This means you should prioritize highlighting the location information for each address, along with the products and services offered at those locations.
Create unique pages for each location
While it may seem obvious, many businesses overlook the importance of creating unique pages for each location, especially those with multiple sites.
Even single-store companies should have a dedicated page featuring:
Their NAP information.
Hours of operation.
Products or services offered.
Reviews.
Staff photos or bios.
By developing a unique page for each location, you can provide more detailed information, such as exterior and interior photos, specific product lines or even staff profiles.
This helps visitors know where and when to visit and fosters a sense of familiarity and trust before they even arrive.
Dedicated pages allow you to implement location-targeted content much more effectively than consolidating all locations into one page or scattering the information throughout the website.
Drop hints about a service area for each location with your content
This concept is similar to our strategy for SABs in that your store likely has a practical driving radius for visitors.
Customers are typically not willing to drive more than two hours to visit your business. However, there are exceptions, so consider the specific driving radius for each location.
For example, let’s say you own a women’s clothing boutique in Boston.
Limiting your visibility to searches only within the city can be detrimental.
If your target keyword is “Women’s Boutique in Boston,” you can enhance your reach by creating new pages for nearby cities and optimizing for keywords like “Women’s Boutique near Boston.”
This way, you build relevance for areas only 20 to 30 minutes away.
These additional pages can include the same product categories and information about your store. This time, incorporate a free custom map with directions from the target city to your boutique in Boston.
Google can use Google Maps data to show that customers in Concord, Mass., are just a 31-minute drive from your location.
Plus, website users can easily click on this map to open Google Maps on their mobile devices, making it simple for them to find your store and access your products.
Local SEO essentials for SABs and brick-and-mortars
While this article primarily focuses on tactics for specific types of localized websites, there are also general local SEO principles worth mentioning. Here are a few “honorable mentions.”
Basic keyword research and targeting still matters
Google has improved at focusing on overall content quality and context rather than individual keywords. However, finding strong keyword targets and perfecting on-page optimization are still essential.
Optimize your Google Business Profile listing(s)
Your Google Business Profile (GBP) can drive significant value for your business.
Most local or navigational searches trigger a SERP feature called the “local pack” or “three-pack,” where three local businesses are highlighted. A large percentage of users click on one of these top three results.
By fully optimizing your GBP and incorporating target keywords related to your products, services and location, you increase the chances of your profile appearing above standard organic results.
Moreover, many users complete their research directly through the GBP without visiting the business’s website before making a purchase or visiting in person.
Below are some key areas you can optimize:
Business category: Compare your category selection with competitors in your space.
Imagery of your store: Include both interior and exterior photos, and encourage customers to post their own pictures along with reviews.
Service area: Specify up to 20 city names within a reasonable driving distance of your location.
Products: If your website has ecommerce capabilities, link your listed products to the corresponding pages on your website.
Business description: This is an ideal place to include target keywords relevant to your business.
Google posts: Share updates about your business, local events, or new content on your website.
Q&A section: Preemptively ask and answer common questions to mirror your website’s FAQ page.
Respond to reviews: Show responsiveness and customer care by replying to reviews, including negative ones.
Managing your Google Business Profile effectively is essential for strong local rankings.
Profiles that engage the public are more likely to appear in search results, so encourage interactions with your listing.
Add UTM parameters to GBP links
Although this isn’t a direct ranking tactic, it will help you measure how much traffic your Google Business listing drives to your site.
Your Google Business Profile allows you to link to your website – usually the homepage or, for multi-location businesses, the relevant location page.
By adding UTM parameters to the end of the URL, you’ll be able to track impressions and clicks in Google Search Console, as well as website visits that originated from that specific link.
Without UTM parameters, these interactions would simply show up as general homepage traffic, making it hard to distinguish their true source.
Google’s UTM Builder makes creating your parameter string a breeze.
Dig deeper: How to manage and optimize local listings for SEO
Drive backlinks from local sources
This final tactic is simple to implement if your business is active in its local community. Nearly every organization in your area has a website.
Whether it’s the local chamber of commerce, a nearby nonprofit or even the local little league team, find ways to engage with them.
Connect with the person managing their website and propose a link swap to promote your partnership.
Google recognizes the geographic connections between websites and rewards links from other local organizations.
Dig deeper: 4 main types of local links and how to earn them
Bottom line
Mastering local SEO is essential for any business looking to attract local customers.
Whether you operate a service area business or a brick-and-mortar store, a well-optimized local presence boosts visibility and draws in more customers.
While strategies may vary by business type, the goal remains the same: connecting with customers.
Tailoring your SEO approach to your business’s specific needs and location sets you up for greater visibility, more traffic and increased revenue.
Dig deeper: The SEO hierarchy of needs for local businesses on a budget
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