SEO: Store Locators Good for Bots, Good for Shoppers

SEO: Store Locators Good for Bots, Good for Shoppers

March 23, 2018 3:13 pm

In case you have multiple bodily location, along with your ecommerce website, you want a retailer locator. Slapping all of your retailer addresses on a single net web page and calling it executed doesn’t reduce it for buyers or for pure search efficiency.

An optimum retailer locator must be searchable in your clients and in addition crawlable for the search engines. Consumers in your website need an expertise that targets their location or a minimum of gives them a simple option to choose a retailer, reminiscent of a location search field to enter their zip code.

The Home Depot’s location finder is a typical example.

The House Depot’s location finder is a typical instance.

To accommodate crawlers — and to drive native shoppers to your shops as an alternative of your rivals’ —  your location finder should have a transparent crawl path to a person web page for each retailer location.

That doesn’t imply you need to contract with an costly native-search vendor for those who solely have a handful of shops. Use the examples under to create your personal. In case you have greater than 10 shops, although, you might need to think about a extra scalable answer that gives an optimum on-website location expertise for looking and searching in addition to knowledge distribution to the required location gamers — map suppliers, yellow web page databases, social websites, there are over 300 totally different entities that cope with location on the web. You need all of them to have the right location knowledge.

Optimum Location Listing

The thought is to offer a crawl path that organizes and supplies entry to a singular web page for each retailer and to arrange your places into manageable chunks.

When you've got 5 places, that’s fairly straightforward. You want just one location touchdown web page with 5 hyperlinks to 5 separate location pages, one for every retailer.

When you have 500 places, the duty is more durable. Let’s say your shops are situated in 32 U.S. states. Your location finder would wish to hyperlink to 500 particular person pages. That’s an awesome record for anybody to navigate — sure, buyers will probably be navigating it, too.

As an alternative, create a brief journey that takes buyers and crawlers alike from the situation touchdown web page to at least one that lists the states during which your organization has shops. From there, clicking on a state would end in one other web page that lists the cities through which shops are situated, together with the shop identify if a metropolis has a number of places. Lastly, clicking on the town or retailer identify would take you to the person retailer location element web page.

The House Depot offers a superb instance of this circulate from state to metropolis to location element web page. The touchdown web page under lists all the states through which The House Depot has a retailer.

The Home Depot’s landing page links to every state, city, and location.

The House Depot’s touchdown web page hyperlinks to each state, metropolis, and site.

Clicking on a state takes you to a brand new web page that exhibits the town by which the shop resides, with the related handle and telephone quantity. For cities during which there are two places, the shop identify is extra exact, such “W Cellular” and “Cellular,” for the 2 shops in Cellular, Alabama.

home depot locations by state

State pages aren’t thrilling, however they’re a needed step in organizing content material when you've many places.

However most significantly for pure search, the expertise doesn’t cease there. The House Depot provides an in depth web page for every location, accessible by clicking on the situation identify from the state web page.

Store location detail pages require locally unique content.

Retailer location element pages require regionally distinctive content material.

These location element pages include presumably most every thing consumers might need once they’re on the lookout for a house enchancment retailer. This features a map, tackle, telephone quantity, and hours of operation.

Past that, the element pages include information on native occasions, retailer options, and three brief paragraphs of distinctive, native content material that describes every retailer and its fast space. The longer portion of the content material is boilerplate, as are the favored classes on the backside. However the evaluations will not be. They're a great way to usher in consumer-generated relevance.

In the event you don’t supply this browse path for search bots to retailer location element pages, the one different approach to offer entry is by way of an XML sitemap. Which will get the element pages listed, nevertheless it doesn’t give them contextual relevance inside your website, and it may possibly’t cross inner hyperlink authority. When an XML sitemap is the one option to index location element pages, your capacity to rank within the conventional search outcomes will endure.

Compelling Consumer Expertise

Take note of the consumer expertise on these element pages as properly. If the web page does properly in pure search — which will get searchers into the shops — buyers shall be touchdown on these location pages first. They should have an expertise that meets their wants and represents your model properly.

The Home Depot’s location directory, at right, ranks for a Google search for “home depot location

The House Depot’s location listing, at proper, ranks for a Google seek for “residence depot places.”

For instance, the blander retailer listing sitemap web page ranks for a seek for The Residence Depot’s places, not its meant visible-map web page, which is extra consumer-pleasant. The situation listing sitemap is best optimized to win the search, with textual content that targets the related key phrases, headings, and hyperlinks to every retailer. In different phrases, Google understands the shop listing sitemap web page higher than visible-map model.

If The Residence Depot needs the web page with the first retailer finder map to rank, it must merge the 2 pages with the visible map on the prime (for patrons) adopted by a listing expertise on the identical web page (for the search engine crawlers).

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