Creating Killer Location Finder Pages (LocalU Advanced - November 2022)

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Creating Killer Location Finder Pages #LocalU @localuniv @brandonschmidt Brandon Schmidt Making them better for humans and robots

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Location Pages

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How to Optimize Location Pages Claire Carlile BrightLocal Academy The Future of Local Landing Pages Amanda Jordan Mozcon 2022 Local Landing Pages Carrie Hill BrightLocal

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Location Finder Pages

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Location Finder Pages

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Potential Customers Search Engines

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Are there dedicated location pages? Are they indexed? Are there internal links?

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Which location is closer? Is it open? Do they have what I need?

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Discoverability Indexability

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10-50 Locations 100-500 Locations 1000+ Locations

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Heat Mapping Usability Studies Eye Tracking Studies

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Nielsen Norman Group A leader in User Experience research.

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Main Navigation Where were they going without ever knowing the way?

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Section Intro Slide - Dark Use map pin symbol for easy identification

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Don’t bury your locations link

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Adjust CTA to match your brand

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Section Intro Slide - Dark Avoid conflicting links or messages

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Section Intro Slide - Dark Avoid using drop-downs for locations

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Section Intro Slide - Dark Good for location selection, not discovery

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Basic Components What ingredients do you need for a basic location finder page?

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List of Locations

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Links to Location Pages

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Way to Find the Best Location

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Information Hierarchy Let’s add some structure and good old- fashioned order to that info.

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Most common hierarchy is state/town

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Section Intro Slide - Dark Adapt hierarchy to business

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Section Intro Slide - Dark Store Directory Find a Nike Store Show Map Albania (1) Algeria (1) Argentina (10) Armenia (1) Australia (55) Austria (6) Azerbaĳan (2) Bahrain (3) Belarus (2) Belgium (9) Bosnia and Herzegovina (3) Brazil (21) Bulgaria (12) Canada (40) Chile (24) China Mainland (388) Croatia (5) Cyprus (1) Czechia (9) Denmark (7) Egypt (12) Estonia (3) France (56) Georgia (4) Germany (30) Greece (11) Hong Kong (6) Hungary (7) India (131) Indonesia (21) Ireland (2) Israel (29) Italy (45) Japan (34) Jordan (3) Kazakhstan (8) Kenya (2) Korea (Republic of) (219) Kuwait (5) Latvia (4) Lebanon (6) Lithuania (5) New & Featured Men Women Kids Sale Back to School Search | Join Us | Sign In Help 9/15/22, 8:55 PM Page 1 of 1

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Section Intro Slide - Dark Hierarchy based on products/services

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Section Intro Slide - Dark Use hierarchy to create landing pages

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Location Information What info should you highlight about each location on the finder? What do you save for the location pages?

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Section Intro Slide - Dark Highlight relevant information

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Section Intro Slide - Dark Show photos of locations

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Section Intro Slide - Dark 1243 East Lisburn Road Mechanicsburg, PA 17055 P: (717) 409-4158 Email this branch » VIEW BRANCH Landscape Management Branch 12601 Rock Hill-Pineville Road Pineville, NC 28134 P: (704) 962-3331 Email this branch » VIEW BRANCH Charlotte, NC Landscape Construction Satellite 3521 Monroe Road Charlotte, NC 28205 P: (919) 596-0047 Email this branch » VIEW BRANCH Delmarva, DE Landscape Management Branch 28091 Nine Foot Road Dagsboro, DE 19939 P: (302) 537-2771 Email this branch » VIEW BRANCH Dulles, VA Landscape Management Branch 44898 Cabin Road Chantilly, VA 20166 Durham, NC Landscape Management Branch 3517 Angier Avenue Avoid stock or generic images

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Showcase your CTA

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Clearly indicate closed locations

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Coming Soon How are you building the hype train for new & soon-to-open locations?

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To Map or Not to Map? When should you include a map for your location finder?

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Section Intro Slide - Dark Give users a choice on how to navigate

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Data-Ink Ratio Amount of ink conveying information vs. Amount of overall ink

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High Data-Ink Ratio

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Adapt maps to better show info

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Section Intro Slide - Dark Zoom in to show relevant locations

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Section Intro Slide - Dark Adapt map pins to limit clutter

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Automatic Location Finder I don’t know who you are, but I will find you.

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Challenges with Automatic Locations • Privacy concerns • Searching out of the area • Searching for someone else • Frustration when it is wrong

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Filtered Results Can you show the user all the locations that really matter to them?

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Section Intro Slide - Dark Avoid branded or unclear language

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Section Intro Slide - Dark Align filters with user goals

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Map Pins Can you include more information – or at least enjoyment – by upgrading your map pins?

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Section Intro Slide - Dark Connect map pins with location info

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Naming Conventions How to name places without confusing everyone.

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Section Intro Slide - Dark Avoid subjective names

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Avoid duplicate or conflicting names

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Consider context when reading names

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Create a consistent naming formula

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Section Intro Slide - Dark Avoid unfamiliar ordering

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Show the Right Data Don’t frustrate your audience – and the robots – with bad information.

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Make it easy to find your location finder Create a consistent naming convention Maintain a clear hierarchy & filter

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Connect With Me: brandon@ydop.com @brandonschmidt