How To Create an SEO Strategy for Multiple Locations

A digital presence in each of the areas you serve boosts your online and physical traffic. Google reports that 60% of smartphone users will contact a business directly after finding local search results.

So, where do you start? Find out how to execute a multi-location SEO strategy.

What Is an SEO Strategy for Multiple Locations?

An SEO strategy for multiple locations means adapting your website and online activity to generate traffic from organic searches. It is an extension of local SEO practices. 

With this approach, locals will readily find your business when searching for the products and services you offer. They’ll also discover you when searching for solutions to problems that your company can solve.

Multi-location SEO is a must-have for chains and franchises that depend on nearby consumers. Retail stores, restaurants, realtors, and services, such as HVAC and electrical, are some primary examples. An effective SEO game plan for your entire territory helps traffic and conversions grow. 

What Are Proven Tactics for a Successful Multi-Location SEO Strategy?

A winning approach to multi-location SEO involves a few additions to your core strategy.

Determine Which Areas You Should Target 

Naturally, an SEO strategy for multiple locations should target the cities, towns, and neighborhoods where you have a physical presence. However, don’t forget to create content for the locations in a reasonable radius that surrounds those spots. 

For instance, a restaurant in St. Charles, Missouri, could well target locations up to 30 minutes away. Its articles and blog posts could focus on subjects relevant to St. Peters, St. Louis, and other nearby localities. If you’re a unique or specialized business, you can extend your reach even further because of having less competition.

Keyword research helps with location targeting for content, too. Figure out which phrases get good results for your competition and what they’re missing. For instance, instead of just using a large city name in a keyword (“seafood in Chicago”), you could target specific neighborhoods (“seafood in Humboldt Park”). 

Likewise, you want to consider which combination of locations and long-tail keywords can get you the most traffic. Google Keyword Planner and Search Console are helpful tools for keyword research. However, an advanced tool, such as Semrush, makes the process easier.

Optimize Your Google Business Profile

An SEO strategy for your multiple locations means you need more than a single Google Business Profile. Each location should have its own. 

Start by creating a business location group or groups. This lets you organize your separate branches by region. For example, you might have three representatives or shops around Los Angeles and five near New York City.

Then, create a Google Business Profile for each spot. Be sure to:

• Link to your site’s location-specific page on the profile
• List the location-specific phone number
• Use the same categories for each location
• Use the same business name for each location

That last point is crucial, as Google could shut down your profile otherwise. That means you don’t add cities or neighborhoods to your company name. Therefore, XYZ Boutique lists “XYZ Boutique” in each profile; it doesn’t become “XYZ Boutique San Antonio” and “XYZ Boutique Houston” for those cities.

However, you can use different details for each location. For example, suppose you run a chain of footwear stores. If one shop specializes in repairing Western boots, you can add that to the specific business details within the listing. 

Your SEO strategy for multiple locations also includes regularly posting to your Google Business Profile and using local keywords naturally. You also need to regularly respond to reviews and questions. 

Additionally, consider if profiles on other platforms are relevant to your customer base. Such sites include Yelp, Facebook, Bing, and Yahoo. If so, use similar principles to optimize these and make sure the information is consistent across the board. 

Monitor Your Online Mentions and Citations

Google wants consistency and clarity in determining where to rank a site. Unfortunately, erroneous references to your business online can hurt that. Someone might mention you using the wrong name, number, hours, or other specifics. 

These inconsistencies are more than a nuisance; they can harm your SEO. Use an SEO tool to keep up with mentions and citations to correct inaccurate details about your company. BrightLocal, Moz, and Semrush all have great software for an SEO strategy for multiple locations.

Create Location-Specific Pages 

Location pages for each target area help you gain traction with more customers. Again, you have to think beyond the specific cities your branches are in and write pages for surrounding areas or specific neighborhoods.

We’ve done this for various customers across industries. For instance, a law office in Manhattan can benefit from pages for Brooklyn, Lenox Hill, and New Jersey. A car dealership in Minneapolis may want pages for Maple Grove, Bloomington, and Stillwater.

High-quality pages that address specific residents are more likely to rank highly in organic search results. However, an important caveat is to not copy and paste the same information for each page. Google penalizes duplicate content. That includes pages that are identical except for the city name.

Of course, preserve the layout and formatting for consistency. Just make sure each page has unique information and location-specific details.

Build Links to Your Site

Link-building is one of the toughest parts of SEO, including an SEO strategy for multiple locations. Still, the results of solid execution are worth it. A good way to do so is to get your sites on industry directories. Likewise, local chambers of commerce or city pages are a good spot to get mentions and listings. 

Don’t forget the importance of internal linking. You should link from your location pages to other pages on your site. Also, link back to specific location pages where appropriate. You’ll find opportunities to do this when you have a content marketing strategy that includes weekly blogs.

Get Professional Guidance for Your SEO Strategy for Multiple Locations 

Make sure your growth and expansion thrive with a rockstar marketing plan that includes an SEO strategy for multiple locations. If you need help, talk to our SEO experts at BKA Content to find out ways to establish a presence with all of your target clientele.