6 Tips for Using Location Information to Boost Conversion

Despite this being an age of digital marketing and online shopping, the bulk of purchases are still made locally for the average consumer. To capitalize on this fact, retailers of all kinds are utilizing Google local optimization tactics to improve their online presence for local consumers and bring in more business. Creating conversion is about more than simply attracting potential clients and customers, though. Read on to find a few ways today’s SEO specialists are optimizing local business websites for the modern marketplace.

1. Make location information simple and easy to find. Your location information should include all relevant information for finding your storefront, as well as contact information. It should also be easy to read and well organized.
2. Describe location in ways that various audiences will understand. For locals, describing a business by neighborhood location, closeness to other areas and more will create a listing they can better understand and utilize.
3. Highlight the proximity of your location to other landmarks or businesses. For those from out of town or who might be less familiar with neighborhoods within a city, using landmark descriptions is a great way to indicate location. Describing your location as “half a mile from the exit” or something similar can help those without extensive local knowledge find you while passing through the area.
4. Don’t keep location information static. While your storefront may be in one fixed location, its proximity to relevant or interesting locations may change throughout the year. How? Consider a restaurant in a city that hosts multiple events during the calendar year. Changing the language of your location’s description to highlight the proximity to the hosts of those events will make your location appealing during that time.
5. Utilize local landing pages for businesses with multiple locations or storefronts. If your business has multiple locations, be sure to include links to a dedicated landing page for each on your company’s primary site. This will allow Google local optimization to pull necessary information from your site to offer the nearest or optimal location to those searching.

Use interactive maps, when possible. Allowing consumers to find their way to your location with street views and other modern features will increase the likelihood that they’ll make it there, as well as appeal to younger users who are less likely to search for traditional directions.