Multi-location local SEO can be a challenge. The average local, small business is striving to reach customers in a specific area. For example, a jewelry company in Salt Lake City, UT will target its copywriting, keyword optimization, and other online marketing efforts toward reaching individuals in that area. But what about businesses that have multiple locations? Often companies such as stores, healthcare clinics, banks, and service providers have different branches or locations in multiple towns or regions. As a result, it’s important to have a clear plan for digital promotion for the overall brand as well as individual locations. Here’s a closer look at four strategies for effective multi-location local SEO.
Think about your website structure
How can businesses develop the strongest online presence for their overall brands, while still differentiating between multiple locations? One strategy that’s worked well for many businesses is thinking first at the domain level. Create a single domain for your overall business, and then create individual and customized landing pages for each location. Taking this approach allows you the flexibility of optimizing for each location, while creating a top level benefit that goes into building your overall site authority in relation to your brand and industry.
Manage your reviews for each location
While it’s often best to combine the websites for different locations into a single domain, reviews require a different approach. Sites like Yelp are highly location dependent. As a result, when a user enters a keyword search it’s typically based on searching for a “dentist” within 3 miles of “Provo, UT” for example. Typically, businesses need to manage the reviews for each location independently. Start by claiming the business pages or accounts for your different locations on the major review networks and ensuring the contact, hours and other information for each business is accurate. Develop a plan to monitor and respond to reviews for each location so that customers have a consistently positive service experience across locations.
Develop a local linking strategy
As you’re developing your plans for a linking strategy, remember the importance of thinking local. In local SEO, citations (which is another way of saying an unlinked mention) as well as links from sites with local authority mean a lot. If you’re a restaurant within a specific town, examples might be mentions on the website of your local newspaper or a review from a nearby food blogger. Have a strategy to cultivate links at the local level to build your authority for each location. Outreach and targeted content efforts can help establish those connections.
Cultivate a local content strategy
It may sound overwhelming, but it’s important to develop a local content strategy that targets each location and highlights priority keywords. For example, consider creating a blog calendar where each location contributes a post on a weekly or monthly basis. A retail location might highlight a new product that each store is launching or major trends that are popular in each town. An active blog content schedule could also focus on developing evergreen content, but targeting each location on a rotating basis, such as “Landscaping Trends in Boston Massachusetts” and “Tips for Lawn Care in Portsmouth, NH.”
Do you own a multi-location business that you’re struggling to get visibility for? Contact Be Locally today to arrange for a personalized digital marketing consultation and learn more about the fundamentals of launching a successful multi-location local SEO campaign.