Why Local SEO Is Important for Multi-Location Businesses

SEO, or search engine optimization, plays an important part in the world of digital marketing—but multi-location businesses don’t just want to rank well globally. Today, they better rank well wherever they are located, which makes a big difference when designing SEO strategies.

In fact, it—quite literally—pays to mind the difference between Organic SEO and local SEO. Local search engine optimization is crucial for businesses that rely on local customers; meaning businesses with physical locations that want to attract offline traffic.

In this article, we'll explore the benefits (and requirements) of local SEO, and which companies stand to gain the most from implementing targeted strategies.

What is Local SEO?

Local search engine optimization means optimizing your online presence for local search traffic, visibility, and brand awareness. This includes local business listings and social media pages—with locally-relevant content as much as local landing pages to appear for nearby search results. Some companies even opt for hyperlocal SEO strategies, optimizing content to target specific neighborhoods. In a way, they’re building communities, cementing their place in the hearts and minds of their audience.

What’s the Difference Between Organic SEO and Local SEO?

Organic SEO and local SEO are like two sides of the same coin. So against common belief, they’re not conflicting but working together to strengthen a business's online presence–though there’s two important differences.

#1 Local Search Results are Ranked Differently

Local SEO takes usual ranking factors and puts its local search algorithms on top. For example, Google specifically looks at three main factors to find the best match:

• relevance, or how closely related a listing is to the words a searcher has used

• distance, or how far Google believes a user is from a business as they are searching

• prominence, or a guess at how important that business is to its potential customers

Moreover, Google emphasizes the Google Business Profile as well as review, link, citation and on-page signals as most important ranking factors.

#2 Local Search Results are Displayed Differently

We’re used to seeing organic search results in the main part of the results page–right below paid search results on top. Local results, however, usually show up in the Google 3-Pack. This Google feature displays a map alongside information about top search results, including addresses and ratings, alongside other information taken from the entities Google Business Profiles.

Those results show up when Google believes you intended for your search to find something local, even if your search keywords do not include anything explicitly local.

Why Has Local SEO Become Important?

After many years of expanding outwards and seeking global inspiration, more and more shoppers now seem most interested in prioritizing local businesses. Brightlocal found that 56% of consumers deliberately support local stores and seek out locally-sourced products.

Maintaining an enhanced and optimized local online presence gets your business in front of people in your area. On top of that, you’ll reach more customers at the right moment–when they’re on the go. Google found mobile searches for “store open near me” grew by more than 250% between 2020–2022, with “where to buy” and “near me” keywords searches growing by more than 200% in that same period.

7 Benefits To Expect from Local SEO

Ranking on top of search engine results pages (SERPs) brings many benefits to your multi-location business, driving more traffic—both digital and in person—to your outlets.

1. Increased Visibility in Local Search Results

A well-optimized local SEO strategy ensures that your business appears prominently in local searches, making it easier for customers to find you—which in turn brings more foot traffic to your locations.

2. Higher Conversion Rates

Local searches often come with high intent, which translates to higher conversion rates. Because when someone searches for a specific service or product near them, they are usually ready to make a purchase or book an appointment.

For instance, a user searching for “best pizza near me” is likely looking for a place to eat right away. By appearing in these local searches, your business is more likely to convert these leads into actual sales.

3. Enhanced Trust and Credibility

By focusing on local SEO, you can build a strong online reputation that attracts more customers. Having a well-maintained Google Business Profile can significantly enhance your business's trust and credibility—because customers are more likely to trust a business with a high rating and numerous positive reviews.

4. Competitive Advantage

Many businesses are still not fully utilizing local SEO, which provides an opportunity for those who do. By optimizing your local SEO, you can gain a competitive edge over businesses that are not as visible in local searches. This is especially important for small businesses competing against larger, national brands.

5. Cost-Effective Marketing

Local SEO is one of the most cost-effective marketing strategies available. Unlike traditional advertising methods, which can be expensive and have a limited reach, local SEO targets customers who are actively searching for your products or services. This targeted approach ensures a higher return on investment (ROI).

6. Connection with Mobile Users

Many customers use their smartphones to find businesses while on the go. Local SEO helps you connect with these mobile users by ensuring your business appears in mobile search results. This is crucial for attracting customers who are near your location and ready to make a purchase.

7. Support for Local Economy

By optimizing your business for local searches, you contribute to the local economy. When customers find and choose local businesses over national chains, the money spent stays within the community. This support can lead to more local jobs, a thriving local business environment, and a stronger community.

Obviously, the benefits of local SEO go well beyond online visibility; it can drive the very core of business strategy. So investing in this line of work can serve other parts of your company, too.

For example, an enhanced local online presence and neighborhood-targeted content can support area-specific sales and business development efforts. More online traffic also promotes synergies between communications and marketing teams by providing more data from local SEO. Targeted data simplifies strategic analysis to power influence campaign topics as well as informing campaign timing, customer outreach and loyalty programs, social media content, even PR and reputation management.

Which Companies Benefit the Most from Local SEO?

While nearly any company can benefit from local SEO, certain types of businesses gain the most. And against common belief, you don’t necessarily need physical stores—just operate some place physically.

Retail

With effective local SEO, retail stores can appear in search results when potential customers search for items they need immediately, leading to increased foot traffic and sales. Retailers should focus on optimizing their Google Business Profiles, ensuring accurate NAP information, and gathering positive customer reviews to enhance their local online presence.

Hospitality

By prominently appearing in local search results, restaurants, cafes, and hotels can attract customers looking for a place to eat or stay. Businesses in this sector should prioritize updating their Google Business Profiles, encouraging guest reviews, and optimizing their websites for mobile users to capture this highly targeted audience.

Financial Services & Insurance

For financial services and insurance companies, local SEO is essential because clients often seek providers they can trust within their local community. These businesses should focus on creating localized content, maintaining consistent information across directories, and encouraging satisfied clients to leave reviews.

EV Charging & Gas Stations

As drivers frequently search for nearby fueling options while on the go, charging and gas stations should optimize for searches like “EV charging near me” or “gas station nearby”. Consequently, they need to ensure their locations are accurately listed on navigation platforms, keeping their business hours updated, and maintaining a strong presence on review platforms.

Service-Based Businesses

By optimizing for local search, service-based businesses such as plumbers, electricians, and landscapers can attract customers who need services quickly, boosting their local client base. These businesses should focus on maintaining accurate NAP information, securing positive reviews, and utilizing local keywords on their listings and social media profiles.

Medical and Health Services

For medical and health services like doctors, dentists, and physical therapists, local SEO is essential in connecting with patients seeking nearby care. Besides optimizing their Google Business Profile, they should ensure their contact information is consistent across all platforms, and encourage patients to leave reviews to build trust and credibility.

Real Estate

By appearing in local searches, real estate professionals can attract clients (on both sides: sellers and buyers) interested in the local market. Real estate companies should focus on creating localized content, optimizing their listings in industry directories, and encouraging satisfied clients to leave reviews.

Law Firms

Legal services are typically sought within specific regions, which is why law firms greatly benefit from local SEO, too. Best focus on accurate and consistent NAP information, creating localized content that addresses specific legal concerns in their area, and collecting positive client reviews to enhance their reputation and visibility.

9 Things to Consider for Your Local SEO Strategy

Because local SEO keeps on proving its importance for local business visibility, multi-location marketers should ensure they maximize location-based marketing tactics.

#1 Optimize Your GBP

If local search optimization isn’t a priority (yet), at least claim your Google Business Profile (GBP) listing, which is the beating heart of your local online presence. Make sure you optimize your GBP by adding your business’s name, address and phone number, and add some photos.

Remember that you can also build out GBP integrations. Linking your profile with your website, social media, booking system, and other aspects of your digital presence can improve online visibility and create a more seamless customer journey. If you streamline the funnel for potential customers to jump straight from their search result to whatever they need, they may feel more inclined to leave a good review and keep the virtuous circle going.

#2 Develop Local Citations

Local citation building is a critical step in a robust local SEO strategy; but ensuring that your business information is consistent across all these directories is equally important as discrepancies can confuse potential customers and harm your search rankings.

Start by creating profiles in the most important online directories such as Yelp, TripAdvisor or Waze where many consumers search for local services. Additionally, explore industry-specific directories and local business associations to further broaden your reach.

#3 Generate Backlinks

Building high-quality backlinks is essential for strengthening your local SEO and improving your site's authority. Focus on obtaining links from reputable local websites, such as local news sites or community blogs, which signal to search engines that your business is a trusted local entity.

When you’re getting these backlinks, try to get them to include your business’s name, address, and phone number (NAP). Search engines and potential customers tend to prefer validating a business’s location and credibility based on NAP citations. But keep in mind that earning quality connections takes a dedicated program of outreach and reputation management!

#4 Cultivate Online Reviews

Customer reviews count for so much when it comes to local search optimization, boosting your business’s visibility and SEO reputation. Research found 89% of global consumers check online reviews as part of their digital buying journey, and just under half of those will treat a positive review as one of their top buying influences. Ignoring reviews that customers leave for you can lead to a bad reputation—dissuading potential customers, all while negatively impacting your search ranking.

#5 Improve On-Page Signals

Everything visible on your website that influences your local SEO ranking. Pay attention to the user experience, accessibility, and visibility of your website. Ensure you’ve gone beyond just keyword research to optimize meta titles and tags alongside content and images, while improving your internal linking and maintaining a well-structured web architecture (including schema markups).

#6 Create Localized Content

Creating localized content helps you connect with your community and enhance your local search presence. Focus on writing blog posts about local events, news, and activities that interest your target audience. This not only drives local traffic to your site but also positions your business as an active participant in the community.

Additionally, highlight collaborations with local organizations or customer success stories to further engage with your local audience and build trust.

#7 Create Local Landing Pages

Local landing pages are powerful tools for targeting specific geographic areas and enhancing your local SEO strategy. By creating dedicated pages for each location, you can tailor your content to meet the unique needs and interests of local customers.

• Local landing pages showcase the exact location where a business operates and what it offers, containing NAP details, operating hours, and clear calls to action that encourage visitors to engage.

• Service area pages showcase specific geographic areas or neighborhoods that you serve, so local searches more likely feature you to customers looking in or from the correct regions.

• Store locators typically display an interactive map interface with all existing stores or branches, serving as a vital link between online and offline channels.

Incorporate local keywords naturally into your page content and meta tags to increase relevance and visibility in local search results. The worst thing you could do would be creating a template to duplicate for every location or type of page; that’s the quickest way to bad local SEO!

#8 Use Photos and Videos

Perhaps the simplest part of local SEO, and yet one of the most overlooked: Using different types of visual media can sway modern search algorithms more than text alone. Profiles featuring visual content grab user attention more often, too.

Make sure to upload high quality visual content that features your products, services, and premises. Consider leveraging user-generated content, too, as part of a broader strategy to build connections with customers and increase their sense for your authenticity.

#9 Be Patient

Implementing a successful local SEO is a long-term investment in your business's online visibility and reputation. Results may not be immediate, but consistently optimizing your profiles will gradually improve your local search rankings over time. Stay committed to providing excellent service and engaging with your community, as these efforts will ultimately pay off in increased local traffic and conversions.

Obviously, local search optimization means keeping a lot of balls up in the air, so consider working with a partner that can bring everything together, all in one place. Uberall’s multi-location marketing platform helps drive engagement from discovery to purchase and beyond, with listings, reviews, social tools, locator and local pages, messages, insights and analytics, each available via a single integrated dashboard.

Get in touch to discover how Uberall can empower you to grow your local business visibility and optimize your location-based marketing tactics.