Maintaining a clean and cohesive online presence is essential for multi-location brands looking to drive footfall and generate high traffic. A well-managed online presence not only boosts your brand’s visibility but also builds trust with potential customers. Here’s a step-by-step manual on how to clean up your online presence to achieve these goals.
1. Conduct an Online Presence Audit
Assess Current Listings
Start by auditing your current online presence. Identify all the platforms where your business is listed, such as Google Business Profile, Apple Maps, Bing, Facebook, and local directories. Make sure that you have access to all these accounts to make necessary updates.
Check for Consistency
Make sure that the name, address, and phone number (NAP) of your company appear consistently in all listings. Inconsistencies can result in lost chances, particularly when it comes to large, widely used networks like Apple Maps and Google Maps.
Evaluate Reviews and Ratings
Check the reviews and ratings on each platform. Identify recurring issues or negative feedback that need addressing. Respond to all reviews to show customers that you value their feedback and are committed to improving their experience.
Moreover, high response rates to reviews can significantly impact your local rankings. Learn more about how answering reviews can help your SEO.
2. Optimize Google Business Profile Listings
Complete Your Profile
Make sure that your Google Business Profile (GBP) profile is fully completed for each location. Include accurate business hours, contact information, and high-quality images.
Use Relevant Keywords
Incorporate relevant keywords into your GBP descriptions. This helps your listings appear in searches for those terms, increasing visibility. For example, if you run a chain of coffee shops, include keywords like “best coffee shop,” “local coffee,” or “coffee near me.”
Encourage Reviews
A recent study showed that review signals now account for 16% of Local 3 Pack ranking factors.
Encourage satisfied customers to leave positive reviews on your GBP listings. Positive reviews not only improve your Local SEO but also build trust with potential customers. Provide excellent service and consider implementing a system to request reviews after a purchase.
3. Update and Manage Local Listings
Claim and Verify Listings
Claim and verify your business listings on all relevant platforms. Verified listings are trusted more by search engines and customers, leading to higher visibility and credibility.
Monitor Listings Regularly
Regularly monitor your listings to ensure that all information remains up-to-date. Changes in business hours, phone numbers, or addresses should be promptly updated to avoid any confusion.
Standardize Listings
Use tools like local marketing automation tools like PinMeTo to manage and standardize your local listings across multiple platforms. This ensures that your business information remains consistent and accurate everywhere it appears online.
4. Improve Your Website’s Local SEO
Create Location-Specific Pages
For each location, create dedicated local landing pages on your website. These pages should include unique content about each location, such as local events, specific services offered, and customer testimonials.
Optimize On-Page Elements
Optimize the on-page elements of your website, such as title tags, meta descriptions, and headers, with location-specific keywords to help search engines understand the relevance of your content to local searches.
Add Schema Markup
Implement schema markup on your website to provide search engines with more detailed information about your business.
5. Engage on Social Media
Create Location-Specific Social Media Profiles
Tailor your content and engagement to the local audience, increasing relevance and connection with potential customers. Make sure you set your location structure on major social platforms like Facebook correctly by claiming and managing all location pages.
Learn more about Facebook location pages and how to craft an effective local engagement strategy.
Share Local Content
Share content that is relevant to each specific location. This could include local events, promotions, or community involvement to attract local followers and encourage foot traffic to your physical locations.
Respond to Comments and Messages
Actively respond to comments and messages on your social media profiles. Prompt and helpful responses build trust and demonstrate excellent customer service, encouraging more interactions and visits.
6. Leverage Online Advertising
Run Localized Ad Campaigns
Make use of online advertising platforms like Google Ads and Facebook Ads to run localized campaigns. Target ads to specific geographic areas to attract customers to your nearby locations.
Use Location Extensions
Incorporate location extensions in your ads to display your business address and phone number directly in the ad to make it easier for potential customers to find and contact you.
Monitor and Adjust Campaigns
Regularly monitor the performance of your ad campaigns and make adjustments as needed. Analyze the data to understand what works best for each location and optimize your strategy accordingly.
How PinMeTo Can Help
PinMeTo offers a suite of local marketing solutions to manage your multi-location brand's online presence effectively. With PinMeTo, you can:
Keep Local Listings Consistent
Ensure your business information is consistent across all platforms. PinMeTo helps you manage and update listings on Google, Apple, Bing, Facebook, and numerous other platforms from one central platform.
Monitor and Manage Reviews
Keep track of reviews from multiple locations and respond promptly. PinMeTo’s centralized dashboard allows you to manage customer feedback efficiently, showing your commitment to customer satisfaction.
Optimize Online Presence
Get insights and analytics to understand how your listings perform. PinMeTo provides valuable data to help you make informed decisions and optimize your online strategy for each location.
Increase Visibility and Footfall
By maintaining accurate and consistent listings, responding to reviews, and optimizing your GBP profiles, PinMeTo helps increase your visibility in local searches, driving more foot traffic to your physical locations.
To Sum Up
Learning effective ways on how to clean up your online presence is key for multi-location brands aiming to drive footfall and increase traffic. By conducting a thorough audit, optimizing listings, improving Local SEO, engaging on social media, leveraging online advertising, you can create a cohesive and effective online strategy.
Lily Adamyan, July 18
