We've worked with a number of Home Performance companies across the country whose businesses have multiple locations. This can present a problem, or a conundrum, from an SEO perspective, as search engine and web marketing experts have consistently argued that a company's NAP (name, address and phone number) should be consistent everywhere that it is listed. So what if there are two addresses? Or two phone numbers?
It's tricky, but we're here to help.
Create a Page on your Website for Each Location.
Your first step is to create a page on your website dedicated to each location that your business has, and you want each of these pages to be relatively unique. (You can have some crossover between these pages, but you don't want them to be carbon copies of each other with nothing but the locations changed, because Google might identify those as duplicate pages, which reduces their search engine juice).
- You want each of these pages to have perfect NAP data (name, address, phone number, in case you missed that) for that location.
- Embed a service area map on each page, if each location serves a different area
- If applicable, put driving directions on each of these pages. (If nobody ever needs to come to your office, you can skip this).
- Add a few sentences with unique details about this location -- who, specifically, works there; what services that location provides (maybe one office installs spray foam and the other office just does energy audits -- make that clear); etc.
- Add reviews and/or testimonials for each location.
What to Do with Google+ Local.
How to deal with multiple locations on your website is quite a bit clearer than what you should do when it comes to your Google+ Local listing situation. The Google Local space is still something of a mess, and any steps you take at this point to deal with your Google+ Local listing may be somewhat risky. (What's good today might not be good tomorrow, and vice versa, so be careful).
- You can create an individual listing for each location through the old Places dashboard.
- Do not merge your listings, as this is not supported for multi-location businesses at this point.
- Keep in mind that G+ Local is all messy right now, so be careful.
Long story short, it's a tricky situation, but there are a few steps that you can take to ensure that you're in good shape from an SEO point of view, and from the point of view of potential customers who may be confused.
1) Create a unique page for each location on your website with good NAP data, a service area map and unique language.
2) Create an individual listing for each location using the old Google Places dashboard.
3) Be careful with Google because it's a mess.
Does your home performance business have multiple locations? Have you had any luck / horror stories about marketing your business online with more than one location? We'd love to hear about it in the comments!