When consumers visit a company’s business locator, chances are they are already interesting in becoming customers. And yet too many brands fail to convert that interest into revenue. The sins of bad locators are many: they’re often loaded with extraneous details that distract users, they don’t include enough useful information about hours and directions, and they fail to optimize content for mobile. By treating business locators as revenue generators, brands can make them more user friendly experiences that encourage a path to purchase. My new column for Search Engine Land, “10 Ways to Improve Your Business Locators,” provides practical tips for wringing more value out of locators. Check it out and contact us to discuss how we can help you.