How can you accommodate the demands of local SEO when you have multiple locations to deal with?
One way is to make sure your Google My Business accounts are properly optimized.
Read this post for some expert franchise SEO tips.
Google My Business (GMB) Optimization Tips for Multiple Location Businesses
It’s sometimes said that all search is local. There’s certainly some truth to that: If you have a brick-and-mortar store, you’re probably going to be interested in connecting with local customers, first and foremost.
What complicates things is when your business has a number of unique locations; simply put, it can be challenging to juggle the demands of localized SEO when you’ve got a number of specific stores to consider.
One of the best ways to optimize for multiple locations is to use Google My Business, or GMB. Here are some specific GMB optimization tips for multi-location brands.
Optimizing GMB for Multiple Locations
- Maintain accurate and up-to-date information for each location. Specifically, make sure your company’s localized NAP (name, address, phone number) is displayed consistently across the Web. And, ensure that your hours of operation are kept current.
- Provide hyper-local content. You never know how people are going to find your business website… through a SERP or through GMB; through a branded search or a more general one. It’s important that the users who visit your website find some localized content there, which can help convert them into customers at one of your physical stores.
- Create hyper local posts. Use your GMB account to create regular updates that pertain to specific locations; for example, you might have a post about a store-specific or location-specific discount, promotion, or event. Photos from specific stores can also be valuable.
- Check your accuracy on Google Maps. You might be surprised by how often Google Maps pins are a little bit askew; this can frustrate the people who are trying to find your location, so it’s smart to inspect your Google Maps listing and correct any inaccuracies.
- Monitor and manage local reviews. As you accumulate customer reviews at each specific location page, make sure you engage with them. Offer your appreciation to customers who leave positive feedback, and service for those whose experience was sub-optimal.
- Explore Google’s bulk API options. Google’s bulk API capabilities make it possible for you to manage and update content across multiple locations, seamlessly and without a lot of hassle.
- Make use of photos and videos. Photo and video content can really help with customer engagement. Make sure you have this rich content on every one of your localized GMB pages.
- Answer questions. GMB offers consumers a chance to ask questions about your locations… for example, questions about products, parking, hours of operation, etc. Make sure you leave no question unanswered.
- Make use of industry specific GMB features. For example, restaurants can display their menus to GMB users, a great way to build visibility.
- Monitor your progress. In franchise SEO or local SEO, it’s always important to measure results and make tweaks on the fly, adjusting your strategy in accordance with what the data tells you. Keep an eye on your site stats!
- Don’t forget organic SEO. Finally, don’t underestimate the potential of a robust, organic SEO strategy, one that includes plenty of user-centered content and judicious keyword selection.
And, for any multi-location business or franchise that’s in need of a comprehensive SEO strategy, we invite you to contact Sefati & Company today.
Credits: RioSEO for the framework we’ve used here.