compared are Google, Yahoo, MSN and ASK. I wanted to find out how their specific local programs compared to one another when searching for non geo-targeted terms? I wondered if I would get any usable results without using a geo-modifier? The following screen-shots are going to explain the title of this post much better then any of my words can. I am also pretty sure that including ASK as a major search engine is a choice I will regret later on, but then again it is the official search engine of NASCAR (and that’s got to count for something, right??)!

I have been a huge Google Local fan for what seems forever, and this post is all the proof I need to know I need to keep using it. I have also been a huge fan of local online advertising, and in many of my posts I share local advertising techniques. I do not know why it is so hard for businesses and other SEOs/Internet marketing firms to remember to include the simple local programs that are offered – for free!

As I was comparing some of the local results with various search engines, I thought it would be interesting to see when local advertising results appear when non geo-targeted phrases are searched. In other words – lets say you live in Arizona, and are looking for a custom pool builder, but instead of searching for “Arizona Custom Pools”, you simply do a search for “Custom Pools”. Which of the search engines are going to help you find results that are relevant to your local area the best?

And the winner is: Google. (no surprises here huh?)

Google Local Results
Google Local Results

I did a search on Google for “custom pools” and got these results back (see screen-shot) that give me mostly local Arizona results, even though I searched without the “Arizona” in the phrase. The local results are some of the ones that come up, which is actually the whole point of this post. So, make sure you add your business to the local areas that the search engines allow you to. It is also noteworthy the way that Google includes some local image results which can be picked up from many different places – this occurs by using the right “geo-targeted” keywords in your alt tags and including the right information when you upload your pictures of places like Flickr.

Next up: Yahoo

The next screen shot is of Yahoo, and the reason I am not pleased with any of these results is because not one of them is a local result. They also show nothing in the form of local results as Google does.

Yahoo Local
Yahoo Local

Of course, I think it’s still important to get a local listing with Yahoo. But, I think that Yahoo can do much better. I modified the search to include “Arizona” in the search phrase, and guess what? Still none of the results are from the Yahoo Local results program. Lots of local results, but nothing that makes it easy to find a local pool builder near me! Yes, It does make a difference too because if it (the SE) finds a builder that is closer to you – that’s a better result. The #1 result for this search was for a company that builds far away from where I live. How is that going to help me? I want results to come up that are useful and that will help me in my area and this is where the local results program could really come into play.


The funny thing here was most of the results that came back on MSN, were for the East coast. How is that going to do me any good in Arizona? However, MSN did do a better job at getting me decent usable local results (compared to Yahoo) when I modified the search phrase to include “Arizona”, but still did not bring back any of the MSN Local program results – which again, I think would be the “best” result.

MSN Local
MSN Local

Finally, ASK:

Ask did not bring back any local program results, which I thought they would have, but to my surprise they did list citysearch as the #1 result which I think is far more useful then any of the results that Yahoo and MSN brought back. Even when I modified the search to include “Arizona”, ASK did not offer up any local results = FAIL.

ASK Local
ASK Local

Although, I feel many of these search engines failed, I do still think it’s very important to obtain the local listing through the local program for each SE. Why? Because, there are many times they work really well… for example any time you include a specific town/city.

I just wanted to run this little test to see how every SE compared. Google rocked it of course and what is interesting is that no one else is copying the Google. And usually they do!

It was also cool to see how local businesses, if listed with Google Local, can earn a top 10 ranking out of (in this case) 200 plus million sites for a non geo-targeted seach phrase such as “custom pools”. That alone should be reason enough for any local business to take the time to get listed with Google Local. So besides obtaining the local program listings on all of the major search engines, I have noticed that obtaining listings in other local directories like the following (see below) have helped increase the search engines awareness of your local presence – and I think are a MUST!

  1. CitySearch
  2. YellowPages
  3. USCity
  4. AOL Local Search
  5. Local Search Guide
  6. Yelp

In conclusion:

The bottom line here is to make sure you go to Google, Yahoo, MSN and Ask (TODAY) and sign up for the local programs. It is fast, easy, and free. If you need help figuring out whether you are listed with them or not, you might want to try Get Listed, which a great resource that will help walk you through what you need to be doing. Got anything to add to this? Let me know. I love comments! Thanks!