How to create unique content for businesses with multiple locations?
-
I have a client that owns one franchise location of a franchise company with multiple locations. They have one large site with each location owning it's own page on the site, which I feel is the best route. The problem is that each location page has basically duplicate content on each page resulting in like 80 pages of duplicate content.
I'm looking for advice on how to create unique content for each location page? What types of information can we write about to make each page unique, because you can only twist sentences and content around so much before it just all sounds cookie cutter and therefore offering little value.
-
What about associations with other local businesses, any sponsorships and events? Are there any local events that the business gets involved in or are related to the business?
Is there anything specific/unique about the different customers at different locations? How can you tune the content to target/engage this particular demographic.
Are their any landmarks or well known places you can talk about (while you visiting x why not pop in for a y...)
And as EGOL said, I definitely agree that you need to get the people who know the area and know their customers to provide (and maintain) the content. Can you do this in a way that raised their profile, boosts their ego and motivates them rather than just lumbering them with something else to do?
It's a great opportunity to promote their business to their customers...
-
As David mentioned, directions are good because they're rarely the same.
In addition:
- Photos of the storefront, the inside of the store, and perhaps the kitchen or something like that.
- Name of store manager if they're comfortable with that.
- Schema.org markup of Address and phone number of course.
- Reviews/testimonials for that store location, even if they're pulled off of Yelp.
- Links to Yelp, Google Places, Foursquare, etc. for that store location.
There's a recent July 2012 statement by Matt Cutts suggesting that a couple sentences is plenty of unique content in a situation like this. Excerpt:
Eric Enge: Let’s switch gears a bit. Let’s talk about a pizza business with stores in 60 cities. When they build their site, they create pages for each city.
Matt Cutts: Where people get into trouble here is that they fill these pages with the exact same content on each page. “Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …”, and they’ll repeat the same information for 6 or 7 paragraphs, and it’s not necessary. That information would be great on a top-level page somewhere on the site, but repeating it on all those pages does not look good. If users see this on multiple pages on the site they aren’t likely to like it either.
Eric Enge: I think what site owners may argue is that if someone comes in from a search engine and lands on the Chicago page, and that is the only page they see on the site, they want to make their best pitch on that page. That user is also unlikely to also go visit the site’s Austin pizza page.
Matt Cutts: It is still not a good idea to repeat a ton of content over and over again.
Eric Enge: What should they put on those pages then?
Matt Cutts: In addition to address and contact information, 2 or 3 sentences about what is unique to that location and they should be fine.
So, I would focus on the Schema markup for the location, linking it to social profiles for that store, adding images or reviews as mentioned above, and making the page look nice. Anything else that is unique to that store is decent content to add.
-
1. Add some unique customer reviews to each location page. Legitimate of course
2. type out directions on how to get to that location using your own language. Use local landmarks and whatnot.
Make sure there is a page linked from the homepage that links to all of the location pages. Like a dealer locator page.
-
Franchisees should write about why their location and staff make their store the best place to grab a sub. If you don't know the location and you don't know the staff you can't be the author.
-
Any idea on what to suggest they write about? All of the franchisees are not my clients, but nevertheless I imagine the duplicate content is pulling my clients rankings down. Also if I could get this project that means more money:)
-
Make the franchisees do this work.
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
-
Not ranking - Scarped content
Hi, I have a problem with a website, that never compe up with before. The website is: https://www.enallaktikidrasi.com It has a bunch of excellent articles, good enough on-page SEO and a medium backlink profile. However, it is ranking just for very very few keywords. The major problem is that there are original articles that searched by their title won't appear in top100 results but they will appear in other websites that scapre them (even if they give a backlink to our original article!) Also, the website has good rankings in Bing and Yahoo but not in Google. There are keywords ranking in #1 in Bing but nowhere in top10 pages in Google.... I am guessing for 3 issues: 1. Majestic shows a very low trust score (just 13). However, the website has not got any kind of penalty in the last 3 years. 2. There are many scarpers. The odd is that scarpers with no real value outrank our content. (Scarpers with almost zero backlink profile) 3. We ran Sucuri on website as there were a large bots attack. Is there a correlation between it bots attack and Google results? (but why not in Bing and Yahoo too?) It seems like Google underestimates the website when indexing websites for some reason. Moreover, some of the articles are really the best around but the keywords they are targeted are not either within the 30 first pages... Any help?? Thanks..
Technical SEO | | alex33andros0 -
Is this duplicate content?
All the pages have same information but content is little bit different, is this low quality and considered as duplicate content? I only trying to make services pages for each city, any other way for doing this. http://www.progressivehealthofpa.com/brain-injury-rehabilitation-pennsylvania/
Technical SEO | | JordanBrown
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-new-york/
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-new-jersey/
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-connecticut/
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-maryland/
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-massachusetts/
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-philadelphia/
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-new-york-city/
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-baltimore/
http://www.progressivehealthofpa.com/brain-injury-rehabilitation-boston/0 -
Rel=Canonical Header Location
Hello, I've been trying to get our rel=canonical issues sorted out. A fellow named Ayaz very kindly pointed out that I'm trying to put the code into the wysisyg editor, but this might not be the best place to put the code. We are using Drupal 6. Where do I insert the code? head> <link rel="canonical" href="http://www.example.com/blog/my-awesome-blog-post"> Thanks!
Technical SEO | | OTSEO0 -
How do I deal with Duplicate content?
Hi, I'm trying SEOMOZ and its saying that i've got loads of duplicate content. We provide phone numbers for cities all over the world, so have pages like this... https://www.keshercommunications.com/Romaniavoipnumbers.html https://www.keshercommunications.com/Icelandvoipnumbers.html etc etc. One for every country. The question is, how do I create pages for each one without it showing up as duplicate content? Each page is generated by the server, but Its impossible to write unique text for each one. Also, the competition seem to have done the same but google is listing all their pages when you search for 'DID Numbers. Look for DIDWW or MyDivert.
Technical SEO | | DanFromUK0 -
Syndicated Content Appearing Above Original
Hi. I run a travel blog and my content is often re-posted by related sites with a backlink to my content (and full credit etc) but still ranks above my article in Google. Any ideas what I can do to stop this happening? Thanks
Technical SEO | | ben10000 -
Multiple URLs
I'm trying to check the URLs of this site- http://www.ofo.com.au, and I see that their old site has 301 re-directed to it...but the site http://ofo.com.au and http://outdoorfurnitureoutlet.com.au are both still up and I can't see any 301 redirects from them. Is it a problem even if when I do a site: search for them I get no results?
Technical SEO | | UnaRealidad0 -
Is using a customer quote on multiple pages duplicate content?
Is there any risk with placing the same customer quote (3-4 sentences) on multiple pages on your site?
Technical SEO | | Charlessipe0 -
Website IP Location
My main target audience is in the UK, but my website's IP is in the United States. Would it be worthwhile to change the IP to a UK address? How would I go about that? Thanks!
Technical SEO | | theLotter0