Location Pages and Local SEO
Locally-focused keywords, targeting long-tail keywords, and boosting a company’s visibility in local search results are just a few of the most difficult objectives for those new to local search engine optimisation (SEO). Location pages or “local landing pages” may be useful tools for boosting your website’s rank in search engine results if implemented correctly. For additional information on how to optimise your present location pages or develop new ones, see our full checklist for location page SEO.
Website visitors will generally click on the business’s location pages since most people look for a business’s local presence before they search online. Because of this, location sites are typically used by service-area firms and those with many brick-and-mortar locations. Both of these types of enterprises must demonstrate to search engines and potential consumers that they serve. However, each sort will require a unique emphasis for its location pages. It’s critical to focus on location pages for user experience and search engines, but the type of business will impact the purpose of the page and the best strategy to create it.
Location Pages for Brick-and-Mortar Businesses
A location page for a brick-and-mortar company’s main purpose is to make it as simple as possible for potential consumers to discover the location. This implies that location pages for physical stores should emphasise displaying the businesses’ name, address, phone number, and directions first. Information such as the goods and/or services offered and testimonials.
When it comes to local SEO, brick-and-mortar organizations have a leg up on service-area companies since search engine results pages (SERPs) display company profiles and the most common search terms. Users frequently use phrases like “near me” or include the name of a city in their searches, which causes Google and other search engines to give organic search results based on a user’s current location, frequently directing them to firms with addresses nearby.
Whether you have one location or many, your location pages are a destination for consumers to discover your stores so they can buy your products or service. It’s important that each page represent one actual-world location and enable visitors to discover the nearest store when they visit your website or use search engines.
Service-Area Businesses’ Establishing a Local Presence on Google Maps
Because the aim is not to bring potential clients to a physical location, SAPs are slightly different from brick-and-mortar location pages. Despite the fact that office or operations centre is often used by these sorts of firms, the major purposes of an SAP are to provide company access throughout their service region and offer consumers more information about their services. Service-area businesses, on the other hand, can’t count on search engines to bring consumers to their website based on location, so they must focus their efforts elsewhere, such as the page’s content and meta tags.
Creating a successful SAP requires extensive keyword research to identify the proper terms to match potential consumers’ searches and receive the most exposure. Finding the relevant target keywords and incorporating them throughout your document, in the title tag, meta description, and HTML tags, is critical for achieving a good SAP.
Your company’s landing page should not only be about the location you provide, but it should also discuss the specific services you offer. Separate your service group into categories and describe them individually if your firm offers many services. This is a chance to introduce your unique selling proposition for each service and encourage people to convert.
The best practices for creating location pages, like all aspects of SEO, are evolving over time. It’s important to keep an eye on how changes in search engine algorithms and other parts of the internet impact your business and website.