What is an SEO Checklist for a Perfect Location Page Optimization?As an SEO professional, I always advocate for white-hat optimization. This local SEO checklist for a perfect location page covers several possible questions a website visitor may have when learning about a local business. You can take several of these signals and move them up or down a few positions.
1. NAPNAP is an acronym for name, address, and phone number. The ideal approach to NAP optimization is to have the exact same name, address, and phone number on the location page of your website as well as on all other directory listings and citations. Many SEO professionals (and Google) claim that exact match isn’t as important as it used to be, while others claim that it still is.
2. Description of Business LocationI’ve seen many businesses fail at this. I’ve seen businesses use the same description on all location pages of their website and just replace a few information such as location name, phone number, etc. Optimizing the location pages of a website in this manner will lead to a colossal failure as might result in duplicated content/pages. For example, it is wrong for a business located in three cities across Alberta, Canada to have the same description and just different page title for each of the location pages. Each business location page should have its own unique content.
3. Directions to BusinessIncluding directions to your website location page can help your business rank for geo-specific targetting and keywords, e.g. computer technician “near me”. A general rule of thumb is to describe how to your location from at least two directions (East/West or North/South) from major highways. Mentioning major intersections on the page can also help identify your business location.
4. Embed Google MapEmbedding google map in the location page of your website is the gem of local optimization. This is because maps help website users more precisely figure out if your location is the one nearest to them.
5. Local Business SchemaWebsite Schema is not only important to page rank in SERP but also determines how your pages are displayed in search engine result pages. Although there are tonnes of schemas for various elements, the most common of them is the standard LocalBusiness markup. Adding the LocalBusiness markup to a website helps improve on the page rank for some location-specific keywords
6. Page Title & Meta DescriptionHaving a properly-optimized page title and meta description is a no brainer for SEO. As a matter of fact, it’s the basic SEO 101. My format to this is “Business Location – Website Slug – Website Title”. By naming the location first in the title, you’re making it more relevant. Also, I believe your meta description should at least have your postal code and phone number if not all the address.
7. Internal LinkingInternal linking is an important on-page ranking factor and the importance of internal links to your location page cannot be overemphasized. That said, an intelligent approach must be followed so as to make it count. Below are some of the elements and pages to link from your website location page.
- Link to informational or service pages of your website.
- Link to location-specific social media profiles.
- Link to the about us page of the website.
8. Website Load SpeedWebsite load speed is an important SEO rank factor. Sometimes, fast loading speed makes all the difference in how well you rank in SERP for some location-specific keywords or searches. There are a number of tools you can use to check and analyze your website speed but the best two are GT Metrix and Page Speed Insight by Google.
9. Manage Your Online Reviews
According to Bright Local’s survey, 97% of all consumers read local reviews in 2018. Although this figure is staggering, yet it is not surprising in any way.That being said, the question is how do you manage online reviews, especially the bad ones? See below for some ideas.
- Always reply review promptly. Though there is no specific timeframe to doing this I always make sure I respond to all reviews either good or bad within 6 hours or less.
- Always thank customers for giving your positive reviews and be kind to share discounts and offers with them.
- With negative reviews, apologize for their bad experience. Then, reach out to them privately and resolve the issue. In many cases, this will inspire the reviewer to revise their review.
10. Build Local Citations
A local citation is a simple approach whereby you get mentions in other local business directories. For example, you can submit your website to niche directories such as yellow pages and yellow book. Also, you might want to register with other local business directories around you.
The goal here is to standardize your listings. You can add listings, but only as they are relevant.