While small businesses targeting the local market near them have little to no trouble taking advantage of local SEO, larger corporations and enterprises – particularly those who are operating globally –face more challenges along the way. The idea of enterprises targeting searches coming from certain areas is relatively new as well.
That said, it is still possible to manage local search as an enterprise. There is a lot to be done before an enterprise can truly master its location data and local searches, but the next few steps are perfect for getting started.
Data Consolidation and Some Basic Cleaning
The first and most important thing to do when trying to target area-specific searches is a thorough clean-up. Start by consolidating all location data from internal and external sources. Different departments within the enterprise may have their own location databases. The same goes for external data, such as existing Google Maps points and local directory entries.
There is no doubt that this is a large undertaking for an enterprise, but it is one that must be completed nonetheless, starting with consolidating the internal databases into one comprehensive one. The internal location databases seldom meet the requirements set by Google and local directories, which means adjustments will also be necessary.
Cleaning up bad entries and setting a standard for location data on external websites and sources is also tricky, but absolutely necessary. An enterprise with a lot of franchises may have different Google Maps points and Business pages already set up by franchise owners. These need to be brought under one roof.
Establish a Single Source
Bringing location data in and managing them under one roof will help a lot with local SEO efforts and the long-term management of the enterprise’s online presence. It would be easy to establish the head office or a particular department in the enterprise as the sole source of information, allowing the company to claim listings and directory entries as well as manage business pages.
It is important to keep in mind that this is an ongoing effort. Similar to SEO and other internet marketing campaigns, the attempt to control location data and regain control over local searches will be met with challenges. Inaccurate data will still show up in search after a while and you may find new duplicate pages in the future.
The Right Location Information
Now that most – if not all – location-related information can be controlled and managed from one node, developing a targeted SEO campaign and beginning to reach local customers effectively should be very easy to do. Automation tools such as Moz Local for Enterprise can be used to tackle routine tasks such as tracking the enterprise’s reach in local search and spotting duplicate directory pages or bad location information.
Local SEO is an effective way of reaching a highly targeted audience and potential customers. Enterprises need to get started with managing local search and developing an effective local SEO strategy today in order to stay ahead of the market and remain competitive in search results.
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