Why SEO is Essential For All Your Business Locations
If you run a business with multiple branches or locations, local SEO will be key in your marketing strategy. Managing one business location can be challenging, so working with several locations will be even trickier. No matter what type of business you have, you want to make sure all locations get enough online visibility. Thus, creating a specific SEO strategy for each location is worth the effort.
Every business has marketing challenges. When you have a business with multiple locations you get the benefit of scaling your brand marketing, but for SEO each location needs a “Local SEO” strategy and a local SEO budget. Your local competitors will likely be more agile, more connected to the community, and more aggressive in the marketplace. They are small and hungry. You need a strategy that takes advantage of your size with the benefits of a local focus.
To give you perspective, according to Forbes Magazine about 46% of searches in Google are local, while 88% of local searches on a mobile device translate to a store visit within 24 hours. Essentially, users rely on the Internet to find businesses within their area and do research before visiting for the first time. With local SEO, you can capture your target audience and get customers to step into your due business with a local branch or of your brand. This article will explain why SEO is essential for all your business locations and how to implement it.
Businesses with many branches are working with different geographic locations, each of which will have a different audience. Thus, creating location-specific SEO campaigns for each branch is crucial to ensure that you provide geocentric and local content for users. However, this does not mean you need to create a separate website for each of your locations. A better strategy can be implemented by making sure each location has a dedicated page or section on your website.
When multi-location SEO is executed correctly, you can have your site rank high in the search engine results pages (SERPs) for most if not all of your locations.
SEO Practices for Multiple Locations
Creating a multi-location SEO campaign may sound like a tedious task as it consists of many elements. However, having a clear plan can help you execute it more effectively. Here are Five Things to Do:
1. One Page for Each Location
Create a separate web page for each location to highlight geo-centric and hyperlocal information. The name, address, and phone number (NAP) will be standard information for customers, then you can include a Google map to show users your exact location. To add value and relevance to your content, you can highlight specific information like testimonials and staff information.
2. Organized URL Structure
Essentially, when doing multi-location SEO, you have one main website with separate location pages. Planning the taxonomy of your directory structure can be tricky based on the geographic reach of your business. If you are in multiple states, your URL structure should take this into account. Having a clear URL structure can help you organize your location pages and make it easier for visitors to see which page they are on.
3. Location-Specific Content
Content will ultimately be what distinguishes your location pages from one another and what helps your pages rank high in SERPs. The goal is to tailor your content for local users with semantic keywords related to each location. For example, if you are a bank in Dallas, you can opt for keywords like “banks in Dallas.” You can also use tools like Search Analytics to get more location-specific keywords to create more authoritative and relevant content. (SBA Loans Dallas, Small Business Bank Dallas, and so on)
4. Structured Data
Structured data is a holy grail for local SEO as it helps you reach more people from your target audience. When users search for a local business, they will often see a carousel of featured listings, and you naturally want to appear in the choices. Structured data is essentially a way of formatting your web pages to help search engines identify the value of your content. With this, they can provide users with rich search results. Think of it as feeding Google a spreadsheet of organized data vs. a blob of text. (more about structured data)
You can add various types of schema markup to your web pages, but for location pages, the most common would-be location, ratings and reviews, and contact information. It can be technical at first, but there are many tools to help you generate your schema markup.
5. Local Links & Citations
Backlinks are an integral part of SEO strategies since they help boost search rankings. If your business has multiple branches, local links will be key to building relevance in your location. Building on these links will help you expand your presence in SERPs and rank higher, allowing you to generate more leads and increase your conversions.
Citations are listings of your business in local directories & industry directories. Yelp is an example of a good local directory. There are 100s and they are very valuable to your local SEO strategy.
SEO is an extremely valuable tool for multi-location businesses since it can boost your online visibility. It will certainly be more challenging to deal with many locations, so understanding how local SEO works will be essential. By optimizing your site to accommodate each of the locations you service, you can reach your audience from these places and get more potential customers.