So, you have been doing some marketing for a while. That’s good. You’ve done a bit of SEO too. That’s a lot better. You have also team up with an internet marketing agency, yet your locations don’t rank. Why?
The trouble here is, local SEO tactics mostly caters a business with one (1) physical address only (other businesses uses virtual address if they have none). Splitting your effort or focusing on one city only may result for the other locations to miss out on their visibility potentials. What will you do now?
Let’s talk about website issues first.
It is possible to create a different domain for each location. But you will lose the authority you will gain from all your sources.
What you can do, is to have just a single domain. Provide each sub location its own well-optimized, unique and high quality pages complete with its full location information and other branch information like store hours, phone numbers etc.
Don’t leave your pages as empty as an abandoned seashell. Make sure to write rich, descriptive but not overly optimized content that features nearby landmarks and attractions.
Social Media Issues
With a business with lots of sub locations, here’s what you have to do. Divide your social media profiles individually to each of your sub locations. Provide an official contact for each location to manage their pages. Therefore, your main brand page will just have to help and assist people to find the right page most relevant to their location.
Google My Business
It is very crucial for a multi location business to set up a GMB account and get your business information visible on local search, g+ and maps.
Fortunately, here’s a basic ingredients for a recipe of visibility.
NAPW – Name, Address, Phone, and Website.
Be certain that the name you provide is the exact name of your business. Not business name and owner, not business name and phone, not business name and category or services, not business name and keyword, and definitely not business name and location. Just your business name alone, that applies on all of your location. No more no less.
Make sure that the address information provided is indeed accurate and consistent business address. It has to be the same address to appear on your website and other external links. For your other location, you can refer on these pages Welcome to GMB locations / Bulk location management on how to add multiple locations.
As for your phone number, it has to be the same local phone number that appears on your website and other external links.
For your website, you have to provide your actual website URL. It has to be the specific page/location page with a matching NAP.
Choose the most relevant category. Sub categories don’t have to be enormous.
Profile completeness is a plus. Make sure to fill out hundred percent and include some good description and photos.
Consistent NAPW citations.
NAPW consistency is a must from one location to the next. Same business name, only one business name that applies to all location. Local phone numbers and location page URLs per location.
Manage your reviews.
Each of your locations should be listed individually in different review site such as yelp. This way, you will be able to manage reviews separately from each location. This will also ensure you that Google listed your business separately from each and every respective location and will enable you to monitor your reviews efficiently.
Finally, you may want to maintain a good reputation by producing a rich, relevant and helpful blogs.
The real key to managing multiple locations is by treating each sub location as an individual business. Every niche and market is different. Others may just require putting an extra effort. Others may just naturally perform better. Analyze each location, who’s performing better and who is not. Tight adherence to local SEO best practices is still needed for solid results. Identify your trouble markets in terms of rankings, traffic, and goal completions in order for you to optimize for both the user and search engines.