Those who have tried it would tell you that local SEO has a high potential for all types of businesses that have physical locations. The reasons may be:
- Local SEO has a separate algorithm from national search algorithm.
- There is less competition in local search
- It offers higher relevance for local audience
- Visibility is also quite higher
All these things were made possible by Google’s local 3-pack listings. However, most of the time local SEO tactics work for businesses with single location.Will it work with businesses with multiple locations?
What’s the Trouble with Multiple Locations?
With multiple locations, you have multiple streams of revenue and it’s a great way to improve your brand recognition as well as your pool of customers will grow. However, much of the power of local SEO is derived from associating your business with a single location. The problem is, when you split your efforts inefficiently, you may not be able to optimize for all target cities. And when you focus on one city, you’ll miss out optimizing for other locations.
Here are some success strategies that will make local SEO work even for businesses with multiple locations.
1. Separate Landing Page
First of all, create a separate landing page for each of your locations. You may be thinking about creating a new domain for each of the sub-locations, but avoid this practice as much as possible. You’ll lose the cumulative authority that will be gained from all the sources.
For example, you could create a page for a specific city location, complete with location information and any specific unique features that this location offers--for example, US Storage Centers has a designated page for San Antonio, with hours, directions, and unit availability.
2. City-Specific Content
2. City-Specific Content
Second step is to fill all these pages with location-specific content. Write rich, descriptive content about the unique features each of your locations offers that particular area. You can write many things, such as, features of the city, features of the location, and more.
3. Split your Social Media Pages
You can get away with only one social media profile for two or three locations, but when you have more than two-three locations, you need to split your social media profiles based on individual locations.
Create a designated contact for each location to manage their respective pages, and keep one "master" brand page to help people find the social media page most relevant to them. This will help you connect more specifically with your target demographics, especially if your locations are around the country.
4. Segment Link Building Strategies
As long as all your locations are under the same domain, you'll gain collective domain authority with any links you build. However, remember that inbound links pass page authority as well as domain authority, and any links you have pointing to city-specific pages will help those individual pages rank higher. This is valuable if you want to promote one location more than another.
5. Manage your Profiles and Reviews Separately
Each of your locations should have a separate entry in each third-party review site you leverage (such as Yelp). This will ensure that Google lists your businesses separately for each respective location, and will enable you to monitor and manage local reviews more efficiently. Again, you'll want to designate a responsible contact for each of your locations to take charge of this duty.
With these five strategies, you'll be able to optimize your web presence for each of your physical locations without sacrificing your potential to rank for any other location. It requires a careful balance, and you may find yourself wanting to optimize for one location more than another.