Creating Quality, Localized Content
- Never, ever copy content from one page to the next. Local content must be unique (yes, Google will punish you if it’s not). If you’re writing pages for seven retail stores, craft a story for each page that highlights the virtues of the locale and describes the neighborhood the store is in, etc.
- Make your local content relevant. What interest consumers in New York may not work when you’re reaching out to people in Seattle. Customize your editorial calendar so that you’re creating content based on the needs of each local market.
- Update your local pages often. Google rewards new content, so change your localized pages to reflect upcoming events, changes to local products, and other pertinent info that local customers will value.
- Create a Google My Business (GMB) account and add photos, an address, and allow reviews for each business location.
- Claim your Yelp profiles for each location of your business. If one doesn’t exist, add and claim it so you can control it from the start (other users may create a profile for your business if you don’t).
- Create an Apple maps profile. Getting on Google maps for multiple locations is crucial, but the iOS maps program is also very popular. You should have a unique map location for each of your businesses on both mapping apps.
Analyze Your Competitors
- Which keywords on Google AdWords have high value with low competition. This will give you an idea of where you can sneak in and rank quickly.
- What type of SEO thrives in each of your multiple locations. Your biggest competition on one side of town may win customers with long content, while a different location may be surrounded by businesses who are winning people overusing discounts and ads.
- Which local influencers are being leveraged. A part of getting to know the consumers in each of your multiple locations is figuring out who they are following and listening to online.
Thinking Local when You’re Linking
- Get links from local community newspapers at the city or neighborhood level.
- Ask local bloggers in each of your markets for the opportunity to create a guest post or get a link placed in a relevant piece of content on their site.
- Create an event that will earn organic links in community calendars specific to your unique locations.
Optimizing Your Markup
- Embed a map on each location’s page. Once you add multiple locations to Google maps, each page on your website should have its own map pointing to the associated location.
- Update each title tag and URL to optimize for a specific location. 80 percent of people use a website to find a new product or service, and you want to point them to the location that is nearest to them.
- Make unique meta descriptions for each business page, and always include the name of the neighborhood or city.