Local SEO, all thing considered, is a relatively simple form of online marketing. Local SEO is critical because…
- Consumers tend to include the geographical locations in their search queries
- The location of your business is factored into Google’s algorithm
- Local businesses are perceived to be better than large corporations
- Less competition than national SEO
We’ve written on local SEO before— it’s fairly straightforward. However, when you start to involve multiple locations, things start to get complex. Trying to rank for multiple locations can be a major headache. Think about this:
- Multiple physical addresses– often in different cities or even states.
- Multiple phone numbers
- Multiple web domains
- Different citations that are spread throughout the locations
All of those factors can make you unsure of the right strategy to take. When you have to juggle this many elements, you’re bound to drop the ball and be disorganized.
The goal is to streamline your strategy, so that each location is accounted for and localized. You need to keep each location interconnected.
The purpose of this blog post is to explain how to accomplish this.
Use one domain for all of your locations
If you have multiple websites, consolidate them into one domain. Businesses who use multiple website are doing themselves a huge disservice. If anything, having a single domain across all of your location is an advantage because it can build tremendous domain authority.
From an efficiency standpoint, it makes sense, too. If you have 30 locations with 30 different websites, every single page will have to be unique, and it will be difficult to keep track of each website. It’s easier to have everything in one centralized location. This will conserve resources.
Now, you may be wondering how to consolidate into a single domain. It’s easy. Use subdomains (or subfolders) that refer back to the root domain. Each location would have its own subdomain and its own page.
For example, if you keep your locations separate, each website will look like:
But, if you use subdomains, it will look like:
The root domain remains the same. It’s important to remember that you must write content that’s been optimized for each unique location. The content across these localized pages don’t have to be 100% different, but they need to be unique enough so that they rank. Include a “Locations” tab in your navigation menu that lists the different pages.
Keep your citations consistent
The problem with multiple locations is that there are different physical addresses, phone numbers and name variations. This is a recipe for chaos, seeing that a successful citation has an accurate NAP (name, address, phone number). How do you reconcile this? Luckily, it’s far from impossible.
Here are the basics: Each citation must contain accurate information. Specifically, the name, address, phone number and site url must be correct.
You cannot consolidate the different citations for the multiple locations like you would with website urls. In a way, each location is its own entity. The more locations you have, the more difficult it will be to keep track of things. Some local directories will allow you to upload all of your locations at once. This is obviously much easier, as you’ll save a great deal of time. Google My Business, for example, will allow you to upload your locations in bulk, which is great because a citation for GMB is arguably the most important to have.
Multiple locations shouldn’t be seen as problematic. In fact, you have an advantage. If you use individualized pages that refer to the same root domain, create unique content across those pages, and build your citations, you will become a powerhouse in your local various markets.
Want more digital strategy advice and insights?
Sign up for our newsletter.
Facebook is at it again, innovating the social media landscape … this time with its uber-popular platform, Instagram. In a March 19th press release, the company unveiled the new Instagram Checkout feature, an e-commerce extension of the app. Since it’s currently in beta with only 25 companies, not much is known about it, and businesses…
According to a study published by the U.S. Census Bureau’s Department of Commerce, total e-commerce sales in the United States were estimated at $513.6 billion in 2018, a 14.2% increase from 2017. This data has been on an upward trend since 2009. Future projections globally cement e-commerce as the primary shopping method. Now, more than…
The most exciting part of doing business in this day in age is how much technology is available. This elevates the potential of what you can do with your marketing since it opens up a world of opportunities. While technology won’t be the magic button that will fix all of your problems, it helps accelerate…
Sales are the lifeblood of any business. Without a steady stream of sales, you don’t have revenue. And without revenue, you don’t have a thriving business. In today’s post, we’re going to look at the three tenets of lead generation, and how you can use them to exponentially grow your business. Tenet 1: You Must…
Zen Agency has earned the Sharpspring Silver Partner Certification from Sharpspring, a leading marketing automation platform. Why Does Marketing Automation Matter? The marketing automation tools provided by Zen Agency as a Sharpspring Silver Partner allows you to deliver the right message to the right leads. Track your content, who is seeing it, and craft an…
If you were to go back 20 years, you would see that law firm marketing was starkly different than it is today. You would see more billboards, late-night infomercials, neighborhood flyers, and newspaper ads. These days, we have websites, SEO, pay-per-click ads, and social media marketing. The options available to lawyers today give them countless…
Almost every successful website has one thing in common: Great content. You can have an extremely beautiful website with all the bells and whistles, but if you don’t have content, your web presence is woefully incomplete. You must learn how to start content marketing the proper way. There are no shortcuts: You need good content.…
Many businesses jump straight into marketing without a plan. This is a big mistake. Going into battle without a strategy will leave you with a poorly spent marketing budget and lackluster results. Often enough, the difference between companies who dominate the marketplace and companies who fail to get off the ground is simple: A clear,…
If I were to ask you, “what’s the #1 search engine?”, you would automatically say, “Google”, and you’d be right. But what if I were to ask you to state the #2 search engine? Some would say Bing or Yahoo, but the truth is that Youtube is the second largest search engine in the world.…
Let’s say you’re a business that’s running different online and marketing channels like SEO, PPC, email marketing and direct mail. You notice a remarkable uptick in sales, but you’re not precisely sure where they are coming from, as you’re using a variety of different marketing methods. If many of your leads contact you via the…