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What does your business need to do to rank well and be discovered on Google? For a lot of small business owners, location page SEO is a concept that feels like the dark arts. 

What is a location Page for SEO?

A location page is a landing page or business page on your website that is focused on highlighting your business that is based in a specific location. This is created to help increase local SEO and is recommended for businesses that operate in specific locations. THis includes your businesses location details, product or services, business hours, images of the business and locations, reviews and more. 
To make this process of creating a location page a bit easier we have compiled a checklist of items that we have used to get our clients on the first page (and first position) of a SERP using a location page for SEO. 

Select a Location-Specific focus Keyword

Firstly, you want to ensure that you select a location-specific focus keyword in your h1 tag and then use related location-specific keywords in the following:

  •  Subheadings (h2, h3 tags)
  •  Throughout the content
  •  Meta tags (Meta titles and meta descriptions)
  •  URL Slug

This indicates to search engines that your location page applies to a specific location. 
See below example: 

LocationOakville, Ontario
Location-specific keywordsOakville
Target keywordsLaw Firm, Business Law Firm, Business Lawyers
Title tagOakville Law Firm | Business Lawyers | [Business name]
Meta description tagOakville Law Firm – Agency Media Business lawyers specialize in….
H1 tagOakville Law Firm
URL path/oakville-law-firm

Create content and copy specific to the target location

When creating a location page, be sure to include relevant content unique to the location. If you have multiple locations, don’t copy and paste the same content across each location page. This could result in duplicate content, which you want to avoid at all costs. Duplicate content can result in Google penalizing  your website from ranking all together. Instead, include different content for each location that is at least 50% different than the other pages. 
Product and Services Offered: outline and highlight products and services being offered. Are there specific services that this location offers compared to other locations? 
Unique Selling Proposition: What makes this store unique compared to your competitors in the area?
Community Involvement: Tell your audience about how you are involved within the community. Do you donate to a specific charity that is local or are you a part of a local group or board? 
Images: Images are important for businesses to distinguish  themselves from their competitors. Ensure that you include images that are location based and of the business. Typically, if you do have a brick and mortar location,  we recommend interior and exterior images. Please do not forget to include alt texts to the images!

Incorporate Customer Reviews into the content

Customer reviews on Google are extremely influential in the Local Pack and local search results. They’re one of the leading factors in both. Reviews build credibility and trust for a business and is something that should be worked on consistently. Customer reviews also  play a significant role in the customer decision making process. This means whether a customer is going to choose your business to work with or not. If you struggle to receive reviews, consider an incentive opportunity in exchange for a review. We recommend considering using a Google reviews plugin on the website to dynamically pull Google reviews, making this process a lot easier.

Add your Business NAP

In order to rank well in local search, it is important to include your NAP on the location page. NAP is an acronym for the name, address, and phone number of your business. Consistent NAP across all citations and directory listings is crucial for Google to note where your business is located.  These details are also used to help determine where you should appear in online searches. 
We recommend that you add your NAP to the location page along with additional call to actions and internal linking to other pages of your website. If you are a  Multi-location brick-and-mortar business, we recommend that you build one location page per location. 

Add a Google Map

Including a Google Map to your location page helps potential customers or website visitors easily get directions to your business. This saves the users time so they do not have to input your business address into a new browser to find your location. Customers can simply use the map on your website. Learn how to embed Google Maps to your website

Use Clear CTA’s

Every page on your website should have a clear goal or action for your visitors. The same is true of a location page. Including clear and relevant CTAs can help prompt your visitors to take a specific action, this includes making an appointment, or filling out a form to learn more. We also recommend adding a newsletter form submission to capture email addresses. This is a great way to understand which users are more likely to convert to your offerings. 
Do you want to learn more about how you can optimize your website for local SEO or to create a location page? Contact Agency Media