Find local customers (and boost your SEO) with effectively crafted location pages

The ways your audience searches online can differ depending on where they live. For multi-location businesses, local landing pages are an effective strategy to target more visitors and drive organic traffic.

Think beyond just swapping out city names. Great local landing pages speak directly to local audiences through tailored content, relevant visuals, and language that feels authentically local. While building these pages takes time and attention to detail, the impact is clear: increased search traffic and more meaningful connections with potential customers in every market you serve.

Read on to explore how to create local landing pages that improve your site’s search engine optimization (SEO) and actively work to grow your business.

Why should you craft location-specific landing pages?

When users search for local businesses or location-specific products and services, search engines prioritize results with a well-established and highly credible presence within the local community. Publishing location-specific landing pages showcases this local credibility — it means your site will appear higher in search engine results pages (SERPs), in turn increasing visibility and traffic.

Creating these landing pages also allows you to scale quickly by targeting new geographical areas and audiences. Scalability lets you rapidly expand your reach and cater to different local markets without starting from scratch each time.

Local keyword research for better local landing pages

Researching local terms helps you align each page with region-specific search behavior. Look at how people in each area refer to your offerings and weave those phrases naturally into your headings, body text, and metadata.

How search engines evaluate location-specific pages

Search engines consider the following factors when determining whether you’re a great local result for a search query:

• Your Google Business Profile: Featuring your Google Business Profile on your local landing pages makes your company more discoverable for customers using Google Search and Google Maps. This profile includes your address, operating hours, basic offering information, customer ratings and reviews, and photos.

• The searcher’s proximity to your business: Google usually ranks companies with an excellent reputation that are closest to the searcher’s location (this is particularly true in Google Maps).

• Inbound links: If your business is well-established in the local community, other local websites will likely link to your location page, boosting its credibility. It’s great for your local landing pages to receive backlinks from local news sites, business associations, and other community-based websites, blogs, and social media pages. 
• On-page SEO elements: The keywords on your local landing pagesshould reflect the needs of your local audience. For instance, a financial assistance website might use the term “bucks” on their Washington, D.C. location page and “loonies” for a Canadian location.

• Location-specific information: Mention well-known landmarks or regional points of interest to show search engines your location expertise. For example, reference the Empire State Building for NYC or Hollywood Boulevard for LA.

• Organic user behavior: Search engines check metrics like time on page, bounce rates, and click-through rates for each location page — follow SEO best practices. Carefully place engaging calls to action and ensure visitors can find what they need quickly.

Make sure each location page includes consistent name, address, and phone (NAP) details. Matching these details across your site, social profiles, and Google Business Profile helps boost credibility and local search rankings. As of 2026, local landing pages remain critical for multi-location businesses looking to connect with area-specific audiences.

Key elements for successful local landing pages

To help your location-specific pages are optimized for search engines and the user experience, include these eight elements.

1. Logical URL structures

A clear, logical URL path helps search engines understand each webpage’s hierarchy and purpose, which improves your site’s SEO. It also provides context for navigation and lets visitors move around your site more conveniently.

To ensure these URLs are simple to comprehend, avoid using numbers and complex parameters. For example, a company might use descriptive and location-specific URLs like www.example.com/locations/new-york-city for their New York City store and www.example.com/locations/vancouver for their Vancouver location.

2. Schema markup

Schema markup provides search engines with structured data about your website that helps them display rich snippets in search results. Snippets are brief, quick-to-digest results that are more visible and encourage higher click-through rates.

Implement LocalBusiness schema markup on each location page. Include details like your company’s name, address, phone number, and operating hours. Use Google’s Structured Data Markup Helper to create and test your schema markup.

3. Updated XML sitemap

Keeping your XML sitemap current helps search engines find and index all your local landing pages, which boosts local visibility. To do this, include all your location pages in your XML sitemap and regularly update it when you add or remove pages. Submit the updated sitemap to Google through Google Search Console to help their search engine index your pages properly.

4. Clear and compelling CTAs

Clear and engaging CTAs guide visitors toward desired actions, like booking a service or contacting a specific location’s representative. Calls to action encourage people to take a step toward becoming customers and potentially stay loyal to your brand for long-term repeat business.

Place prominent CTAs throughout your local landing pages and use action-oriented words like “Contact us” or “Book an appointment.” Ensure CTAs stand out visually with contrasting colors compared to surrounding elements and place them strategically where visitors are most likely to see them.

5. Embedded interactive elements

Interactive elements like maps and dynamic reviews (scrolling right to left in a carousel format) provide helpful information and engage visitors, leading to a more positive impression of your company and increasing conversions.

For example, embed a Google Map with a location pin on each location page or include customer reviews to build trust and credibility. You can also provide driving directions and mention nearby landmarks to help people find your business.

6. Contact information and operating hours

Prominently display contact information and operating hours so customers know when you’re available and can reach you conveniently. Include details like phone numbers, email addresses, social media links, and sign-up forms.

Add your working hours and any special instructions for contacting or visiting a specific location. Keep this information up to date and ensure you’re available to promptly reply when someone contacts you through social media messages or site forms.

7. Visual content

High-quality images, videos, and animations capture attention, making your local landing pages more engaging and informative. Use professional, high-resolution photos and videos and other rich content relevant to each location and place them on their respective pages.

You can also include images of each physical location, the team members working there, and local events. Optimize multimedia for fast loading times and ensure the media formats are mobile-friendly.

8. Local backlinks

Backlinks from local websites boost your local landing pages’ authority and improve local SEO. Build collaborative relationships with local influencers, businesses, and community sites, and encourage them to link to your local landing pages. You can also add backlinks from high-authority local news outlets if they cover an event or an exhibition you participate in.