Earlier! we talked about the issue of local search stagnation and the importance of maximising performance at each business location. A lot of multi-location companies make the mistake of trying to manage local search with a globalised strategy! which is like taking on all of the hard work of multi-location SEO without any of the benefits.
In strategy #1! we discussed
The power of multi-location insights phone number database for tracking and optimising the performance of location businesses. Now! you’re going to use these insights to maximise search visibility in each catchment area and sales from each location.
Once you’ve covered all of the essentials and your local SEO gains start to decline! you want to shift the emphasis to differentiating each business location.
Earlier! we talked about using comparative data to identify your top-performing locations and calculate how much room is left for improvement with competitor analysis and third-party data. By now! you should have all the data you need to understand what makes each business location unique from its local rivals.
We did this analysis for the same storage customer
Discussed above and here are some 15 essential website growth strategies for startups of the unique characteristics we found about one of its business locations:
- It was the only one in the area offering 24/hr access for customers.
- It had more on-site parking than local alternatives.
- It had a covered loading bay to protect items on rainy days.
With these three USPs! we can ensure these factors are specified on the relevant landing page. This way! when someone searches for “self-storage 24/hr access”! Google ranks the page higher and even shows the user that “24 hour access” is specifically mentioned on the landing page.
Analyse your locations and perform competitor analysis to identify what sets you apart and make sure you’re promoting these selling points. You might also want to run some customer research to determine new selling points you could offer for specific locations! such as adapting your opening hours or offering certain facilities.
Aside from differentiating each business location! you’ll also want to maximise the local presence of each business location – both online and offline.
For the same storage company! we implemented the following steps to achieve this:
- Create localised blog posts bgb directory for each location
- Support local businesses (this was particularly important and effective during lockdown)
- Support and partner with local charities
- Get involved in local events
- Be newsworthy – get published in the local press
By building the local presence of each business location! you’re enhancing your search strategy in two key ways. First! you’re building local search signals for each specific location that Google and other search engines detect. And! secondly! you’re building brand awareness through meaningful relationships with the local community.