As Google strives to improve the experience of their users, the challenge for SEO’s rises. Best practices seem to change daily and advanced techniques quickly become obsolete. If you’re not caught up, you’re bound to lose business, and anymore, local SEO is the lifeblood of brick and mortar businesses.
When starting a new business for a local market, you need to rank well in local web searches and on maps so your customers can find you. If your business offers multiple locations, the challenges grow exponentially. A professional SEO can help you implement a correct on-page and off-page optimization strategy to maximize your marketing returns.
Location Pages
A multi-location business should have a page for every location, even if it’s just to show its address, phone number, and maybe hours. Then each location will need its own SEO efforts to start to rank in searches nearby and on maps. For each location, be sure to take the following steps:
- Create a Google+ Business Page. Individual location pages should include the business name along with its own address, phone number, and hours.
- Link every location page to your Google+, Yelp and Bing Places business profiles.
- Include a feed of client reviews with a WordPress plugin like Get Five Stars.
- Embed a Google Map for each location.
- Include a location specific video.
- Content should be location themed to ensure you are correctly targeting the keywords.
- Include the list of cities and ZIP codes the location serves.
Micro-Formatting
Micro-formatting helps search engines read the information that you want them to read. Novices might want to use schema.org, while pro’s are more likely to use microdatagenerator.com. Sistrix.com can help with video micro-formatting. The WordPress plugin “Yoast” is a good way to create micro-formats.
Content-Themed Pages
Everyone knows that that content is king. Thus, for each service you offer, you’ll need keyword-themed content. Keyword Planner, available with a Google AdWords account is a great tool for researching keyword ideas, search volume and competition.
Citation building
Every location page is a separate web marketing campaign on its own. Using the URL of each location page is typically a better idea than building citations using the root homepage or domain. A good way to find citation opportunities is with services like Georankers. After you finish building the list of citation opportunities, create your citation with the following in mind:
- Each citation must be 100% accurate.
- Whenever possible, cross-link citations.
- Link back to social media profile from citations, when possible.
- Try to include your business hours.
- Include images or videos of your products when possible.
- Include discount coupons with expiry dates along with unique tracking codes. This will help you to pinpoint the best working promotions.
Business reviews
Since Google’s Pigeon Update, business reviews have become helpful in gaining for your citations in SERP’s. Yelp and Google business pages are powerful hubs for customer reviews. Good reviews and a fully optimized business profile is how you get into that coveted Google search 3-pack.
When attempting SEO for the first time, it’s advisable to hire on a local digital marketing professional or agency to help you avoid mistakes and hit the ground running.