What Marketers Must Do To Optimize Local Pages
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. If local pages aren’t a part of your localized marketing strategy, you’re missing out. Many multi-location businesses already have local pages, but are they optimized to their fullest potential? Learn what tactics you should incorporate into your local pages’ strategy to beat the competition and win more sales.
Why Local Pages Are A Must for Multi-Location Marketers
As mentioned above, optimized local pages can increase your visibility on Google and get more eyes on your multi-location business. Ninety-one percent of consumers start a local search first when looking for a business. If your multi-location business has local pages that appear in localized search results, you’re increasing your chances of a consumer finding your business instead of the competition.
The value of increased online visibility goes far beyond more consumers having eyes on your local business. Local pages provide consumers with the convenience they’re looking for, keeping consumers happy and bringing business straight to your door. Many multi-location businesses find that optimized local pages lead to increased revenue, which every multi-location marketer strives to achieve.
Tactics To Optimize Your Business’s Local Pages
When optimizing your multi-location business’s local pages, you should focus on a keyword strategy, along with a content and design strategy.
First, we’ll dive into keyword strategy. Before setting up your local pages, it’s essential to look at keywords relevant to your industry. What keywords are your target audience searching for the most? 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 work in the gym industry and notice high search volume for “resistance training” and “group fitness classes,” you want those terms on your local pages. Include words specific to each landing page as well. Keywords targeting customers in Austin, Texas may differ from those for your Midtown Manhattan store in New York. Adjusting keywords based on location will allow the correct local page to show up in relevant search results.
Simultaneously, it’s vital to keep consistency in mind when it comes to design and content strategy. While some of the language on your pages may vary, your brand identity should remain the same on every local page. Whether it’s San Francisco or St. Louis, your customers should recognize every location page is for the same company.
There are also location-specific details to include on each local page, for example:
- Interior and exterior photos
- This includes your business logo, storefront images, parking, and interior images of the business.
- Updated name, address, and phone number (NAP)
- Like Google My Business listings, your business must have an updated NAP on its local pages.
- Direct calls-to-action
- What are you asking your consumers to do on this page? Do you want them to download a menu, place an order, book an appointment, or all of the above?
- A detailed description of the business
- For your business to rank better in SEO, a detailed description of your business is vital. Let them know the services offered at the specific business location you’re promoting.
- An embedded map
- Consumers can click on the map and get immediate directions to your business location.
- Customer testimonials or reviews
- Location-specific customer testimonials and reviews will help showcase how consumers feel about your local business and help build credibility.
Again, the location-specific content will help your local pages appear in relevant searches. Once your multi-location business has perfected your content and design strategy, your local pages are ready to be published.
Deliver a Search Optimized and Localized Experience
If your multi-location business follows all the tactics mentioned above, you’re on your way to delivering an optimized search and localized consumer experience on your local pages. While necessary, managing and optimizing your local pages across each of your business locations can prove time-consuming, but SOCi is here to help! SOCi’s next-level local pages solution allows your multi-location business to take complete control of 100s or 1000s of customized, responsive local pages or sites that deliver a consistent brand presence and improve local search visibility.
SOCi Local Pages also allows your multi-location business to quickly make real-time updates to the local page and website data, including custom titles, meta descriptions, keywords, categories, and contact info for every location. If that’s not enough, Steve Schulze, co-founder and CEO of Nekter Juice Bar, explained, “SOCi’s franchise-friendly, easy-to-use platform is exactly what we need to support unified marketing campaigns across all of our markets.”
If you’re looking to give your local pages the boost they need while also enhancing other aspects of your localized marketing efforts, request a demo with SOCi today! SOCi is the all-in-one platform for your localized marketing needs and the central command for multi-location marketers. What’re you waiting for? It’s time to start crushing the competition and win more sales!