If you have multiple branches of your business, you don’t need to multiply the time you spend on SEO by that many arms. You simply need a sound strategy in place for optimizing your core offering – using multi-location SEO best practices. We wrote about this previously, and discussed how multiple location SEO strategies supports your overall SEO goals nicely. Tweak it a bit based on the geolocation of each of your offshoots to provide optimal search results placement for every individual outlet in your company.
Once you have an overall SEO campaign for your brand, you adhere to this as you develop websites for all of your multiple locations. But, you also add an additional layer of optimization that can be replicated across all locales, with geotargeting for each being the primary difference in approach. Here’s how you do it.
Based on your budget, you perform as much research as you can into each geo area’s population numbers, characteristics and buying cycles. You assess the local market to find out the best way to spend your money on SEO and to identify trends. And, you research local and hyper-local keywords, making note of those that clearly represent your business and indicate what consumers want from the given locale.
Evaluate the Competition
There will likely be several companies doing what you do in each of your local markets, which means you have to evaluate the competition for every leg of your company to see how to stand out and dominate. You need to find out how easy or difficult it will be for you to rank for particular keywords, and for phrases, based on who’s already ranking. And, you have to examine how others are linking and whom they’re linking to, as well as what their content strategy is.
Another one of our multi-location SEO best practices is to get your on-page local optimization right for each location. You need to use your researched keywords to create geo-focused content that spreads throughout your title tags, meta descriptions, H1s, H2s, page content and internal and external links. You must remember to mention the exact location of your business in your on-page content too, in text form.
Let’s break down how to optimize for local search, for a page on one of your branches’ websites.
Your title tags for all pages should be between 50 and 60 characters in length, including spaces. They should include your researched local or hyper-local keyword or keyword phrase, and they must include your branding. A properly optimized title tag will look something like this:
Article Title with Local Keyword Inserted