The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Location pages are an important part of multi-location SEO for enterprises and SMBs alike, but they aren’t easy to get right. At best, they should give potential customers zero excuse to choose a competing business. Often, though, they struggle to provide unique value and offer essentially the same information as the home or service pages — but with a different city in the H1 and meta title.
This happens because unique content is hard to come by when every location does or sells the same thing.
The question isn’t, “How should I go about creating an awesome location page?”, but rather, “Am I giving customers enough unique value to even justify this page in the first place?”
If the answer is “no,” it’s time to find new opportunities for valuable content. Read on for ways to determine whether you’re offering unique value for your location pages, and how to make them better.
Is your content actually unique?
When it comes to building awesome location pages that will impress your customers and search engines, content is your most powerful tool. And I’m not just talking about words-on-a-page, paragraph-form content. Content is any information on your page, in any medium.
Regardless of the way you communicate to customers (text-based content, video, images, etc.), location page content will fall into one of three buckets: