In recent years, we have seen the rise of local search, social media and mobile marketing. The web has become a place for people to research, collaborate, read insights and share information, experiences and content.
In the mind of the local buyer (and Google), a branded local business wins every time. Far too often, multi-unit organizations overlook the simple fact that customers and search engines want a "real" local website--not just a sub-page of a corporate site. Local websites have become the foundational element of online presence. They quickly level the playing field with local and national competitors, creating content that is unique the geographical location of users and a good indicator of relevance to search engines.
Search Engine Optimization
The quickest way to reduce your Return on Digital Investment (RODI) is to let your website get out-of-date with SEO best practice. SEO is one of the most important aspects of your online presence. Simple fixes to HTML code and the number of times keywords appear on webpages will protect your web properties from becoming non-compliant with search engines.
In the wake of Google updates such as Panda and Penguin, you must have your website reviewed for these things and more! This is the difference between being penalized and not showing up in searches, and showing up in the top three with search engines.
Mobile marketing is one of the greatest opportunities for businesses today. While many businesses are struggling with simply creating one mobile website, a multi-unit organization must launch a unique site for each location. This will not only satisfy customers trying to view your business website(s) from a mobile device, but will also provide search engines like Google the proper 'signal' that you're mobile-friendly at the local level.
With mobile usage on the rise, this is an easy way to get in front of customer more quickly. That being said, it is important to know how much of your overall traffic comes from mobile devices in order to gain critical insight for determining how much of your online marketing efforts should be focused on mobile marketing.
Local Brand Presence
Multi-unit organizations need to protect and maintain their brand against rogue website and/or...