As a business owner, local SEO can hold a wealth of potential, especially if you have a physical location. Local SEO works with algorithms that are separate from the national search on Google, so you are going to face much less competition and much more relevance with your audience. In most cases, you will even have higher visibility from the 3-pack map listings that Google offers. Much of the conventional tactics for local SEO will cater to businesses that have just one physical location. So, what do you do if you happen to have multiple locations?
When you have more than one location, it will mean that you have numerous streams of revenue. It will also be a good way for you to boost the brand recognition to your pool of potential customers. However, keep in mind that a lot of the power of your local SEO will depend on how you connect your business to one location. When you split your efforts ineffectively, it could mean that you’ll have a tough time optimizing your pages for target cities. Focusing on only one city will also make you more apt to miss out on all of the visibility potential generated by the other locations. What to do?
1. Build a separate landing page for each city that your business operates in.
Creating a separate landing page for all of your locations is a smart first step. You can create a new domain for every sub-location, but you could end up losing out on authority that you will gain from each source. Create a page for any one city location, along with location information and any unique features that the location offers. For example, if you have one main page for the business, you can set up designated pages for each location that will contain the hours, directions, “about us” information and more.
2. City-specific content created for each city web page.
You want to fill up your pages with content that will be relevant to the location. Never leave your landing pages vacant so that they look like empty shells. You want to have content that is rich, unique and descriptive. You can detail local attractions, landmarks, history and more.
3. Splitting up your social media profiles.
When you have one location, you could have an over-arching social media presence. However, if you have a lot more locations, you will need to split up your profiles for each location. This will offer you the best plan for lining up with your target audience in each region, especially if you happen to have locations around the country.
4. Plan out your link-building strategies.
When you have each city web page under one domain, you will benefit from collective domain authority through any links that you build. Keep in mind that inbound links pass domain authority and page authority, so any links that that point to pages that are city-specific will help you to get those pages ranking higher. This can be very valuable whenever you want to promote one location more than another one.
5. Pay attention to third party profiles and manage them separately from local reviews.
All locations need to have separate listings on third-party review sites, including those such as Yelp. This will help get Google to list your businesses in a separate listing for each location, respectively. You will be able to manage and monitor your local reviews efficiently. You will also need to think about designating a contact that is responsible for each location.
6. Create an ongoing blog for each location page.
Constant content for each of your locations will help you keep your target audience fully engaged. This can be anything from the top attractions in the area for one week and then things to do the following week. The idea is to keep the content fresh, and the readers fully engaged so that you can offer relevance for each city page.
With this advice, you will be able to optimize your website presence better in each physical location without worrying about sacrificing your rankings for other locations. This is a fine line and a careful balance, but you will see a great deal of success when all is said and done.