There are many challenges to owning and operating a multi-location business. Chief among these in the online/hybrid commerce era is winning local Internet searches. While this process can be time-consuming and requires significant attention to detail, the following six tips can help multi-location businesses improve SEO efforts and increase sales.
1. Create a Page on Your Website for Each Location
Although there is merit to building an entire local SEO website for each business location, this is not always necessary. It may also not be feasible for businesses that have many locations.
However, what you should do is create specific pages on your parent website for each of your business locations. When building your website, use a logical site structure that allows search engines to recognize landing pages dedicated to a particular area.
One of the simplest ways to do this is by adding the location to the end of your business’ URL. For example, www.regexseo.com/austin and www.regexseo.com/boston take you to the landing page for each specific location of this multi-location business.
2. Generate Localized Content for Each Location
There are approximately 8.5 billion Google searches each day. No matter how epic the content, there is no way that a single business can satisfy this entire market.
Therefore, to begin the segmentation process for your multi-location business, it is critical that you begin updating your local pages with localized content. Instead of posting a breakdown of “The Most Durable Siding for New Construction Homes,” it is better to post “The Most Durable Siding for New Construction Homes Houston.”
Not only will this help search engines recognize your business as a local authority and rank you at the top of localized searches, but it will put you in contact with high-interest leads who are likely to make a purchase.
3. Make Your Website Mobile Friendly
Mobile shoppers are likely out and about, ready to make a purchase. As a result, the quality of your company’s mobile experience can either win or lose you a same-day sale. If your website is not mobile-friendly and they have to do a lot of scrolling and zooming to find the information they are looking for, they will likely defect. A competitor who can answer their question in a more efficient manner will likely be their choice.
“With more people browsing the Internet on their phone than ever before, it is crucial that your business is mobile friendly. According to studies, 40% of users are more likely to visit a competitor’s website after a bad mobile experience. This is one of the reasons why Amazon is focused on providing the best mobile browsing experience for its users.”Sam Willis, business valuation and franchising writer.
4. Install High-Quality Location Software
Although there is no denying that online orders and at-home delivery have changed the retail game, there are still millions of service-based businesses that require a visit to a physical location. In addition, some customers still prefer the experience of visiting a store in person.
Nonetheless, it is highly likely that leads start the shopping process via an Internet search. When they find what they are looking for, you must have the best store locator software to quickly direct them to the nearest location to complete the purchase. The best location software will:
- Use the customer’s GPS coordinates to automatically route them to the nearest vendor
- Follow up with leads to allow local professionals to help answer their specific questions
- Feature client reviews
- Provide robust photos so that the business is recognizable from a streetside or parking lot view
5. Make a Google My Business Page for Each Location
It is critical to make sure each Google My Business page is updated and active for each of your business’s locations. As Google is the king of search engines, professionalism through your Google My Business account is one of the best ways to jump to the top of searches. Ensure the following:
- All contact information is up-to-date and specific to each location
- Provide pictures of both the interior and exterior of each location
- Encourage Google reviews from your clients so that a bad experience at one location will not negatively impact other locations
6. Improve Your Click Through Rate (CTR)
Websites that get a lot of clicks are viewed as credible and authoritative by search engines. Therefore, you should find creative ways to add backlinks to your content so that your business’ CTR is optimized. Some ways to accomplish this are:
- Reach out to local bloggers or vloggers to see if they will consider making guest posts for your local pages
- Establish relationships with local journalists to see if you can get published in local publications
- Embed intuitive buttons to social media to interact with local clients
Increase Sales With These 6 Tips for Improving Multi-Location SEO
Maximizing your SEO efforts for a multi-location business can be difficult, as what works for one location may not necessarily apply to all. However, with the proper planning and attention to detail, multi-location SEO can positively impact sales. To this effect, creating unique landing pages, generating localized content, ensuring a mobile-friendly experience, installing high-quality location software, making a Google My Business page for each location, and improving your CTR are six tips for improving multi-location SEO and increasing sales.
The views included in this article are entirely the work and thoughts of the author, and may not always reflect the views and opinions of Regex SEO.