For any business managing multiple locations, the big question is – how are you supposed to manage these multiple locations on your website? Sure, creating a website for a business with just one location is easy, but things naturally get more complicated as you expand your geographic footprint. That is especially true for local SEO. More locations mean more attention must be paid to your website and how you handle search engine optimization.
Local SEO: Search Marketing for Multiple Locations
How you present information for different locations is very important, as each location is unique and should be treated as such. No matter how large or reputable your business, the goal is to be seen in large searches as well as local searches, and the key to winning on the local level means putting in the work so that each location has its own unique, individual, localized webpage. Of course, you have to know what these must-have web design aspects of a localized webpage are. So, let’s take a look at some of the most important components that will bring your business a little bit closer to home to both your customers and to search engines.
Location-Based URLs
For businesses operating in multiple locations, consider giving each location its own page with a unique, location-specific URL. You can have these branching off of your main page with a “Locations” tab that lists each site, and when clicked, takes you directly to that location-based URL. These URL’s make it easy for search engines to funnel local users straight to your page.
NAP – Name, Address & Phone Number
One simple must-have feature that is frequently forgotten on web pages, especially those with multiple locations, are a business’s contact information. Businesses often forget to provide simple, consistent, readily available contact information on their sites, which makes it impossible for both customers and search engines to know their location and reach.
Names, addresses and phone numbers for each location should be your very first priority when designing a web page. They should be prominently displayed for each individual location on your webpage, on your landing page and on a footer that runs throughout your entire website. This information makes it easy for customers to find you as well as for search engines to provide geographic information needed to display your business to local customers of interest.
Geographically Targeted Content
As you design your webpage for each location, don’t forget to keep things familiar. Customers visiting your page want to see you as a whole, but they also want to know how you fit into their local community, so add bits of localized content. A few must-haves that we suggest you include for each location are:
- Your Story – Visiting customers want to know who you are, so tell them. Share your business’ history, message, mission, goals, and let them know how you’re servicing the community they live in.
- Media Gallery – Make more personal connections with visitors by sharing photos of your place of business (in their localized area). You might also want to include social media buttons so that customers can follow your photos and videos on live feeds, like Instagram. Share your local events calendar as well as photos and videos from any events that you may have attended or hosted in the area. All of this information helps to sell the localized aspect of your business and makes you more a part of each surrounding community where you have a location.
- In the Press – If any of your business locations has been featured in local news outlets or received any awards, show it off, especially those that are relevant to both your town and industry. Things like this help to build a credible reputation among locals and followers of your business, as a whole.
- Maps and Directions – For businesses with multiple locations, it’s a smart idea to have integrated maps with directions available. Visually showing your locations is a quick and easy way to show customers exactly where you are and how to get there.
- Reviews and Testimonials – Take that local connection one step further, and ask customers for reviews that you can display on your webpage. This, again, goes a long way in building a trusted connection between you and the community.
Localizing your business is hugely important when it comes to advertising multiple locations through your webpage. It matters both to your customers and to search engines. In such a competitive market, it’s more important than ever to design with location-relevant content in mind.
Does your multi-location business need help navigating the ins and outs of local SEO? If so, contact us today to learn how we can help!
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