Location pages are a key component in a local SEO strategy, helping both search engines and consumers find products and services for businesses near them. As the number of Google searches with local intent has increased, small businesses with a well-written location page have been able to reach consumers who have a high probability of visiting their location or hiring them for their services.
Whether you’re a doctor, lawyer, roofer, plumber or own a restaurant, having a location page on your business’ website is essential. If you work out of your home instead of having a business’ location consumers can visit, you would create service page(s) rather than creating a location page. And quite frankly, for brick-and-mortar businesses you’ll want both location pages and service area pages. Today we are focusing solely on location pages.
Why Is a Location Page Important for a Local Business Website?
Location pages are designed to provide the most important information consumers need about a business. Most often, consumers are searching for a service either near their current location or somewhere they intend to visit. In fact, most consumers shop near their home or work. In 2018 Think With Google revealed that mobile searches with the “near me” qualifier grew 900% over previous years.
Since a location page provides a specific location, it helps a consumer decide whether or not to visit. The most important information is the business’ NAP (name, address and phone number), plus days and hours of operation. Consumers want this information to make a quick decision to determine whether a business meets their needs in the moment.
Location pages work in conjunction with the Google Business Profile to improve local visibility for a business in the local pack and Google Maps. There’s a lot more to this, but we’ll explain it as simply as possible. When a Google Business Profile (GBP) links to a location page on the business’ website, it helps Google validate that the business is legitimate, that it’s located where the business says it is, and that it offers the products and services that are listed on the GBP.
This enables Google to show the most relevant businesses the consumer is searching for. There are many other factors that influence the businesses that appear in the local pack and maps, but it all starts with the location page.
Looking for a more in-depth understanding? We actually explore why every local business needs a Google Business Profile.
What Should Be Included on a Location Page?
Your location page should be highly focused on a defined geographical area and the services your business provides.
1. NAP and Map, Plus Local Business Schema
As mentioned above, ensure the business’ name, address and phone number details are included. Be sure to maintain a consistent format for this NAP data across all business listings. Opening hours will also need to be included, along with an embedded Google map. If you can embed the business’ GBP that’s even better, as the consumer can click and go directly to the business’ Google Business Profile. You must also ensure that Local Business Schema is applied to the location page. As a business owner, adding schema yourself won’t be easy – you’ll need someone that specializes in SEO to help.
2. Service Areas
The location page should also include nearby cities that the location services. This section is important to include, even for businesses whose customers come to the location. Later, as you build out service area pages for the business – which are different from a location page or service page – you can link to the service area pages from the location page.
3. Featured Primary Products & Services
A common problem on many location pages is a lack of information about the business’ products and services. Consumers considering using a business want to know more than just the business’ location. Including an overview of products and services helps the consumer make a decision to visit the business’ location and/or contact the business.
4. Clear CTA & Contact Form
The location page should also include a contact form the consumer can complete. This form can be a request for a quote, to ask a question, or get a free consultation type of form. The call-to-action (CTA) used on the page is determined based on the type of business it is.
5. Optimized for Search & the Consumer
The location page should include internal links to the primary products and/or services the business offers. By doing this you are taking consumers on a journey throughout the website. How the content is written for the location page, the page title and titles tags are also quite important for local SEO. Not only are you helping the consumer, you’re helping Google understand the business’ products and services in relation to the business’ location.
What Should Multi-Location Businesses Do About Location Pages?
If your business has multiple brick-and-mortar locations in different cities, it’s important to present Google with clear information about this. You would need to create a new location page for each location. Ideally, you would have a Google Business Profile for each location, and the website link on the GBP would link to the respective location page. When you create and optimize the Google Business Profile, ensure you follow Google’s best practices for each location.
Following the best SEO practices for each location page means making sure the content is not duplicated. While Google no longer penalizes a website for duplicate content, when duplicate content exists, usually they will not display all the pages in the top of search results. In this case, Google displays the page with the most authority.
By increasing the authority and relevancy of each location page, you can gain both a prominent local pack and map listing.
Get Help With Your Location Pages and the Google Business Profile Today
While today we have focused solely on the location page and how it works with a Google Business Profile to improve visibility in the local pack and maps, you can also achieve placement in organic search. Ideally, if your Google Business Profile and website are optimized correctly, you will have the top spots next time a consumer searches for your products and services.
If you need help with local SEO, location pages and your Google Business Profile, Rocks Digital can help. With a results-driven approach, we can ensure your business improves local visibility – which in turn means you’ll get more new customers. For assistance, call (214) 989-7549 or request a local SEO evaluation now.