If your business operates out of multiple locations, regardless of whether you visit your customers or they visit you, it’s vital that your local SEO strategy includes developing separate contact pages for each one of your business locations.
The goal should be to create a location-specific homepage of sorts. A page leveraging who you are, what you do and why you’re great but with local customisation.
Doing this will provide your business with the greatest opportunity to maximise local exposure for a variety of terms related to your service or product offerings and, most importantly, drive local leads.
One-and-done used to do it
Traditionally, the majority of multi-location businesses, especially smaller ones, would utilise a single overarching contact page detailing each location from a high-level.
These pages would contain all the standard information you’d expect of a contact page – phone number, address, operating hours, maps etc – and most of the time nothing more.
Though this tactic was commonplace and delivered results in the past, and still can depending on your brand awareness, it’s best to develop multiple contact pages and build out thorough content specific to each location.
One contact page per location for the win
As opposed to having a singular overarching contact page, having multiple contact pages targeted to each location increases the chances of ranking locally for your products or services, and provides users with a better experience when searching locally.
Besides the information you’d usually expect to see on a contact page, you can increase your chances of ranking and wowing any visitors by getting creative with the content you include.
We recommend building out minimum 500 words (aim for more) of content on the page focused around who you are, services you offer and your value proposition.
On top of that, below are a few tactics (in no particular order) we employ on our own location pages as well as our clients:
- Embed Google maps, using the relevant address, on each location page. You could even add in descriptive directions.
- Recognisable customer logos can build credibility.
- Include a brief section about the team at the location and their specialties.
- Case studies can leverage results experienced by previous customers and set your brand as the local industry authority.
- Customer reviews/testimonials provide social proof, as it allows prospects to see how happy previous customers are.
- Unique content explicitly detailing each product or service you provide at the relevant location.
- FAQ (frequently asked questions) section – this is a great opportunity to add more content and answer any questions with a local spin.
- Reference the geographical uniqueness of each specific location, such as popular landmarks, to create brand trust that you do have a business base in the location.
- Add videos and/or images relevant to each specific business location to improve brand trust and expertise at the location.
Create a Google My Business profile for each location page
Once you have your location pages set up and looking good, the next step is to create and link each of them to the relevant GMB (Google My Business) profile.
The benefit of doing this is that when your GMB profile appears in search results and users click-through to your website from it, instead of landing on the location-neutral homepage, they will land on a page tailored to their location; increasing your chances of building local credibility and converting them into a lead.
If you want to go a step further, you can begin to build local citations for each location as a way to improve your chances of ranking dominantly in each area.
Do your keyword research first
Before undertaking this task, we highly recommend investing some time researching the most valuable keywords relevant to your offering in your location areas.
Oftentimes, the high value keywords can fluctuate by area and what is worthwhile targeting in one location isn’t always the same in others.
So spend some time and energy to ensure you’re targeting the best search terms for each location. You’ll thank yourself later.
Once you’ve identified the focus keywords for each location page be sure to integrate them into your header tags (H1, H2, H3, etc.) and body content to help search engines understand the context of your page so it can rank it in search engines.
Get your brand in front of local prospects
Remember, the goal is to create a location specific contact page reminiscent of a home page in regards to the info detailed throughout – just with a local spin.
Doing this will greatly improve your local rankings for keywords related to your products and services but also increase the likelihood of conversion once someone reaches that page.