Local SEO for large companies requires a completely different strategy, as it must take into account the company’s lower agility and very distinct data logistics. Interested in applying it to your business? Then this content is for you!
Personalization is the watchword in the digital marketplace . People want shopping experiences tailored to their wants and needs.
And in most cases, the digital buying journey begins with a Google search.
In other words, the way you approach SEO needs to change to adapt to this new reality. By the way, have you considered doing local SEO?
If the idea crossed your mind and didn’t go forward because you think this kind of approach is only for small business, think about it.
Local SEO for big business can yield a lot of results . This is not a simple strategy to apply, but it can leverage your digital strategy.
Sounds interesting? So see what you need to know to apply local SEO in your big business!
Understand the concept of Local SEO
Let’s start from the beginning: SEO (Search Engine Optimization) is usually preparing a site for search engines such as Google to find more easily.
What about Local SEO ? It is nothing more than preparing your site to be found when searches are related to where your business is located .
For example, the owner of a florist and Joinville will want every search for “florist in Joinville” to show his site among the first results.
Now imagine you have a network of florists with establishments in 15 cities across Brazil.
In this case, you will need to optimize your site for the search “florist in [name of each of the 15 cities”]. See how complexity increases?
And with this generic example we are just scratching the surface of local SEO.
There are many more variables and details, as well as opportunities, within this strategy – and we’ll see them better throughout this article.
How does local SEO for large companies work?
Local SEO for big business doesn’t work the same way as in a corner store. And why is it important to understand this?
Because most of the local SEO tips and best practices out there are given for this type of business. Trying to apply them to a large company is a recipe for failure.
There are at least three significant differences that change the way you approach SEO in a larger organization with multiple departments and branches.
Here’s how data logistics and the smaller agility of big business change the way local SEO should be applied:
Complicated logistics in data management
The information flow required to compose the local SEO strategy for a large company is massive.
Let’s use the same example from the florist 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 make sure it is placed on the site without errors. Customer photos and ratings also need to be gathered for each right unit.
Less agility in applying 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 host of people each decision must go through.
In a small business the owner himself can learn the basics and start local SEO strategy right away. There is little information to gather and few processes to accomplish.
In big business this is impossible. You need to define those involved in the project, set clear objectives , set deadlines, and gather information about each location so that optimization is done the right way.
3 Reasons to Adopt Local SEO for Big Business
As we discussed 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 this personalization.
A Google search revealed some significant data on local searches. This insight reveals the value of local SEO, both in terms of revenue generation and brand strength.
So if you’re not convinced yet, the 3 reasons below will set you off for a local SEO strategy:
1. Increasing qualified traffic
One of the most interesting revelations of Google’s previously cited search was that 4 out of 5 people search for local information on the internet .
In practice, this shows that there is a large potential for increased qualified traffic for your business.
As they find information about the closest unit to their company, users will be more inclined to look for more information about it.
This is proven below.
2. Increasing Sales
That’s the # 1 goal for any business, 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 , compared to only 7% of non-local searches.
That is, users who perform local searches have a higher purchase intention at the moment. They are more ready to open their wallets than the others.
3. Extension of Authority
Finally, think of the amount of long tail keywords that a large company can rank for when performing local SEO planning.
Still following the example of the florist network, the company would not have to limit itself to the expression “floriculture in [city name]”, but also:
- to rank for keywords about local events using flower arrangements;
- rank for searches of common flowers of the region.
The point here is: appearing in the early results for many long tail keywords helps with domain authority and contributes to getting backlinks.
This, in turn, favors the time of to fight for first place among the most competitive expressions .
4 Practices for Building 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 pay off, especially because of the size of the organization, so everything happens more slowly.
Nevertheless, these tactics should help speed the process and make it sustainable over time:
1. Do hypersegmented keyword searches
A country as large as Brazil has many language differences from one region to another.
The best way to explore this is by doing hypersegmented keyword searches, so as to target expressions that only people in the desired location know .
Why optimize your site only for the keyword “cassava” if your business is also present where it is known as “cassava” or “macaxeira”?
Take the opportunity to use local terms to put your product in front of the right people using the terms they use most in everyday life.
2. Create local landing pages for the most important keywords
Your most important keywords deserve dedicated landing pages , to make them shine, earn backlinks , and rise in search results. How to do this?
Create valuable content for the audience in each location where the business is present, and use the keywords in question naturally within them.
Remember that local searches lead to more frequent purchases. Therefore, include on the page the address and driving directions or an offer to sell online.
3. Optimize SEO On Page
The greater the complexity of planning, the stronger the foundation of the site needs to be.
In this sense, your site’s SEO On Page needs to be up to date, from the code structure to the arrangement of information on pages so that local information doesn’t get mixed up.
A good practice is to place more internal links on the most important landing pages . In addition, navigation needs to be easy enough for users to find anywhere in your business through it.
In a nutshell, this is about organizing the site information so that:
- the most important pages are most accessed and have the most activity;
- users can find their nearest location even if they enter a random page on your site.
4. Use custom 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.
In addition, 19% made unplanned store visits , which proves the persuasive power of a well-placed ad.
Another plus point is that customers use the information and interactive features present in localized ads.
73% think it’s important to have directions on how to get there, while 70% like the call button and 78% don’t miss the address .
The idea that local SEO for big business doesn’t work out is a big myth.
Not only does it give, you should put it into practice as soon as possible. Today’s consumer wants local information and is ready to buy. The sooner you act, the faster you will reap the good results 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 !