SEO helps connect brands with customers. However, a general SEO approach is insufficient for companies operating in multiple locations. Here comes the importance of local SEO, ensuring that they get geographically targeted search traffic. The person searching from Toronto, Calgary, Vancouver, Ottawa, or Mississauga requires information relevant to his particular location, intention, and services. Google’s criteria for judging local SEO include proximity, relevance, prominence, trust, and engagement.
Often, businesses concentrate on the SEO of their business brand without caring about the SEO of each individual branch. One branch may have performed well on Google Maps, while the other one may underperform because of poor citations, wrong NAP information, few reviews, and poor local landing page SEO.
A multi-location SEO strategy will ensure that each individual branch has its unique online identity. Experts suggest that this strategy will bring about better local SEO, higher quality traffic, increased performance of your Google Business Profile, and conversions from nearby searches.
1- Why Multi-Location Businesses Cannot Rely on One Generic SEO Strategy
General SEO techniques could benefit a company in terms of establishing brand authority, but they are unlikely to help achieve consistency in regard to local searches at each business location. Every branch functions within a distinct search environment characterized by different levels of competition, keyword difficulty, consumer intent, need for reviews, and conversion triggers. For this reason, each branch requires an SEO strategy that will fit its needs.
Generic SEO strategies may limit business expansion in several ways:
1.1- Inability to Be Listed on Local Pack
Generic service pages have a tough time ranking highly in competitive “near me” or localized searches.
1.2- Missed Keyword Targeting
Neglecting the identification of distinct keyword clusters will mean not being able to exploit the search volume and consumer behaviour that differ from one region to another.
1.3- Insufficient Location Relevance
Using city names in doorway pages that contain the same content does not help in building local authority with the search engine.
1.4- Branch Performance Inconsistency
The failure to optimize for local search can result in one branch performing better than another because of incorrect citations, poor reviews, or even an abandoned Google Business Profile.
1.5- Disrupted Customer Path
Generic SEO tactics do not take into account the demographic differences, such as having a downtown location and targeting corporate customers versus a suburban location and targeting families.
Local SEO includes custom local content, optimization of metadata, Google My Business pages, and conversion-focused landing pages, clearing the path for the business’s success.
2- What is the best SEO strategy for multiple locations?
The best local SEO approach for multiple locations is creating a local SEO website for each location while maintaining the same brand identity. It will help the search engines determine the geographic location of the branches along with their relevance to the target audience. Ultimately, it will make the business stand out among its competitors.
Some of the important things that need to be taken into consideration when creating a multi-location SEO strategy are:
2.1- Keyword mapping specific to the location
The branches must focus on city keywords, neighborhood keywords, “near me” keywords, service-based keywords, and long-tail commercial keywords. This way, keyword duplication between branches can be avoided.
2.2- Creation of dedicated local landing pages
Each physical branch of the business must have its own landing page that contains all local information.
2.3- Optimization of Google Business Profiles
Each profile should have proper categorization, services, business hours, images, posts, an appointment link, and review responses.
2.4- Local Review Strategy
Every single review must be created by those people who have visited that particular branch. This is going to build up their credibility, improve click-through rate, and make them even more locally relevant.
2.5- NAP and citation management
NAP of each branch must be consistent across all directories, social media profiles, and listings.
2.6- Performance tracking
Every business owner needs to keep an eye on their rankings, calls, website traffic, directions, reviews, and conversions per each branch.
3- How to Build Dedicated Location Pages for Every Branch
Each branch should have its own location page to help build a strong organic search base for the location. In this way, search engines will realize that the location is offering unique services for the region. Moreover, the location page serves as a great conversion generator by making the locals call, visit, and schedule appointments with the company.
The following elements need to be incorporated in every location page for maximum impact:
3.1- Contact Details of Branch
The location page needs to have the name, address, contact information, opening hours, and even the map of the location.
3.2- Trust Factors
The location page needs to use trust factors such as reviews for the location, employees, geographical information, and landmarks.
3.3- Buttons for Action
The location page can incorporate buttons like “Get Directions,” “Call Us Today,” or “Book an Appointment.”
3.4- On-Page SEO
In order to optimize on-page SEO, you may consider using localization schema, keyword clustering, title tags, and meta descriptions.
4- How to Optimize for NAP Consistency?
NAP consistency is when your business’ name, address, and phone number are the same on all online platforms. These include your own website, Google My Business profile, Apple Maps, Bing Places, Yelp, Facebook, review websites, local directories, and industry directories.
When it comes to local SEO, NAP consistency is important since the search engines consider this information in verifying your business details. When your branch’s information matches on all platforms, Google becomes more confident in showing your branch.
NAP inconsistency creates the following issues:
- Poor Ranking: Lack of well-researched information can lead to poor ranking in search engines.
- Duplicate Listing: Inaccuracies can sometimes cause duplicate listings.
- Missed Opportunity: Customers would dial wrong numbers and go to non-existent addresses.
- Unsavory Reputation: Inconsistency can harm the reputation of the company.
To prevent all the problems mentioned above, you should always keep a single sheet that has the right information for all your branches.
5- How to Optimize Google Business Profiles for each location
Each physical location requires an individual Google Business Profile optimized for it. It will be the main point of contact for customers who search on Google Maps and “near me.”
In order to maximize the profile of each branch, the following must be included:
5.1- Core Information
Make sure that you have listed the name, address, phone number, URL, and hours correctly.
5.2- Categories
Make sure you use the best primary and secondary categories.
5.3- Services Offered
Include only the services offered by this particular branch.
5.4- Photos
Upload some good photos of your organization online.
5.5- Special Offers
Give discounts on various occasions.
All these factors will help your online business stand apart.
7- How can I improve my Google Maps ranking for each branch of my business?
Google Maps ranking can be improved through consistent efforts.
Some steps include:
7.1- Relevant details
Provide honest information about your business, such as services offered, product categories, working hours, and some photos.
7.2- Keywords
Mention the specialties of the city in which the organization is located.
7.3- Reviews of each branch
Asking customers to review each branch individually
7.4- New posts and pictures
Making sure that the online page of each branch is updated regularly.
7.5- Citations
Adding the information about each branch into good directories.
The activity will play a big role in boosting the strength of the local presence of each branch.
9- Conclusion
As each business location is situated in its own market and among its own set of customers and competitors, a blanket approach to SEO does not work equally well for each location. An effective SEO strategy for a multi-location business needs to include individualized landing pages, optimized Google My Business listings, consistency in contact details, localized reviews, proper citation, keyword, and independent performance measurement. Such an approach will help to achieve a higher ranking on Google Maps, better leads, and more trust. Connect with a local SEO expert like SEO Resellers Canada to get a local visibility push your business needs online.
10- FAQs
10.1- Do multi-location businesses need to have a separate SEO strategy for each location?
Yes. Each location will be subjected to varying conditions depending on the local market. Hence, a separate SEO strategy with updated information is important.
10.2- Does each branch need to have a Google Business Profile?
Yes, each branch should have a specific profile online. People actually check the actual address and the business hours for their queries.
10.3- How often should local SEO be checked?
Local SEO must be audited on a monthly basis. This audit will include the analysis of Google Business Profiles and uploading new photos online.
