Local Search Strategy

Google Maps Optimization is an important part of any successful local marketing strategy.

Just as important is listing each of your business locations on your website. However, I’ve noticed that many businesses do not have landing pages for each of their store locations, which is a missed opportunity to further build local search relevance and rankings.

Each brick-and-mortar location presents an opportunity to highlight information that is specific to the store and its surrounding area. It also gives you the potential to outrank other local directory/profile sites such as Yelp, which as business owners you don’t have full control over.

Recommendations for optimizing store landing pages

  1. Ensure store landing pages maintain the same user experience, layout and design as the rest of your site. The navigation in the header and footer should be the same so users can easily navigate to other sections of the site.
  2. Pages should be mobile friendly at minimum and fully mobile optimized at best.
  3. Ensure keyword targeting is done for page titles, meta descriptions, body content, headers and images.
  4. Avoid keyword stuffing and fluffed content. Write for users. Avoid boilerplate content and instead write unique content about each location.
  5. Include a map embed, nearby store locations, store hours, address and contact information, etc.
  6. Include helpful features like “text to mobile” and “get directions.”
  7. Incorporate structured data markup from Schema.org such as LocalBusiness, Store, DepartmentStore, etc.
  8. Ensure store pages live within a logical site hierarchy. Example: Store Finder > State > City/Town > Store Location Page
  9. Include content that is helpful to users such as:
    • Events (be sure to leverage Event schema markup).
    • Coupons and sales.
    • Names and photos of managers and employees — for example, Ethan Allen highlights its design team at each location on their store landing pages.
    • Videos of the store location.
    • Photos of the outside and inside of the store.
    • Testimonials or reviews of the store.
  10. Include social media profile widgets or buttons as well as social sharing buttons.
  11. Ensure store landing pages are included in your XML Sitemap (or, create a specific XML Sitemap for only store pages), and submit the sitemap to both Google Search Console and Bing Webmaster Tools.