The Evolution of Search and Social: Marketing Predictions for 2025 (Part 2 of 3)
The Definitive Guide to Building Local Pages for Your Multi-Location Brand
The Definitive Guide to Building Local Pages for Your Multi-Location Brand
As you probably know by now, there are numerous components that make up a winning localized marketing strategy. Local pages are one piece of the puzzle. As a multi-location business, local pages are a must. We'll break down what local pages are and four tips for how your multi-location business can build and optimize them within this blog!What is a Local Landing Page?
Local pages are search-optimized brand pages at the local level that deliver a consistent presence across your business locations and improve your local search visibility. Many multi-location businesses already have local pages, but are they optimized to their fullest potential? If not, think about the missed opportunities. Local pages are one ranking factor Google considers when determining where your business should appear in search results. And while increased visibility on Google is excellent, the benefits of local pages don't stop there. Local pages provide consumers with the convenience they're looking for, keeping consumers happy and bringing business straight to your door. Many multi-location companies find that optimized local pages lead to increased revenue, which every multi-location marketer strives to achieve.1. Determine a Keyword Strategy
Whether your business has decided to start building local pages for its locations or you already have them in place, it's important to consider keyword strategy. On-page SEO, which includes a keyword strategy, is also one of Google's organic ranking factors and will further boost your online visibility. When developing a keyword strategy, think about keywords relevant to your industry. What keywords are your target audience using the most when searching for a solution your business provides? What keywords differentiate your multi-location business from the competition? Once you better understand the words and phrases most frequently used to search for companies in your industry, you can include them on your local pages to appear in more search results. For instance, if you're in the restaurant industry and your restaurant brand offers a great happy hour and is also known for its vegetarian options, these are some keywords you could incorporate into your local pages. Similarly, if you notice that the search volume for "curbside" and "delivery" is high, you could include those keywords as well if those are services your restaurant offers. Putting thought into your keyword strategy will help ensure your business's local pages appear in relevant searches. For more information on SEO tactics that will help take your business to the top of search results, check out our Top 10 Things You Should Be Doing in SEO Now guide.2. Include Helpful Business Information
Once you've started building your local pages, it's crucial to include as much helpful business information possible. As mentioned previously, consumers crave convenience, and if the more information they're able to find about your business without having to leave the local page, the better. When creating your local landing pages, information should include, but not be limited to:- Store hours
- Contact information
- Local business address
- Menus or products
- Social media links
- Local promotions
- Images of the business location
- An interactive map