Local SEO can be challenging for enterprise brands because it involves mastering “national” SEO, Google Business Profile, and understanding how Google processes your priority search queries in different markets.
This combination results in numerous challenges for enterprise search marketers. So, what are the most common challenges in enterprise local SEO? Let’s explore.
1. Knowing When to Prioritize Local vs. National SEO
One of the biggest challenges is knowing when to focus on a “local” SEO strategy instead of a “national” SEO strategy and vice versa.
This difficulty arises because it’s not always clear if your priorities are better served by one strategy over the other. Identifying whether your top keywords have local intent can be tricky.
Understanding which terms Google regards as local can help shape your keyword strategy and determine the best approach for your SEO investment. Poor site design or keyword strategy can lead to significant traffic losses.
Understanding Local Search Intent
Understanding search intent helps you know what features will appear in search results and which content to prioritize.
For this discussion, there are four main types of search intents to focus on:
- Search queries with national intent.
- Search queries with semi-national intent.
- Search queries with local intent.
- Search queries with hyper-local intent.
You can determine the intent of your target search queries by the features shown on the SERPs. For example:
Queries With National Search Intent
SERPs feature no state/city-specific pages and no map pack.
Queries With Semi-National Search Intent
SERPs feature no state/city-specific pages but include a map pack, such as for the keyword [bank].
Queries With Local Search Intent
SERPs feature partial to full state/city-specific pages and a map pack, like for the keyword [plumber].
Queries With Hyper-Local Search Intent
In hyper-local intent queries, the distance between the user and the business significantly impacts the SERP results, evident in searches like [Auto insurance near me].
How to Identify Search Intent
- Analyze current SERP outcomes across different geographies.
- Check the SERP for a map element.
- Look for state or city-specific pages.
- Review the titles and URLs.
- Analyze consistency to determine intent.
How to Build a Strategy for Different Types of Search Intent
National Strategy
National strategies need a lot of content and authority. Your main website should receive the most SEO investment if your target keywords have little to no local intent.
Semi-Local Strategy
For semi-local keywords, focus on the content and authority of your main site and optimize your Google Business Profile listings.
Local Strategy
For local keywords, optimize your site structure by creating a directory of state or city pages.
Hyper-Local Strategy
For hyper-local keywords, optimize state and city-level pages for near-me keywords with special location pages.
2. Having a Single Source of Truth for Location Data
Local listings management companies can solve this, but some multi-location businesses still lack a “single source of truth” for all their location information. If you don’t have this yet, it’s essential to implement it.
3. Optimizing Store Locators
Many brands outsource their store locators to third-party vendors, which can lead to problems.
Search-Only Store Locators
An effective store locator should have a linked set of state, city, and location pages. Search-only locators significantly underperform in keyword ranking compared to linkable architectures.
Location Page Content
Budgeting for building a locator but neglecting content is common. Use surveys of location managers, local customer reviews, and syndicated local data to enhance location page content.
Priority Categories
Most ecommerce queries now show local results. Linking from location pages to key categories can signal to Google that your locations are relevant for these categories.
4. Google Business Profile Management and Optimization
Google Business Profile (GBP) needs ongoing management. There are many challenges and opportunities with GBP:
Beware of Duplicate Listings
Duplicate GBP listings can still occur and impact rankings. Regularly check and remove duplicates.
Monitor Your GBP Listings
GBP listings are constantly updated by users. Establish a system to monitor changes regularly.
Scale GBP Posts
GBP Posts can drive high-converting visits to your site. Create a system for generating GBP-ready marketing collateral for new promotions and tag links with tracking parameters.
5. Building a Local Search Presence for SABs and Marketplaces
Local marketplace brands and service area businesses (SABs) targeting local search queries often miss out on Local Pack visibility due to the lack of physical locations. Creating a “store within a store” at a partner brand’s location is an effective strategy, like FedEx OnSite services in Walgreens.
In some cases, opening physical locations in specific areas might be worth considering to improve Local Pack rankings.
Local SEO for enterprise brands involves numerous tactics. As you implement new strategies, ensure you continually test, measure, and iterate like any other marketing channel.
