As you probably know, quality store landing pages are essential if you want to improve your website in the eyes of both users and search engines. This is particularly important for businesses that have more than one physical store location. However, many businesses fail to have a different landing page for all of their store locations. While this may not seem like a huge deal, it is actually a missed opportunity when it comes to improving rankings and local search relevance.
How to Optimize Store Landing Pages for Local SEO
1) Is Everything Consistent Between Store Landing Pages?
One thing that you should consider when evaluating your store landing pages is whether everything is consistent. You want to make it obvious that the landing pages correspond to different physical store locations. However, you don’t want the differences to be so substantial that visitors believe the different store landing pages correspond to two entirely different businesses rather than the same business.
Every store landing page should have a feel and look that is similar to the rest of the website. Also, you should keep the design, user experience, and overall layout the same. To make it easy for your visitors to use your website, you should keep the header and footer navigation bars exactly the same.
2. Is the Page Hierarchy Logical?
Another factor that you should consider is whether the page hierarchy is logical. A logical hierarchy is ideal for both user experience and SEO. For most businesses, the page hierarchy should resemble the following: Store Finder > Country > State > City > County > Store Location Page.
3. Is the Store Landing Page Mobile-Friendly?
You also definitely want the store landing page to be mobile-friendly. The vast majority of traffic on the Internet comes from smartphones, tablets, and other mobile devices, believe it or not. As a result, Google now takes mobile-friendliness into consideration when it comes to ranking websites. Therefore, if your store landing pages are not mobile-friendly, this could have a negative impact on ranking. Not only should your store landing pages be accessible on mobile devices, but they should be optimized for these devices.
4. Plan Out Your Keyword Use Carefully
When it comes to your store landing pages, you should plan out your keyword use carefully. Many businesses make the mistake of writing for search engines. Ideally, you should write your content for the user first. Afterwards, you can go through and add relevant keywords. Be sure not to stuff your content with keywords. Otherwise, both the user experience and the ranking of the store landing page will suffer. You should use long tail keywords rather than competitive keywords for your content. In general, long tail keywords are far easier to work with. Some good examples of keywords for a car repair store include “truck repair, “how to fix your car,” and “Toyota car repair.” All keywords that you use should fit in the content naturally.
5. Use Unique Content for Every Store Landing Page
Many businesses make the mistake of using the same copy for each of their store landing pages. While this may be a tempting option, you should keep in mind that Google penalizes websites for duplicate content. It is better for both the search engines and the users if you publish unique content for each of the store landing page. The content should be as different as possible from landing page to landing page.
The content you publish for your store landing pages should be longer rather than shorter. Search engines don’t consider short content very useful. Also, you want to be certain to include enough useful information for potential customers. Your landing pages should each have about 800 unique words of content.
6. Update Your Sitemap
Finally, once all your store landing pages are on your website, you should take the time to update the XML sitemap. Be sure that you submitted the sitemap properly and ensure that it is updated in the Google Search Console. Updating your sitemap will be beneficial for your website when it comes to both search engines and visitors.
Many businesses have no idea where to start when it comes to SEO for their multiple store locations. If you’re one of these businesses, the first step that you should take is creating unique store landing pages for each of the store locations. For more information about how optimize store landing pages for local SEO, don’t hesitate to contact us here at Poet Media.