How to Reinvent the Customer Experience Through Local SEO
As multi-location marketers, we often hear about SEO’s importance, but how much time do we spend time improving it? Search engine optimization (SEO) is the practice of increasing the quality and quantity of traffic to your website through organic search results, and local SEO focuses specifically on optimizing your online presence to attract more business from relevant local searches. If your multi-location business isn’t utilizing local SEO to its fullest potential, you could be missing out! A strong local SEO strategy can help you improve your customer’s experience and ultimately result in more sales.
Make Your Business Visible on Digital
As many of us know, consumers have turned to digital now more than ever amid the pandemic. Additionally, throughout the pandemic, communities have expressed a desire to help their local community businesses. If your multi-location business doesn’t appear in local search results, that’s a huge missed opportunity. There are several ways to make your business visible on digital, starting with updated local listings. Data from our previous Q3 2020 State of Multi-Location Marketing Report found that Facebook, Yelp, and Google My Business are the top three platforms where multi-location businesses are claiming their local listings. Your multi-location business should have individual pages for each business location on each of these platforms. If there are any other industry-relevant platforms, ensure that you claim local pages there as well.
If all of the information is updated and correct on your local listings, this will help boost your local SEO efforts while assisting consumers at the same time. If a consumer is searching for information about your business and runs across a local page with everything they need to know about your business, it will improve their overall experience.
While local listings for each of your business’s locations are ideal, we know that it can be a lot of work if you have 100s or 1,000s of business locations. That’s where SOCi comes in. SOCi Listings can help take your local search authority to the next level. SOCi Listings will help increase the accuracy of your listings data and improve your local search rankings, resulting in stronger brand awareness and recognition. Once you have your local pages claimed and up-to-date, it’s time to start thinking about other local SEO efforts.
Focus on Local SEO Efforts
Growing your online mentions is another way to boost your local SEO, making your business appear more frequently in search results. While online mentions can help increase your SEO, they are also helpful for the consumer. Consumers like to know if a business they are going to purchase at is reputable and worth their money, and online mentions help with this. For instance, if you’re in the health & fitness industry and your gym franchise is being mentioned in various articles or social media content about being a top gym for workouts, this will help your local SEO and customer experience. While many online mentions can take place on social, there are also opportunities for your multi-location business to gain online mentions through blog posts, website mentions, and other digital promotions.
If your multi-location business is just getting started with your SEO strategy, it can be challenging to start building your online mentions from scratch. In the beginning, try to build co-marketing partnerships with businesses with similar interests without being your competitor. You can swap blog content with these businesses or even start by mentioning them on social media. Once your multi-location business begins to get some online mentions, it’ll be easier to grow them further.
Local pages can also help boost your multi-location business’s local SEO. Consumers are conducting online searches with local intent for businesses at all times. Ensure a strong local presence with search-optimized pages for each of your business locations that are specifically designed to improve local rankings for multi-location businesses.
We understand that it can be difficult to manage local pages across all of your business locations, which is where SOCi comes in. SOCi Local Pages enables multi-location businesses to deploy branded, search-optimized location pages, at scale. Start improving your local search rankings, increasing conversion rates, and driving more foot traffic to your locations with SOCi Local Pages.
If you’re looking for another way to connect with customers through local SEO, consider local social media. Social media profiles rank in search engines and are often amongst the top results in search listings for brand names. Each social profile brings your brand and content more visibility, which in turn drives more traffic. It pays to have up-to-date profiles and engaging content, across all locations.
As multi-location marketers, we are constantly pressed for time to manage localized marketing efforts. It is essential for multi-location businesses to have a scalable way to manage social media profiles across locations, at both the corporate and local level. SOCi’s social media manager solution can help. It empowers enterprise and local teams to publish localized content, manage content libraries, respond to social engagements, and analyze performance — all within one powerful platform.
Ratings and Reviews
You can also work to improve your local SEO efforts by focusing on your ratings and reviews. Ratings and reviews are the number one factor consumers consider when making a purchasing decision. Out of the top local search ranking factors, six out of eight are based on your multi-location business’ reviews.
If your multi-location business doesn’t have a solid ratings and reviews strategy, it will negatively impact your local SEO. Many multi-location businesses are nervous about increasing the number of reviews their business receives because they try to avoid negative reviews. In reality, a few negative reviews combined with positive reviews are better than no reviews at all. Also, 87 percent of consumers have expressed a willingness to change their negative review depending on how the business responds. If your company responds to negative reviews both promptly and in a personalized manner, you’ll be more likely to have consumers change their negative reviews or remove them altogether. For more tips on how to improve your ratings and reviews strategy to improve your local SEO, check out our blog on the topic.
Managing ratings and reviews across all of your business locations can also be tedious and time-consuming without SOCi’s streamlined reputation management software. SOCi pulls every review for all your business locations into one centralized platform — accessible by both corporate and local teams. Give local marketing teams the power to respond to reviews and your corporate team the ability to maintain oversight through the creation of approval workflows.
Increase Your ROI With Satisfied Customers
If your multi-location business has a robust local SEO strategy, your consumers will be more satisfied with your business. From ratings and reviews to online mentions, consumers will be able to determine if your company is trustworthy and worth their time and money. Updated local pages will also help them find accurate information about your business quickly, providing them with a positive experience.
If consumers have a positive experience with your multi-location business, they will be more likely to make a purchase and become a returning customer, further improving your ROI. Similarly, if you’re able to build a strong local SEO presence organically, you won’t have to spend as much money on local advertising, again increasing your ROI.
Local SEO can both improve the customer experience in today’s world while also helping your multi-location business. For more information on how you can boost your business’s local SEO efforts, along with your localized marketing strategy in general, request a demo from SOCi! SOCi is the central command for multi-location businesses and the all-in-one platform for your localized marketing needs. What are you waiting for? Get started today!