Location, location, location. It’s an old business adage, but it still rings true — especially when it comes to local search. The “location” page (or whatever you call it) on your website is an opportunity to make the most of your business location digitally. The following small business SEO tips are aimed at helping you optimize your site’s location page for local search.
Searches with local intent have increased — a bunch — as the use of mobile devices has increased. According to a recent study from Google, searches containing “near me” have “increased 34X since 2011 and nearly doubled since last year. The vast majority come from mobile.” There are several steps businesses can take to optimize for local search intent. One of the easiest is to add hyperlocal content to your location page.
Start by Thinking Hyperlocal
The first step in creating hyperlocal content is to shift your perspective. A locally minded small business owner would say their business is “in Lincoln.” A hyperlocally minded business owner would say their business is “in the Haymarket, Lincoln.”
Think of all those potential customers with their mobile devices on the ready. When each of them search, Google factors in their physical location when compiling the search results. A user standing outside of Memorial Stadium, who searches for “restaurants near me,” is going to get a different set of results than a user at the Old Cheney Road Farmer’s Market.
Hyperlocal Content for Location Pages
Now, that you have your “hyperlocal” thinking cap on, you’re ready to create a location page that speaks to local customers. Your website’s location page is where you can talk about what’s special about your business’ location, and it’s a place to showcase your small business’ connection to the community.
Hyperlocal Photos
Make a great first impression by including original photos of your business’ exterior and interior. Chances are that many visitors to your website haven’t yet visited your business. So, welcome them into your business virtually with photos. Make your photos hyperlocal by including pics of local landmarks near your business or pictures of your office’s neighborhood.
The next step is to optimize your hyperlocal photos for search engines with image markup. This is done by using descriptive file names (ex: my-small-business-exterior-Haymarket-Lincoln.jpg), including descriptive <alt> text (ex: alt=”Exterior view of My Small Business in Haymarket, Lincoln”) and creating keyword relevant and branded <title> text (ex: title=”My Small Business sells quality widgets at our retail store in Haymarket, Lincoln, NE”).
Hyperlocal Content
Your business is unique, and so is its connection to the city where it operates. Create blocks of content that describe your business’ community involvement, why your brand loves the neighborhood, and more. The location page is your chance to tell your brand story through its connection to the neighborhood or city.
Below are a few suggestions for writing hyperlocal content for your small business:
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Community Involvement
Talk about how your small business connects with the local community. Do your employees volunteer for local organizations? Does your business sponsor a local event or organization? Take this chance to brag (a little bit) about how your business supports the community.
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Why We Love (Insert Your City Here)
Did you choose your business’ location because of its close proximity to the best ice cream joint in town? Is your business located near a local park, famous statue, or local museum? Talk about it. Let your potential customers know why you love this city or neighborhood. Share a list of your favorite local hotspots or places that make your neighborhood special.
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Fun Facts About (Insert Your City Here)
Give some historical information about the neighborhood, city, or even the building in which your business is located. Perhaps your business is in a historic building or near a site where a historic event happened. Or maybe there’s some interesting demographic information that’s relevant to your business or its neighborhood. Do a little research and share some fun facts with your visitors.
Map and Directions
If there is a map on your location page, be sure it’s linked to your business’ Google My Business location and not just the business address. Click these links to see the difference: Google My Business vs. address only.
Adding written driving directions from major thoroughfares, preferably from two or three directions, is also an easy way to incorporate mentions of local street names and landmarks. Plus, giving information about what’s near your business will make it easier for potential customers to find your location.
Hyperlocal is Key to Small Business SEO
When local customers search “near me,” you want your business to be at the top of the search results. Optimizing your website’s location page is an easy way to increase the chances of that happening. By featuring original photographs and content that showcase your business and its connection to the community, you’ll increase your website’s local search relevance. And there’s an added benefit: You’ll also be connecting on a hyperlocal level with potential customers.
Hurrdat is a Lincoln, Neb. digital marketing agency specializing in social media and content marketing. The company was founded in 2010 and merged with B² Interactive of Omaha, Neb. in 2014 bringing even more digital marketing specialties to both firms’ clients. Together they provide a full range of social media, SEO, and website development services to both national brands and local clients. The companies employ more than 75 people in Nebraska and have won multiple awards for their business efforts, company culture, and clients’ campaigns.
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