No matter how large or small your business is, attracting a local market is crucial to the success of your organisation. Sometimes though, big businesses get caught up in the grand scale of their operation that they miss out on crucial opportunities to market each individual store to their local areas.
So big is the opportunity, recent research suggests that 46% of all searches on Google are for local terms. And similar research points to the fact that 50% of local searches on mobile lead to store visits with one day.
This is why a local SEO campaign for multi-store businesses is a must-have, as it will allow them to devote adequate resources to each store to ensure that none are left behind. How do you achieve this? By implementing these five effective strategies.
1. Target Location-Based Keywords:
The first step is to establish a list of keywords with a location focus. The idea is to combine your products and services with areas you want to target. For example, a jewellery business with stores in Brighton, Port Melbourne and Fitzroy would target terms such as “jewellery store brighton”, “engagement rings port melbourne” and “gold necklaces fitzroy”.
The key part of this strategy is to then include these terms in your content (which we explain below), as well as in your On Page elements such as title tags and meta descriptions. By optimising your On Page elements, you should be able to show up for searches in particular areas where you have stores.
2. Build Location-Specific Pages
Once you’ve established your list of location-based keywords, you’ve got to incorporate them into your content. The best way to go about this is to create specific location pages for each of your stores. If you’re a national business, you could have a page for every store or you could bundle them up into states. If you’re a smaller business with 4-5 stores, you’d create a dedicated page for each location.
Make sure that the terms relevant to those locations are spread throughout the content, but be sure not to add too many keywords, otherwise Google will penalise your for what is called ‘Keyword Stuffing’. Instead, you should look to expand your content by outlining the unique details of each location such as the address, phone number, any specials at that store and other differentiating details.
When this is done effectively, these pages will show up in the SERP for the relevant keywords, driving more traffic to your dedicated location page. Therefore, it’s also essential to have a strong call-to-action so you can better convert your leads.
3. Claim Your Google My Business Pages
If you haven’t already, you should claim or create Google My Business (GMB) pages for each location that you have. Once you’ve done so, you’ll need to ensure all the details are accurate, including:
- Phone number
- Opening hours
- Business description
The key benefit of having GMB pages is that they’ll show in search results when people are looking for businesses like yours in the area. So in addition to having an organic listing, you’ll also be able to show up in local packs where people can get directions to your location, call you or visit your website.
The other great feature on GMB pages is the reviews section, which provides the opportunity for consumers to share their experience with your business. Of course, these could be positive or negative, but regardless, it’s important that you respond to each review to show that you care about your customers’ experience.
If you don’t respond to reviews, add to your GMB Posts or update your photos/video gallery, then Google will think your page is inactive and it may not continue to show. That’s why it’s imperative to stay active by adding Posts, responding to reviews or adding photos/videos.
4. Ensure Consistent Information On Directories
By having your business featured in a wide range of directories, you’ll be able to support your GMB page by having consistent details across several sources. Known as NAP (Name, Address, Phone Number), it’s imperative that these details are accurately represented in directories such as Yellow Pages, Yelp, TripAdvisor, FourSquare, etc.
5. Compliment Your Organic Campaign With Local Inventory Ads
In addition to showing up in the organic results and map listings on SERPs, you could also look to add a third display option, which is a paid result. Local Inventory Ads showcase your products and services to consumers who are searching nearby, allowing you to promote your in-store inventory so shoppers know what they can expect when they walk into your store.
The ads that show lead to a Google-hosted web page of your store (also known as a Local Storefront) that highlights your product, including the price, as well as providing directions to your brick-and-mortar location.
According to Google, to be eligible to use Local Inventory Ads, you must:
- Own brick-and-mortar stores open to the public (e.g. no appointment required)
- Sell physical goods at your stores that customers can buy without additional purchases (e.g. no membership required)
- Be physically located in the country you’re targeting ads to
- Protect your customers’ personally identifiable information (PII)
- Pricing must be listed on your products in-store
With this five-prong approach, you’ll be sure that all your locations are well represented online and you’ll continue to drive strong traffic to your stores.
Need an extra hand to implement an effective local SEO strategy? Just get in touch with our Digital Strategists today. We’ve worked with dozens of multi-store business on a national and local level.