Local SEO is an effective way for multi-location businesses to connect with local consumers searching online for goods and services near them. Recent reports show that the majority of consumers now use online searches to find local information, with many searches leading to purchases. To optimize local SEO, businesses should create unique landing pages for each location focused on location-specific content and keywords. They should also consistently manage listings across local directories to provide accurate information to consumers and search engines. Analyzing local traffic and sales data made possible through SEO and digital marketing can help businesses measure success and refine local strategies.

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In today’s age of the constantly connected consumer, businesses that increase visibility and influence on a local level will have an advantage in
the marketplace. Local search engine optimization (SEO) is an effective way for companies, specifically multi-location businesses, to connect with
consumers who are searching online for local goods and services. Local SEO allows businesses and consumers to intersect at various moments
in the decision path, making the consumer aware of a business, leading that consumer toward more information and eventually toward a final
decision.
DIGITAL MARKETING FOR
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LOCAL SEO AND TRACKING ONLINE MARKETING TO OFFLINE BEHAVIOR
Local SEO and Tracking Online Marketing to Offline BehaviorDIGITAL MARKETING FOR MULTI-LOCATION BUSINESSES
A new report from Google shows that consumers frequently engage in local searches on multiple devices. The report shows that 4 out of 5
consumers use search engines to find local information. Additionally, more than 80 percent of consumers search for local information on a
computer or tablet, while almost 90 percent search on a smartphone. New projections from eMarketer show that there will be more than 161 billion
local searches in 2015, with more than half being on mobile devices. Google’s research also shows that local searches lead to purchases, with
nearly 20 percent of local smart phone searches leading to a purchase within a day.
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The most efficient way for multi-location marketers to
optimize their website for local SEO is to create unique
and indexable landing pages for each location. One of the
most common mistakes multi-location businesses make is
using a JavaScript-based location search feature. Search
engines aren’t able to index data within the Javascript
and iFrame-based maps, which can negatively impact
local search results. in the example to the right, you can
see how Foot Locker uses a mapping program while Road
Runner uses links to individual landing pages.
The effects of the difference can be seen in local search
results. As can be seen below, Foot Locker ranks very
highly in general searches for running shoes. But, when
the search becomes more localized, like in the second
example, Road Runner tops the rankings, partially because
of its dedicated local pages which allows search engines
to accurately provide local searchers with information.
As more searches become localized, these local search
rankings become more important for businesses.
Local SEO and Tracking Online Marketing to Offline BehaviorDIGITAL MARKETING FOR MULTI-LOCATION BUSINESSES
MAXIMIZE LOCAL SEO THROUGH
ON-PAGE OPTIMIZATION
According to Moz, 25 percent of local search ranking
factors are related to the website itself, with 19 percent
coming from on-page SEO, and 6 percent coming from
website performance.

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4 KEYS FOR CREATING OPTIMIZED LOCAL
LANDING PAGES
1. Location-Specific Content.
Multi-location business marketers must develop unique location content that includes information about the area that the store is located in.
It should also include descriptions of products or services that may be unique to a particular location. Marketers need information here about
including accurate location data, including the address and phone number that is consistent on the website and matches other directory and
marketing materials.
2. Keyword Research with Local Linguistics.
To create the optimized content, businesses must conduct keyword research for each location. This local linguistic analysis allows businesses to
understand how people search for information at a local level. Using Google Trends, businesses can determine which terms are used in specific
localities. For example, while “grocery store” is the preferred term in Phoenix, “supermarket” is most used by people living in Dallas. Businesses
should focus on the search terms used most often and optimize for them to maximize the search visibility in each geographic area.
3. On-page Code and Structured Data.
Structured data can help guide the search engines toward localized pages and increase the chances of them being indexed and shown in local
search engine results. For local SEO, there are specific schema markups for local businesses that help search engines readily find addresses,
phone numbers and store hours.
4. Link Directory Listings to Location Pages.
Local directory listings should link directly to the applicable location page, not the company’s home page. Google+ Local, Yelp, Citysearch are just
some of the dozens of directories which can be used to connect with individual location pages. These links have the ability to enhance rankings
in local search results.
DIRECTORY LISTINGS AND OFF-PAGE LOCAL SEO OPTIMIZATION:
While 27 percent of local search ranking factors come from on-page optimization, MOZ reports that 50 percent are tied to local directories, making
them the largest single factor that can impact rankings.
Local directories are also one of the most popular places where consumers search for information about local businesses. While 53 percent of
people turn to search engines, 21 percent use digital directories as their primary source for information. Business utlize local digital directories to
improve local search engine rankings as well as reach consumers who actively search through digital directories.
Local SEO and Tracking Online Marketing to Offline BehaviorDIGITAL MARKETING FOR MULTI-LOCATION BUSINESSES

5. Simply claiming listings is not enough to create a positive impact on
local SEO results. Inaccurate, inconsistent or only partially filled out
profiled may in fact have a negative impact on search results because
of the confusion created.
1. Not Claiming Listings on Key Sites.
Marketers should research their key local directories for their specific
industry. Not claiming listings, having duplicate listings, or not
updating out-of-service or relocated location listings are all common
issues which can be easily fixed.
2. Corporate versus Branch or Franchisee Conflicts.
Franchise businesses must create a system to organize profile and
listing management. Otherwise listings may be claimed by both the
home office and the individual franchise, creating conflicts, which can
cause search engines to question the accuracy of the information and
not include it in search results.
3. Branding Inconsistencies in Listings.
Every piece of information inside a listing must be consistent to
maximize the local SEO power. This includes branding inconsistencies
such as logos, trademarks and slogans.
4. Hijacked Listings.
Businesses in the past have had their listings “hijacked” and changed,
dramatically reducing business. In one example, someone changed
a restaurant’s information to say it was closed on weekends, despite
being open. The resulting loss of eaters was enough to shut down
the business. Marketers should keep an eye on all listings, checking
regularly for any unauthorized changes.
5. Mismatched Phone Numbers.
Many businesses attempt to use call tracking numbers to identify
leads that come from directories. While this practice may work for the
physical yellow pages, if used digitally it will create confusion because
different phone numbers will be listed for the same business location.
6. Inconsistent Addresses.
Businesses must make sure that the address of each location is
exactly the same across each and every directory listing. For example,
businesses should be consistent when it comes to using abbreviations,
suite numbers, street names and mall locations.
7. Deficient or Inaccurate Categorization.
Many digital directories allow marketers to place their business into
pre-selected categories. Marketers should input as may categories
as possible, as long as they make sense and apply to the specific
location. For example, a grocery store can also be listed as a bakery,
or a pharmacy or a meat market if those services are available inside
the store.
8. Using a Tracking URL or Sub-Domain Link.
Similar to tracking phone numbers, tracking links can create confusion
for search engines and lower local search rankings. For each location,
businesses should instead use the same URL for each and directory
link.
9. Poor or Incomplete Descriptions.
Every piece of data included in digital directories and listings is
indexed by search engines and compared to the information found
on the company’s website and other listings. This means everything,
including hours of operation, descriptions and any other pieces of
information must be consistent from source to source.
The most important pieces of information to include in local
listings are:
1. Company Name
2. Address
3. Phone Number
4. Website
5. Photos and/or Video
6. Hours of Operation
7. Quality Descriptions with Geographic-Keywords
8. Payment Methods
05
TOP 9 DIRECTORY SYNDICATION MISTAKES
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6. According to Forrester Research, Inc., one of the biggest hurdles for multi-location businesses is directly connecting local SEO strategies to sales.
According to a Forrester Research, Inc. survey, data integration is one of the biggest challenges for businesses today with only 44 percent using
analytics to improve customer acquisition and targeting, 22 percent using analytics to improve customer retention, and just 7 percent using data
to improve marketing accountability. Some of the biggest reasons preventing businesses from utilizing data integration are ensuring data quality,
not knowing how to best interpret results, and finding the right talent to analyse the information.
At the same time, data integration and analytics have real benefits for businesses. Data provides deeper customer insights, which allows marketers
to identify and eliminate marketing and media plan waste. It also allows marketers to adjust strategies much faster, making them more precise and
efficient in the process.
06
MEASURING LOCAL SEO SUCCESS WITH
ADVANCED ANALYTICS
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7. When combined, local SEO and data analytics have the ability to provide multi-location
businesses with the insights needed to maximize marketing ROI. For example, Romano’s
Macaroni Grill implemented a comprehensive local SEO strategy as part of an effort to
increase local traffic. ZOG Digital discovered that the Italian chain restaurant’s website didn’t
allow a way for the search engines to crawl deeper website pages, specifically the location
pages. After the obstacles were removed, keyword research was used to optimize the
wording of each location page, and off-page SEO techniques, such as directory syndication,
were implemented to bolster local search engine rankings.
The comprehensive approach to local SEO achieved exactly what was expected, a boost in
location page rankings, traffic and in-restaurant sales. This included a 98 percent increase in
visibility and 586 percent increase in local traffic.
HOW TO INTEGRATE DATA FOR LOCAL SEO SUCCESS
1. Manage and Connect All Available Data.
According to Forrester Research, Inc., data management is a giant hurdle for businesses; specifically managing the massive amounts of data
across channels and marketing tactics. Forrester Research, Inc. says businesses must first identify an individual responsible for understanding and
managing the data, which allows marketers to leverage actionable insights to improve marketing strategies and ROI.
2. Choose a mix of analytical techniques.
Marketers should prioritize analytical techniques that drive balanced customer growth. For multi-location businesses focusing on local SEO, this
may mean using Google Analytics, tracking software, or localized coupons to tie together consumers who visit both the local webpage and the
physical store. Each business should test techniques to track and measure this data to find the strategy that is both effective and accurate. Data
management techniques that work for one business or industry may not transfer over completely.
3. Use attribution measurement to drive customer value.
Analytics and measurement are effective ways for businesses to grow and retain customers. In the age of the constantly connected consumer,
analytics should be the foundation for developing advanced audience targeting in order to build a customer-centric digital marketing strategy. The
data and insights available will help businesses determine future strategies and investments in local SEO.
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CASE STUDY: MACARONI GRILL
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CONCLUSION
Multi-location businesses can greatly benefit from local SEO
because of its ability to connect consumers and businesses during
multiple points in the decision path. To optimize for local SEO,
businesses should focus on creating individual landing pages for
each location, and make sure that each page can be found and
indexed by search engines. Businesses can also maximize local
search rankings by strategically and consistently claiming and
filling out local search engine directories and profiles. When doing
this, accuracy and consistency are vitally important; otherwise the
benefits of each profile may be negated. To accurately determine
the value of local SEO, businesses should engage in data analytics,
which will help predict the actions of local consumers and show
the value of a local SEO investment in terms of in-store visits and
ultimately sales.
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