For years, adding additional location-oriented landing pages onto a local business’ website was a common strategy. So long as SEO principles like not-duplicative, unique copy was honoured, it was seen as a viable way in which to grow organic results. And it worked for many business websites across sectors and regions.
Google fought back against location page over-optimisation
As with all good things, the playbook was taken to extremes by marketers who loaded hundreds of location pages onto sites. While the location page’s copy might have been unique, in practice, the quality and helpfulness of the pages were still debatable when mass produced. This resulted in Google enforcing policies around ‘doorway pages’ - these seek to generate traffic but require users to visit additional pages for actual useful information. Complimentary algorithm updates like Panda also heavily outlawed insubstantial or spammy content, making location pages a less sound strategy.
Google’s evolution of the search results has also influenced location page strategies. With up to four ads and then a variety of features like ‘People Also Ask’ appearing atop search results, the classic ten blue links are pushed down meaning reduced click potential.
Given this background, it’s not difficult to see why digital marketers have had to diversify their strategies to grow local traffic.
Google Business Profile
Where a business has more than one or more physical locations, it is vital to have each represented and verified with a Google Business Profile. This is arguably the strongest local SEO signal to send to Google and users. Those tempted to set up multiple listings should know that Google’s verification process has high requirements these days - video call verification is not uncommon, with registrants needing to show business signage and access to staff areas as proof of their legitimacy to register. This immediately rules out PO box addresses or homes belonging to family and friends which were exploited in the past.
Main site optimisation
Another option worth acknowledging is the website’s core on-page SEO optimisation. While character counts for title tags and meta descriptions should be factored in, you could find it viable to include two or three primary locations in your optimisation. As an example, Marquee Furniture Hire - Nottingham, Leicester, Derby. If the customer-facing website content is consistent with this, it unlocks the opportunity for Google to feature your site in the search results for the areas.
Location page extensions
Those sites with historic location pages could also benefit from revitalising and/or extending the content to make it more helpful to users. As an example, a two-paragraph page from years ago on removal services in Leeds could be enhanced to feature testimonials from customers who have moved in the local neighbourhoods, perhaps amenities or attractions in the area for prospective movers to know about. These just so happen to boost signals for location relevancy for Google too.
Complimentary PPC
It may be unexpected coming from an SEO consultant, but a proven way to navigate the changes in location targeting is to harness paid search ads. Specifically, there are formats like Local Search Ads (LSAs) which are presented in a local map-type section and typically at a cheaper cost per click. This ad format has a higher barrier to entry, with businesses needing to submit official documentation to Google to be greenlit to run the ads. Thereafter, there’s no need for keyword research or ad configuration; this is all handled by the system to produce relevant, local leads.
Local Service Ads
There’s still the classic search ads that appear, for example ‘new double bed’ searches, irrespective of whether the user included a location or not. While these may not compare cost-wise with free organic clicks, realistically it’s a decision between competing or not competing to win new business in your area.
Local Search Ads
Localised keyword search ads are cheaper than the ‘national’ equivalent due to difference in ad bid competitiveness. The major win with any PPC advertising is that given you are paying for the privilege, sites do not rely upon on-site/off-site optimisation signals which Google’s organic algorithm determines who is worthy of ranking.
Advanced Location Dynamics
Adtrak has a unique offering with Advanced Location Dynamics. This technology means when users click an eligible PPC ad, the website’s page content instantly changes to reflect the user’s keyword and/or location. SEOs can only publish one version of a site to the internet (otherwise punished by Google for cloaking), so the ability to dynamically change hero headlines with town or city information, localised telephone numbers and more makes for an effective way to overcome location page challenges in the 2020s.
These additional paid marketing options work hand-in-hand with organic strategies to produce a comprehensive user journey. This isn’t a case of one channel versus the other - they’re connected and complementary in building up user awareness, trust and then conversions. Reviews collected on the GBP pull through to the LSA ads. Users seeing a brand name in an ad might then follow up via the organic website result, and so on.
Along came AI
While data studies show that the popular Maps pack is largely unaffected in search results since the introduction of AI Overviews, it’s worth considering users who start their journey on an AI platform instead. Even here, Google’s Gemini or OpenAI’s ChatGPT present business map pins alongside top picks bullet point lists.
AI is trained upon vast data sets, so while a location page could prove as one signal that a given business is available in the user’s desired location, it is unlikely AI will send traffic there, given the tendency to answer questions rather than link out. Even then, to stand a chance of appearing in AI results businesses must have a broader online presence, earned through rich website content, accurate citations, positive reviews, news stories, active social media and more.
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To wrap up, local targeting remains an effective way to generate leads. The demand is there and shows no sign of going away, irrespective of how classic search and newer AI platforms play out. That said, businesses have more work to do to capture local traffic online than they once did with SEO location pages. While certain sectors and legacy sites might find they are still viable, the requirements have expanded and call upon broader website work as well as additional marketing channels to excel in driving results.
