Multi-location local SEO strategy: domain structure
How should brands with multiple brick-and-mortar locations structure their web properties? Columnist Andrew Beckman weighs in.
Enterprise brands with a major brick-and-mortar presence have a unique challenge in digital marketing: connecting with consumers online, with the intent of ultimately encouraging them to visit a physical business location to make a purchase.
By creating a more user-focused experience that includes individual location landing pages for physical business locations, franchise systems and multi-location brands can turn user queries into business visits.
Developing location pages that are an extension of the primary brand domain allows brands to capture valuable real estate on search engine results pages (SERPs) and rank more prominently on hyper-local search terms above online directories like Yelp, Insider Pages and more.
Often, during the initial research phase of the customer journey, a consumer is looking for a product or service but is brand-agnostic. Leveraging this type of local SEO strategy can help drive in-store sales from these brand-agnostic consumers by tapping into coveted geo-specific, non-branded search terms and phrases.