If my number one goal is to drive more leads to my 33 locations, do I focus my SEO strategy on a corporate build or do I focus my SEO strategy on geo-targeted local searches- or a combination of both? I am in the home services industry.
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Digital Marketing Professional Demand Gen, Acquisition & Retention experience at start-ups through Fortune 100
June 10th, 2015
I see that Zen Windows sells "replacement windows". If you Google "replacement windows" you will see there are both organic listing and local listings shown "above the fold". Your goal would be to get your corporate site listed on organic (high search volume terms ) and your 33 locations listed on local listing (those listed with pushpins and shown on the map) and location-based organic (ex. Philadelphia replacement windows) Using this strategy, you would reap the best results.
Digital Strategist | Entrepreneur | Digital Strategy Agency CEO | Speaker | Business Consultant
June 10th, 2015
Carlie, Eric nailed it. My team did the SEO work for The Little Gym and that is exactly the strategy for their 300+ locations. Looking at your site appears you have a similar approach they had on site structure. Focus on optimizing the main corporate site pages for the broader phrases and branded phrases and then each location owner leverage geomodified focus, citations, local search / maps, local relevant directories, etc.
Manage and optimize a franchisee business locator, include geo-targeted local searches for the desktop, mobile and tablet. This is a corporate build to support franchisee's, also include Maps optimization (Google, Bing) and optimize data aggregator feeds (Localeze, InfoGroup, Acxiom, Factual etc). Assign a key performance indicator (KPI) tied to analytics such as number of phone calls, appointments etc.. Assign a dollar value per KPI and measure your results.
Geo targeted will connect with your customers based on location of each store. A broad market approach will support your brand but may not provide the local targeting provide by Google search. Start with a keyword insight analysis to identify the phrases (10's of thousands) utilized by your customers looking for your product/service. This will vary by geographic location. Then build out optimized content based on primary, secondary and tertiary phrases for each geo. Companies like dibsmarketing.com offers a broad range of options based on your available budget.
Speaker on Developing Leadership through Entrepreneurship and Founder of Detailing Knights
June 14th, 2015
Thanks Carlie, I had this exact same question. Great responses!