Have you built out your location pages for SEO yet? If not, you’re losing potential traffic from nearby customers already seeking your services. A location page draws traffic from internet users seeking services in a region near them. Without them, you miss out on connections with local searchers who want exactly what you offer.
At Peppermonkey Media, we use our local SEO services to help business owners like you grab the right people’s attention.
Contact (888) 231-9764 for a free digital strategy session. Read on to discover why well-drafted location pages are integral to successful marketing and how to build them.
What’s a Location Page?
A location page is a landing page containing content specific to a business’s location. You need location pages if you have multiple locations scattered throughout nearby regions. You should also have such pages if you offer a service that people within nearby regions can access.
You should draft and create unique content for each landing page. Many business owners clone page content directly from a pre-existing page, only sprinkling in the city name throughout the content. But copying and pasting the same information from regular service pages doesn’t add value or inform the reader of anything new and interesting.
An article featured in Search Engine Journal elaborates on why unique content for local searches matters. Distinctive, creative content attracts a higher readership, drives more calls to action, and earns higher ranks in search results.
What Should a Location Page Do?
Each location page should employ search engine optimization (SEO) to make the page more searchable for users seeking service within a specific location. For example, say a woman wants professional lawn care services in her area. Using Google, she’ll type “lawn care services in City, State” to begin her search.
Google will find and display the companies that best match her search query in the top search results and its local 3-pack. These companies have website pages that:
- Integrate location keywords throughout their content
- Have organic clicks from current and potential customers within their service area
- Are cited by other relevant websites
The keyword-rich content that earns nearby clicks often targets searchers in a distinct region with well-developed location pages for SEO.
What to Add to Your Location Pages
When outfitting your business website with location pages, start with the basics of your business information. Every location page needs the following at minimum:
- NAP (name, address, and phone number)
- Each major service you provide
- Business hours
- Reviews relevant to the target location, if applicable
- Keywords pertaining to the target location (such as the city, state, county or borough, and important local landmarks or destinations)
- Copy specific to the location
- Unique selling propositions (USPs)
Additional media makes the page more interactive and engaging. If, for example, you have before and after photos of landscaping projects you completed in that area, embed those with meta tags and alt text specific to the location page. Videos are another great way to increase a reader’s engagement.
Some businesses have teams that work at the target location. Request that team members provide quality headshots and brief bios that you can post on the location page. This content acquaints potential customers with the people they’ll do business with, adding a pleasant personal touch to the user experience.
Finally, choose a few common questions that pertain to the location. If no customers have asked any questions, create a few of your own and provide answers. Below, you’ll find a few examples to help you get started.
Question: Is (Business Name) within walking distance of (Locational Landmark)?
Answer: Yes, (Business Name) is within walking distance of (Locational Landmark). The trip should take 10 minutes or less!
Question: Can I still purchase your services if I live on (Street Name), located just on the outskirts of (Location Name)?
Answer: Yes, you can still purchase our services if you live on (Street Name)! We proudly serve (Location Name) and surrounding areas.
Building Location Pages for SEO
After brainstorming distinctive content that relates to your business type and service location, you should map out the layout of your content with a uniform page outline and a list of pages you’ll create.
First, outline your headings. Each page should have a major title heading paired with numerous secondary headings. Each heading should feature the major relevant service keywords coupled with the location (for example: Mobile Hair Stylist in City, State).
The paragraphs should also feature a variety of primary and secondary keywords that relate to your industry, services, and location. You can gather keywords organically via Google Search. Type in your main service coupled with the featured location to see similar keyword suggestions in the search bar and search terms used by other searchers in the section entitled “related searches.”
If you plan to use videos or images on your location pages, remember to add meta tags and alt text that reflect the main and secondary keywords. Google can better identify the visual content and bring it up in related image searches. Some great ideas for visual content include:
- Photos of the storefront located in the specified area
- Before and after photos of completed projects within that area
- Videos demonstrating a locational team hard at work
- Tutorials filmed on location at the specific area
How Many Location Pages Do You Need?
Generally, you should build one location page for every physical storefront or service area. If you serve or operate in three different cities, for example, you should craft unique content for all three cities. Get to know the residents of these areas, how your products and services meet their needs, and the content to which they’ll respond most favorably.
Do You Have Questions? Peppermonkey Media Has Answers
Building location pages for SEO isn’t the only part of a developed local SEO strategy. You also need to rank higher on Google Maps than your competition and build a killer Google Business profile. Our talented, resourceful team at Peppermonkey Media can simplify your path to the top!
Call (888) 231-9764 to schedule a free digital strategy session with our experts.
