The Anatomy of an Optimal Local Landing Page

We Gathered Data From The Top Ranking Websites, Across Five Industries (Legal, Storage Units, Dentistry, Pest Control, Construction), In The 50 Largest Metros Of The United States.

It’s been four years since we published our research on what it takes to be a top dog in your local market. We decided it was time to do it all over again and see how much has changed in four years.

This time we looked at five different industries and what they were all doing to get that coveted top spot in the local pack.

Don’t worry, the original study in all it’s glory is still included on this page. You can find it at the bottom. We also did a study completely focused on local landing pages for law firms.

Here is what we found:

Click on the image to be taken to full sized version.

Click on the image to be taken to full sized version.

Click here for help on your local pages.

Statistics Pulled From New The Infographic Above.

86%

of top landing pages were responsive designs

80%

of top pages have their location in the title tag

77%

of top landing pages were home pages

77%

of top landing pages have a type of call to action

76%

of sites have a click to call phone number

65%

of top landing pages have their business name in the title tag

53%

display their company’s awards and trust symbols

49%

of top landing pages have a local photo

44%

of top landing pages have a form

38%

have the name, address, and phone number in schema

34%

of top landing pages have testimonials

31%

have a photo of staff

27%

of header images is of a staff member

26%

of top landing pages have a video

24%

had links to sites to review their business

21%

have embedded a Google map on their site

21%

have a direction button or text

90%

of top landing pages were responsive designs

11%

of top landing pages have reviews in schema

10%

have parallax image or video background on the page

8%

of top landing pages had keywords in their H1

8%

of forms have a captcha

1382

is the average number of back links to a top landing page

761

is the average word count on top landing pages

94

is the average Google user experience score

72

is the average Google desktop speed score

62

is the average Moz local score of top landing pages

61

is the average Google speed for mobile

30

is the average number of reviews on Google

4

is the average number of form fields

C

is the average on-page grade from Moz

Original landing page study from July of 2012.

Every website has landing pages. Every local landing page has certain traits. But there is nowhere that explains what pieces of information are important and where that information should go to reach a higher ranking. That was until now.

What we’ve done is gone through and checked over a hundred different landing pages from many different types of businesses, including the food industry, the automotive industry, insurance companies, and other SEO firms, to find what most people were doing. We then complied a list and put it in infographic form so it’s easy to digest.

You’re welcome internet. We did it out of love.

We’re also proud to be a part of the launch of a very talented new brand, Avalaunch Media, who took all of our hard data and turned it into the sexy little number you see below. It rocks. They rock. Check ’em out.

Click on the image to be taken to full sized version.

Click on the image to be taken to full sized version.

Click here for help on your local pages.

Author Mike Ramsey

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