For businesses operating in multiple physical locations, digitally marketing the brand and services is difficult. Though you want to promote a single brand, the aim is still to rank high in the search engine results pages (SERP) for each and every location.
Typical online marketing strategies don’t work well in this situation simply because the SEO efforts would require exceedingly large amounts of marketing assets to be produced for each individual location.
When optimizing for SEO, content management and organizational management are separate divisions that are both vital in the overall local SEO strategy for each location. This is where SEO management becomes more complex, but our SEO Round Rock online marketing work can attest to how both divisions can be properly managed with the right tools.
Management Contrast: Organization vs. Content
Who will plan and create the content needed for your website? How will you promote your brand or product locally? Do you have different services and promotions going on in each store? Are the stores operated by one group of people or are they managed separately and independently?
Local optimization is dependent on the demand in each location, therefore the marketing strategy for one store my not be adequate for the other. What do you do then?
The key is to analyze your keywords and competitors, and know what your customers and target markets are searching for. Take what is currently successful for your competitors, and optimize on-page for those elements. Then focus your off-page strategies on driving traffic to your site(s) for those elements.
This is basically the written information about your business, the most important details are the business name, physical address and permanent phone number (NAP – name, address, phone). It’s imperative that this information is exactly the same across all digital media platforms, if not, Google won’t be able to match up all your online properties to your locations… and this will have a significant impact on your rankings.
Managing content for your separate locations also means differentiating between them in your blogs and social media as well. Separate blogs for each location, separate YouTube channels, separate Facebook pages… everything. Each location needs to be able to point content directly back to their store’s website, even if it’s a subdomain of your main site. Careful planning needs to be taken to ensure all off-page linking is done, and done to the correct location.
Planning Your SEO Campaigns
Planning involves content and organizational management. It also involves a lot of budgeting on your part. Determining how much you are willing to spend on local optimization will affect how to market your brand or product.
For all businesses, adding multiple pages on the website, adding a Locations or Cities Served tab, assigning one dedicated sub-page for each city effectively helps in building authority links. If your business has stores across a large region or even country-wide, then you’ll need to create subdirectory websites for each location. The more traffic driven toward your locations’ web pages, the more authority your entire website gets, as well as each store. You can charge this up by creating blog posts that focus their links on one location at a time, rather than all or some locations simultaneously.
We are after those links. And with the domain power of social media and web 2.0 sites, the more inbound links to create to your webpages, the more authority and relevance each location will receive.
Much like our optimization campaign in SEO Knoxville, focusing targeted content to one city location… both on-page and off… will increase your SERP rankings and local authority significantly.
Wherever you are in Round Rock, with our SEO campaigns we’ll find the best approach for each business location.