How to Scale Multi-Location SEO — Steve Wiideman // Wiideman Consulting Group

About the speaker

Steve Wiideman

Wiideman Consulting Group

- Wiideman Consulting Group

Expert SEO Consulting.

Show Notes

  • ·02:12 : Whats the playbook for multi-point SEO? ·Ben and Steve discuss multi-point SEO as it relates to local search. Steve shares the 4 main focal points when looking at multi-point SEO. You should be focusing on scaling data management, local landing page optimization, data visibility, and reputation. ·03:50 : How data management works with multi-point SEO. ·Steve and Ben discuss what data management involves and the importance of having accurate data listed in search engines for your business. Steve talks about the difference in how a single business would approach data management versus a multi-location business. Depending on the size of your business, you could take on the data management yourself or buy into a platform. ·06:12 : Local landing page optimization. ·Ben and Steve talk about how local landing page optimization can boost your multi-point SEO strategy. It all boils down to using hyper-local content to get your landing pages to rank at the top of search engine results pages. Steve gets into ways to improve user experience such as how breaking up content into different formats by including location images or even a map can give you the edge to outperform competitors. ·08:36 : Business data visibility ·Business data visibility is an aspect of your muli-point SEO strategy that generally takes a while to come together. Steve and Ben talk about how you can achieve data visibility while it may not be as simple as it is for a single location operation. One option is to pay your data partner to manage this for you on a broader level. But Steve and his team at Wiideman Consulting Group developed a one-page guide for franchise managers so you can learn how to do it yourself. ·11:33 : What role does your online reputation play in multi-point SEO? ·Ben and Steve discuss how your online reputation affects your results when optimizing for multi-point locations. Its important to pay attention to all reviews both on and off your website. People leave reviews everywhere so you need a system in place to track and analyze reviews. Steve talks about different review management solutions to help franchises of different sizes.

Episode Summary

  • ·“We like to look at local search in four categories. So it's data management, local landing page optimization, data visibility and reputation.” ·“If our data is, has some ambiguity to it, search engines might scrutinize it.” ·“Google My Business is one of the search engines that we want to make sure our information is correct in, but they'll actually use the major data sources just to sort of validate the information that you put in your profile.” ·“So if you took the time to really create unique, helpful content on each of your location pages, you'll have 107% advantage.” ·“Location images give you another 85% advantage. Again, based on our study, a lot of businesses can't do this. We had a challenge with this with Sketchers back in the day, because a lot of their locations were in areas that didn't really have a pretty outside exterior to the store. And it would look great on the website.” ·“We'll have our study published probably within the next three to four days, but it's really interesting to kind of break down what are the factors that really help those pages, you know, outperform other pages. And really most of it comes down to that hyper-local content.” ·“So I think the challenge of scaling data visibility is, well, one, we already mentioned that the citations we need first, right, we need to be in the search engines... And then once we've kind of got those core fundamentals set up, it's really just a focus on local directories where it's actual regional directories.” ·“... we put together a one-page guide for each franchise manager or franchise owner. And what they do is they take this one-page guide and it gives them suggestions on ways that they can promote their business that will help their keyword rankings.” ·“I know we try to pay attention to Google my business and Yelp more than anything, but reviews happen everywhere.”
About the speaker

Steve Wiideman

Wiideman Consulting Group

- Wiideman Consulting Group

Expert SEO Consulting.

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