Discover how to do local SEO for large companies – WAU
Personalization is the watchword in the digital market. People want shopping experiences tailored to their wants and needs. And in most cases, the digital shopping journey begins with a Google search. In other words, the way you approach SEO needs to change to adapt to […]
Personalization is the watchword in the digital market. People want shopping experiences tailored to their wants and needs.
And in most cases, the digital shopping journey begins with a Google search.
In other words, the way to approach SEO needs to change to adapt to this new reality. By the way, have you thought about doing local SEO?
If the idea crossed your mind and didn’t go ahead because you think this type of approach is only for small businesses, think again.
Local SEO for large companies can generate many results. It does not mean that it is a simple strategy to apply, but it can leverage your digital strategy.
Seems interesting? So see what you need to know to apply local SEO to your big company!
Understand the concept of Local SEO
Let’s start from the beginning: SEO (English term for “Search Engine Optimization”), in general, is preparing a website to be more easily found on search engines, such as Google.
And Local SEO? It is nothing more than prepare your site to be found when searches are related to where your business is.
For example, a florist and Joinville owner will want every search for “floriculture in Joinville” to show his website among the first results.
Now, imagine that you have a network of florists with establishments in 15 cities spread across London.
In this case, you will have to optimize your site for the “floriculture in[nameofeachofthe15cities”Doyouseehowthecomplexityincreases?[nomedecadaumadas15cidades”Percebecomoacomplexidadeaumenta?
And with this generic example, we’re just scratching the surface of local SEO.
There are many more variables and details, as well as opportunities, within that strategy – and we’ll look at them better throughout this article.
How does local SEO work for large companies?
Local SEO for large companies does not work the same as in a corner store. And why is it important to understand this?
Because most of the tips and good practices on local SEO taught out there are given thinking about this type of company. Trying to apply them to a large company is a recipe for failure.
There are at least three significant differences that alter the way of approaching SEO in a larger organization, with several departments and branches.
See how data logistics and less agility of large companies change the way local SEO should be applied:
Complicated logistics in data management
The flow of information needed to compose the local SEO strategy in a large company is massive.
Let’s use the same example from the florists’ network as a reference. In searches, users will want to know the address, opening hours and additional features of the location closest to their locations.
You need to gather this information about each establishment and ensure that they are placed on the site without errors. Photos and customer reviews also need to be gathered for each right unit.
Less agility in the application of strategies
Everything moves more slowly in a large company, it is inevitable.
This is the result of many departments, various internal procedures and protocols to follow and a number of people that each decision needs to go through.
In a small business, the owner himself can learn the basics and start the local SEO strategy right away. There is little information to gather and few processes to carry out.
In large companies, this is impossible. It is necessary to define those involved in the project, establish clear goals, set deadlines and gather information about each location so that optimization is done the right way.
3 reasons to adopt local SEO for large companies
As we said at the beginning of this article, personalization is a fundamental part of the buying journey. And studies show that location is at the heart of that customization.
A Google search revealed some significant data about local searches. This information reveals the value of local SEO, both in terms of revenue generation and brand strength.
So, if you are still not convinced, the 3 reasons below will make you move to a local SEO strategy instead:
1. Increase in qualified traffic
One of the most interesting revelations from Google’s research, already cited, was that 4 out of 5 people search for local information on the internet.
In practice, this shows that there is a great potential for increased qualified traffic to your business.
As they find information about the unit closest to your company, users will feel more inclined to seek more information about it.
This is proven just below.
2. Increase in sales
This is the number 1 goal of any company, and local SEO can help you, no doubt. Why so sure?
The Google study also found that 18% of local smartphone searches result in purchases, versus just 7% of non-local searches.
That is, users who perform local searches have a greater intention of buying at the moment. They are more ready to open their wallets than the rest.
3. Expansion of authority
Finally, think about the number of long-tail keywords that a large company can rank for when executing local SEO planning.
Still following the example of the floriculture network, the company would not need to limit itself to the expression “floriculture in [nome da cidade]”, but also:
- ranking for keywords about local events using flower arrangements;
- rank for searches for common flowers in the region.
The point here is: appearing in the first results for many long tail keywords helps in the authority of the domain and helps to get backlinks.
In turn, this favors when it comes to fighting for the first places among the most competitive expressions.
4 practices to build your local SEO strategy successfully
You will now see some valuable tips to help boost your strategy.
Remember that any local SEO effort for large companies can take some time to deliver results, mainly because of the size of the organization, so everything happens more slowly.
Nevertheless, these tactics should help to speed up the process and make it sustainable over time:
1. Do hypersegmented keyword searches
A country as big as London has many language differences, from one region to another.
The best way to exploit this is to do hypersegmented keyword research, so that aim for expressions that only people in the desired location know.
Why optimize your site just for the keyword “manioc”, if your company is also present where it is known as “aipim” or “macaxeira”?
Take the opportunity to use local terms to get your product in front of the right people using the terms they use most every day.
2. Create local landing pages for the most important keywords
Your most important keywords deserve dedicated landing pages that make them shine, gain backlinks and climb the search results. How to do this?
Create valuable content for the audience in each location where the company is present, and use the keywords in question naturally within it.
Keep in mind that local searches lead to purchases more often. Thus, include the address and directions on how to get there or an online sale offer.
3. Optimize SEO On Page
The greater the complexity of planning, the stronger the foundation of the site needs to be.
In this sense, the SEO On Page of your website needs to be up to date, from the code structure to the arrangement of the information on the pages so that the local information does not mix.
A good practice is to put more internal links on the most important landing pages. In addition, navigation needs to be easy enough for users to find any location in your business through it.
In summary, it’s about organizing the information on the site so that:
- the most important pages are more accessed and have more activity;
- users can find the location closest to them, even if they enter a random page on your site.
4. Use personalized ads by location
Last but not least, the Google study showed that users prefer location-based ads.
No less than 32% of users visited stores or made purchases after seeing ads with this type of customization.
Besides that, 19% made unplanned visits to stores, which proves the persuasiveness of a well-located ad.
Another positive point is that customers use the information and interactive resources present in the localized ads.
73% think it is important to have directions on how to get there, while 70% like the call button and 78% do not exempt the presence of the address.
The idea that local SEO for big companies doesn’t work is a big myth.
Not only does it, but you should put it into practice as soon as possible. The current consumer wants local information and is ready to buy. The sooner you act, the faster you will reap the good results that this strategy brings.
What if, after putting the local strategy into practice, you want to internationalize your brand? Learn all about international SEO and how to use it!