Even expert marketers have developed a habit of putting location pages on the back burner. While they might not receive the same time and financial investment as website maintenance, social media strategy, or programmatic campaigns, if you’re ignoring their potential, you’re missing out on potential sales.
In 2022, the customer journey (almost) invariably begins with a Google search. Whether you’re running a large company or a small, local business, your location page is critical for capturing a user’s attention and encouraging them to move through the proverbial sales funnel. This article discusses how you can take advantage of all the benefits a well-organized location page has to offer.
1. Start with NAP
All good campaigns start with a good night of sleep, right? Unfortunately, this acronym isn’t about getting some shuteye. In this case, NAP stands for: name, address, and phone number.
Before you focus on uploading images and detailed descriptions of your business, make sure your NAP information is accurate and consistent across platforms. That means if your website spells out the “Street” in its contact information, your location page should mirror it. Search algorithms will penalize you for any discrepancies, even if human searchers can still make sense of them. The algorithmic penalization of stylistic discrepancies serve as a reminder that a great location page has two functions: satisfying potential customers and conforming to the preferences of search algorithms.
A listings management platform can help ensure you’re being consistent across all search sites and location pages. These services are highly beneficial in that they allow you to input your location information once instead of having to copy it multiple times, which presents an opportunity for mistakes.
2. Be Unique
One of the primary reasons to create a location page in the first place is to highlight the specific details of a business’s location. For example, if you have a business with four different locations, don’t just copy and paste the details from one store’s page to another. It’s not just enough to differentiate your location pages with a different address and phone number – you should incorporate some information that is unique to the individual location.
The goal of a location page is to differentiate yourself from other stores in the company or competitors in your industry. Keeping a local-first view of your page will pay off when people perform the traditional [business] “near me” search query. Show off employees, promote positive reviews, and let customers know that you’re there to serve the community.
3. Write It Out
Some individuals like reading paragraphs and some prefer bullet points. Regardless of which side of the debate you’re on it’s important to understand that all search engines fall in the former category. By writing out full paragraphs, you’re sending a message to search algorithms that you’ve put adequate effort into creating meaningful, valuable content.
Google is in the process of rolling out a new SEO update with an emphasis on what the company is calling “helpful content.” The goal of this new feature is to elevate content that provides actual value, instead of holding a bias in favor of text that’s rich in key words but lacking in substance. While it’s too early to speculate exactly how the update will impact location pages, industry experts are expecting to see a boost to pages that have paragraph-form content rather that short bullet points that check the relevant keyword boxes.
4. High Quality Imagery
Don’t underestimate the importance of making a good digital “first impression.” Placing striking imagery front and center on your location page is inarguably the most effective way to gain someone’s attention. However, your efforts shouldn’t stop after uploading an attractive cover photo.
If the platform you’re using to for your location page allows you to upload images to different categories, don’t waste the opportunity to show off! Google My Business, for example, gives creators a space to showcase interior areas, outdoor accommodations, menus, products, and more. Although you certainly want your best images front and center,
You don’t necessarily need to use a professional photographer to curate an album of effective photos of your business, but hiring one for a few hours could be a worthwhile investment. While a collection of low-quality photos could work against you, as long as your best imagery is front and center there’s no reason why you shouldn’t include as many pictures of your business as possible.
5. Make Updates
One of the timeless digital marketing questions is, “What can I do to make search engines view my content favorably?”
Because the goalposts for SEO move regularly, the best most advertisers can do is stick to the tried-and-true tenets of content optimization. Frequently updating your location page sends a message to algorithms that you’re providing relevant, up-to-date information to your audience (and more importantly, their users).
Think of it this way: if Google showed you a bunch of outdated information, you’d stop using their service. The success of the search engine relies on its ability to show the best content to searchers. When algorithms recognize you’re keeping content fresh, they’ll reward you with a boost in search rankings.
It’s not always easy to identify what you should be updating, but most platforms have dedicated an area on location pages to promote specific events, sales, or any other general updates a business might want to share with customers. Don’t neglect this feature as the benefits of using it extend well beyond the information you’re conveying. It’s one of the many factors that can boost your search ranking, and it has the potential to make a difference in your bottom line.
Putting together an effective digital marketing strategy takes time – something small business owners often lack. That’s where we come in. We’ve helped numerous local businesses upgrade their image, promote events, and spread their reach throughout the communities in which they operate.
Brick Solid Brands specializes in providing customizable, affordable, digital marketing solutions to businesses of all sizes and industries. Whether you need help with creative branding, campaign execution, or simply some advice on how to get seen online, get in touch today for a consultation.