Boost National Brands' ROI by Managing Local Listings - Rio SEO Webinar

Table of Contents

1. Introduction
2. Background in Local SEO
3. Maximizing ROI Through Local SEO
4. The Process for Multilocation Local SEO
5. Managing Local Business Data in a Single Environment
6. Optimizing Local Business Data
7. Submitting Local Data to Major Search Engines
8. Importance of Local Landing Page URLs
9. The Role of Data Aggregators in Local Search
10. Measuring ROI in Local SEO Efforts

Introduction

Good afternoon everyone! Thank you for joining us today for this webinar on managing local listings to drive ROI for national brands. I'm Joe from the Local Search Association, and I'm excited to introduce our guest presenter, Bill Connor from Rio SEO.

In this webinar, Bill will share his expertise in local SEO, specifically how big brands and multilocation businesses can maximize ROI through local SEO strategies. He will discuss the necessary processes to achieve multilocation local SEO results, as well as the importance of managing local business data in a single environment.

Bill will also cover the steps and optimizations needed for map listings on major search engines like Google, Yahoo, and Bing. Additionally, he will highlight the advantages of local listing syndication across data aggregators that power the local search ecosystem. Finally, Bill will discuss how to measure the effectiveness of local search efforts and track ROI through local SEO tactics.

Now, let's dive into the world of local SEO and learn how to drive ROI for national brands!

Background in Local SEO

Before we delve into the details of maximizing ROI through local SEO, let me provide some background on the topic. Local SEO, or search engine optimization, refers to the practice of optimizing a website or online presence to appear in the local search results of search engines like Google, Yahoo, and Bing. This is particularly important for businesses with multiple locations or national brands that want to cater to specific local markets.

Local SEO involves various strategies and techniques, including optimizing local business data, claiming and managing listings on major search engines, and syndicating information through data aggregators. By implementing effective local SEO strategies, businesses can attract more local customers, increase online visibility, and ultimately drive ROI.

Maximizing ROI Through Local SEO

Now let's dive into the main focus of this webinar, which is maximizing ROI through local SEO. In today's digital age, local SEO plays a crucial role in the success of national brands and multilocation businesses. By targeting specific local markets and optimizing local business data, businesses can drive traffic, increase conversions, and ultimately achieve a higher return on investment.

To maximize ROI through local SEO, businesses need to understand the processes and strategies necessary for success. This includes managing local business data in a single environment, optimizing business data for search engines, submitting data to major search engines, leveraging local landing page URLs, and utilizing data aggregators. Additionally, measuring the effectiveness of local search efforts is key to tracking ROI and making data-driven decisions.

In the following sections, we will delve deeper into each of these processes and strategies, providing actionable insights and tips for national brands and multilocation businesses.

The Process for Multilocation Local SEO

Before diving into the specifics, it is important to understand the process for achieving multilocation local SEO results. For businesses with multiple locations, managing and optimizing local business data can be a complex task. However, by following a structured process, businesses can streamline their efforts and maximize their local ROI.

The process involves four key steps:

1. Collecting and managing local business data in a single environment
2. Optimizing local business data for search engines
3. Submitting local data to major search engines
4. Leveraging local landing page URLs and syndicating data through data aggregators

By following this process, businesses can ensure accuracy, consistency, and optimal online visibility for their local listings. Now let's dive deeper into each step and explore the best practices for achieving multilocation local SEO results.

Managing Local Business Data in a Single Environment

The first step in the process of multilocation local SEO is collecting and managing local business data in a single environment. This step may sound simple, but it can be quite challenging, especially for businesses with a large number of locations.

To effectively collect and manage local business data, it is crucial to utilize a content management system (CMS) that allows for easy organization and formatting of data. A CMS specifically designed for local SEO can streamline the process by providing customizable fields to collect information such as operating hours, geo locators, local keywords, storefront images, URLs to review sites, and more.

By centralizing all local data in a single environment, businesses can ensure accuracy and consistency across all their online listings. This is essential for delivering a seamless user experience and maximizing online visibility.

Optimizing Local Business Data

Once local business data is collected and organized in a single environment, the next step is to optimize that data for search engines. Optimized data can greatly improve the visibility and relevance of a business in local search results.

Optimizing local business data involves several key elements:

1. Including relevant keywords and phrases in business descriptions and content
2. Ensuring consistent and accurate addresses and contact information, including suite numbers and specific location modifiers
3. Including localized descriptions that highlight specific services offered
4. Incorporating brand logos, storefront images, and product images to enhance user experience
5. Including social media links and additional local information to engage with customers

By optimizing local business data, businesses can improve their chances of appearing in relevant local search results and attract targeted traffic to their online listings.

Submitting Local Data to Major Search Engines

Once local business data is optimized, the next step is to submit that data to major search engines such as Google, Yahoo, and Bing. This ensures that search engines have the most up-to-date and accurate information about the business.

When submitting local data, it is essential to attach a local landing page URL to each map listing. This URL should lead users directly to a specific landing page for that location, providing a seamless user experience. Additionally, the landing page URL should be optimized for mobile recognition to cater to the growing number of mobile users.

Furthermore, it is important to optimize the information for each directory or search engine. While the information may be similar, different platforms may have different requirements and limitations. By tailoring the information to each platform, businesses can maximize their local search visibility.

Leveraging Local Landing Page URLs and Syndicating Data through Aggregators

One of the most important aspects of multilocation local SEO is leveraging local landing page URLs. These URLs play a crucial role in delivering a seamless user experience and maximizing conversions.

By attaching a local landing page URL to each map listing, businesses can direct users to a specific landing page that provides detailed information about that location. This eliminates the need for users to navigate through a website to find the relevant information, increasing the chances of conversion.

Additionally, businesses should syndicate their data through data aggregators. Data aggregators power the local search ecosystem by supplying data to various niche directories, mobile apps, GPS devices, and social networks. By syndicating data to aggregators such as Infogroup, Localeze, and Factual, businesses can ensure that their information is distributed widely and consistently across the web.

Measuring ROI in Local SEO Efforts

The final step in maximizing ROI through local SEO is the measurement of success. Measuring ROI allows businesses to evaluate the effectiveness of their local search efforts and make data-driven decisions for future optimizations.

To measure ROI in local SEO, businesses should utilize conversion tools and analytics in their local landing pages. These tools can track metrics such as click-to-call actions, coupon downloads, and driving directions, providing valuable insight into user behavior and conversion rates.

In addition, Google's local dashboard provides information on impressions and click-through rates, allowing businesses to monitor the performance of their listings. However, it is important to note that this information is only available through the Google dashboard and not through API or detailed reports.

By combining these measurement tools and tracking relevant key performance indicators (KPIs), businesses can gain a comprehensive understanding of their local SEO ROI. This allows for informed decision-making and continuous improvement of local search efforts.

Conclusion

In conclusion, maximizing ROI through local SEO is a crucial aspect of success for national brands and multilocation businesses. By following a structured process and implementing effective strategies, businesses can attract local customers, increase online visibility, and drive conversions.

The process involves managing local business data in a single environment, optimizing that data for search engines, submitting it to major search engines, leveraging local landing page URLs, and utilizing data aggregators. Additionally, measuring ROI through conversion tracking and analytics is essential for making data-driven decisions.

With the right tools, automation, and an understanding of local SEO best practices, businesses can achieve significant ROI and establish a strong online presence in local markets.

Last Updated: April 2021