As an SEO company, say you have just acquired a client with an SEO requirement. This client has a business at various locations and you need to optimize those locations. You must define a perfect local SEO strategy encompassing all their business locations.
Now, situations like this makes you wonder if the client requires an individual website for each location, well, the answer is no. Though it might be good to have a website for every location, in a long-term perspective, it does not do any good for SEO or the brand image.
Customers get confused about varying locations for a specific brand and creates a doubt in their minds. They might feel if all the locations represent the same brand and are of the same quality. Also, it is not easy to score with search engines given the multi-site brand. It also comes with a charge to build various websites and seems impractical for a business to own and manage these many sites.
The most suitable approach is to have one website for the client with several location pages on that site. The locations can also be set up as sub domains but with different URLs, which does not bring in that much difference in Google view-point.
Each location should have unique content and address and needs to be optimized for that individual content. Now, it is time to evaluate on the meta data, title tags, and descriptions for each location page and optimize them for SEO.
Just have a look at what you need to do to optimize your content based on locations.
Customize the search
Research for all the keywords related to your business and include location details to enable people to hit upon your business location perfectly.
Develop pages on your website specific to the location that you are referring to. Optimize content for each location. For example, include testimonials from local customers and post pictures of your office or store. Also, optimize the title, heading tags, and meta descriptions for every page based on location. Important of all, do not reuse content in other locations by just editing the address.
Google My Business Listing
Adding your business to Google My Business that allows your business to show up in Google searches. It allows for multiple locations and to advertise for all locations.
Local business directory submission
Submit your business details including address, locations, nature of business and an intro to local business directories to get more visibility. Helps people to become aware of your brand and offerings.
Quality backlinks to your website gives you good domain authority and enhances google ranking. You should also try to earn links back to your website from other related sites to boost SEO ranking.
Keep your content with optimal use of keywords. Overuse of keywords in content and titles might damage the reliability of your business in the long run. Use location-specific keywords and do not reuse.
Call for local customer reviews
Encourage customers in each location to provide feedback and reviews on the products or services they have consumed.
Show your credibility
As you are competing with others in the market, demonstrate the unique values that you provide for each location of your business. Give your local customers the assurance of your business or service.
You need to know the importance of local SEO to be able to optimize your local businesses effectively. Just have a look at the values that you earn by optimizing locally.
Importance of Local SEO
Local SEO showcases a business for appropriate audience and allows to accomplish the following:
Reach out to appropriate audience set
Unique and individual pages for varying locations helps to organize the marketing efforts. It allows for a collective effort and catch up with potential customers for each area.
High score in search results
Enhance visibility amongst the local audience in search results. For example, if a search for a restaurant is on in India, the search results show restaurants in the US, which is not relevant locally. Local visibility is critical to make your presence for local audiences.
Customer local searches
Consumers typically search for businesses online before getting into action. Their search is based on locations, addresses, business hours, local stores, and availability of products in local stores.
If you are serious about promoting your business locally, define local SEO strategy that attracts potential customers. Google shows some statistics that four out of five consumers want to have search results customized to their location. Hence, you need to adopt to local SEO techniques to convert local searches into business or purchase. Keep accurate information across all online platforms is very important.