Should I Add Location to ALL of My Client's URLs?
-
Hi Mozzers,
My first Moz post! Yay! I'm excited to join the squad
My client is a full service entertainment company serving the Washington DC Metro area (DC, MD & VA) and offers a host of services for those wishing to throw events/parties. Think DJs for weddings, cool photo booths, ballroom lighting etc.
I'm wondering what the right URL structure should be. I've noticed that some of our competitors do put DC area keywords in their URLs, but with the moves of SERPs to focus a lot more on quality over keyword density, I'm wondering if we should focus on location based keywords in traditional areas on page (e.g. title tags, headers, metas, content etc) instead of having keywords in the URLs alongside the traditional areas I just mentioned. So, on every product related page should we do something like:
example.com/weddings/planners-washington-dc-md-va
example.com/weddings/djs-washington-dc-md-va
example.com/weddings/ballroom-lighting-washington-dc-md-vaOR
example.com/weddings/planners
example.com/weddings/djs
example.com/weddings/ballroom-lightingIn both cases, we'd put the necessary location based keywords in the proper places on-page. If we follow the location-in-URL tactic, we'd use DC area terms in all subsequent product page URLs as well. Essentially, every page outside of the home page would have a location in it.
Thoughts?
Thank you!!
-
No website in particular that springs to mind, I'm afraid. But it's not uncommon practice, and I'm sure you'll find plenty within your industry from a little competitor research.
Good luck!
-
This is great stuff. Thank you! Would you happen to have an example of a site that does this well? I think you're spot on in your suggestions and would love to see it in practice.
-
(I had posted my response, but Moz didn't fancy saving it for some reason and it's just gone. So I'll try and remember what I typed and repost it...)
I wouldn't dilute the site authority by using subdomains for your locations.
As a user, I would recommend your main site navigation lists the different event types (weddings, parties, corporate, etc) and branch your locations from there.
e.g.
-
Weddings - /weddings/ (Weddings)
-
Miami - /weddings/miami/ (Weddings in Miami)
-
Planners - /weddings/miami/planners/ (Wedding Planners in Miami)
-
DJs - /weddings/miami/djs/ (Wedding DJs in Miami)
-
Ballroom Lighting - /weddings/miami/ballroom-lighting/ (Ballroom Lighting for Weddings in Miami)
That structure seems the most logical to me, but you should do your own research to back this up. Conduct thorough keyword research for each service in each location and structure your landing page content accordingly. For example, main category pages broadly targeting root keyword, but display "cards" or sections that link to each location without optimising those main category pages for the locations - save this for the location-based landing pages. So this sub-navigation is in the body, rather than in the main navigation, for user-friendliness.
I think with something like events, you don't want to shove the locations in the user's face first thing. Let them see what you offer (the different event types), then delve down into the locations, and the specific services within those locations.
People are free to disagree with me, and I welcome critique on these thoughts. I do think with SEO, it gets to a point after "best practices" that it comes down to more of personal preferences.
-
-
Excellent advice Ria. I'll likely give that advice to the client.
Another question that brewed from this: how then should main navigation be handled as we expand? obviously we can't have D.C. centric keywords in the main navigation as the business expands. I think we could create unique content and landing pages for each individual service and location, but how would that be incorporate into the overall user flow and URL structure?
Would it be more of a sitemap play? If someone goes to www.example.com, should they be given an option to choose their location then be routed to that specific city's subdomain and yhenbrowse from there?
I guess my main question is, how exactly should we structure the site navigation for users from multiple cities to both please UX and the big G?
Thank you!
-
For a handful of different locations, it's quite common to structure them as different subdirectories, as you said. site.com/weddings/miami/planners or /miami/weddings/planners - whichever makes the most sense for your customer base and how you're targeting the content.
Just ensure that these are not considered doorway pages or appear to be too templated. Make each landing page for each location unique, and tailored specifically to your customers in each location. If you have nothing unique to say, then you don't need separate pages. It would be best to target the different locations on the same landing pages. But you being the expert in the industry, I can imagine it'll be easy enough to cater toward each audience specifically. Especially when you're not dealing with tens if not hundreds or thousands of different towns.
If you are certain on expanding to different cities soon, then it might be best to begin the URL structuring with /washington-dc/ subdirectory somewhere, so you don't have to change this later.
-
Thank you, Ria. That's very helpful.
Im curious, when the business expands to different cities in the coming months (for example, Miami and Chicago are being considered, not yet finalized), then in that case I would assume we need to have location in the URL path for the sake of designation and differentiation. This may be a sub folder in and of itself though. Thoughts?
-
I'd avoid adding the location in the URL if you only work with those services for a single location. It looks messy to the user, and can look spammy to Google. And it would save you from having to change the URL and set up redirects, if you need to remove the location keywords from the URL at a later date in order to please the Big G. Optimising for location within the content, title and meta can be easily tweaked with time. Tweaking URLs can be a lot messier.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Local SEO - 'Near me' phrases
Hi all, I would like to start works to give our website more visibility for 'near me' searches for x2 of our services. We have 130+ stores throughout the UK and would like to rank if someone in i.e. Leeds was to search 'pawnbroker near me'. Please can you advise the best way to achieve this? Do I need to add scheme mark up? If so, does this go on the service page? Or do I need to place on individual store pages? Any help much appreciated! Kind regards, Jack
Intermediate & Advanced SEO | | Jack_Jahan1 -
Quickview product modal - should I add rel=canonical to each URL ?
I have a quick view modal for all products on my website. How should I deal with these in the page set up eg. should I rel=canonical to the full product page and no-index in robots txt or are they ok in Googles eyes as they are part of the UX ?
Intermediate & Advanced SEO | | ColesNathan0 -
Site's disappearnce in web rankings
I'm currently doing some work on a website: http://www.abetterdriveway.com.au. Upon starting, I detected a lot of spammy links going to this website and sort to remove them before submitting a disavow report. A few months later, this site completely disappeared in the rankings, with all keywords suddenly not ranked. I realised that the test website (which was put up to view before the new site went live) was still up on another URL and Google was suddenly ranking that site instead. Hence, I ensured that test site was completely removed. 3 weeks later however, the site (www.abetterdriveway.com.au) still remains unranked for its keywords. Upon checking Web Master Tools, I cannot see anything that stands out. There is no manual action or crawling issues that I can detect. Would anyone know the reason for this persistent disappearance? Is it something I will just have to wait out until ranking results come back, or is there something I am missing? Help here would be much appreciated.
Intermediate & Advanced SEO | | Gavo0 -
How do I tell if competitor's links are good?
One strategy I have seen recommended over and over is to look at your competitor's back links and see if any could be relevant for your site and worth pursuing. My question is how do I evaluate a link and not end up pursuing some penalized site? I would guess checking for Google index is a good idea since some of the webmasters may not be aware they are penalized. Is it DA and whether they are indexed alone? Many sites I have seen have DA in the teens but are legitimate in our industry. Should they not be considered due to low DA? Also I see links from directories on many competitor sites. Seems a controversial subject, but assuming the directory is industry specific, is it OK? Thanks in advance!
Intermediate & Advanced SEO | | Chris6610 -
Does 'jump to' navigation work with a hidden div?
Will jump to navigation work when using a hidden div? Basically, we use a navigation system such that when a user clicks on a title, it expands to show the rest of the article, each title has an anchor associated with it, but no where else on the page / site do we link to those anchors. In order to make jump to navigation work, we are considering adding a hidden div with links to the anchors. Does anyone have experience doing this? Did it work?
Intermediate & Advanced SEO | | nicole.healthline0 -
What's the best way to hold newly purchased domains over 2 years?
Hi, A friend has just bought 3 domains and is not planning to build websites with them for around 2 years. He asked me what the best thing to do with these domains was...I have 2 ways of look ing at it: a) Putting a holding page on these and submit to Google Webmaster Tools - this way they are indexed by Google and hold search engine trust when the site finally goes up - HOWEVER, if they are not updated with fresh content would that work against them in 2 years time? b) Simply redirect them to their existing site and don't do anything else. Let me know your thoughts. Adido.
Intermediate & Advanced SEO | | Adido-1053990 -
Need to duplicate the index for Google in a way that's correct
Usually duplicated content is a brief to fix. I find myself in a little predicament: I have a network of career oriented websites in several countries. the problem is that for each country we use a "master" site that aggregates all ads working as a portal. The smaller nisched sites have some of the same info as the "master" sites since it is relevant for that site. The "master" sites have naturally gained the index for the majority of these ads. So the main issue is how to maintain the ads on the master sites and still make the nische sites content become indexed in a way that doesn't break Google guide lines. I can of course fix this in various ways ranging from iframes(no index though) and bullet listing and small adjustments to the headers and titles on the content on the nisched sites, but it feels like I'm cheating if I'm going down that path. So the question is: Have someone else stumbled upon a similar problem? If so...? How did you fix it.
Intermediate & Advanced SEO | | Gustav-Northclick0 -
Quicksimpleinsurance.com is not getting any visibility in Bing/Yahoo! Any idea why? It's doing alright on Google.
I have a insurance wordpress blog that is not getting any visibility in Bing/Yahoo! It's roughly 2 years old and has been indexed in all three major search engines. It's doing alright in Google and actually showing some promising rankings. But it's nowhere to be seen on Yahoo!/Bing for any insurance related phrases. Any ideas what's wrong?
Intermediate & Advanced SEO | | Chadwickc20