Have you noticed the revolution going on when it comes to buying local? People throughout the nation are elevating their purchase pleasure by tapping into local and regional players for everything from basic foodstuffs to art and travel. No longer just the realm of mom and pop storefronts in the neighborhood, local is expanding its definition on a global scale, making each purchase an opportunity to not only get a great product but also know the story and maker behind the item.
Local is no longer just based on word of mouth and proximity, the internet has liberated the definition of local into something much bigger than in-person purchases. Now, news of the new hot cookie, bike, candle or any other consumer good can be purchased with a few clicks of a mouse with all the benefits of buying local intact. Unfortunately, many e-commerce sites and brick and mortar business lose out on critical web traffic by failing to optimize the local experience with a location page.
Reasons to Buy and Shop Local
- •Support a community
- •Provide a unique service
- •Reduce environmental impact
- •Strengthen an economic base
Point the Way
Most businesses understand the importance of a good website, preferably SEO and mobile optimized, but many forget about adding a simple location URL to the page’s sitemap. Too often the most basic information consumers are looking for such as the physical location of a business, the intersections or landmarks it’s near, and hours of operation are buried within a site. The result then requires multiple searches or clicks to find the necessary information, but the addition of an easily crawl-able URL(s) can change that.
- •Create a web page for each store location.
- •Add an HTML sitemap to the website.
Increasing Trust through Transparency
Location pages are another way to build in an element of trust with regular and prospective customers. These pages allow a company to share what makes the business or service special in addition to providing helpful location information. This element of service continues to grow in importance as consumers look to information-based websites such as Yelp and City Search to provide an extra level of detail about a business and its services.
Who wants to mess with a bunch of dropdowns on a page or multiple clicks to get the most basic information? The addition of a location page with a unique URL helps consumers find your website faster. This level of ease is particularly important if a business has multiple locations in different cities and/or states.
Depending on the location, it can also be helpful to add detail such as the metro or bus stop nearest the business, landmarks visible from transportation or on foot, and other helpful hints. Think how you might answer location questions received over the phone and craft your page content with that level of helpfulness in mind.
Location Page Inclusions
- •Business Name
- •Phone number
- •Social media links
- •Calendar of events
Need help driving traffic to your business? Talk to the search engine marketing specialists at Rank Fuse Interactive about creating an optimized marketing plan that includes Paid Search Advertising (PPC), Content Marketing, and Search Engine Friendly Web Design.