Google My Business Execution Guide For Loan OfficersThe Ultimate Local SEO Guide
Local Landing Pages
Local landing pages are purposefully optimized for people searching for your products or services within a given location.
For companies with a single location, their homepage can act as the local landing page – and the one that gets linked to from their Google My Business Listing.
For companies, with multiple locations, or those that have the ability to build new pages, this covers the optimal way to build a high performing page for search engines.
1. This is the page title and meta description. Located within the code of the page.
Page Title: Should be 50-60 characters in length and follow this template:
Primary Business Category + Location | Company Name
Criminal Lawyer Los Angeles | ACME Law
Meta Description: This should be between 100-160 characters in length. Write a compelling description of your company’s core offer (read: primary business category) which would entice people to click on your search result.
The best criminal lawyer in Los Angeles. We get you results, or you don’t pay! Call us now at (XXX) XXX-XXX.
2. Company logo.
Add your company logo. Ideally, you can use the same logo which you geo-tagged and optimized for your Google My Business listing.
3. Local phone number.
Add the same phone number which is the primary phone on your listing.
4. Main navigation.
The main navigation helps people easily navigate to key pages on your website after landing on your page.
5. Main headline.
Your headline should describe your core offer and should include the primary business category and location, if possible.
For the more technical readers, this is the only headline that should be wrapped in an <h1> tag.</h1>
6. Call to action (CTA).
Adding a clear call to action area allows people to contact you right away. This is especially important for people coming from Google My Business, as many will be pre-sold on doing business with you.
7. Trust seals.
If your business has any sort of professional licenses or social proof (e.g. a high rating on Google or Yelp), then add it here.
8. About section.
This is where you can talk about your business in an appealing way. This is an opportunity to build trust.
All sub-headlines should be wrapped in <h2> tags.</h2>
9. Hero image.
Add an image of your core offer, whether it is a product or service.
Ideally, you can use one of the images you uploaded to your Google My Business listing (one that is already optimized).
10 + 11. Service/product highlights.
This is where you showcase your main services/products, and allow people to go deeper by providing a link to your main services page.
Adding a testimonials section toward the bottom of the page further builds trust and rapport for your business.
Important Aside: The core principles of marketing are to get people’s attention, gain their trust, and get them to like you.
At that point, they will want to do business with you. This is why there is such a large focus on social proof and building rapport on this type of page.
13. End call to action.
This section acts as another call to action. If someone has scrolled down the entire page, this is a prime opportunity to tell them what to do next.
14. Footer information.
a) Please add the following to your footer. Make sure this is exactly as you have entered it on your Google My Business listing:
- Business Name
- Phone Number
- Email Address
b) We need to add Schema to the website which helps Google (and other search engines) understand your business information.
To do so, please follow this process.