How Multi-Location Businesses Should Create Content
If you have a business with branches in many cities, there are some aspects of Internet marketing that you should consider before creating content for your brand. With the increasingly stringent rules for search engine optimization, you do not want to be penalized for simply trying to bring business to your websites.
One – Do NOT create articles with similar content.
The number one technique to stay away from is to create a multiple websites with similar content on each page. Many businesses simply copy and paste their content, changing only the location of the business on each post. Search engine algorithms cannot tell the difference between this type of content and spam content; therefore, all of your websites will be lumped into the low-quality category. You will lose ranking within search engine listings and overall trust within the search algorithms.
Two – Make sure to localize the content for each city that you serve.
One of the ways in which you can create different content for different websites is to localize the content to each area. For example, placing the names of local tourist attractions in each webpage is a great way to help legitimize each local blog post to human visitors and to the search engines.
Three – Make sure to speak directly to the customers in the locale.
If you think about it, different locations will probably respond to different marketing techniques anyway. People in different parts of the world live different lives; therefore, they will naturally need your product for different things. One of the best ways to quickly build an audience in a particular location is to speak directly to their local experience.
Four – Make sure to write about your customers, not about your business.
Although your customers definitely want to know what kind of service you offer, it is much more important for you to communicate how you solve their problems. People do not care about what you can do unless they first realize that you care about them. A great way to localize the content in your different websites is to showcase your knowledge about the specific problems that a locale may be having. For instance, if you offer lawn service to Seattle, you may mention the fact that you do not let bad weather dictate your appointment schedule.
Five – Use your resources wisely; hire a professional writer if you are not a good writer.
One of the worst ways in which you can use your time is in trying to re-purpose content if you are not a good writer in the first place. It is much more effective to simply hire a professional content creator and focus on the day-to-day aspects of your business. A professional copywriter will be able to finish the process much more quickly and effieciently. A professional copywriter will also be able to research each locale for you so that you do not have to spend time learning geography and history rather than simply conducting the business of your company.
Six – Make sure that you create content on a regular basis.
Whether you keep your content creation in-house or outsource it to a professional, make sure that you create content in a consistent manner. Dynamic content is much more attractive to search engines than static pages, and you will endear yourself to your local audience that much quicker.