Local SEO
By Jenny Bernarde
When it comes to local search, everyone talks about the mom-and-pop shops, the single-location businesses, and the local heroes. But what about the big players? The enterprises and franchises that span multiple locations? They’ve got unique challenges, and in our recent Local Search Clinic, we brought in the big guns to tackle them: Ben Fisher, co-founder of Steady Demand and a Google Business Profile Diamond Product Expert.
Ben isn’t just your average SEO guy. He’s been in the game since 1994—before most people even knew what SEO was. He’s seen it all, done it all, and now he’s here to drop some knowledge bombs on how to handle local search at scale. So, if you missed the live session, don’t sweat it. We’ve got you covered.
The Unique Challenges of Multi-Location SEO
Let’s be real—running local SEO for a single business location is like playing checkers. Running it for 100+ locations? That’s chess. And we’re talking grandmaster-level chess here. Ben kicked off by addressing the elephant in the room: scale.
“Most people think they can just copy-paste their local SEO strategy across all locations and call it a day. Nope. Doesn’t work like that,” Ben says. Each location is its own beast, with its own challenges, competitors, and customer base. Treat them like clones, and you’ll miss out on a lot of potential traffic and revenue.
The Top 3 Mistakes Enterprises Make in Local SEO
Ignoring Local Specifics: “One size fits all” is a myth when it comes to multi-location SEO. What works in New York might not fly in Kansas City. Ben stressed the importance of tailoring your strategy to each location. “If you’re not diving into the local competition and understanding the local market, you’re missing the mark.”
Not Leveraging Google Business Profiles Fully: Your Google Business Profile (GBP) is a goldmine for local SEO. But Ben pointed out that many enterprises don’t use it to its full potential. “Make sure every location has a fully optimized GBP. It’s not just about being listed; it’s about being found and chosen.”
Overlooking Reviews and Local Engagement: “People trust people, not brands,” Ben reminded us. Reviews, local engagement, and community involvement can make or break your local search success. “You can’t fake being local. Get your locations involved in their communities and encourage customer feedback.”
The Power of Data and Tools in Scaling Local SEO
Ben also highlighted the importance of using the right tools and data. “When you’re managing SEO at scale, data isn’t just helpful—it’s essential.” He recommended using tools that provide insights into local search rankings, reviews, and competition across all your locations.
“Tools like BrightLocal are great for keeping track of everything. You can’t manage what you don’t measure, and with multiple locations, you’ve got to keep an eye on everything,” Ben advised.
Case Study: Turning Around a Struggling Franchise
To illustrate his points, Ben shared a case study of a struggling franchise with over 50 locations. Their local search rankings were in the gutter, and they were bleeding customers to competitors. Ben and his team at Steady Demand took a deep dive into each location, optimized their Google Business Profiles, tailored their content, and ramped up local engagement.
The result? A 60% increase in local search visibility across all locations and a significant boost in foot traffic and sales. “It’s not rocket science,” Ben says. “It’s just about doing the basics really well—at scale.”
What’s Next in Local Search for Enterprises?
Ben closed out the session by looking ahead. “The future of local search for enterprises is all about personalization and hyper-localization. The more you can tailor your strategy to the individual needs and preferences of each location’s customer base, the more success you’ll see.”
He also hinted at the growing importance of AI in local search, particularly in managing and analyzing large volumes of data. “AI isn’t going to replace us, but it’s definitely going to help us do our jobs better.”
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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