What are ‘Location pages’ and how do KBB retailers use them to generate search rankings?

Location pages

Location pages in SEO refer to webpages specifically designed to target and rank for location-specific keywords or search queries. These pages are particularly important for businesses with a local presence, such as brick-and-mortar KBB retailers as they help to improve visibility in local search results and attract customers from a specific geographical area.

Location pages typically include:

  1. The business name, address and phone number (NAP) for a specific location.
  2. A map or directions to the location, often using embedded Google Maps or similar services.
  3. Location-specific content, such as a description of the location, nearby landmarks or attractions, and any unique features or services offered.
  4. Relevant keywords and phrases that users are likely to search for when looking for a business or service in that area.
  5. Reviews, testimonials or other social proof specific to the location.
  6. Calls-to-action, such as appointment booking, contact forms or links to make reservations or purchases.

Creating well-optimised location pages can help to improve a website’s local search rankings, making it easier for potential customers to find the business in search engines like Google. To optimise location pages, it’s important to follow local SEO best practices, such as:

• Ensuring NAP consistency across all online listings and profiles.

• Using location-specific keywords in the page title, URL, headings and meta tags.

• Optimising images with appropriate file names, alt tags and captions.

• Building local citations and backlinks to improve the page’s authority.

• Encouraging and responding to customer reviews on relevant platforms.

Can location pages be used to target areas outside of where the business is located?

Yes, location pages can be used to target areas outside of where the business is physically located. This can be particularly useful for businesses that provide services in a wider geographic region or for businesses looking to expand their reach to new areas.

To create location pages targeting areas outside of your business’s physical location, consider the following:

  1. Create relevant content: Develop content that highlights your business’s services, offerings or products while emphasising their relevance to the target area. This can include discussing how your business can meet the needs of customers in the area, showcasing any unique features or benefits you provide or highlighting local events or partnerships related to your business.
  2. Optimise for local SEO: Incorporate location-specific keywords and phrases in your page title, URL, headings and meta tags. Make sure to mention the target area throughout the content, which can help signal to search engines that your page is relevant to users searching in that location.
  3. Build local citations and backlinks: Promote your location page by building local citations on online directories, forums and social media platforms specific to the target area. This can help improve your page’s authority and visibility in local search results.
  4. Monitor performance and adjust as needed: Keep track of your location page’s performance in search results and user engagement. Adjust your content and optimisation strategies as necessary to improve its effectiveness in reaching your target audience.
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Will well written location pages rank?

Keep in mind that while targeting areas outside of your physical location can be beneficial, it may also be more challenging to rank well in local search results compared to businesses with a physical presence in the area. However, with well-optimised location pages and a strong marketing strategy, it may be possible to effectively target and reach customers in other areas.  As a rule of thumb, the larger the area, and the more KBB retailers there are physically located in the area, the harder it will be to rank well.  In competitive areas, on page content alone will not be sufficient to rank; you’ll need GBP profile interactions from the area (people calling from, searching for directions from, posting reviews/ photos from) as well as local backlinks.

Do such pages breach Google’s guidelines?

Creating location pages to target specific areas, even outside of your physical location, does not inherently breach Google’s guidelines. However, it is essential to follow best practices and avoid creating low-quality or spammy content that could be seen as manipulative or misleading.

To ensure your location pages align with Google’s guidelines, consider the following:

  1. Provide valuable, unique content: Your location pages should contain useful, high-quality content that is relevant to the target area and offers value to users. Avoid duplicating content across multiple location pages, as this can lead to a poor user experience and may be considered spam by Google.
  2. Avoid doorway pages: Doorway pages are low-quality pages created solely to rank for specific keywords and funnel users to a single destination. Google frowns upon this practice, so ensure your location pages are genuinely helpful and provide unique content for each target area.
  3. Focus on user experience: Design your location pages with user experience in mind. Make sure they are easy to navigate, visually appealing and accessible across different devices. Prioritise useful information, such as your business’s services, contact details and location-specific content.
  4. Use location-specific keywords naturally: Incorporate location-specific keywords in your page title, URL, headings and meta tags, but avoid keyword stuffing or unnatural usage. Your content should read naturally and be relevant to the target area.
  5. Be transparent: Clearly state your business’s relationship to the target area, especially if you do not have a physical presence there. This can help build trust with users and avoid any perception of deception.

By following these best practices and focusing on providing valuable content, your location pages should not breach Google’s guidelines. Keep in mind that Google’s algorithms are constantly evolving, so staying up to date with their guidelines and SEO best practices is essential for maintaining a strong online presence.

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