Local Area SEO - Directions Page and Multiple Use of Direction pages

[JohnW-UK]

Hello,

We are looking to focus on multiple local areas and it has been suggested one way to mention lots of different locations on pages without doing lists or using grey SEO practices is to create directions pages.

We are trying this with a client who has 2 business at the same address.

The layout is:-

Introduction - 2-3 sentences

Directions by Car Park

Parking info

Directions by Public Transports

Closing - 3-4 sentences - using clients keywords

The hope is the having locations/areas and the clients keywords on the same page will capture some of the local areas with the clients keywords.

I have some questions:-

1. If we use the same directions text and just change the opening and closing paragraphs on the different website will this be enough to not have a duplicate content issue.

2. Are the directions pages the best way to capture keywords and local area/locations on the same page.

3. Is there anything I am missing or could do instead?

Looking forward to everyone's input....

[David-Kley]

Quick question: since they are located at the same address, do you have separate Google places listings set up for each?

"1. If we use the same directions text and just change the opening and closing paragraphs on the different website will this be enough to not have a duplicate content issue."

Possibly, but I would not recommend it. It's harder to fix an issue in place then to prevent one. Make each one unique to the keywords, location and mission statement for each business.

"2. Are the directions pages the best way to capture keywords and local area/locations on the same page."

Having content that states repeatedly (without being spammy) throughout the whole site who you are, where you are, and what you do will accomplish this. Also, add in local business schema.org markup to help specify your business' location. Its free to use. Here is an example: http://www.schema.org/LocalBusiness

"The layout is:-
Introduction - 2-3 sentences
Directions by Car Park
Parking info
Directions by Public Transports
Closing - 3-4 sentences - using clients keywords"

Most of the citation sites out there (Yelp, YP, Superpages, Merchantcircle) offer ways for you to state the information above. You can add it on the site, but I would also add the information to at least 10 trusted citation sites. Google likes seeing validation on trusted platforms for local.

[JohnW-UK]

I have not setup Google Plus pages for the separate websites.

Nor have I for Yelp, YP, Superpages etc...

So the plan:-

1. Setup local directory pages for each site.

2. Ensure the keywords for the directions pages is different.

3. Add local business schema markup to the directions pages or site wide? - Just looked I was thinking of just marking up the address and place tags - what do you think?

[David-Kley]

I would:

1. Create separate Google+ (business) pages for both entities. You can have one personal account be a manger of both. Get authorship established and linking to the sites.
2. Create separate Google+ business places for each. Even if they are in the same building, see if they have different suite numbers, etc so that you can get both verified.
3. Schema can be added to all pages. Most likely wont make a difference. Also if one of your subpages has the local info on it, it may help them to rank for that specific service.
4. Yes, make the pages distinctive. Don't copy, paste then swap out a few words to make them different.
5. Set up Yelp, Google Places, Merchant Circle, Mojopages, YP, Thumbtack, Foursquare (requires phone and address confirmation. If you do not have a separate phone for each business, set up a cheap tracking line through Tossible Digits) Yellowbook, CityGrid, Axiom (database - will require tax id letter), Localeze, Manta, Kudzu, Facebook, etc citation profiles for each business separately.
6. Make sure all citation profiles have the listing as complete as possible, and treat them with respect. When you write the description for the businesses, treat it like you were writing the opening paragraph for the homepage. Make sure to include who, what and WHERE.

That should help quite a bit with your local rankings. Local is pretty easy, as long as you know what to do

Again:
Yelp
Angies List
Google Places
Yellowbook
Superpages
Axiom
YP
Mojopages
Localeze
Kudzu
Manta
CityGrid
Foursquare
Facebook