Local SEO HELP for Franchise SAB Business
-
This all began when I was asked to develop experiment parameters for our content protocol & strategy. It should be simple right? I've reviewed A/B testing tips for days now, from Moz and other sources.I'm totally amped and ready to begin testing in Google Analytics.
Say we have a restoration service franchise with over 40 franchises we perform SEO for. They are all over the US.
- Every franchise has their own local website. Example restorationcompanylosangeles.com
- Every franchise purchases territories in which they want to rank in. Some service over 100 cities.
- Most franchises also have PPC campaigns. As a part of our strategy we incorporate the location reach data from Adwords to focus on their high reach locations first.
- We have 'power pages' which include 5 high reach branch preferences (areas in which the owners prefer to target) and 5 non branch preference high reach locations.
- We are working heavily on our National brand presence & working with PR and local news companies to build relationships for natural backlinks.
- We are developing a strategy for social media for national brand outlets and local outlets.
- We are using major aggregators to distribute our local citation for our branch offices. We make sure all NAP is consistent across all citations.
- We are partners with Google so we work with them on new branches that are developing to create their Google listings (MyBusiness & G+).
- We use local business schema markup for all pages.
- Our content protocol encompasses all the needed onsite optimization tactics; meta, titles, schema, placement of keywords, semantic Q&A & internal linking strategies etc.
- Our leads are calls and form submissions. We use several call tracking services to monitor calls, caller's location etc. We are testing Callrail to start monitoring landing pages and keywords that generating our leads.
Parts that I want to change:
- Some of the local sites have over 100 pages targeted for 'water damage + city ' aka what Moz would call "Doorway pages. "
- These pages have 600-1000 words all talking about services we provide. Although our writers (4 of them) manipulate them in a way so that they aren't duplicate pages.
- They add about 100 words about the city location. This is the only unique variable.
- We pump out about 10 new local pages a month per site - so yes - over 300 local pages a month.
- Traffic to the local sites is very scarce.
- Content protocol / strategy is only tested based on ranking! We have a tool that monitors ranking on all domains. This does not count for mobile, local, nor user based preference searching like Google Now.
- My team is deeply attached to basing our metrics solely on ranking. The logic behind this is that if there is no local city page existing for a targeted location, there is less likelihood of ranking for that location. If you are not seen then you will not get traffic nor leads. Ranking for power locations is poor - while less competitive low reach locations rank ok.
- We are updating content protocol by tweaking small things (multiple variants at a time). They will check ranking everyday for about a week to determine whether that experiment was a success or not.
What I need:
- Internal duplicate content analyzer - to prove that writing over 400 pages a month about water damage + city IS duplicate content.
- Unique content for 'Power pages' - I know based on dozens of chats here on the community and in MOZ blogs that we can only truly create quality content for 5-10 pages. Meaning we need to narrow down what locations are most important to us and beef them up.
- Creating blog content for non 'power' locations.
- Develop new experiment protocol based on metrics like traffic, impressions, bounce rate landing page analysis, domain authority etc.
- Dig deeper into call metrics and their sources.
Now I am at a roadblock because I cannot develop valid content experimenting parameters based on ranking. I know that a/b testing requires testing two pages that are same except the one variable. We'd either non index these or canonicalize.. both are not in favor of testing ranking for the same term.
Questions:
- Are all these local pages duplicate content?
- Is there a such thing as content experiments based solely on ranking?
- Any other suggestions for this scenario?
-
Just want to thank Miri Offir for the question. Her detailed post and this discussion are the answer to my everything!
-
Hi Miri,
Good feedback from the community. You might also want to check out these, on this topic:
http://moz.com/blog/local-landing-pages-guide
and from just this week:
-
Yes, you can a/b test content copy blocks the same as testing which button. However, it will affect your on-page metrics most dramatically, not your rankings. (Which has some ranking signals.)
It sounds to me that your situation is more about convincing your team and higher ups the potential of different marketing methods compared to the current reality of what they're doing. And to look at some different metrics besides rankings. Check out this blog post from Avinash about the metrics to track instead of rankings for every business size.
A/b testing is definitely a great start to show what could work better. You can always create reports showing potential business that could come in based on those or what you actually wouldn't lose by taking some of those extra pages off your site.
Best of luck!
-
To answer your questions:
- Not necessarily, but I'd be very careful. Content that's very similar isn't far from content that's duplicated.
- I'm not 100% sure what you mean, but that's not an area I'm well-versed in.
- What I can tell you is that you may want to consider having 1 website rather than hundreds. That one website can have a primary, large navigational section solely for locations and information about locations and varying services. This is probably something you'd have to discuss with the franchise owners and many others, but the fact that you have many sites and not one, means that you're missing out on SEO. It may benefit you greatly to consolidate everything into one - especially if you're trying to strengthen your brand. I did this with a client of mine recently who has several locations across the country, and they're doing much better in terms of SEO and conversion. But the most important thing to say is that measuring and preparing is often a good step.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
What's your proudest accomplishment in regards to SEO?
After many years in the industry, you come to realize a few things. One of of the biggest pain points for us at web daytona was being able to give clients a quick keyword ranking cost estimation. After multiple trial and error and relying on API data from one of the most reliable SEO softwares in our industry, we were able to develop an SEO tool that allows us to quickly and accurately get the estimated cost for a given keyword (s) using multiple variables. Most agencies can relate to that story. It’s something my colleagues and I at Web Daytona have been through before. Finding the cost and amount of time needed to rank for a keyword is a time consuming process. That’s why it’s a common practice to sell SEO packages of 5-10 keywords for about $1000-2000 / month. The problem is not all keywords are equally valuable, and most clients know this. We constantly get questions from clients asking: “how much to rank for this specific keyword?” It’s difficult to answer that question with a pricing model that treats the cost of ranking every keyword equally. So is the answer to spend a lot more time doing tedious in-depth keyword research? If we did we could give our clients more precise estimates. But being that a decent proposal can take as long as 2-5 hours to make, and agency life isn’t exactly full of free time, that wouldn’t be ideal. That’s when we asked a question. What if we could automate the research needed to find the cost of ranking keywords? We looked around for a tool that did, but we couldn’t find it. Then we decided to make it ourselves. It wasn’t going to be easy. But after running an SEO agency for over a decade, we knew we had the expertise to create a tool that wouldn’t just be fast and reliable, it would also be precise. Fast forward to today and we’re proud to announce that The Keyword Cost Estimator is finally done. Now we’re releasing it to the public so other agencies and businesses can use it too. You can see it for yourself here. Keyword-Rank-Cost-Ectimator-Tool-by-Web-Daytona-Agency.png
Local Website Optimization | | WebDaytona0 -
Title Too Long - Seo importance
Hey; What do you think Title Too Long for Seo importance my site adress almost all page Title Too Long warning is showing http://prntscr.com/ndykgw from many sites this way, how much difference does this order make?
Local Website Optimization | | mesutcandan0 -
What is the best way to display local landing pages in the site nav?
My client has multiple local landing pages and it looks a bit spammy opening up the top nav of e.g."Plumbers" to a long list of "plumbers Melbourne", "plumbers Knoxfield", "plumbers Wantirna" etc etc What is the best way of incorporating local landing pages into the site's overall architecture? Thank you.
Local Website Optimization | | Crystal.w0 -
Local cTLD site not showing up in local SERP
I have 1 website with 2 cTLD. 1 is with .be another .nl. Both are in Dutch and pretty much with the same content but a different cTLD. The problem I have is that the .nl website is showing up in my serp on google.be. So I'm not seeing any keyword rankings for the .be website. I want to be able to see only .nl website serp for google.nl and .be serp on google.be I've already set up hreflang tags since 2-3 weeks and search console confirmed that it's been implemented correctly. I've alsy fetched the site and requested a re-index of the website. Is there anything else I can do? Or how long do I have to wait till Google will update the serp?
Local Website Optimization | | Jacobe0 -
Subdomain versus Subfolder for Local SEO
Hello Moz World, I'm wanting to know the best practices for utilizing a subdomain versus a subfolder for multi location businesses, i.e. miami.example.com vs. example.com/miami; I would think that that utilizing the subdomain would make more sense for a national organization with many differing locations, while a subfolder would make more sense for a smaller more nearby locations. I wanted to know if anyone has any a/b examples or when it should go one way or another? Thank you, Kristin Miller
Local Website Optimization | | Red_Spot_Interactive0 -
SEO Value in Switching to ".NYC" Domain?
Recently " .NYC" domains have become available for purchase to New York City based businesses. I own and operate a New York City commercial real estate firm, nyc-officespace-leader.com. New domain would be www.metro-manhattan.nyc Our existing domain has been in use for seven years.would there be an SEO benefit to transferring our site to .NYC domain? Or would a new domain kill our domain rank? Thanks, Alan
Local Website Optimization | | Kingalan10 -
Is translating my SEO meta data to new languages worthwhile?
When translating a website to additional languages, is it recommended, for Google SEO purposes, that the keywords, re-written URLs, meta titles and meta descriptions of each page be translated as well; or have those elements been completely depreciated?
Local Website Optimization | | sptechnologies0 -
Localize Homepage, or service pages?
Hi so I am curious if a homepage may carry the most link juice, then if you service an entire state, do you include the state name as a keyword in your homepage title to get noticed, or the company brand, resulting in adding service area pages to cater to unique each city that you service? I am just not sure if Google is smart enough to know you service a state? I have my local page with a service area, but is this all I need? So I would not need to add a state name. Like I build horse barns, pole barns, metal buildings, and indoor riding arenas. So I am curious if you would do a title tag like Colorado Builders - Barns, Buildings, and Arenas Or maybe Colorado at the end? Or not at all Thanks for any tips.
Local Website Optimization | | asbchris0