A GUIDE TO CREATING LOCATION PAGES THAT RANK WELL

A GUIDE TO CREATING LOCATION PAGES THAT RANK WELL

Location and “near me” searches have become popular search terms for people looking for products, experiences, and/or services they need at the moment. If you are a local business owner looking to make your site rank well in certain locations—then you need to know how to create location pages that rank well.

And no—it’s never a good idea to infuse as many location keywords and “near me” terms as possible in your content. This may have worked during the earlier times of search optimization when keyword stuffing was the name of the game. Today, however, search engines are more concerned about the accuracy of search results, which is why they put more value on content quality. Old and manipulative techniques like keyword stuffing are now obsolete in favor of better practices that help improve the quality, relevance, and accuracy of searches.

Search engines now rank map packs based on many different factors, among the most important of which is having one killer, well-designed, and super organized location landing page. But the question remains: What makes a location page that ranks well?

In SEO, one of the main goals should be satisfying search intent. Logically speaking, location page optimization should satisfy the searcher’s need for location information. This means answering every possible question that a website visitor or user may have when it comes to the whereabouts of a business. A good rule of thumb to follow is to make a website’s or a business’ NAP (name, address, and phone number) details consistent across ALL channels, be it on its location page, website directory, Google My Business profile, or any other citation.

You are also missing out on important opportunities when you are not optimizing through photos and images. Location pages are critical real estate for photos as they help put a face on a business. A website’s location landing page will benefit greatly from interior as well as exterior photos. In addition to including photos of the building, outdoor signage, logos, and other distinguishing exterior features, it also pays adding interior photos of the premises to give visitors and guests a realistic view of what to expect.

It goes without saying that the photos included in a location page should be of good quality. However, images taken from high-end cameras tend to come with large file sizes along with excessive meta data within the photos, with unnecessary information like what type of device took the image. Don’t worry—there are various software applications designed to remove unnecessary metadata from images without losing image quality. Other applications can be used to add optimized metadata to images like descriptions, titles, as well as GPS coordinates. This is especially useful with images used on a Google My Business Profile.

When optimizing a business location landing page, adding an accurate description of the business location is also important.  For businesses with multiple locations, it is unwise to use the same content over and over and simply swap out location names. Every location page must be unique, with unique descriptions that can help keep each page relevant. You can achieve this by providing a description of various services, products, and brands offered at each location, their unique selling proposition, nearby locations, and menu of products and/or services.

Finally, create a location landing page that has a clear call to action. A well stated call to action (CTA) is a basic marketing principle that all too many business and website owners tend to overlook. Some great examples of CTAs that work include getting directions, reserving tables, and requesting appointments as well as making a purchase. These factors should be kept in mind when creating location pages that rank well.

If you need help creating location pages that rank well, don’t hesitate to contact SEOValley. We have local and multi-location SEO experts who can assist you.

Taken From seovalley.com

SOME IMPORTANT PAID SEARCH TACTICS TO IMPROVE YOUR BRAND VALUE

SOME IMPORTANT PAID SEARCH TACTICS TO IMPROVE YOUR BRAND VALUE

id you know that paid ads have a 200% ROI? That’s a return of $2 for every $1 spent. No wonder the PPC market is now valued at around $60 billion, with paid search expected to capture 60% of global ad revenue in 2023.

While all this means more opportunities, it also means more competition. How do you stand out in all this noise? Here are your 10 key paid search strategies in 2023: 

1. TUNE INTO VOICE SEARCH

As digital assistants like Siri, Alexa, Google Assistant, and Cortana become increasingly ingrained in our everyday lives, optimizing your paid search strategy for voice search is no longer optional—it’s essential. Here’s how to do it:

  • Prioritize hyperlocal – The most notable characteristic of voice search is its inherent local When people use Alexa, for example, they often seek immediate, location-specific results, such as “Italian restaurants near me” or “24-hour pharmacies in [city].” Incorporating location-specific keywords in your ads can help attract these local users, effectively driving traffic.
  • Include long-tail and conversational keywords – Language used in voice search differs from traditional typed searches. Voice searches tend to be longer, more conversational, and often formulated as full sentences or questions.For instance, a user might type “weather New York” into a search engine but say “What’s the weather like in New York today?” to their digital assistant. Think about the potential questions users might ask about your product, service, or industry, and optimize your ads to answer those queries.

2. PRIORITIZE MOBILE

Mobile reigns supreme with over 70% of web traffic stemming from handheld devices. This seismic shift in browsing habits makes a mobile-first perspective absolutely crucial. So how do you tailor your ads for the mobile-centric world?

  • Make sure that your ads and landing pages load properly on any screen size.
  • Content should be tailored for mobile users—concise, compelling text and clear visuals that captivate even on small screens.
  • Prioritize easy navigation and fast load times to accommodate the on-the-go nature of mobile browsing.
  • Finally, leverage local keywords and geo-targeting features, as mobile users frequently perform location-based searches.

3. REGULARLY RUN SPECIAL OFFERS

Offering time-bound discounts can increase traffic to your site. Using phrases like “One Hour Flash Sale” or “Only Three Left in Stock” in your PPC ads can encourage quick decisions and boost conversions.

4. ALIGN YOUR AD WITH YOUR LANDING PAGE COPY

Consistency between your PPC messaging and landing page content is key. Look into consumer behaviour patterns to determine which words resonate best with your audience. Customize your landing pages dynamically based on user search queries to enhance conversion rates.

5. LEVERAGE A/B TESTING

A/B testing can help improve your conversion rates consistently. It helps identify effective messaging strategies for your target audience, leading to higher click-through rates (CTR). 

6. ADD NEGATIVE KEYWORDS

Negative keywords exclude your ads from irrelevant searches, enhancing your click-through rate and overall ad performance by focusing on a more relevant audience. Using them helps you refine your audience, boost ad effectiveness, and optimize your ad spend.

7. ENHANCE YOUR LANDING PAGE’S LOADING SPEED

Slow-loading pages can lead to higher bounce rates. Ensure your landing pages load within three seconds. Tools like Google’s Pagespeed Insights, GTmetrix, or Pingdom can help monitor your site’s speed. 

8. MONITOR CLICKS AND CONVERSIONS

Metrics like impressions, clicks, and CTR are important, but don’t forget to measure your conversions, too. This is essential in gauging the success of your campaign. A high CTR with a low conversion rate could indicate the need for strategy adjustments.

9. TRACK YOUR CALL CONVERSIONS

With a mobile-first approach, tracking call conversions becomes crucial. Use tools like Google AdWords Call Extension to add clickable phone numbers to your ads. This enables you to track phone calls, calculate cost per acquisition (CPA), and optimize your campaigns.

10. DIVERSIFY YOUR STRATEGIES

Don’t limit yourself to text-based search ads. Diversify your campaigns to include display ads, paid social ads (e.g., META, TikTok, LinkedIn), and other formats to broaden your reach.

11. MAKE FULL USE OF SCRIPTS

Automate aspects of your paid search optimization like bid management, reporting, and split testing using scripts. These tools can save time by managing repetitive tasks, allowing you to focus on strategic work.

12. INCORPORATE VIDEO

Video is a powerful tool for engaging audiences and boosting sales. Consider integrating videos into your strategy to deepen understanding of your products/services and drive up your ROI.

Need help with your paid search campaign?

SEOValley ensures that your PPC investment delivers optimal returns. We employ effective strategies to achieve targets within your budget. We also keep you informed with our detailed monthly PPC reports and reach out anytime for updates or inquiries.

Contact us to learn how PPC can boost your clicks and conversions.

Taken From seovalley.com