Navigating the Complex Landscape of Local SEO for Multi-Location Businesses
In the dynamic world of local SEO, businesses with multiple locations encounter unique challenges. It’s not just about listings anymore; it’s about crafting an engaging, personalized omnichannel experience for consumers. Brands must focus on delivering quality interactions and relevant information to gain local consumers’ trust. This post will delve into the key strategies and trends for scaling local SEO for multi-location businesses in 2023, featuring insights from industry leaders.
Adapting to the Shift in Consumer Behavior
The rise of online shopping has significantly altered consumer behavior. Yet, nearly half of consumers still favor businesses with a local presence. This shift necessitates multi-location businesses to adapt and maintain a robust local presence across all locations. The resurgence of local retail is a trend that’s expected to continue evolving in 2023.
Prioritizing High-Quality, Relevant Content
The change in consumer buying behavior has amplified the need for high-quality, relevant content assets. These range from videos to real-time reviews and interactive messaging options. For multi-location businesses, this means creating and managing content that is engaging and relevant for each location. The customer journey for local search is complex, encompassing various touchpoints and stages, making it crucial for marketers to create the best possible customer experience.
Leveraging Visual Content for Local Engagement
The popularity of platforms like TikTok and Instagram has made local search more visual and interactive. For multi-location businesses, this means using original, high-quality images and videos for each location’s Google Business Profile (GBP). Younger audiences are increasingly seeking visual experiences, often preferring platforms like TikTok over Google. Therefore, marketers must break their reliance on stock photos and use original, high-quality images and videos.
Managing Online Reviews Across Multiple Locations
Online reviews and ratings heavily influence purchase decisions. For multi-location businesses, managing reviews across all locations can be a challenge. However, with the right strategies, businesses can effectively manage online reviews and enhance their local SEO efforts. The Federal Trade Commission (FTC) has set stringent guidelines against selectively publishing reviews, emphasizing the importance of transparency in managing online reviews.
Delivering Helpful Content Across All Locations
The “helpful content” update from Google underscores the importance of providing accessible, relevant, and fresh content. For multi-location businesses, this means ensuring that each location’s content is helpful and adheres to Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines. Businesses need to ensure their content is relevant, qualitative, accessible, authoritative, and experiential. Mapping your audience’s personas, goals, and touchpoints with a helpful content scorecard is the first step in this process.
Utilizing AI to Enhance Local SEO for Multi-Location Businesses
Google uses deep learning and AI algorithms to surface local SERPs. For multi-location businesses, leveraging AI models and ChatGPT can help automate tasks like image categorization, content creation, FAQ optimization, and audience insights. However, deep strategy and content finetuning still require a human touch. While AI models can automate manual tasks, the strategic aspect of content creation and fine-tuning still necessitates human intervention.
In conclusion, scaling local SEO for multi-location businesses in 2023 requires understanding consumer behavior, creating high-quality content, leveraging visual assets, managing online reviews, delivering helpful content, and utilizing AI. By staying ahead of these trends and implementing these strategies, multi-location businesses can effectively engage with local consumers and drive growth.