If you are looking for innovative strategies to do SEO for a business with multiple locations, then consider local SEO. This is because, several studies show that a massive 46% of all searches performed on Google are local and nearly half of all Google searches revolve around local businesses. In fact, local SEO for multiple locations is paramount for driving success for businesses with multiple branches or geographic footprints.
Standard SEO strategies sufficient to rank organic search, but is robust SEO local strategy in place to rank for multiple locations. The right local SEO plan will show search engines that your company is the right answer to users’ queries. Search engines need to know your exact company address so that when customers search for a location, they can find your business easily. Becoming relevant to specific searches is important to make this happen.
Check out this infographic to learn about local SEO strategies for multiple locations.
Tips on How to Implement an Effective Local SEO for Your Construction Business
Are you running a construction business and looking for innovative SEO strategies to implement to boost its online presence? Or are you a beginner in your industry planning to get a new website for your business?
The building and construction industry is extremely competitive. While some builders provide a wide range of services, there are others providing very specific services. In most cases, construction companies don’t realize how powerful their website can be for business and hence pay little attention to it. In fact, neglecting a website means missing out on tremendous opportunities to showcase their expertise and prestige, and to expand to new markets.
The significance of leveraging local SEO to attract more customers becomes evident at this juncture. In simple terms, local SEO means optimizing a website to increase leads, traffic, and overall brand awareness that it would gain from a local search.
By not optimizing for local SEO, construction companies or businesses are not only missing out on a huge group of customers but also keeping themselves behind their competitors. In fact, local SEO for multiple locations is paramount for driving success for businesses with multiple branches or geographic footprints. This ensures that the business appears in the top search results when people in that area search for services related to the business’ offerings.
Relevance of Local SEO for Construction Business
It is important for construction businesses to maximize their brand online. Here discussed are the benefits of local SEO for a construction business –
Better Lead Conversion – When compared to general searches, local searches have a better lead conversion record. It is estimated that nearly half of the people who run a local search on their phones visit the searched business the same day. Statistical reports also suggest that about 18 percent of local searches on the phone convert into a purchase decision within a single day. This is an excellent conversion rate when compared with other lead conversion rates.
Clients’ Accessibility to Useful Information – Generally, a potential client of a construction company is more interested in knowing the office address, operating hours, and phone number than any other information. Local SEO makes sure all such information becomes readily available to users in relevant search queries.
Source: Google Search
Credibility and Prominence – Not just your business, any business cannot succeed without trust and credibility. Customers won’t recommend you if they don’t trust you and see you as a trustworthy business. The credibility of a construction company is an essential factor for Google to determine if they deserve a spot in top search results. Google uses several pointers to assess the credibility of a construction company and local SEO can play a major role in forming this credibility.
So how to build trust and retain credibility online?
No doubt, credibility cannot be established overnight, but you can engage in certain key strategies that will help build credibility more effectively.
The following tips are great for building your business credibility.
Focus on Communication and Transparency
The key point in building trust and credibility mainly is to stay honest in your business dealings and be sincere to your customers. They expect transparency and so you need to be straightforward about the business and your goals. The higher the quality of the content, the more valuable it is to your audience. Make sure your content is effective and transparent enough to communicate your ideas to your targeted audience. In-depth, unique, trustworthy and informative content help you stay on the top search engines results pages.
Succeeding in each project your company handles will lead to getting more recommendations and will automatically market your business as a credible one.
Share your Knowledge in the Industry
Whether you’re a beginner or an established construction company owner, find ways to share your knowledge in the industry by publishing informative blog posts, articles, newsletters, white papers and more. Discuss the projects you handle in detail on a separate web page and highlight it in the home page. Here are two examples of how you can do it.
Let that be serving your first customer or winning an award, or completing a long-term construction work successfully, make sure you celebrate and share your achievements. Showcase your wins and happiness to build your credibility. Let your targeted audience know what you do and what makes your service unique. Spotlight your achievements on social media as well as your business website. Share the images and videos of your projects on social platforms, where your potential clients are.
Ask for Reviews and Testimonials
Sharing your customer’s experience is a golden marketing tool you can use to attract your targeted audience and improve brand awareness. Be sure to ask for reviews and testimonials from your customers, mainly if your service aptly addressed their concerns. Focus on your happy customers and communicate with them, which adds to your own credibility.
Relevance– As with any search engine optimization practices, search engines look at how relevant a page is to the keyword the user typed in – how well does the content on your site match the query?
For instance, a website optimized for “home construction” will appear first on pertaining keyword searches in comparison to a website optimized for other related keywords (e.g., construction services, affordable construction services, etc.).
As Google is always working to find the best and most relevant search results for its users, you need to need to focus on relevance too, let that be in terms of content, link building or even keyword optimization.
Link relevance is a key ranking factor for Google, and one of the ways search engines understand your website is by your links. They crawl to find what sites you’re linking to, what sites are linking back and the internal links in your website, which makes it clear how relevant your business is. So, the point is to consider linking to authority sites that are relevant to your business.
In the same way, content relevance is another key factor, as links and text help Google understand your business. The best way that Google suggests to get high-quality, relevant links to your website is by creating unique, user-oriented content.
Content relevance is how well your content helps readers to meet their goals, let that be learning more about you or choosing the best construction company or any other topic. So, consider providing the most relevant answers for user queries, which increases the chance of Google highlighting them as featured snippet.
When people are searching for answers to their queries, they will consider you if your site offers what they want. So, craft your content according to the user intent.
Keyword relevancy is how relevant certain keywords or phrases used in each page of your website are. Consider targeting only a few keywords on an individual page basis. Add keywords that naturally fit to the page content or you could be missing out on ranking opportunities. Use only relevant terms and topics related to your business in your content. Use proven keyword research tools like SEMRush or SpyFu to find keywords that have some degree of relevance.
Step 1 – To do this first, type in your service and the location. If you are stationed in Ny look at the picture below. Look at the search and 2 construction businesses ranking.
Step 2 – Spyfu
Now we type in the name of the company you see that is ranking when you did the first step.
Step 3 – you will scroll down until you see this section
Click the All Keywords section, to see all the keywords this competitor and others are ranking for.
Step 4 – now that you are on the keywords your competitor(s) are using
And get all the info you can about all of them in one shot as you see below
Here are the keywords for all these competitors (including the original competitor chosen)
Distance – Google decides whether a company’s name should appear in a local search query by assessing the geographic coordinates and the other companies based and listed in the same region.
How to Leverage or Implement Local SEO for Building and Construction
Local SEO for building and construction companies has become an integral part of marketing and advertising and requires a multi-pronged approach. Building a credible reputation for a construction business online involves incorporating several things simultaneously.
By highlighting a company’s strengths locally, they can better create their own niche in the local building and construction industry. When this happens, it will reap the right results envisaged and the company will get more business locally.
You can’t ignore Google My Business at all!
Seeking local exposure? Optimize your GMB listing.
To optimize your business for local searches, the first thing is to do is to set up your Google My Business profile and optimize the listing.
Consider these steps to set up your basic Google My Business profile.
1. Start with a new Google Account or access your Google My Business login.
2. Choose ‘Manage Now’ in google.com/business
3. Enter details such as business name and address of the business location
4. Specify the areas you serve and choose your business category
5. Add a contact number your customers can use and website URL
6. Complete the process with Google My Business Verification
Once your GMB account is ready, the next step is to optimize and manage your listing.
Write a compelling business description
Encourage your most loyal customers to ‘Follow’ you on Google Maps
Update your business hours, location, contact information, and description
Highlight your best projects and add photos on GMB
Include the right keywords and search phrases to your business listing
Make sure to answer your customer queries in GMB
Publish your offers, events and services directly to Google Search and Maps through GMB posts
Request your customers to add a review on Google
Check for Google Insights to know how customers interact with your business listings
Other Tips to Improve Your Online Presence in Local Searches
Here discussed are a few tips on how a construction business can enhance their online presence and authority locally –
Local Keyword Selection – Any specific SEO campaign begins with shortlisting of the right keywords. So, when competing with other local building and construction companies, it is important to list down the right keywords that showcase the services your company offers.
Search for keywords like – Construction Company, General contractor, Home renovation, and Home additions. Keyword planner tools help to figure out how much traffic that particular keyword is generating. The tool also suggests other related keywords that are relevant to the particular area of business. Try to incorporate a mix of keywords with buying and research intent. Buying intent refers to those search terms which indicate that the searcher is interested in getting the work done and hence, is looking for a local contractor. On the other hand, research intent keywords are those which demonstrate that the person is interested, but not ready to hire someone right away. The density of local keywords in the content of your website also matters for its local search engine optimization. Try to avoid going overboard with the use of keywords. In fact, crawler bots have become smart enough to detect keyword stuffing that is done for increasing the density.
Identify Tags – Regarded as a fundamental aspect for successful SEO, title tags and meta descriptions complement what the prospective audiences and prospects are typing in during their online searches to give quality search results. Audiences aren’t always clear and direct during a search process. However, it is important to research the words they are using to search for construction information. Once those keywords are identified, it is easy to include them in the title tags to help sales-ready leads find a website easily.
Meta descriptions help summarize a business in a very brief character count. This description needs to be engaging and precise enough to encourage audiences to click on the specific construction website.
They help formulate a first impression of how a construction business has top-quality services and successful projects. Make sure to test out various Meta descriptions packed with buzz words that will motivate target audiences to take action.
Uniform NAP – NAP stands for Name, Address, and Phone Number – meaning that consistency is very important when listing contact information for a construction business. If you want Google’s crawling bots to take your construction business seriously, you need to make sure the same NAP appears across your web footprint (website, social media, directory listings, etc.)
When search engines are crawling your website to collect information, even slight variations in key information could potentially lower local SEO rankings. This is because search engines are designed to find quality brands to promote at the top of a search and inconsistency implies the opposite.
Source: DNB and Bloomberg listings of Henegan Construction Co. Inc.
Rack Up Online Reviews – Online reviews by customers play a major role in local search engine optimization. Prospective customers will read these reviews to determine whether it is worthwhile to use the company’s services and offerings. These reviews also explain to Google that your building and construction company is a legitimate business.
Therefore, request satisfied customers to write reviews on your Google My Business page, and this will give your search engine ranking a major thrust. Google reviews are a great way to emphasize top-quality services as these reviews will pop up directly when someone searches for your business. Google support also explains that these positive reviews can improve website visibility and responding to these reviews shows that the company values the feedback they are receiving.
Source: Google Reviews
Leverage Online Directories – Typically, when someone starts looking for services online, they don’t focus on any specific brand, rather they start with what they find locally. There is considerable opportunity here to build new relationships if a company has properly claimed their business and services on the appropriate online directories.
There is a wide range of categories in local directories where the business can fit. So, make sure to find the best fit for your construction business and create an account. Claiming business via these platforms helps in building more links on trustworthy sites that will direct traffic to your website. The more audiences are presented with clickable links, the more a specific brand is being put in front of opportunities to engage in new business with a broadened array of prospects.
Create Content – Featuring content that includes the latest news and events in your local business area helps your website to pop up on the search results page if any local customers search for information around their area. Offering insightful information around the various facets of construction through blog posts, eBooks, and other thought leadership content is a great way to bring audiences to your website and improve the SEO standing.
Not only will this allow search engines to track and push your business higher in search ranks, but will also enable prospects to quickly trust your brand as a valued resource within the construction realm.
Social Media Marketing – Social media pages are the best place to announce promotional offers, rebates, and attractive deals online. Create an attractive social media page for your construction company.
Share important as well as casual information via these social media pages and use these platforms to link up with other pages. Try to upload pictures of the various services your company offers.
Source: LinkedIn Company Page of Henegan Construction Co. Inc.
No matter how strong an inbound marketing campaign may be or how user-friendly a construction website may be, local SEO strategies need to be implemented in the correct manner to help broaden the target audience group. Customers always search for a fast and direct brand when searching on Google for a construction business.
Keeping the above-mentioned tips when designing SEO tactics can generate local traffic for your construction business, which in turn will have a long-term impact on the success of your business. A professional organic SEO company will implement the right strategies to help enhance your website’s visibility to the right audience.
We all know how local SEO for multiple locations is important for businesses. Similarly, social media marketing strategies for local communities are also very essential for businesses to reach out to targeted audiences, particularly for ecommerce and online retail businesses with multiple branches or geographic footprints. Keeping this in mind, the social media giant, Facebook has launched Neighborhoods, a single destination to build and strengthen local communities on Facebook.
Neighborhoods – A Nextdoor-like Tool
People have always used Facebook to connect with their neighbors and local services – such as to gather support for local businesses, asking for recommendations and tips in local groups, offering support, or meeting neighbors who share common interests and so on. Especially during this pandemic, these connections have surged. Therefore, to tap into those connections in a direct way, Facebook – with 2.7 billion users globally – rolled out a new feature, Neighborhoods within the main app – that offers many capabilities similar to Nextdoor, a hyperlocal social networking service for neighborhoods.
‘Neighborhoods’ is a single destination that makes it easier to bring the local experience across Facebook into one place, and strengthen local communities on the platform. This dedicated space within the Facebook app helps users to engage with a wider group of locals who they’re not directly connected to. It helps them connect with their neighbors, participate in their local community, and discover new places nearby.
How ‘Neighborhoods’ Works
Neighborhoods profile – an opt-in experience of the Facebook app – is dedicated to user’s neighborhood that’s different from their main Facebook profile.
Facebook cited in its blog post that, “to join Neighborhoods, a FB user need to be 18 years or older and confirm their neighborhood. The profile photo, name, and cover photo will be the same as that used in his/her Facebook profile. Users can add other information about themselves such as personal interests, favorite places, and a short bio in Neighborhoods profile”. Once a user joins Neighborhoods, Facebook will confirm with the users if they really live where they say they do.
In addition to join just their own neighborhood, users also have the option to join nearby neighborhoods and can then join discussion areas with other users who live within the same part of the city.
What Does Facebook Neighborhood Offer?
This feature – that is currently available in Canada, and will begin to roll out to select US cities soon – gives Facebook users a space to connect outside of the news feed. Some of the best things it offers FB users include:
A Chance to Meet and Connect with Neighbors: As we mentioned earlier, when a user creates their Neighborhoods profile, they have the option to add their interests, favorite places and a bio, so that people can get to know the user within the Neighborhoods Directory. Users get a chance to meet and connect with their neighbors by writing a post to introduce themselves, engaging in discussions on posts from fellow neighbors and by answering Neighborhoods Questions in the dedicated feed. These answers would by useful information for people who are new to an area.
Allow to Engage with Local Neighborhood Groups: Neighborhood users are allowed to create and join groups reserved for people within that neighborhood, so that they could meet others around them who share the same interests. However, to make it easy for people living nearby to find their neighbors, admins of local Facebook groups can import their group into Neighborhoods. It will also allow people using Neighborhoods to create or join Neighborhoods-bounded groups – for local bird watchers, or discuss the previous night’s game with fellow basketball lovers in one’s area – that are available within the Neighborhood’s experience.
Discover New Places and Local Recommendations: Neighborhoods provides a Recommendation feature that lets its users share suggestions to their neighbors about places and businesses to visit from their local community. Neighborhood also provides another feature Favorite Polls, which allows neighbors to vote on their favorite places and businesses in the area, including restaurants, parks and more.
Provide Moderation and Safety: To help users keep interactions among neighbors relevant and kind, the new feature Neighborhoods is built to be safe and inclusive with Guidelines. The moderators of Neighborhoods use these Guidelines with the aim to review posts and comments in the Neighborhoods feed. They can either report a post or comment to a Neighborhoods moderator or remove/hide the posts that go against Neighborhoods Guidelines and Facebook Community Standards. However, users can block someone on Facebook or Neighborhoods – Facebook won’t inform them – and if the blocked user has logged into Facebook, they won’t be able to find you in the Neighborhoods directory.
Offers Privacy: A user can choose whether to join Neighborhoods – your neighborhood or your Nearby Neighborhoods – and create a profile. The profile will have the user’s name, profile and cover photo from their Facebook profile and the name of their neighborhood. However, when a user creates a group in Neighborhoods, it can be private or open and visible or hidden. If the Neighborhood Group is:
Private: Only members of the group who have joined the neighborhood can see posts
Open: Anyone in the neighborhood or Nearby Neighborhoods (if Nearby Neighborhoods is selected) can see who’s in the group and what they post.
Visible: Anyone in the neighborhood can search for and find this group.
Hidden: Only members can find the group.
This new feature by Facebook – which was under development since October last year – is a great way to gather data on users, and it would potentially keep them on the app longer. Moreover, according to TechCrunch, “this new feature will be sharing users’ neighborly behavior to serve their targeted ads elsewhere.”
Most importantly, once the feature is rolled out in the US, a FB user can consider joining Neighborhoods as their social media strategy. This is because having a good social media marketing strategy in place helps to reach out to a large number of targeted audiences and also boosts the business’ visibility with both existing and new consumers – globally or locally.
Are you looking for innovative strategies to do SEO for a business with multiple locations? Studies show that a massive 46 percent of all searches performed on Google are local. It is estimated that nearly half of all Google searches revolve around local businesses. In other words, local SEO for multiple locations is paramount for driving success for businesses with multiple branches or geographic footprints. Multi-location SEO ensures that your business appears in the top search results when people in your area search for products and services related to your offerings.
What Is Local SEO and How Does It Matter?
Local SEO involves using techniques that make your website rank or become visible to people when they search for a specific product or service within a specific geographical area. The main goal of local SEO strategies is to rank better for a local audience rather than a global one. According to reports from Hubspot, half of consumers who search for a local store via their Smartphone are likely to visit the same store within a day. The impact is immediate on any business, regardless of the industry. Local SEO for multiple businesses is usually to get listed in the Google Map listings on the first page of the search results. In fact, the key difference between local SEO and organic SEO is the intent. Google picks out search queries that have “local intent” pretty fast, meaning the searcher wants search engine results with local businesses. Local SEO services allow business websites to show up in front of a relevant audience online and provide the following benefits –
Reach your Intended Audience – Various locations cater to different demographics. When a specific business is working in different locations, this can make it difficult to streamline their marketing efforts. Therefore, creating unique pages and content for each location makes it possible to better communicate with potential customers in each specific area.
High Ranking in Google Search Results – When displaying search results, Google and other search engines factor in location data. For instance, a person residing in Colorado searching online for Pizza Shops is not going to or does not want to see results for restaurants in other places like Vermont and Google takes this point into account. Local online marketing tactics can help improve your rankings in search engine results pages (SERPs) and increase the page’s visibility among local audiences.
Link source – https://www.webfx.com/internet-marketing/local-seo-for-multiple-locations.html
Widen your Reach – Including location (like cities, states or regions) when searching for businesses online is useful as people tend to search products and services with place names at the end. When people within your specific area search online for products or services related to your business, you want your company to appear in the top search results, and local SEO can help with this.
How to Do Local SEO for Multiple Locations – Points of Focus
To rank a website both in local and organic searches, it is important to have a robust SEO strategy in place. Search engines consider hundreds of factors to rank and index websites in searches. These include outbound and inbound links, keywords and content. If you want your multiple-location business to rank locally and organically, it is important to show search engines that your company is the right answer to the users’ queries. Search engines need to know your exact company address so that when customers search for a location, they can find your business easily. Becoming relevant to specific searches is important to make this happen.
Here are some key strategies to use for local SEO for multiple locations and reach more customers –
Perform Competitor Research – Understanding the SEO market and assessing the level of competition is one of the basic strategies to effectively implement SEO for multiple locations. Analyzing key facts like – what makes your company unique and how you can leverage your strengths for a particular location will help you design and implement a local SEO strategy that can attract and convert more visitors. Begin the process by conducting a simple analysis of the strengths, weaknesses and opportunities for potential growth. Analyze what your competitors are doing and identify the key areas where you need to improve. Performing competitor research will help design local SEO campaigns that resonate with the target audience.
Use a Single Domain – If your business operates in multiple locations, you can create separate domains for each specific location. However, as each domain is indexed separately, the marketing efforts (like publishing content and building links) will only affect the domain where the content gets published and builds links to. In other words, if you want each of the locations to rank well in search results, it is better to stick to one website with individual pages for each of the locations. On the other hand, if you are planning to create unique content (beyond a contact page) for each of the locations, it is important to use a subfolder or sub domain to manage them. This will in turn allow you to geographically target specific portions of the website without having to manage and optimize multiple sites.
Build or Optimize Content for each Specific Location – Creating separate pages and content specifically (optimized for each location) is important to get ranked in top spots for each of the locations. Many location pages make a big mistake by not adding much content, so make sure you add everything that a user would want to know. By creating unique pages for each location, you can optimize on-page elements like page titles, and content for each specific area to be targeted. Here are some ideas related to content that need to be added to these pages –
Common Questions – Add commonly asked questions and answers about the website services.
Service Descriptions – Describe the specific services that your website offers. If you offer a variety of different services, consider creating a new page for each. By creating unique pages for each location, it is possible to optimize on-page elements like page titles, and content for each specific area that needs to be targeted. Make sure to include the city and state name on each web page. Including unique content for each of the locations is important to avoid duplicate content penalties. This will also help you create a more targeted user experience.
Photos or Images – Adding photos, videos, and maps that showcase each location or area of work will help customers get a feel about your specific area of business.
Reviews – Reviews are important to capture customers with a strong intent to make a purchase. Searches about a specific brand and its location are sure to occur. Create pages with testimonials from local customers for each location or post images related to your business. If product reviews or testimonials are featured in web pages, make sure to sort them and place them on the corresponding location pages. In addition, include a custom description of the services provided at each location, as well as internal links to blog posts or case studies.
Directions – Try to add instructions for getting to your business from each cardinal direction (starting with the highway exit). Embed a map with your location pinned as well. Make sure to include the city and state name on each web page. Including unique content for each of the locations is important to avoid duplicate content penalties. This will also help you to create a more targeted user experience. One of the major benefits of case studies is that they allow you to connect the specific area of business to local clients and provide search engines with more local signals.
Claim “Google My Business” Listing for each Location – Claiming your business on “Google My Business” is a relatively easy process, and allows you to show up on Google Maps for searches within your area. For businesses looking to advertise multiple locations, Google My Business is a great option, and it helps to streamline all of your business information. GMB allows you to manually add additional locations or else if your business has 10 or more locations, you can make use of bulk location management to import and manage new locations. Submitting NAP (name, address and phone number) citation on GMB is a positive signal to SEO. There are also a host of other local business directory listings on sites like Bing and Yelp that can be used to keep track of the specific locations that get listed. After submitting your NAP to directories, be sure to claim your local map listing as this can ensure that customers can find your website and see what the outside of your building looks like via Street View in case they are unfamiliar with the neighborhood or containing location. Using Schema.org structured data markup for your address and hours is also a good option that will allow you to more accurately describe your content to Google’s search engine crawlers.
Encourage Reviews for each Location – About 85 percent of consumers trust online reviews as much as a recommendation from a friend or acquaintance, and 49% of consumers look for at least a four-star rating before selecting a website. Reviews are now featured prominently in many search results, especially search results that trigger map pack listings. They are also great social proof as people tend to trust what other customers have to say about your website more than information you publish yourself. Sending short email surveys about your specific products and services, and asking feedback from people about their individual experiences are some of the common ways to encourage reviews. In addition, featuring local reviews on each of the local pages on your website is another valuable way to target more qualified, local traffic.
Local SEO is an important part of modern, digital marketing plans. Even though an intensive process, running a multi-location local SEO campaign isn’t that different from doing the same for a single location. The basic principles are the same – the only thing is that you have to just do a bit more work and keep track of all the minute details. Properly optimizing your business for multiple locations requires careful consideration of the above discussed strategies. Creating a well-organized site that clearly articulates each location can help individual pages appear in the proper searches and create a strong digital presence for all your locations and your organization as a whole. Partnering with a reputable digital marketing agency with a proven track record of successful local SEO campaigns can help your website attract and convert more local traffic.