Location Pages On Website vs Landing pages
-
We have been having a terrible time in the local search results for 20 + locations. I have Places set up and all, but we decided to create location pages on our sites for each location - brief description and content optimized for our main service. The path would be something like .com/location/example.
One option that has came up in question is to create landing pages / "mini websites" that would probably be location-example.url.com.
I believe that the latter option, mini sites for each location, would be a bad idea as those kinds of tactics were once spammy in the past.
What are are your thoughts and and resources so I can convince my team on the best practice.
-
Hi KJ,
Agree with the consensus here that building mini sites is not the right approach. Take whatever energy you would have put into developing these and channel it into making the landing pages for your locations the best in their industry/towns. I was just watching a great little video by Darren Shaw in which this is one of the things he covers. Might be worth sharing with your team:
http://www.whitespark.ca/blog/post/70-website-optimization-basics-for-local-seo
And earlier this year, Phil Rozek penned some pretty fine tips on making your pages strong:
I am curious about one element of your original post. You mention, "We have been having a terrible time in the local search results for 20 + locations." I wasn't sure whether you were saying that you've never done well in them, were doing well in them until something changed (such as the universal rollout of Local Stacks) or something else. With the latter, I would guess that a huge number of businesses are now struggling to cope with the fact that there are only 3 spots to rank for any keyword, necessitating greater focus on lower volume keywords/categories, organic and paid results. Everybody but the top 3 businesses is now in this boat. Very tough.
-
Hi KJ,
First things first, do you have a physical address for each location and are these set up in Google My Business? I doubt you have premises in each location, so ranking for all the areas is going to be an uphill task.
Google is smart and knows if you have physical premises in the targeted location, after all it's all about delivering highly relevant results to its users. Lets say for example you're an electrician and a user searches for "Electrician in Sheffield" - realistically, if you only have premises in Leeds, it's going to be difficult to rank above the company who is actually located in Sheffield.
I would firstly target 2-3 of your primary locations and focus on building 10x content, I would aim to write 1000+ words for each page (completely unique content) whilst focusing on your set keywords, but be natural and don't keyword stuff. Put reviews from customers in that specific area on the landing page and build citations from local directories.
Again, you can't build citations unless you have physical premises in the location. Trust me, I've done it for years for a Roofing company and it's taken some time to see the results. He's #1 for the city he is located in, but for other cities it's a very difficult task. Writing about the same service for each location is a daunting task too, you should consider Great Content to outsource the content if you're stuck for ideas. It's a low budget solution and will save you mountains of time.
I would also use folders and not subdomains. Build a 'service areas' page, examples of urls for the roofing company below.
-
Hello KJ,
You absolutely don't want to begin creating subdomains for different locations. That will split your link flow across multiple domains (rather than consolidating it within a single domain).
It sounds like you are attempting a silo structure for your website (multiple locations targeting the same keyword) but this can be seen as stuffing if performed incorrectly. Using multiple pages to rank for a single keyword is problematic as it hits both Panda and Penguin red flags. What you want to do is begin ranking for different keywords or at least ensuring that your content for each of these locations pages is unique and sufficiently long (500 words+) to avoid arousing suspicion.
Your site structure sounds like it is okay. For example, a silo we put in place for one of our clients followed the following pattern:
domain.com/country/region/city/service
We hit about 15 cities using this tactic, and they have been sitting 1st page for the last year or so. We also built sufficient links to the home page and relevant pages and ensured that our technical SEO was spotless, so perhaps these are the areas you might engage your team to move forward on.
If you want to know more about our process, feel free to touch base and I will provide what advice I can.
Hope this helps and best of luck moving forward!
Rob
-
Right. You will not beat the other folks with the subdomain approach. You are getting beat because your competitors are taking the time to make better content in a niche. Find a way to get better content on those pages and mark them up with schema to make the info more readable to the search engines and possibly get an enhanced listing the SERPs.
We went through a site relaunch and the review schema on locations got messed up. Did not impact our rankings, but did impact click through from the search engines. None of the stars were showing up in the SERPs due to the schema goof up. Got the schema fixed and traffic was back up.
This link will point you toward the relevant Moz resources
https://moz.com/community/q/moz-s-official-stance-on-subdomain-vs-subfolder-does-it-need-updating
If you are happy with my response, please feel free to mark as a "Good Answer" thanks!
-
I agree with you. Some marketing people believe that we cannot beat out smaller companies is that we are too diverse in services. We do great with niche keywords and markets, but are being beat by companies who only focus on one of our key services. That is why they thought sub domains would do better, but I remember Rand posting something on sub domains vs sub folders, but cannot find the original source.
Thanks for your answer...
-
This is similar to the question on if a blog should be on a subdomain (blog.website.com) vs a folder (website.com/blog).
Most people agree that the use of the folder is the better option as with every blog post that you get links to etc, you are building your domain authority and generally speaking, rising tides raise all ships.
You would run into the same issue with your option to setup subdomains for each location. You would also end up having to deal with separate webmaster accounts for each etc. I don't think the subdomain is the solution. I run a site with thousands of locations and using a folder structure the business pages rank well for a given location, if you search on the name of the location, so I know it works and I manage it at scale.
I would get back to looking at any technical issues you have and your on page options for the pages. Anything you can further do to make these pages 10x better than any other page on the net for those locations?
Good luck!
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
-
Why is my home page ranking much higher than my collection page?
Hi everyone, Why is my client's home page ranking high for a certain keyword phrase rather than a collection page I have which is well optimised for this keyword? The collection page is on the 10th SERPs page. I did see there were keywords used in the footer of page and the keyword was also used in some intro text on the home page so I removed the keyword from these two places nearly 2 weeks ago and requested google to reindex both the collection page and home page and I've not seen any improvement of the collection page's ranking in SERPs. I also changed the meta description and meta title as the ctr was poor but there wasn''t that many impressions either. It is a competitive keyword organically so maybe the collection page's authority is just not good enough compared to the competitors hence why they are choosing the home page as it has higher page authority however this still is not helpful to searchers who land on home page. Does anyone have any ideas of what else I can do to get google to rank the ocllection page higher for the keyword instead of home page?
Intermediate & Advanced SEO | | TZ19820 -
How to index your website pages on Google 2020 ?
Hey! Hopefully, everyone is fine here I tell you some step how you are index your all website pages on Google 2020. I'm already implementing these same steps for my site Boxes Maker. Now Below I'm giving you some steps for indexing your website pages. These are the most important ways to help Google find your pages: Add a sitemap. ... Make sure people know your site. ... Ensure full navigation on your site. ... Apply the indexing application to your homepage. ... Sites that use URL parameters other than URLs or page names may be more difficult to broadcast.
Intermediate & Advanced SEO | | fbowable0 -
More internal links pointing to internal page vs homepage
I was looking at our GSC internal links section and I saw that we have 901 internal links going to our compare rates form and 890 going to our homepage. At the end of most of our content I add a call to action to our compare rates form. Is this SEO friendly or should I have more pointing to the homepage and less pointing to our compare rates page?
Intermediate & Advanced SEO | | LindsayE0 -
Redirecting M Dot Mobile Website to Responsive Design Website Questions
Hi amazing Moz community 🙂 Couldn't find this question anywhere, and knew this was the place to ask! We are helping a client redirect an M Dot website to a Responsive Design website. We want to retain our mobile rankings for keywords. Three questions - We should use 301 redirects from the M Dot website to the new website correct? (not 302s?) How long does it take for Google to understand that we have launched a responsive website? Can we remove the 301 redirects after a few days (if the M Dot website interferes/breaks the new Responsive website)? We have verified an account on Google Search Console for the M Dot website, along with a mobile sitemap that has been submitted and verified. What should we do with this M Dot GSC account? Just delete it? Or keep it and upload the NEW XML Sitemap with the new WWW links (because the website is responsive). THANK YOU!
Intermediate & Advanced SEO | | accpar0 -
HELP! How do I get Google to value one page over another (older) page that is ranking?
So I have a tactical question and I need mozzers. I'll use widgets as an example: 1- My company used to sell widgets exclusively and we built thousands of useful, branded unique pages that sell widgets. We have thousands of pages that are ranking for widgets.com/brand-widgets-for-sale. (These pages have been live for almost 2 years) 2- We've shifted our focus to now renting widgets. We have about 100 pages focused on renting the same branded widgets. These pages have unique content and photos and can be found at widgets.com/brand-widgets-for-rent. (These pages have been live for about 2-3 months) The problem is that when someone searches just for the brand name, the "for sale" pages dramatically outrank the "for rent" pages. Instead, I want them to find the "for rent" page. I don't want to redirect traffic from the "for sale" pages because someone might still be interested in buying (although as a company, we are super focused on renting). Solutions? "nofollow" the "for sale" pages with the idea that Google will stop indexing "for sale" and start valuing "for rent" over it? Remove "for sale" from sitemap. Help!!
Intermediate & Advanced SEO | | Vacatia_SEO0 -
301 redirect for page 2, page 3 etc of an article or feed
Hey guys, We're looking to move a blog feed we have to a new static URL page. We are using 301 redirects but I'm unsure of what to regarding page 2, page 3 etc. of the feed. How do I make sure those urls are being redirected as well? For example: Moving FloridaDentist.com/blog/dental-tips/ to a new page url FloridaDentist.com/dental-tips. So, we are using a 301 on that old url to the new one. My questions is what to do with the other pages like FloridaDentist.com/blog/dental-tips/page/3. How do we make sure that page is also 301'd to the new main url?
Intermediate & Advanced SEO | | RickyShockley0 -
What to do when you buy a Website without it's content which has a few thousand pages indexed?
I am currently considering buying a Website because I would like to use the domain name to build my project on. Currently that domain is in use and that site has a few thousand pages indexed and around 30 Root domains linking to it (mostly to the home page). The topic of the site is not related to what I am planing to use it for. If there is no other way, I can live with losing the link juice that the site is getting at the moment, however, I want to prevent Google from thinking that I am trying to use the power for another, non related topic and therefore run the risk of getting penalized. Are there any Google guidelines or best practices for such a case?
Intermediate & Advanced SEO | | MikeAir0 -
Should the sitemap include just menu pages or all pages site wide?
I have a Drupal site that utilizes Solr, with 10 menu pages and about 4,000 pages of content. Redoing a few things and we'll need to revamp the sitemap. Typically I'd jam all pages into a single sitemap and that's it, but post-Panda, should I do anything different?
Intermediate & Advanced SEO | | EricPacifico0