Today’s SEO Advice: Writing Meta Descriptions for Store Locations
Susanna from Guatemala asks:
“What is the best way to write a proper meta description for store locations? Should they contain the store’s phone number?”
Thanks for the great question, Susanna!
There is no single correct way to write a meta description for a store location, but there are definitely wrong ways to do it.
Below, you’ll find what we do when creating meta descriptions for our clients’ locations. These principles also apply to certain product, service, and category pages.
It’s important to note that meta descriptions likely will not improve your Google ranking at this point. However, they can help you get more traffic from your existing rankings. Think of the meta title as an ad that captures potential customers’ attention. The title should entice visitors to your site, and the description should indicate that they’ll find what they’re looking for if they click through.
Creating Effective Meta Descriptions for Location Pages
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Create Ads for Testing: Start by creating ads for platforms like Google and Bing. Test various title tag and meta description combinations to see which garner the highest click-through rates. Eventually, you can measure conversions as a secondary metric. The goal is to understand what gets people to engage with your site.
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Identify Key Elements: Test different keywords, phone numbers, local language, and landmarks in your descriptions. Once you determine what encourages clicks, it’s time to write your meta descriptions.
- Consider Including Phone Numbers: Phone numbers are crucial if you have a service-based business where customers need to call. Matching area codes can assure customers that you are local and not a massive call center. However, if your business—like a retailer or a restaurant—receives more calls about returns or store hours, including a phone number could take away from serving in-store customers.
Here’s a checklist for writing effective store location meta descriptions:
Utilize Local Landmarks
Are there local terms or landmarks people commonly reference? Use these in your meta descriptions. For example, rather than using the official street name, consider using colloquial terms that locals are familiar with.
Answer Common Questions
If frequent inquiries are about hours or appointments, integrate answers into the meta description. For instance, instead of a phone number, you could write, “Schedule your appointment online for AB location, Mon-Fri, 9 am – 3 pm.” This approach addresses the user’s concern and offers clarity.
Bringing in New Business
Direct support queries to an ‘About’ or ‘Contact’ page instead of a sales funnel. Include phone numbers if they convert more leads and new business.
Clear Purpose & Benefits
Ensure that your description clearly explains what visitors will find on the page and how they will benefit. If not, you risk a high bounce rate.
Seasonality
Adopt a seasonal approach where relevant. For example:
- Parking garages near a sports arena can mention proximity to specific events like basketball or hockey games.
- Farms can reference seasonal events such as cherry-picking in spring or pumpkin patches in fall.
- Event spaces can alternately focus on weddings during summer and corporate parties during winter.
- Photographers can emphasize senior portraits and weddings in spring, shifting to holiday and family shoots in fall.
Conclusion
Providing relevant answers and engaging content will make your meta descriptions effective rather than something users skip over.
I hope this helps!
Additional Resources:
- 10 Mistakes to Avoid When Writing Your Meta Descriptions
- How to Produce Quality Titles & Meta Descriptions Automatically
- 10 Important SEO Trends You Need to Know
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