Local SEO Tips For Multiple Locations

seo - search engine optimizationEight things to do today to get all your locations noticed in search.

Hundreds of multi-location business owners find it difficult to navigate the complex world of SEO. Seeing any kind of pay-off at all takes time, and it’s time you probably feel like you don’t have a lot of.

While the principles of local and global SEO are essentially the same, many of the details for running a franchise – or a chain of franchises – are dramatically different. Distinguishing each of your shops from a corporate headquarters or a parent company website can also be important or even vital, depending on what services are offered at each location.

We put together these eight vital steps, whether you’re in one, ten or twenty locations. A full sixty percent of the searches made – in your town too – result in a transaction. The market for local and mobile search is, frankly, too big to ignore and an ever-increasing local and mobile search audience is there. The question is, can they find you?


Here’s eight vital ways to make sure they do.


1) Landing Pages

You don’t need a standalone website for each and every branch, but you do need a unique URL and an embedded map won’t hurt either. Hopefully you can set up your own URLs and usually you’ll want to include that other keyword, the city or neighborhood or branch name. Landing pages can and should include unique physical addresses, phone numbers and email addresses for each. More important than telling visitors the mailing address, Google is actually interested in the physical location and the services or products available there.


2) Index Pages

Your main website is, hopefully, just fine as it is. But now make your Contact Us page into a list of links for all those other landing pages you just created above. Your anchor text is vital, with that branch name, and the city name. The Pinkberry website “Store Locator” page is a good a example. It’s a bit more than smaller chains need, but it does give you the idea however anchor text with the store name (along with the city) is recommended!


3) Google+ – for every Location!

This is where it gets fun – or frustrating depending on how you look at it. Until Google can handle multiple locations a little better you really do need to set up a separate Google+ listing for every location. Again the emphasis is on the basic information like physical address, local phone number and email. The more engagement you can encourage the more payoff you’ll eventually see. The payoff can be quite dramatic too. Get your employees in the business of sending some photos, no matter the nature of the business. We can work on plans for specific business models and increasing engagement, but for now, the photos are a big help.


4) Connect

Generating citations, reviews, testimonials or listings across your local market are important. You need to fill in the most important local and national listings profiles with the same business name, address and phone number. Remember Yelp, City Search, Bing Places and Yahoo Local among the nationals. It can depend on your business model, and your customer base, but these are some of the most important things that Google and other search engines will see and understand. But once they understand you are where you are then things become a lot more fun.


5) Hashtags

Back to Google+. (Is that all there is to local SEO?) No, but hashtags are an increasingly important way to get your business noticed (on Google+) for exactly the services and products and brands you’re offering. Think of them as clickable hyper-keywords.  They really do work, and you’ll want to use a good handful on each post from each location.


6) Reviews.

Well, we mentioned reviews already, but they’re increasingly important. When you get things straightened out with specific addresses and phone numbers then each branch should be letting your customers know where to find you online, and that you’d like to hear from there. Beyond Google though, positive reviews can have a significant impact on your local reputation and drive up sales (again, depending on your business model).


7) Facebook and LinkedIn

B2C? Concentrate more on Facebook. B2B? Go more with LinkedIn. In both cases, these are the reputation builders and, more importantly, the reputation solidifiers. Complete your profiles  – completely – and link often to the content we’ll mention in the next and last point. In both cases, remember. People are not on Facebook or LinkedIn to hear your sales pitch. Skip it. For local SEO, get involved with the local things happening, the more local the better. Information specific to your local branches is fair game and should be mentioned, but no advertising. If it’s cool or interesting or useful content, so much the better.


8) Post

Now you’ve got an agenda. For each of your local branches or locations, make sure you get a story up there. It can be in your main blog, or elsewhere on the Internet. But your unique landing pages need some incoming links and some more information – about why they’re there, how their customer bases are unique and how they meet the specific needs of their areas.


Does it seem like a tall order?


Don’t be discouraged. You can leverage trusted employees or managers for many parts or set up interviews, photo shoots or specials. In every case, if your company and its multiple locations are solving problems, your customers want to know. Let’s make sure they can find you.


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Jurgita Glodenyte


Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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