Multi location silo seo technique

[Ohmichael]

A physical therapy company has 8 locations in one city and 4 locations in another with plans to expand.

I've seen two methods to approach this. The first I feel is sloppy and that is the individual url for each location that points to from the location pages on the main domain.

The second is to use the silo technique incorporated with metro scale addition.  You have the main domain with the number of silos (individual stores) and each silo has its own content (what they do at each store is pretty much the same).

My question is should the focus of each silo, besides making sure there is no duplicate copy, to increase their own hyperlocal outreach?  Focus on social, reviews, content curated for the specific location.

How would you attack this problem?

[Ohmichael]

Thanks Miriam,

It's a unique situation where the greatest distance between two clinics is 30 miles, but as the crow flies there are two in between them at a distance of 5 miles each.

I see  several ways to approach this based on the links you provided and some further research.  What is difficult about siloing each treatment they offer is that it is the same one they offer five miles away.  I figure the best thing to do is to make sure each businesses NAPs are the same and that they then make each directory unique with content relating to the nearby businesses, parks, showing different photos and using ppc as well as referral marketing techniques.

I really enjoyed the tool discussed in https://moz.com/blog/overcoming-your-fear-of-local-landing-pages, it is http://answerthepublic.com/  which generates what, why, how, when, where long tail questions.  It is simply brilliant!

The way REI creates their landing pages for individual cities is very smart.  They are super NAP on page and have created a blog roll of events coming up.  The only thing I don't like about it is when you click on the menu items on the left all you get is a pop up window with non-linkable bullets. The same is true for the rental page.  The location urls on the rental page should connect you with a page where you can order gear for pickup.

thanks again!

michael

[MiriamEllis]

Hi OhMichael!

Greg Gifford's 2015 post on Local content silos may be a good place to start with this, as it offers a good diagram of how these work: http://searchengineland.com/local-content-silos-secret-local-search-success-223371

Whether you take this approach or a different one, yes, the main question is: what content belongs on pages that describe a single location of a multi-location business? These 2 articles may help a lot with that:

https://moz.com/blog/overcoming-your-fear-of-local-landing-pages

https://moz.com/blog/the-complete-guide-to-creating-onsite-reviews-testimonials-pages

Basically, whether you build a single landing page per each location, or you build a cluster of silo'd pages, what belongs on those pages is whatever content you feel will be most helpful to consumers at that location, and will be most persuasive that the location is the right choice for their transaction. Please, check out those articles and then definitely let me know if they spark further questions. Happy to keep talking!