Small businesses can take advantage of local search marketing services if they manage multiple locations. Despite assumptions that Google favors big names in search results, the truth is that business size isn’t the biggest factor. Many small businesses owe part of their marketing success to search engines that put the spotlight on local establishments for geo-targeted searches.
The following tips can help expand your visibility in search engines for multiple locations using local SEO:
How Local SEO Can Help Your Business
Even in the internet age, your business location is still very important to search engines, which has replaced the phone book long ago as the quickest way to find a local business. In fact, location data is a huge factor in search results, especially if your business has submitted a listing to search engines that includes name, address, and phone number (NAP).
Think of online surfers trying to find local businesses. If someone wants to find a restaurant in Seattle, for example, they don’t just search for “restaurants” in Google; they search for “Seattle restaurants” plus another keyword that describes the type of food they like.
The more niche-oriented your business is, the better your chances for high search rankings are. Even if you have a dozen competitors, you can still gain an edge over them by submitting your NAP to search engines if they have not. Many businesses of the new century still haven’t learned the importance of local search marketing services, which can help make a company more visible in search engines.
What Are the Advantages of Small Business?
The era of big business controlling all markets is rapidly changing as search engines continue to empower small businesses that gain the trust and loyalty of local consumers. Big brands probably won’t be overthrown nationally by leaner firms anytime soon, but on a local level it’s a much different story. Consumers are starting to gravitate toward brands in their own regions partly because of search engines, and partly because they have had dissatisfaction with large corporations that do not connect with them on a personalized level. Another edge local businesses have over national brands is that many online surfers don’t use brand names in their queries that relate to their own regions.
How to Get Ranking in Multiple Locations?
Treating each of your locations as a unique entity is the essence of successfully managing multiple locations in the local search game. By creating marketing campaigns for each location, you can gauge performance better and analyze which campaigns work the best at meeting your goals in rankings, traffic and revenue.
There is a certain limit however, for managing locations which can become overwhelming, unless you outsource to local search marketing services. An experienced marketing company will create multiple “about us” and other content pages then optimize them so that individual locations show up in search results.
Optimizing local search for 50 locations doesn’t necessarily mean buying 50 domains. Each location can have its own subfolder within the same website. This idea saves you from duplicating content that doesn’t rely on geo-targeting. Even though you cannot expect all locations to rank well in search results, you are increasing the chances that more than just one location will get high rankings. Matt Cutts, who manages web spam at Google, even says that individualized pages and URLs work best. Furthermore, he suggests that each location should appear in your sitemap, which helps Google index the content.
Each web page should include the name of your city or region in the title for the specific location. If you run more of a statewide business then it may be more helpful for you to name page titles that include your state rather than your city. It also helps to create a “locations” page that links each city, region or state page. Each page should also link to your Google+ account so that you can engage with patrons of each location. The marketing service should understand how to improve your click through rates with schema markup which expands information about your business seen by users.
Create Your Local Directory Listings
Google+ Local (formerly known as Places) and other online local directories can increase click through rates if done correctly. Google+ Local allows you to create a separate listing for every unique phone number. Make sure each location meets Google’s policies and guidelines before attempting to create these listings. Local search marketing services can make sure that your listings use NAP consistency since Google heavily values citations, which are mentions of your NAP online. NAP consistency is very important to establishing website trustworthiness.