Optimising Your Website Location Pages
Location pages are an essential component to your online visibility and help you to centralise your SEO efforts. Whether you need to create one or your current one needs optimising, we’ll go through what you need to do step-by-step.
Location pages are built with how your business operates in mind. If you are a brick-and-mortar business with a single location, your approach will be slightly varied to that of the same but with multiple locations. If you are a service area business (SAB), then locations pages also apply to you as it helps customers to identify where you operate and helps you get found within the areas you are targeting.
Structuring your location pages.
If you are a single-location business then building and optimising a single location page will be relatively straightforward, often this is combined with the website’s contact page. However, if you run a business with multiple locations, whether that is a brick-and-mortar or service-area business, you will require a page per location.
If you are a business with multiple physical locations, then you should build a location page for each of your physical locations. This is so that you show up in location-based search results, as well as being more relevant to the customer.
If you are a service-area business with an office, you should create a primary location page which includes the address your office is based in. While you can list your service areas on this location page, to maximise your SEO, you should create a webpage for each area you provide your services to. For service-area businesses with no location, you follow the same steps as above, only you will not include a location address on your webpage.
The basics – name, address and phone number.
The most basic components of a location page include the name of your location, the address and the phone number. However this can be expanded to also include your business hours, customer reviews and more.
Consider your layout, ensure that this information is clear and consistent throughout your online presence whether that’s your Google My Business, your social profiles or your website contact pages.
Target location keywords.
Once you have the basics, it is time to start looking at your keyword content, especially including location-specific keywords. Think about the location you are targeting, this should be the area your business is situated or the service area you are providing for.
Think about your target keywords; what does your business provide? If you are a wedding photographer, you might research keywords such as ‘wedding photographer, wedding photography’ etc, and you would aim to pepper these keywords throughout your page. These keywords should also feature in various forms within your page’s title tag, meta description tag, H1 tag and URL path.
Include location-specific content.
Each location page should be unique to that location. This means you should avoid copying and pasting content over from one page to the other. Duplicated content can damage your SEO efforts, so it should be avoided as best practice.
If you are a brick-and-mortar business, then you should include your products and services that are available. You can also include nearby businesses and directions for customers to find your location. For multiple locations, this should be carried out uniquely per location page. If you are a service-area business, then you should aim to include information about the services you provide to that location.
Include location-specific images
Images are another excellent tool for enhancing your SEO efforts and optimising for the location you are targeting. Aim to include both interior and exterior images of your business; people love to see a more authentic side to businesses, so including team photos and information about your products and services is highly recommended. This builds trust and credibility with current and prospective customers.
From an SEO perspective, these images can all be optimised to include alt text, keywords in the file name and title which will all help your page to rank.
Give directions, travel details and include parking.
Giving directions is perfect for including localised language, but also there is no confusion on precisely where to find your business. To do this you can embed a Google Maps widget into your web page which shows a location pin to your location. You should accompany this with a written explanation of how to get to your business, listing other nearby businesses as landmarks. To go even further, you can include parking recommendations to help with your location-based language but to also provide highly valuable information to your customers.
Add-in Customer Reviews
It’s essential that at this point you are integrating and optimising your Google My Business account. If you are unsure, here is How To Optimise Your Google My Business Listing. Integrating your Google customer reviews is making use of one of the top-ranking factors for local search results.
For businesses with multiple physical locations, if you have a GMB listing related to each location, then you should feature the reviews relevant to this location. I.e. Hastings location with Hastings reviews, London with London and so on. For everyone else, whether you’re a single-location brick-and-mortar location or a service area business, you can simply embed the Google customer reviews into the relevant location pages.
Post local case studies.
Keep your localised content updated with local case studies. Whatever work you have done relevant to that area can be featured as a case study on your location page. It’s the perfect way of showcasing the excellent work you have done, improving your SEO, getting found on Google and improving your location pages.
Each case study should include images of your work, who the client is and what you did for them. You can link back to other work you have done, include a call to action, and build both internal and external links on your website.
Add Relevant Internal & External Links
As we have touched on, building both internal and external links are crucial to your SEO. Once you have built your location page, you should take a look at the copy on your page and make note of where you can start building links.
Whether that is the case studies we mentioned earlier, or linking back to relevant products or services, having several internal and external links peppered naturally throughout the webpage is excellent for your SEO.
Freshen up and optimise your location pages.
Optimising your webpages isn’t always straightforward. at FreshOnline we provide free consultations on all of our services. As a multi-skilled digital agency we provide both web design and digital marketing services, enabling us to either build your location pages from scratch or optimise the ones you already have. Why not get in touch for a friendly chat?