The Importance of Location Landing Pages
Does Your Website Have Location Landing Pages?
According to responses in a survey conducted by BrightLocal, 92% of consumers turned to the internet to find a local business in 2014, and that number is only expected to increase. The majority of consumers searched online for local businesses more than 6 times in the last year, meaning they’re searching for something local every other month. What does this mean for your business? Well, it means that no matter how large or small your company is, you can’t ignore the fact that local search is growing. So, in order to be found online, you need to adopt local SEO strategy within your digital marketing efforts.
This means you need not only a high quality website, but also consistent listing data across search engines and online directories. When potential customers are searching for your business, the search engines and several mobile apps rely on location data from your company website and other third party data sources to provide the most accurate search results. Therefore, if listing data is incorrect or inconsistent between all these data sources, your company name, address, phone number (NAP) or website might not appear on the first page of results- or worse yet, might not appear at all.
This is also where having optimized location landing pages comes into play. A key component for being found by the search engines (and by prospective customers) is having these optimized pages for each of your brick and mortar locations. Providing information like services, a clickable map, hours of operation, and specific local information can help improve the quality of the location pages and ultimately improve where your company is found in the local search results.
Back in early August of 2015, Google reduced the amount of local listings displayed within search results from 7 to 3, so it is even more important now to improve your local SEO strategy if your location is ranking in results 4 to 7.
Essential SEO Components for Location Landing Pages
Help your business become more visible online by employing the following SEO components across your location landing pages:
- A unique URL for each location that is found through your site navigation and also included in the sitemap to help search engines index the content.
- Use relevant keywords throughout the page – local keywords should be used within the first 100-150 words on the location page as well as sprinkled throughout headers, meta titles and descriptions.
- Schema markup – code that helps the search engines return more informative results for users (Key schema markup opportunities include business NAP information, hours, and events).
- Include important location information (i.e. services provided), customer reviews and testimonials.
- Make sure your pages are responsive or mobile-friendly.
- Build tabs to hold more information and prevent extra scrolling (Promotions, Products, Photos, Directions).
- Link to the Google+ profile and other social media pages.
- Provide an interactive (clickable) map.
- Show a unique image of the physical storefront of each location.
- Add personality to the content with a message from the location manager.
- Clear Call-to-Actions on the page to drive inquiries and conversions you can track through analytics.
- Ensure the location landing page URLs are used in your local listing optimization efforts, and you are not sending those visitors to a homepage that does not include specific location information the user needs.
Turn these local SEO components above into action by focusing on a strong technical foundation, driving relevancy through on-site content, and building authority to your location landing pages through obtaining helpful links and mentions from other surrounding businesses. Once in place, you’ll find that it’s possible to measure the increased visibility of your local pages. Putting time and effort into having the right information on location pages can reward a business with higher customer engagement and more conversions.