If your business relies on driving customers to physical locations, optimizing for local SEO is essential to your success.
Effective local SEO goes beyond simply having a Google Business Profile, yet for many SEO agencies and in-house teams, that’s often the extent of the strategy. Search engines use specific location information—such as the location name, address, phone number, and web address—from your landing pages as the primary indicators of your business’s presence and legitimacy. They cross-check this data against other instances found across the web to verify accuracy and prevent confusion with other entities. Ensuring consistency across all online mentions is critical for building trust and credibility with search engines.
Unique Landing Pages
Local search success starts with creating unique landing pages for each location in your business portfolio, rather than just listing them all on a single page. Each page should feature targeted content and on-page SEO that highlights the unique attributes of that location. For multi-location businesses, structuring these pages under a local homepage (e.g., /locations/) and organizing them by country, region, state, and city helps both users and search engines navigate with ease. Including a link to the local homepage in your main navigation also ensures that these pages are easy to find from anywhere on your site.
Citations
Citations, or mentions of your business’s name, address, and phone number across the web, are essential for local SEO. Search engines use these citations to confirm your identity and strengthen your site’s authority, directly impacting your search performance. Inconsistent or incomplete citations, however, can confuse search engines and diminish your authority. A Local Search Audit will assess the accuracy and power of your existing citations. In some cases, engaging a third-party service to manage these citations can ensure real-time updates across local directories, maximizing your authority and helping you maintain high visibility in local search.
If you’re not seeing the local traffic and conversions you need, let’s get started with a Local Search Audit to boost your site’s performance and drive more foot traffic to your locations.