April 16, 2022 Mark Acornley

Local SEO For Multiple Location Businesses and Franchises

Struggling to boost your multiple location business or franchise in local search results?

You’re not alone.

From maintaining consistent brand messaging across locations to juggling different Google My Business listings, the challenges are vast.

But, with the right plan, you make it much easier.

In this guide, we’ll tackle these pain points head-on, offering actionable insights to elevate your Local SEO game.

Get ready to conquer the local search landscape and drive more customers to your doors.

Ready to turn those challenges into opportunities?

Let’s dive in!

Understanding Local SEO

Local SEO is all about boosting a business’s online presence for location-based searches.

It’s about tweaking your website to appear in searches like ‘plumbers near me’ or ‘best restaurants in [city]’.

Unlike organic SEO, which targets general keywords, local SEO hones in on specific locations.

Key to local SEO success is Google My Business (GMB), a free tool for managing your online presence on Google search and maps.

By optimising your website content for local keywords and earning backlinks from local sites, you can elevate your visibility and credibility in targeted areas

Conducting a Local SEO Audit

Conducting a local SEO audit is pivotal for crafting a potent local SEO strategy, especially for multi-location businesses. Let’s delve into its key components.

Firstly, pinpoint your target audience’s search patterns by researching relevant keywords.

Tailoring your website and content accordingly boosts visibility in location-specific searches.

Next, assess your current local search rankings using tools like Google Search Console and Google My Business Insights.

Analyse data to refine your strategy and improve online visibility.

Evaluate on-page and technical SEO factors, such as content optimisation, mobile-friendliness, and page speed, to enhance your website’s performance in search results.

Lastly, consider factors like online reputation, backlink profile, and social media presence to complete a comprehensive local SEO audit.

 

Developing a Local SEO Strategy

Developing a local SEO strategy is essential for businesses that have multiple locations.

Creating location-specific content and optimising for local keywords:

Creating location-specific content is essential for local SEO.

This type of content focuses on the unique aspects of each location and is optimised for local keywords.

By optimising content for local keywords, businesses can increase their visibility in local search results and attract more customers to each location.

To create location-specific content, businesses can:

  • Conduct keyword research to identify relevant local keywords.
  • Include local keywords in page titles, meta descriptions, headers, and throughout the content.
  • Highlight location-specific features, such as events, landmarks, and local partnerships.
  • Use local languages and dialects to connect with the local community.

Building high-quality backlinks from local websites:

Backlinks are an essential component of any SEO strategy, and local backlinks can be particularly valuable for businesses with multiple locations.

By building backlinks from local websites, businesses can improve their online visibility and attract more customers to each location.

To build high-quality backlinks from local websites, businesses can:

  • Reach out to local businesses, organisations, and publications to request a backlink.
  • Offer to provide guest content for local websites in exchange for a backlink.
  • Participate in local events and sponsorships to build relationships with other businesses and organisations.
  • Create high-quality, shareable content that local websites are likely to link to.

Optimising your Google My Business listing and managing customer reviews:

Google My Business is a critical component of local SEO, and optimising your listing can significantly improve your online visibility.

By providing accurate and up-to-date information about each location, businesses can attract more customers and improve their search rankings.

To optimise your Google My Business listing, businesses can:

  • Provide accurate and up-to-date information about each location, including the business name, address, phone number, and hours of operation.
  • Include high-quality photos that showcase each location.
  • Encourage customers to leave reviews and respond promptly to all reviews, both positive and negative.
  • Use Google My Business features such as posts and Q&A to engage with customers and provide updates about each location.

User Managing Multiple Locations

Managing multiple locations can be challenging for businesses, particularly when it comes to maintaining consistency across various online platforms.

Tips for managing multiple Google My Business listings:

  1. Verify all of your business listings on Google My Business to ensure that they are accurate and up to date.
  2. Keep your business information consistent across all listings, including your business name, address, and phone number.
  3. Use the “Manage Locations” feature in Google My Business to easily manage all of your business listings in one place.
  4. Regularly update your Google My Business listings with new photos, posts, and reviews to keep them fresh and engaging.
  5. Respond promptly to customer reviews to show that you value their feedback and are committed to providing excellent customer service.

Techniques for maintaining consistent NAP (Name, Address, Phone) information across all locations:

  1. Create a standardised format for your business information and ensure that it is consistent across all listings.
  2. Regularly audit your business listings to identify any inconsistencies or errors and address them promptly.
  3. Use a local SEO tool to monitor your online presence and ensure that all of your business listings are accurate and up to date.
  4. Train your employees to consistently use the correct business information in all customer interactions and communications.

Developing a localised social media strategy:

  1. Create separate social media accounts for each location to allow for more targeted content and engagement.
  2. Share location-specific content, such as photos of local events or promotions, to showcase your business’s involvement in the community.
  3. Use localised hashtags to increase visibility in local social media feeds.
  4. Engage with local influencers and businesses to increase your reach and build relationships within the community.
  5. Monitor social media activity and respond promptly to customer inquiries and feedback.

Localising Your Website

Localising your website is an important aspect of local SEO.

You need to be creating content that’s targeted in the local area.

Techniques for creating location-specific pages on your website:

Creating location-specific pages on your website can help improve your local SEO and attract more customers to each location.

These pages should be optimised for local keywords and provide detailed information about each location.

To create location-specific pages, businesses can:

  • Use unique content for each location, including photos and descriptions of the local area.
  • Include local keywords in page titles, meta descriptions, headers, and throughout the content.
  • Provide detailed information about each location, including the business name, address, phone number, and hours of operation.
  • Highlight location-specific features, such as events, landmarks, and local partnerships.
  • Include a Google Map and directions to each location.

Implementing schema markup for local businesses:

Schema markup is a type of code that provides additional information to search engines about the content on a webpage.

Implementing schema markup for local businesses can help improve your local SEO and make it easier for customers to find your locations.

To implement schema markup for local businesses, businesses can:

  • Use schema markup to provide detailed information about each location, including the business name, address, phone number, and hours of operation.
  • Include schema markup for reviews and ratings to showcase customer feedback and improve trust with potential customers.
  • Implement schema markup for events and promotions to highlight location-specific offerings.

The importance of mobile responsiveness and page speed:

Mobile responsiveness and page speed are critical components of a successful local SEO strategy.

With more and more customers using mobile devices to search for local businesses, it is essential to ensure that your website is optimised for mobile and loads quickly.

To improve mobile responsiveness and page speed, businesses can:

  • Use a responsive website design that adjusts to different screen sizes.
  • Optimise images and videos for the web to reduce page load times.
  • Minimise the use of large files and plugins that slow down page speed.
  • Implement caching and content delivery networks (CDNs) to improve page load times.

Dealing with Common Local SEO Challenges

Local SEO can present challenges for businesses with multiple locations.

Addressing duplicate content issues across multiple locations:

Duplicate content can harm your local SEO and result in lower search rankings.

Duplicate content can occur when the same content is used on multiple pages or websites. For businesses with multiple locations, this can be a common issue.

To address duplicate content issues, businesses can:

  • Create unique content for each location, including descriptions of the local area and location-specific features.
  • Use canonical tags to indicate the preferred version of a webpage to search engines.
  • Avoid using duplicate content on multiple pages or websites.

Handling negative reviews and online reputation management:

Negative reviews can harm your local SEO and deter potential customers from visiting your locations.

Online reputation management is crucial for businesses to monitor and address negative reviews.

To handle negative reviews and online reputation management, businesses can:

  • Monitor review sites and social media platforms for negative feedback.
  • Respond to negative reviews promptly and professionally.
  • Encourage satisfied customers to leave positive reviews.
  • Use reputation management tools to monitor online reviews and track sentiment.

Dealing with Google penalties and algorithm updates:

Google penalties and algorithm updates can harm your local SEO and result in lower search rankings.

Google penalties can occur when a website violates Google’s Webmaster Guidelines, while algorithm updates can impact search rankings based on changes to the search algorithm.

To deal with Google penalties and algorithm updates, businesses can:

  • Monitor Google Webmaster Tools for any penalties or issues.
  • Make necessary changes to comply with Google’s guidelines.
  • Stay up-to-date with Google algorithm updates and adjust SEO strategies accordingly.

Tracking Your Local SEO Performance

Once you have implemented your local SEO strategy, it is important to track and measure your performance to determine what is working and what needs improvement.

Monitoring your local search rankings and website traffic:

Tracking your local search rankings and website traffic is important to determine if your SEO efforts are improving your online visibility and driving traffic to your website.

Tools such as Google Search Console and SEMrush can help you monitor your search rankings and track changes over time.

You can also use Google Analytics to monitor your website traffic and track the source of your traffic, including organic search, social media, and paid advertising.

Tracking your online reputation and customer reviews:

Monitoring your online reputation and customer reviews is crucial for businesses with multiple locations.

Negative reviews can harm your local SEO and deter potential customers from visiting your locations.

Tools such as Google My Business and Yelp can help you monitor your online reputation and track customer reviews.

You can also use reputation management tools to monitor your online reviews and track sentiment.

Using Google Analytics and other tools to measure your local SEO performance:

Google Analytics is a powerful tool for tracking website traffic and measuring the success of your local SEO efforts. You can use Google Analytics to track key metrics such as:

  • Organic search traffic: the number of visitors who come to your website from organic search results.
  • Bounce rate: the percentage of visitors who leave your website after viewing only one page.
  • Time on page: the amount of time visitors spend on your website pages.
  • Conversion rate: the percentage of visitors who complete a desired action, such as making a purchase or filling out a contact form.

Other tools such as Moz Local and BrightLocal can help you track your local SEO performance and monitor your online reputation across multiple locations.

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