The power of local SEO can help drive demand for the brand in a particular locality. Is it enough to tackle every rising question about an enterprise brand’s growth and popularity?
Enterprise brands face various unique challenges due to their diverse locations. Mastering the various SEO tools can be a way to tackle the SERP beast and lead the way to trigger higher brand conversations.
Understanding how the search giant treats your target search queries linked to the brand across geographies is also a critical challenge.
Hence designing the enterprise SEO plan encompasses many predicaments that one needs to account for.
Setting the Priority
Enterprises often miss prioritizing locations during the digital marketing plan formulation. Dealing with thousands of locations can be cumbersome, but it is one of the most vital pillars of SEO.
It involves defining the addressable market for the top-performing product lines (in terms of revenue) of the brand. Decoding the website’s keyword performance, relating to these lines across the market is crucial for the enterprise.
The higher the number of product lines and larger the serviceable geography, the higher is the quantum of data churning. The outcome should help you analyze how the brand ranks by product line vis-a-vis competition across all the markets. A competitive analysis will help identify the opportunities for the brand based on geography.
Identification of the opportunity size can help the brand apportion its investment and set the future course. Post finalization of a plan to tap the opportunity, the testing with a select set of markets is of paramount importance.
The test market reports analysis and rendering of the outcomes over multiple cities can help build a robust large-scale launch plan.
Optimizing Location-Based Searches
An effective store locator is one of the basic foundations for store discovery.
It should be a linked set, consisting of City, State, and Location pages. The ease of navigation through every page by a user or a bot is crucial.
Brands often put up boxes to locate a particular location. Data suggests such pages rank for fifty percent lesser keywords than the linked location set pages.
Conventional SEO efforts lead to showcasing results to queries on the SERP based on keywords and text of searches. When you create location content by opting for a semantic search, Google tries to get back with a more meaningful result to queries.
The search engine dives into the relationship between the words. It attempts to understand their meaning and how they can work together. So, having a semantic SEO strategy for page content can help in better representation of your brand on the SERP.
These days product search queries show eCommerce listings for local results closer to the top of the SERP. Brands with their product lines linked to the location pages excel more in the ‘Local Packs.’ They fetch a higher local rank on the SERP. It is like an intimation to Google that those locations are relevant for these product lines.
Optimizing Google My Business
Google My Business or GMB is a convenient one-stop solution to list down all your offerings and business details. You have the liberty as a business owner to showcase them to your target clients the way you want to.
The most often seen reason for a low rank of a business is due to the presence of duplicate listings. The enterprises must ensure to take care of them and maintain their listing’s sanity.
Timely monitoring of the GMB listing is crucial for the business. The listings are always in a state of motion. It is due to the continuous flow of pictures, reviews, comments, or videos by the users. Google can prioritize someone else’s data over yours if they trust that source more than you.
So a business planning to set GMB listings and forget about them completely, can not be the case. A system of constant overlooking and monitoring needs to be in place. Responding to product queries or reviews can help better connect with the target audience.
Attaching short announcements through GMB posts can serve to be an inexpensive way to generate higher conversions for the website. These posts may include photos, videos, or texts.
So there are a lot of tools that marketers can use while they formulate the enterprise SEO strategy. The prioritization of the right set of parameters can help better formulate launch strategies. The use of a semantic SEO strategy can change the way Google perceives and showcases your brand for related queries on the SERP. Google My Business can help you fetch a better score at zero costs.