Increased consumer adoption of things like wearable technology devices and instantaneous voice search has caused marketers to think differently about SEO. This is because search is becoming more local and personalised, which could call for a shift in strategy.
But while this favours a small business that has just one shop and a niche group of customers, it is still possible for large corporations and companies with multiple locations to take advantage of local search.
Create local landing pages
First of all, you’ll need to create a coherent and compelling local landing page for each and every one of your numerous locations. Just remember to always follow these guidelines:
Include keyword optimised Title Tags
Include location information in Meta Data
Make your NAP (Name, Address and Phone Number) clearly visible and consistent across the site
Embed the Google Local Map of your business
Increase engagement with photos
Create unique content that resonates with and is relevant to a local audience
Optimise your URL to include location information
Build new citations
A citation refers to any mention of your business’s NAP on another website, even if there is no link present. This is a crucial aspect of SEO, as the accuracy and consistency of citations together with the how authoritative the host website is are considered strong local ranking factors.
When it comes to building your citations, start with data aggregators like BT, The Local Data Company, Market Location and 118 Information. After that, move onto local directories such as Google, Bing, Foursquare and Yelp. These aggregators provide the information for local directories, so even though supplying data can end up being an expensive exercise for marketers with several locations, it is definitely worth it.
However, it is also possible to bulk upload data for multiple locations on Google My Business, Bing Local and Foursquare. Along with saving you the hassle of having to create numerous listings separately, this process doesn’t cost anything either.
Edit current citations
Regardless of whether you’re building new citations or editing old ones, it is incredibly important to ensure that your NAP for each location is consistent. Search engines will be crawling the web for this information, so if a business’s name is spelt wrong or an address is abbreviated, it may go unnoticed and impact on rankings.
For that reason, existing citations will need to be edited and cleaned up to ensure consistency is achieved. Even though this can be a time consuming and tedious process, there are various tools available that can identify and clean-up existing citations or delete duplicates.
Even so, resources like Yext and Moz Local can get fairly expensive for a business with multiple addresses, which is why they are often more cost-effective for single location companies. Thankfully, these tools also have a free service that will simply scan the web for your business’s NAP information and give you an idea of how much clean-up work is required.
These are just the basics of local search for big businesses, but if the fundamentals are achieved, there is no reason why an all-encompassing international company can’t start dominating from a regional perspective too.