Keywords are the words or phrases that one enters into a search engine results page (SERP), such as Google, when looking for information on the internet. Keyword rankings indicate the order of results that appear on a search engine when a keyword is entered into the search engine. This is typically reported as a numerical position, companies desire the top result for specific keywords related to their business to increase traffic.
Keyword rankings can not only apply to your locator but as well as the locations in your locator. Local SEO (search engine optimization) is a strategy that helps a specific location of a business become more visible in search results to users in the area. Local SEO is using specific terminology and markup to make your website more likely to appear in search results in a specific region, improving your brand’s presence in that area.
Keyword rankings can be a challenge for your location pages considering location pages can sometimes appear bare when it comes to unique content, leaving little room for keyword opportunity. One way to increase your keyword opportunities is by adding written information about your locations. This can be nearby stores, directions, neighborhoods, landmarks and more. Adding more substance to your location pages gives more opportunity for them to be picked up in a search result as well as potentially increasing the positioning of your page.
Another way to optimize your location pages is by allowing for customer reviews on them. Consumer reviews not only increases your brand’s credibility amongst locals, but it also provides another avenue for keywords to be picked up in a search result. When consumers mention specific things they enjoy about your business, those are topics that can become keywords if other consumers are searching for them on the internet.
Focusing on long-tail keywords is another way for a company to stand out on SERPs. Long-tail keywords are longer and less common keywords that can give a brand a few strategic advantages on the web. Firstly, they are less competitive. There will be less people searching for a longer keyword phrase, giving your keyword a better chance of ranking higher in search engines. Secondly, they are more specific and targeted. Longer keywords can show more intent, this can make your page more attractive to specific searches, giving your business the opportunity to better serve each visitor. In a locator, a way to implement these tactics can be to be specific about stocked products, services provided, or store locations.
Properly positioning the order of keywords can affect how much traction the phrase can get within search results. Matching keywords preciscely can enhance SEO since search engines may give preference to a specific phrase. Even if the order is not exact, search engines can recognize the relevance of pages that utilize all of the keywords in a similar order.
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