Multi-Location Restaurants Must Work Harder to Succeed in Local Search Rankings
In the broadest sense, many people love to eat out. In today’s digital age, it’s become much easier to sift through prospective restaurants to find an optimal dining experience based on your mood and cravings. Since consumers readily have the tools to make online searching a breeze, restaurants have to be especially cognizant of their SEO status to ensure that their website is visible to hungry customers.
However, how can this goal be accomplished if a restaurant possesses multiple locations? How can this restaurant manage their SEO consistently for all of their locations to adequately increase potential sales opportunities? In this article, we’ll discuss proven solutions to remedying the impediment of SEO for multiple restaurant locations and why multi-location restaurant must work harder to achieve online nirvana.
The Complexity of Managing SEO for Multi-Location Restaurants
Unlike single-location restaurants, multi-location restaurants are more difficult to plan for in regard to a comprehensive SEO strategy. Frankly, multi-location restaurants not only have to rank well for one geographical location, but these restaurants must produce the same results for other locations, utterly in completely different markets.
For this reason, many restaurants with multiple locations are overwhelmed at the thought of implementing an efficacious SEO strategy that will properly generate meaningful lead opportunities for their entire clientele base.
Though, the task of circumventing this issue isn’t quite difficult if you employ a methodical SEO approach to all of your restaurant locations.
Stay Keen on Developing a Consistent Linking Strategy
Obtaining quality links online can add a healthy SEO boost to your website, primarily because links help Google discern which websites are relevant and which ones are not. Hence, developing a consistent linking strategy is paramount to dominating local search rankings.
The first step to accomplishing this objective is to deduce a strategy that is highly specific and local to your city. There is a rigid dichotomy between ranking locally and appearing in organic search results. Ultimately, links to your website are important ranking factors that provide signals to Google about your restaurant locations.
For each of your restaurant locations, post your complete business information and links in local business directories. As a result, you can receive quality links without much hassle and effort.
Alternatively, you can pursue links in online newspapers. Nonetheless, you have to be careful of the quality of your outbound links. Google’s Penguin algorithm has preached the gospel of link quality for all online businesses. Though, if you want to obtain meaningful links while abiding by Google link quality standards, you can track the link building efforts of your competitors using Cemper’s link alert tool.
By using this tool, you can closely monitor how your competitors are obtaining their links to receive a slight advantage in your market.
Localize Your Content Strategy
In addition to implementing a precise link building scheme, it’s also imperative to prioritize on-page content optimization as well. One of the most common content creation mistakes is when businesses fill their website with content that’s inessential to Google’s SEO mandates.
Not only does your content have to be useful, but it has to be properly optimized in order for the world’s largest search engine to match your website to relevant search results. The simplest method of localizing your content strategy is to ensure that your on-page content is highly optimized towards popular local keywords in your niche.
If you have a restaurant in Dallas, it makes sense to target a popular keyword such as, “Dallas Mexican restaurants”. Furthermore, ensuring that your title tags, URL, meta description, headers, internal links, and content are optimized surrounding this keyword can lead to tangible results if this keyword is searched by a prospective customer. (meta description is optimized for click-thru more so than SEO)
Proper SEO habits such as this don’t end with just content. You can also leverage your SEO objectives by including GEO location tags, creating alt text for your images, and displaying your each of your location’s physical addresses in text form. All of this information can help Google crawl your website for each of your restaurant’s locations. Subsequently, Google can match your locations to corresponding prospective customers of mutual relevance.
Produce Unique Landing Pages
To expand upon the previous point, your website should contain a landing page for each of your restaurant’s locations. In previous years, it was suitable for restaurants to copy and paste the same content for every landing page.
Now, Google has prohibited this practice with their new Penguin update. Each landing page should be unique for that specific location, containing information such as physical addresses, phone numbers, business hours, etc.
Landing pages are important for restaurants with multiple locations, mainly because these pages are content-centric towards geographic location and give Google a perfect idea about your restaurant to display to your target audience.
Overall, managing the SEO for multiple restaurant locations can initially be difficult for inexperienced or otherwise ill-informed individuals. Nevertheless, by following these effective tips, you can maintain a high SEO ranking for all of your restaurant locations, each and every time.