The Location Landing Pages Salad Bar: Making Smart Local Business Content Choices in 2024
Summary
Too often, business owners take shortcuts and only focus on the first half of this equation, resulting in the publication of large numbers of uninteresting, duplicative pages that are over-optimized with blocks of keywords (like city names and zip codes) and have little to offer human visitors. Beyond this, think about what is popular in your industry — is video content a fabulous fit, will photos help sell your business, do you need to build up reviews to become competitive in Google’s local packs, do deals play a significant role in how your customers shop? For example, lots of videos may not seem like an obvious match for the plumbing industry, but watch Joy Hawkins’ interview of a local plumber who saw outstanding success via a YouTube marketing strategy. If you truly don’t have the time/resources right now to invest in creating a unique page for each branch that will contribute to the overall quality of your website, you may be better off using a map-based location finder widget instead for now. If you have more branches than this, you should likely implement a text or maps-based store locator widget so that customers can enter a town or street name or find themselves on a map to be taken to the appropriate landing page.