Multi-location SEO is an intensive process. It is critical to hold a kickoff discussion before you even begin with a team of SEO experts, technical staff, creative staff, brand managers, content creators and other employees to discuss real-world timelines and resource availability. Education about multi-location SEO is more than likely an important aspect of this stage as well.
Strategy development involves not only an Enterprise SEO Strategy, but a Local SEO strategy that is repeatable across each location. Deployment will be based upon existing structures that can have various levels of ability to be modified. Considerations must include:
- Single-domain, multi-location deployments vs multi-domain, single brand systems vs hybrid/content syndication models
- Scalable reporting/roll-up reporting dashboards
- Local/freelance content team training and workflow advice
- Local citation building and local business listing audit and cleanup
- Reputation and reviews management
- Local authority building and brand awareness
- Localized social media
Once the strategy is in place, a program pilot representing a small percentage of the locations should be piloted to work out kinks in the process. The goal is to measure growth in ROI to justify investment on a broad scale. Otherwise, there is no business justification for the process.
After the SEO program is implemented, there will always be needs for new content, refreshed content, discoveries, measurement and refinement. This ongoing process should be anticipated and managed for scale.