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March 14, 2024  

Multi-Location Marketing Success: Strategies for SEO and Paid Ads

Originally published on LinkedIn.

For businesses that operate across multiple locations, the challenge of maintaining a consistent yet tailored marketing strategy can be quite significant. To achieve success in marketing for such enterprises, it is crucial to strike a balance between national branding and local relevance. This can be effectively achieved through the implementation of multi-location SEO and paid advertising strategies. In this article, we will explore best practices for multi-location businesses, focusing on how to manage SEO and paid ads for optimal results.

Multi-Location SEO

Managing Google Business Profiles at Scale

Google Business Profiles play a crucial role in local SEO. For multi-location businesses, managing these profiles can be a complex task, but it is essential for ensuring that each location is accurately represented online. Here are some key strategies to consider:

  • Consistency: It is important to ensure that basic information such as the business name, address, phone number (NAP), and operating hours are consistent across all locations. Any discrepancies can confuse customers and harm search rankings.
  • Verification: Each location should be individually verified, as this can significantly improve local search visibility.
  • Regular Updates: Keeping all information up-to-date is crucial, including temporary changes such as holiday hours.
  • Reviews: Encourage customers to leave reviews and respond to them promptly. This can help boost local SEO and build trust with potential customers.

To streamline the management of multiple profiles, there are tools available that are specifically designed for enterprise-level SEO. These tools allow for bulk updates and monitoring, making the process more efficient.

Understanding National vs. Local Search Intent and Keywords

When it comes to multi-location SEO, it is important to understand the difference between national and local search intent and keywords. This understanding will enable businesses to tailor their SEO strategy to target the right audience at the right time.

  • National Search Intent: This refers to broader queries about products or services that are not location-specific. When creating content targeting these keywords, it is important to focus on brand messaging and universal customer value propositions.
  • Local Search Intent: This involves queries where the user’s intent is to find something within a specific geographic area. Keywords used for local search intent should include location-specific terms and satisfy local information needs.

By distinguishing between national and local search intent, businesses can optimize their SEO strategy to effectively target their desired audience.

Building Websites and Location Pages for Multi-Location Businesses

Building a website for a multi-location business requires careful organization and attention to detail in order to effectively cater to each location’s unique needs. Here are some key considerations:

  • Homepage and Main Pages: The homepage and main pages should effectively communicate the overarching brand and value across all locations.
  • Individual Location Pages: Each location should have its own dedicated page, optimized with local keywords, unique local content, and location-specific meta data.
  • Mobile-Responsiveness: It is crucial to ensure that the website is mobile-friendly, as many local searches are conducted on mobile devices.
  • Local Schema Markup: Implementing structured data markup can help search engines understand location-specific information, improving overall search visibility.

By creating dedicated pages for each location, businesses can effectively cater to local SEO and provide a personalized experience for their users.

Paid Ads for Multi-Location Businesses

Paid advertisements are a powerful tool for driving targeted traffic and increasing visibility for each location of a multi-location business. Here are some strategies to consider when implementing paid ad campaigns:

Targeting Specific Locations

  • Geo-Targeting: Utilize geo-targeting in your ad campaigns to show ads to users in specific locations.
  • Local Keywords: Incorporate location-based keywords into your ad campaigns to ensure relevance.
  • Ad Customizers: Take advantage of ad customizers to dynamically insert location information based on where the user is searching.

Optimizing Ad Campaigns

  • Separate Campaigns: Consider creating separate campaigns for each location to have greater control over budgets and targeting.
  • Ad Scheduling: Tailor ad schedules to the peak business hours of each location for maximum impact.
  • Local Landing Pages: Direct users to the specific location page from the ad to provide a cohesive and personalized experience.

Measuring Success

SEO Performance Metrics

  • Organic Traffic: Utilize analytics tools to track the volume of organic traffic coming to your website. Segregate this data by location to identify which regions are drawing in more visitors through search engines.
  • Search Engine Rankings: Regularly monitor the search engine rankings for location-specific keywords. This will help you understand how visible each location is in search results and identify areas for SEO improvement.
  • Click-Through Rate (CTR): Evaluate the CTR from search results to your location pages. A low CTR might indicate that your meta titles and descriptions aren’t compelling or relevant enough to prompt clicks.

Google My Business Insights

  • GMB Analytics: Google My Business provides valuable insights into how customers interact with your business listings. Pay attention to metrics such as the number of profile views, actions taken (calls, website visits, direction requests), and photo views.
  • Review Analysis: Regularly assess the quantity and quality of reviews for each location. High ratings and positive feedback can boost local SEO, while negative reviews might require reputation management efforts.

Paid Advertising Metrics

  • Impressions and Clicks: Track the number of impressions and clicks for your ads to assess visibility and interest. Break down these metrics by location to determine regional performance.
  • Cost Per Click (CPC): Monitor the CPC to evaluate the cost-effectiveness of your ads. A high CPC might indicate a need to refine your targeting or bidding strategy.
  • Conversion Rate: Measure how many clicks lead to conversions, such as form submissions, newsletter sign-ups, or transactions. Analyze conversion rates by location to see which ads are driving the most valuable actions.

Advanced Tracking Techniques

  • Multi-Channel Funnels: Use tools like Google Analytics Multi-Channel Funnels to see how various marketing channels contribute to conversions. This can reveal the combined effectiveness of SEO and paid ads.
  • Heatmaps: Implement heatmap tools on your location pages to see where visitors click and how they navigate your site. This can inform design and content choices to improve user experience and conversion rates.

Utilizing Reporting Tools

  • Custom Dashboards: Create custom dashboards in your analytics platforms to view key performance indicators (KPIs) for each location at a glance.
  • Regular Reporting: Set up regular reporting intervals to compare performance over time and keep stakeholders informed about marketing outcomes.

Conclusion

To sum it up, managing the SEO and paid ads for a multi-location business requires careful planning and strategic execution. By claiming and optimizing your Google Business Profiles, tailoring your websites and location pages, and effectively utilizing paid ads, you can achieve multi-location marketing success. We encourage you to implement these strategies and closely monitor your results. Remember, optimizing your digital marketing efforts is an ongoing process, so don’t be afraid to make adjustments along the way. Good luck on your multi-location marketing journey!

If you need assistance with implementing these strategies or want to learn more about how SocioSquares can support your digital marketing efforts, feel free to reach out to us. We’re here to help you succeed!

 

SEO marketing
January 25, 2024  

SEO TRENDS FOR 2024: SGE, PEOPLE-FIRST CONTENT, AND MORE!

Originally published on LinkedIn.

SEO, or Search Engine Optimization, is a dynamic and ever-evolving discipline within the world of marketing. And It’s quite different now compared to when it first began. The objective remains constant: making websites easily discoverable and understandable. However, the strategies employed are undergoing significant transformations, especially with the advent of Generative AI in late 2023. Here are the key SEO trends that should know for 2024 as well as explore practical steps to effectively implement them.

#1. SEARCH GENERATIVE EXPERIENCE (SGE):

SGE(Search Generative Experience)  is Google’s ambitious venture into providing AI-generated responses to search queries. Expected to go public in 2024(Google announced its SGE experiment back in May 2023), it is poised to impact organic visibility by pushing traditional search results down the page. This shift makes search journeys more dynamic and less predictable.

HOW TO PREPARE FOR SGE:

  • Create content that addresses a wide array of problems your target audience might encounter.

  • Optimize product pages and categories based on user needs and preferences.

  • Structure your site to align with the demands and expectations of your audience.

  • Leverage clickable links in AI snapshots to generate clicks and maintain visibility.

#2. PEOPLE-FIRST CONTENT STRATEGIES:

Google’s “Helpful content update,” rolled out in September of the previous year, underscores the importance of content created primarily for people rather than merely for search engines. SEO is pivoting from traditional keyword optimization towards solving problems and addressing user intent.

HOW TO CREATE PEOPLE-FIRST CONTENT:

  • Understand how Google interprets queries by examining search results.

  • Focus on creating content that directly addresses specific problems or questions users have.

  • Evaluate and enhance user experience (UX) on your website to align with Google’s emphasis on helpful and user-friendly content.

  • Tailor your content strategy to user intent rather than relying solely on keywords.

#3. E-E-A-T (EXPERIENCE, EXPERTISE, AUTHORITATIVENESS, TRUSTWORTHINESS):

E-E-A-T which stands for “Experience, Expertise, Authoritativeness and Trustworthiness” emphasizes the importance of the credibility of both a website and its content creators. While not a new concept, it has gained renewed attention due to the rise of AI-generated content. Establishing your brand and authors as topical authorities becomes critical in a landscape where uniqueness and authenticity are valued.

HOW TO USE E-E-A-T:

  • Contribute content to recognized niche publications.

  • Undertake original research and studies to showcase expertise.

  • Develop a strong presence on social media platforms to build authority.

  • Create an impressive “About us” page that highlights the collective expertise of your company.

  • Seek inclusion in niche “Top experts” lists for increased visibility and co-citation benefits.

#4. SERP MARKETING AND CONTENT DIVERSIFICATION:

Google is evolving into a destination rather than just a discovery platform. “SERP marketing” involves optimizing for various search elements beyond traditional organic listings, including videos, images, and quick-answer sections.

HOW TO DOMINATE GOOGLE WITH SERP MARKETING:

  • Optimize your content for different types, including visuals and videos.

  • Implement content collaboration strategies to broaden your reach and gain natural backlinks.

  • Utilize an editorial calendar for organized and consistent content campaigns.

  • Embrace omnichannel marketing to ensure compatibility across devices and create diverse marketing channels.

CONCLUSION

SEO is a fast-paced industry, and staying ahead requires adaptability. By understanding and implementing these trends in 2024, you’ll position yourself to navigate the evolving landscape successfully. Ensure your online presence remains robust and competitive, setting the stage for continued growth and visibility.

GBP Website Update Banner
January 17, 2024  

GOOGLE BUSINESS PROFILE UPDATE: WEBSITES MADE WITH GBP WILL BE TURNED OFF SOON

Originally published on LinkedIn.

In a recent communication from the Google Business Profile team, there’s a significant update that business owners need to be aware of. Starting from March 1, 2024, websites created using Google Business Profiles will no longer be supported. This means that if you’ve been using this feature to host a simple website for your business, changes are on the horizon. Let’s delve deeper into this update, understand its implications, and explore the next steps you can take.

WHAT IS CHANGING?

If you’ve utilized Google’s feature to create a basic website using your Business Profile, you’ll need to brace yourself for a transition. Google has decided to discontinue this service, and as a result, these websites will be turned off. Starting March 1, 2024, when customers try to visit these websites, they will be automatically redirected to your Google Business Profile instead.

For instance, if you have a website like dean-bradley-computer-services.business.site, visitors to this site will now be redirected to your Google Business Profile page.

HOW WILL THIS AFFECT YOU?

1. LOSS OF WEB PRESENCE:

If you heavily rely on your Google-hosted website, this change might disrupt your online presence temporarily.

2. CUSTOMER EXPERIENCE:

Customers who are accustomed to visiting your existing website might initially be confused or redirected, affecting their user experience.

3. TRANSITION PERIOD:

Fortunately, Google is offering a transition period until June 10, 2024. This means customers will be redirected to your Business Profile for a few months, giving you time to make necessary adjustments.

WHAT CAN YOU DO NEXT?

1. UPDATE YOUR BUSINESS PROFILE

Ensure that your Google Business Profile is updated with all the relevant information about your business. This includes accurate hours of operation, contact details, location, and services offered.

2. LINK TO A DIFFERENT WEBSITE

If you have an alternative website or plan to create one, update your Business Profile to link to this new website. Platforms like Wix, Squarespace, GoDaddy, Google Sites, Shopify, and WordPress offer user-friendly site builders that can help you create a professional-looking website.

3. COMMUNICATE WITH CUSTOMERS

Inform your customers about this change through your social media channels, email newsletters, and any other communication platforms you use. This will help minimize confusion and ensure they know where to find you online.

4. EVALUATE YOUR ONLINE STRATEGY

Take this opportunity to evaluate your overall online strategy. Consider investing in a robust website, optimizing your SEO, and exploring other digital marketing avenues to enhance your online presence.

CONCLUSION

Change is inevitable, especially in the digital landscape. While the discontinuation of Google Business Profile websites might seem daunting initially, it also presents an opportunity to reassess and enhance your online presence. By staying informed, updating your Business Profile, and taking proactive steps, you can navigate this transition seamlessly and continue to thrive in the digital marketplace.

Digital Marketing Agency & Local SEO
April 29, 2022  

Can 5-Star Reviews Get You More Business?

It’s a commonly known fact that customers do not make purchase decisions without checking online reviews. After all, it’s better to be safe – by checking reviews and ascertaining the quality of the product or service before making a buy than to be sorry – after making a purchase and realizing the quality is not what one expected it to be. Now, if you think adding reviews is enough for your business, there’s another thing coming. An increasing number of customers now look for 5-star reviews amidst the sea of reviews available in the online space. This is because a 5-star review says this business has outperformed its competitors in providing products or services of high quality. A 5-star review says this business offers an experience that’s reliable and without parallel. Read on to know more about why your business should be focusing on getting more 5-star reviews.