The Complete Guide to Multi-Location SEO
As businesses expand and open multiple locations, their online presence becomes even more crucial in reaching their target audience. In this post, we break down some SEO tips for businesses and franchises with multiple locations. When you increase your visibility for each of your locations, you’ll drive more traffic to your website (and hopefully) increase your overall conversions. Whether you have 2 locations or 100, you’ll need a clear plan to keep each location visible.
Benefits of Local Landing Pages for Organic SEO
Local landing pages, especially for businesses that have multiple office locations, are beneficial to capturing more organic traffic from users searching for services within a given area. For example, a user looking for a dentist in Philadelphia could use Google to search for “dentist in Philadelphia”. If your dental practice happens to have a location in Philadelphia as well as other towns, having a location page for each can boost your SEO efforts.
Rolling with the Philadelphia dentist example, let’s say you had a secondary location in Conshohocken. The distance between these two cities is about 45 minutes. Creating a dedicated landing page for both locations gives you the opportunity to rank higher for both town and city names.
Improve Your CTR
Instead of cramming all your locations into a single meta title, creating dedicated local pages allows you to provide distinct and concise meta titles and descriptions that are tailored to each location.
We improved the Click-Through Rate (CTR) for one of our clients who had two locations – one in Spokane, WA and the other in Colville, WA, which was over an hour away. When people searched for their service in Colville, WA, the root domain was ranking, but the content was tailored for the Spokane location. This could be seen as a deterrent to potential Colville patients due to travel time.
The Boom team created a highly effective landing page for the Colville office, which significantly increased the Click-Through Rate (CTR) on Google. See the impressive results for yourself below!
Promote Unique Features & Tailored Content
Every town is unique in its own way – from the demographics to the most popular services. By creating a dedicated landing page for your office locations, you can highlight the unique services and benefits that each location provides. Plus, having tailored landing pages ensures that potential customers or patients closest to you are seeing the most relevant office location.
Identify Location Performance
When you have multiple location pages, you can use the analytics from each page to get an insight into which location needs more attention. By analyzing the data from each page, you can determine which areas need more TLC in order to optimize your overall performance.
You can also leverage your successful marketing strategies to other traffic sources, such as PPC, offline, and beyond, if one location is performing particularly well.
How to Create Local Landing Pages for Multiple Locations
Coming up with content for your location pages can seem daunting. You can consider adding the following items to your location landing pages.
Let’s begin with the essentials! A key element of on-page SEO is the meta title. This would typically be “Service in City/Town, State” followed by your Brand Name. Afterwards, there is your meta description which should also include your service and targeted area. Make sure to add compelling details here such as current offers or new customer discounts!
Ensure that you prominently feature specific employees or practitioners on your location landing pages, particularly for medical businesses with multiple locations. This is a simple yet effective SEO strategy, as a doctor’s name may have a significant search volume. Including this information also adds unique content to your location page.
Specials & Discounts
Is one of your locations experiencing a slowdown in leads? Don’t worry, this is a great opportunity to try out new specials and discounts to attract more business. Everyone loves a good deal, and by offering discounts to both new and existing customers, you can drive more traffic to your location. Plus, with analytics in place, you can easily track the success of your special or deal to see what’s working and what you might want to adjust.
Embed Your Map
Including a map on your location landing page is beneficial for several reasons. Firstly, it helps customers easily find your business and know exactly how to get to you. Secondly, embedding a map can highlight your unique and local reviews (more on this soon). And lastly, a map adds a professional touch to your page and makes it more user-friendly for visitors.
One way to make your location landing pages stand out is to include authentic customer testimonials for each location. This not only adds unique and engaging content to the page, but also helps to build trust and credibility with potential customers. Consider highlighting specific details or experiences mentioned in the testimonials to really showcase the unique qualities and services of each location.
Leveraging Google Business Profile for Multiple Locations
Optimizing your online presence for businesses with multiple locations is crucial, and one effective way to do this is by taking advantage of Google Business Profile (GBP). GBP is a free tool offered by Google that enables you to manage and optimize your business listings on the platform. Here are steps for effectively using Google Business Profile for multiple locations:
- Claim and Verify: Claim and verify each location on GBP to manage and optimize their listings.
- Accurate Information: Provide precise details for each listing, including name, address, phone number, website, and business hours.
- Visual Content: Add high-quality photos and videos to showcase each location’s unique features.
- Monitor Reviews: Encourage customer reviews and promptly respond to them to build trust and address concerns.
- Posts and Offers: Utilize GBP’s post and offer features to share updates and promotions specific to each location.
- Analyze Insights: Use GBP’s insights and analytics to track visibility, engagement, and customer actions for each location.
By effectively leveraging GBP for each location, you can enhance online visibility, attract more customers, and drive traffic to your website.
Tracking Your Google Business Profile Traffic
Once your business profile is live, you want to be tracking the visitors that come to your website from your GBP. The best way to do this is by customizing your website URL by adding “UTM parameters” to the end of the URL. You can use the Google Campaign URL Builder to create a URL that can then be added to your Google Business Profile’s website field.
Get Started on Your Multiple Location SEO Plan
If you have multiple locations and haven’t built out location pages or set up Google Business Profiles for each, then get started today! Start by organizing photos of each locations and gathering key business information that customers will want to know. From there, work on setting up your location landing pages and verifying your GBPs.