Today, business marketing strategies have transformed completely. Your online presence and branding across all the platforms and locations are all that matters – be it a large company or a small expansion on one location or multiple. Local search optimization (SEO) can largely impact your online business presence.
According to a survey, 90% of consumers depend on online platforms to search for a local business. This simply means you need greater visibility on Google in order to flourish your business in the digital landscape.
Gone are the days when customers only visited websites to get information. Today’s customers are smart. They search for brands and get multiple business profiles along with the company URLs. Hence, you need to implement local SEO tips to appear at the top of Google Business Listings. This can simply enhance your multiple-location business rank. Before going into details of local SEO, let’s understand multiple-location businesses.
What are Multiple-Location Businesses?
Multiple-location businesses simply refer to service providers or product dealers that serve in a number of areas. You are considered a multi-location business when:
- You have various physical stores or locations
- You render services to different areas even though you don’t have a physical store
- You are a local business directory
To handle a multi-location business, you need an integrated franchise SEO as well as a top-notch digital marketing strategy that will accelerate your online presence across your business locations. Along with this, you must make sure that you give equal online attention to all the locations. You might be worried about ranking at the top in Google’s search results but it’s all about local search optimization.
Related Post: More Businesses are Moving Their SEO Offshore; You Should Too.
Local SEO & Its Importance
Local SEO helps businesses to boost their brand’s online visibility and engage with potential customers and the existing ones within a geographic area. The aim of local SEO for multiple locations is to rank on the first page of search results for each target location. Search engines need to know what exactly is your company address so customers can find your company whenever they search for a location. Have a look at the below interesting stats:
- 70 percent of customers visit a store based on the information they find online
- 50 percent of consumers who conduct mobile searches for a local business will visit the store within one day (Search Engine Land) — and 18 percent of these searches lead to a purchase.
- More than 50 percent of “near me” searches result in a store visit.
5 Pro Tips for Your Multi-Location Business
1.Build Location Pages
Various multi-location businesses mention all their information incorrectly on one master landing page. This can adversely affect your local SEO strategy.
You must create separate, optimized web pages for all your business locations. Building dedicated pages for each location will give you better opportunities to rank for local searches. Here’s how to get started with separate page for each location of your business:
- Extensive Keyword Research
Conducting extensive keyword research enables you to understand user intention, their interest, search queries, and how much you engage them if you rank well for the specific keyword.
For this, you need to track and analyze valuable metrics that include competition research, keyword difficulty, search volume, cost per click, and much more.
Some tools that can help you track these results are Google Ads Keyword Planner Tool, Moz, SEMrush, and Ahrefs.
- SERP Research
The search engine displays SERPs pages in response to the user queries. This SERP research is important to understand the intent of the user. There are different intents for different types of queries.
- Navigational Search Queries – The aim of these search queries is to find a specific website. For instance, users might search for ‘Webential Digital Marketing Agency’ instead of entering its URL in the browser’s navigation bar. The goal is to make it simple for your potential customers to easily find your official website on the search results.
- Informational Search Queries – These search queries are hard to monetize as it includes a broader topic such as digital marketing or SEO. A robust content marketing strategy is the best way to target such queries. You should publish eye-pleasing and captivating content that addresses user queries like steps to do, how-tos, tips, guides, etc.
- Transactional Search Queries – These search queries show an intention to complete a transaction such as buying a product or newsletter signup.
- Perform Competitive Analysis
With competitive analysis, you can simply organize your SEO campaign priorities. But for reliable competitor analysis, you must take into account your onsite as well as offsite franchise SEO strategies:
- Onsite SEO – Here, you simply need to compare the content and ranking of your website with your competitor’s website. Craft content strategies where you can outcast your competitors and be on the top.
- Offsite SEO – Here, you need to perform a backlink analysis of competitive websites. This enables you to understand your competitors’ quality backlinks and easily add them to your link-building strategy. Reliable and relevant links create a powerful image of your website on Google.
2. Optimize Your Website For Local Search Traffic
You must enhance your SEO, conversion rate optimization, and content to drive more traffic from your local service area.
- Onsite SEO
Onsite SEO is about everything you find on your website. It is vital to conduct onsite optimization to boost ranking on search engines and elevate the overall readability of your website for your target customers. Follow these guidelines while revamping your website:
- You must include target keywords in the title tags, metadata, as well as, headers.
- Strategize and position exact match keywords and latent semantic indexing (LSI) keywords throughout the content.
- You need to use geo-targeted keywords.
- Build separate pages for each product, service, and location.
- Add your business’ name, address, and phone number to your website.
- You can optimize website images.
- Boost the strategies of your internal linking.
- Optimize the speed of your website.
- Optimize your website for mobile devices.
- Craft an SEO-optimized sitemap.
- Conversion Rate Optimization (CRO)
It is the process of modifying certain elements of the website to increase the percentage of your website visitors and convert them into customers. Here are some of the best practices that you can follow to rank higher and craft highly converting landing pages:
- Have simple submission forms
- Ask only relevant information to your customers
- Add related call-to-action buttons and texts
- Include attractive background, headlines, and layout to easily engage your target audience
- Use strategic videos and slideshows
- Avoid using distractive elements on your website
- Include cross-sells, upsells, as well as, personalization.
- Content Optimization
It’s important to add localized and engaging content to your website. You need to publish useful, engaging, and compelling content that might interest your customers.
The first and foremost step for this is to know your audience and analyze their pain points. If you don’t know your customer’s challenges, you can’t render valuable solutions to their requirements. Here are some ideas you can incorporate into your content optimization strategy:
- Write content by creating a fine balance between writing for Google and writing for humans
- Avoid keyword stuffing and include keyword-optimized content throughout the website
- Avoid complex and difficult-to-understand content. Instead, add simple and easy-to-understand content
- Avoid using industry jargon
- Include images and videos
- Interlink the content to your product pages, service pages, and blogs
Once you have included your brand’s USPs, add clear and engaging call-to-action buttons at the end of the content.
3. Build and Optimize Google My Business Profiles For Each Location
Google My Business is a tool that enables you to control the appearance of your business on Google Search and Google Maps. Here’s what you need to take care of while streaming all the information of your business across all the locations:
- You must choose a relevant category
- You must add professional and high-resolution images
- Including the photos of your staff and physical location is beneficial
- Use a local number
- Encourage your customers to add reviews
- Add descriptions while including products and services
- Interact with the posts section
Google also has certain guidelines for specific multi-location businesses. So make sure to follow these guidelines to craft a successful listing.
4. Local Business Listings For Each Location
Adding your business listing in local directories for each location is very important to accelerate your brand visibility with SEO. You need to get your business listed on all the relevant and popular websites for your niche.
Along with this, ensure that the NAP of your business is maintained consistently. Make sure that even minor differences like comma and abbreviations are used properly. Search engines are all about trust, reliability, and authority.
5. Encourage Positive Local Reviews
88% of customers trust online reviews. You need to focus more on delivering exceptional experiences and gain more positive reviews. Your customers can easily post reviews on your website.
Star ratings and user comments are directly shown on your Google My Business Listings. Also, photos and video reviews lay an impact on your customers while creating a reliability factor. The more positive reviews you receive, the higher are the chances of attracting more potential customers to your location.
Drive High-Quality Traffic
Never miss a customer! Optimize your multiple-location business and reap unlimited benefits from it. Discuss your business goals with us and our highly experienced and qualified professionals will hand-craft local SEO strategies that can simply meet your unique needs and requirements.
Talk to our SEO Experts. Let’s work for your multi-location business goals.