SEO has been a pivotal element in fostering search traffic on websites and getting the highest conversions. As the changing scenario fueled businesses to opt for digital platforms, it thrust into online marketing. Digital marketing came as a solution to the dilemma of many companies as it incorporates many such tactics that boost the overall visibility of your website & ultimately result in tremendous conversions. These tactics include content marketing, social media marketing, SEO, etc. With all these techniques, one form that has emerged as a vital one is multiple locations SEO.
But what is a multiple location SEO? We know this might be a little less known concept for you, but as a marketer, you need to get well-versed with this concept in-depth and use it to incur maximum boost to your client’s business.
What is Multiple-Location SEO?
Let’s suppose a case in which you have a company that has been incorporated in various cities. You ship your products internationally and locally. Now you’re performing all the necessary marketing strategies to grow your company in that city.
The twist comes when you need to attract traffic to your website from a specific location.
How are you going to do it?
Do you think running SEO in the generalized form will lure your audience from a particular location?
If yes, you’re wrong!
Here multiple-location SEO comes into the frame. It would help if you went the extra mile to ensure your franchise flourishes in that region. Multiple-location SEO aids you in improving the search traffic from different locations. So when a person searches for the same product in your niche, your website comes first in the search engine result pages. Furthermore, multiple-location SEO enables search engines to bifurcate between multiple locations. So the potential customers get the relevant information about the products nearby their area. For instance, if you search Pizza Hut in San Francisco, the search results on the SERP will be the branches nearby the city.
You have many ways to optimize your website but adhere to local SEO for multiple locations; you can create your winning strategy and stand out in the competition.
Advantages of Multi-Location SEO
According to research, 46% of all the searches held on Google are based on local intent. It means more than 3.5 billion searches are being carried every day and a whopping 1.6 billion of them include local searches. It signifies that leveraging multi-location SEO strategies for businesses is crucial and the need of the hour to remain in the competition. So, let’s dig deeper into the advantages of multi-location SEO strategies:
Enhance Brand awareness –
Multiple-location SEO is a cherry on the top for the people who want to make their website top-notch and raise the awareness of the products and services of a company by compelling the potential customers to visit the website and make a purchase. The process of how a multiple-location SEO works relies on efficient optimization techniques.
SEO is all about ranking the websites based on relevant keywords. So when customers browse the internet while using the exact keywords in your niche, your product page should appear on the top of the SERP outcomes.
For instance, when a person requires pendant lights for his house interior and conducts the search for the lights like “pendant lights in Seattle” or “best kitchen light in Seattle,” the websites which are optimized locally from nearby will show up on the top of the search results. Hence adopting an SEO strategy for multiple locations can be vital for the businesses to gear up for greater conversions.
Lures Local Customers –
Multi-location SEO empowers the websites to rank higher, but it also attracts a considerable number of local customers to your business. According to a study, 86% of customers use Google Maps to find local businesses. This data shows that potential customers browse the local or nearby areas if they look for a product. Also, over 50% of all “near me” search results in the offline store visit by the customers. These facts are enough to encapsulate that a multiple-location SEO strategy is suitable for flourishing your business.
As your website pops up when a user makes a query, this increases the chances that the user will visit the store or purchase from your website. Thus local establishments lures more and more customers and hence enhances the traction rate.
Improve Local Marketing Results –
With enormous propulsion in brand awareness and enticing people, SEO for multi-location businesses also helps improve the marketers’ overall marketing efforts. With its location-based data, Google involves digital maps with all the information about your business, such as an address, opening hours, contact number, closing time, and other helpful information. Additionally, novice customers can utilize the “street view” function to find the store hassle-freely. For example, you might have noticed that if you search for “Chinese restaurant near me,” all the information regarding all the Chinese restaurants in the proximity will show up along with the map linking to their website and directions.
Steps To Optimize Multi-Location SEO
1. Make Pages for Each Location –
Now that you have decided to optimize your business pages for multiple-location SEO, the first thing you need to do is create pages for each location. You can quickly build an efficient website structure that identifies the landing pages dedicated to a specific area. It is observed that often websites try to rank their homepage for multiple locations or by putting all the locations on a single page. It would not work as you need to dedicate your website’s each page to a specific thing as creating committed pages enhances the chances to rank.
The pages should be designed in a way that reflects, as you know, every spot in that business location. So it’s whether depicting the nearby parking options or best timings to avoid traffic, it should be able to communicate and solve the dilemmas for the residents in the community.
2. Optimize Every Page of Location for SEO –
Post creating a page for each location; the next step is to optimize every page according to the area so that Google understands what each page is about. If you’re thinking about optimizing pages, three elements amplify the quality of your website these are –
- Title tag
- URL structure, and
- Meta descriptions
Having a logical website structure and comprehensive URLs will make your website fathomable to the users, who might also help you rank higher. You need to make the URL structure as specific as possible, and also, it should be consistent even when structuring it in different ways. For instance, if you need to create a logical URL structure for Dominos location, it can like –
or if you have a store in Manhattan, New York, you can have a URL like –
dominos.com/locations/newyork/manhattan(any specific district)
As you can see, the locations are as geo-specific as possible. You need to make URLs structure-specific.
3. Build optimized content for each location –
Now that you have optimized the pages for location, the next step is to create content for each page. After all, content is the trump card that will make the visitors stay on the website and turn them into potential leads. It is to be noted that some websites don’t add much content to their sites, which might turn the readers off. On the contrary, if a customer finds a solution to his problem through an article or blog, he will likely become a loyal customer. So you might be giving a thought as to what to add to your website. You should consider –
- Blog posts – Create blogs and articles related to a specific region educating or informing the audience and solving their queries.
- Service/Product descriptions – Describing the products/services you are making available for the users. Tell every detail about how it will help the users and create a page for various pages separately.
- Directions – Include the direction for your offline store by embedding a map pinned with your location; it is essential to get people to hit the store.
- Photos – Adding photos of your physical location is crucial to make customers ensure the correct outlet.
- Product pages – You should create product pages that are optimized according to the location.
4. Create Google My Business Profile for Each Location –
The next step is to create a Google My Business account. It is the service to aid you in controlling how your business appears on Google and maps. With the help of Google my Business, you can swiftly manage all the locations; if you have multiple locations, you can organize all the pages at once.
An exemplary listing includes product photos, basic business information, social media platforms, customer reviews, and others. It enhances the visibility of the website on search engines. This listing contributes to educating the customers about the business, and they can get to the website with just a click.
5. Build local business listings for each location –
For obtaining the utmost visibility with SEO, it is paramount to get listed with the local directories for each location. Ascertain you are listed on all the prominent websites in your niche, and the information you’ve provided is refined. In addition, Google generally looks after the presence of your NAP, that is, name, address, phone number on various websites, and that alleviates the chances of your ranking.
Although you should remember that Google frequently discards the NAPs, which are outdated or false, from the aggregator sites considering a discrepancy in the information about your business and the one on your site, so keep a keen eye on divulging unerring information.
6. Get Reviews for Each Location –
Reviews play an essential role in leveling up your multiple-location SEO game. Today the intelligent customers browse for everything about a product before making a purchase. So they hop on to the reviews section of a website to know what previous customers had experienced after purchasing the product. According to research, almost 90% of potential consumers look for online reviews before buying any product from a company. And 49% of consumers look for a minimum four-star rating before choosing a business. These facts are enough to figure out the relevance of reviews on your website.
For this, you can ask customers through emails to write reviews for different locations. Additionally, you can share testimonials or reviews to motivate customers to share their experiences.
7. Build backlinks –
The last step is building backlinks. It is a crucial part of SEO. Businesses that want to ameliorate their rankings across multiple locations require to build backlinks to each page for each site on their website. One of the easiest ways is to reach out to the bloggers in your community to create content around your business and post them to obtain more site visits. Partnering with organizations, hosting events to get featured on local websites all these measures will boost your rankings on search engines.
Wrapping Up –
After seeing the features mentioned above and the advantages of SEO strategy for multiple locations, you might have understood that SEO is here to stay. In today’s scenario, where it’s breakneck competition and marketers are trying to make the most out of their marketing efforts, multiple-location SEO is a tool that can help businesses sail through the competition and establish themselves as successful ones.
Being a marketer, you should know the SEO tips for multiple locations and practice them for your clients to scale up their rankings on search engines. It can be achieved through multi-location website design, which accommodates all the SEO efforts and drives higher results. To know further, contact White Label SEO Lab now for a free consultation.