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Local SEO would be incomplete (and ineffective) without effective location pages. If you have ever tried attracting customers from a specific town, city, county, or state, you have probably tried writing location pages.
How to do local SEO?
Location pages are essential to any local SEO strategy.
Location pages help customers and search engines identify products and services from local businesses. Small businesses, agencies, and larger companies with well-written location pages can attract the best types of customers through targeted traffic. These customers are more likely to click and convert. 75% of all local searches translate to physical visits to stores and other physical outlets/offices.
Ultimately, the goal of location pages is to magnify awareness of a business despite intense competition in a local niche.
Whether you’re a restaurant owner, plumber, roofer, lawyer, or doctor, a location page is also crucial. You can publish local service pages instead of location pages if you are working from home. Both service area and location pages are necessary for brick-and-mortar enterprises if you want Google to take your website (and business) seriously.
The True Value of Location Pages for Businesses
Consumers need the most crucial information about a business. Location pages provide all the essential information to old and new customers. Consumers are typically looking for a service closest to their current location or somewhere near where they’re traveling. Most people shop near their homes or places of work.
A location page lets a consumer determine whether to come by specific locations. The NAP (name, address, and phone number) and the days and hours of normal operations are usually the essential details.
Consumers need this information to make quick decisions about whether to visit a business or not for that day. Let’s not forget Google’s activity metric on business profiles, where Google provides metrics on the busiest days for businesses during the week.
Location pages are associated with Google Business Profiles. Both can boost your business’s local visibility in the local pack and on Google Maps. In addition, when a Google Business Profile (GBP) links to a location page on a company’s website, Google can verify that the company is authentic, situated where it claims to be and provides the items and services stated on the GBP.
This allows Google to provide the most relevant businesses to the customer’s search. Of course, many additional variables determine which businesses appear in the local pack and maps, but all journeys genuinely begin in your location pages.
Writing Better Location Pages for SEO
Not all location pages for SEO are created equally. You will need a professional SEO copywriter to create copy for all your location pages and service area pages. The Content Experts PH is led by an SEO copywriter and content writer with 15+ years of experience in the industry. Contact him today for a free consultation!
Writing location pages begins with a thorough understanding of what your customers might be looking for in your business. The following guideposts will help you provide sufficient information to your SEO copywriter:
- Who are your best customers?
- What type of people would you like to attract to your business?
- What products or services sell the best?
- What is your entire roster of products or services about?
- What central message do you want to convey to your old and new customers?
- What’s unique about the services/products to this specific service area?
These six guideposts constitute the foundation of good copywriting for location pages and service area pages. Professionals who serve specific areas but do not necessarily have offices or brick-and-mortar outlets in those service areas should still take time to adapt a local tone for that area to make sure that readers feel at home when they finally ‘land’ on those pages.
What Should You Add to a Location Page?
Your location page should be laser-focused on a particular geographic area and the services your company offers.
Local Business Schema, NAP, and Google Maps
Be sure to include the company’s name, address, and phone number. Make sure that the NAP data is formatted consistently across all business listings. Opening hours, as well as an embedded Google map, will need to be included.
It’s even better if you can integrate the company’s GBP since the consumer can click and go immediately to its Google Business Profile. Please ensure that the Local Business Schema is enabled on the location page.
The adjacent cities that the location services should also be listed on the location page. Even for firms whose clients visit the location, this element is essential. You can connect to the service area pages from the location page later as you build up service area pages for the business – which are different from a location page or a service page.
Primary Products and Services Featured
A lack of information regarding the company’s products and services is prevalent on many location pages.
Consumers considering doing business with a company want to know more than simply where it is located. The inclusion of a product and service summary assists the consumer in deciding whether to visit the business’ location and contact the business.
Contact Form and CTA
A contact form should be available on the location page for customers to fill out. This form can be used to get a quote, ask a question, or seek a free consultation. The type of business determines the call-to-action (CTA) used on the page.
Search Engine and Consumer Optimization
Internal links to the company’s essential products and services should be included on the location page. Customers will be taken on a tour throughout the website if you do this.
The page title and title tags and how the content is produced for the location page are all crucial for local SEO. You’re not just assisting the customer; you’re also assisting Google in understanding the business’ products and services in connection to its location.
Do You Own a Multi-Location Business?
If your business has many physical sites in different cities, it’s critical to provide Google with accurate information. For each place, you’ll need to create a new location page. Each location would have its own Google Business Profile in an ideal world, with the website link on the GBP pointing to that page. Follow Google’s recommended practices for each location while creating and optimizing the Google Business Profile.
Following the finest SEO techniques for each location, the page entails avoiding duplicate material.
While Google no longer penalizes websites for duplicate content, they will typically not display all the pages at the top of search results if duplicate content exists. Instead, Google shows the most authoritative pages for each search. You can earn a prominent local pack and map listing by boosting the authenticity and relevance of each location page.
For all other questions, reach out to The Content Experts today!