How to market locally for a national brand?
-
I just got a new client that offers travel information for cities throughout the US and Canada. They have a specific page set up for most locations. I want to promote each page for that community, but the task is very daunting, as you could imagine. It's almost like having a separate client in each city.
I've optimized the title tags, meta descriptions, content and so forth, but that's not enough. Engaging in a backlinking and social media strategy for each location is insane - I wouldn't have enough time in the day. Looking for off page promotional ideas that can be scaled nationally.
Does anyone have a similar situation with a national brand, or any ideas you'd like to share?
-
Thanks for the responses! I'm not afraid of the work, but to tackle each market is going to take a lot of resources to do effectively, which I don't have. I think I'm going to have to choose the top markets, work on as many of them as I can and work my way down to the smaller ones.
I like the infographic idea. I think that can work well for what I'm trying to do. Reaching out to travel bloggers in each market is another good one, if my budget allows for it.
Thanks for the suggestions everyone.
-
First of all, youll need a lot of help.
A go to strategy for scaling this for me is using an infographic.
Find a common topic of interest that can be changed per city. So you have this interesting, informational infographic that you can scale per city and promote in different channels there.
Sachin mentioned travel bloggers, and he is right on that one. I would take it a step further and "pay" (sensitive area here on moz but these guys are like mom bloggers and will want compensation) these guys to write consistently about your brand, linking to cities that they cover. So that scales on it's own, just keep track of publish dates and try to have a read of their content before it gets published to make the most of each one.
-
Hi Masbro,
Here are some suggestions:
-
You can participate in national travel communities/ forums like TripAdvisor. They usually have city-wise segregation for city specific discussions.
-
You can be a part of various local travel groups on Facebook. Here, you can find national as well as city specific groups. For example: Explore Canada (https://www.facebook.com/ExploreCanada) for Canada as a whole and Visit Toronto (https://www.facebook.com/visittoronto) for Toronto as specific location. It’s not just Facebook but other platforms like Twitter engagement, blogging, Pinterest, YouTube, LinkedIn, all are important.
-
Engagement with local travel bloggers can be good idea.
-
Image platforms like Instagram is again a worth try. When you are planning to market a destination where your travel agency offers a trip, pictures could be the thing you would like to show to your potential customers. Most of the people decide the spot where they want to go for a vacation after seeing the images, mostly on the internet. So, the images are probably the best tools for travel marketing, especially when it is performed online.
Hope this will help.
-
-
Create a fantastic piece of evergreen content for the major areas surrounding cities you target. The content for each smaller city will be used to build out large context for the major pieces of evergreen content.
so you end up with:
MAJOR ARTICLE ABOUT EVERYTHING IN NEW ENGLAND
^stuff to do in [enter city]
^best parks in [enter city]
^top 10 restaurants in [enter city]
Over time you end up with rich major pages that target large areas - with smaller niche content that is linking to and drawing deeper context to ALL things about an area. With smart URL's and initiatives such as targeted local facebook ads propagating content - and getting local bloggers involved - it'll all be downhill from there.
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
-
Brand reputation - how to improve?
Our brand has relatively bad reputation locally and I was wondering how moz can help to improve this.
Local SEO | | LendonMarketing0 -
Outbound Links for Local SEO
I am working on building an area guide page for a local hotel website. The hotel itself has a lot to offer in forms of on-site entertainment and they are concerned about sending people away from their website (and their business). However, it's also important to write about the area and local attractions in close proximity to their hotel for many reasons, including building local authority. Is there any benefit to adding links to the Google My Business/map listing of the local attractions? Or can we just simply not include external links?
Local SEO | | triveraseo2 -
How valuable is non-local organic traffic for local business?
Hey friends! I work for a local digital marketing agency in Greenville, SC – serving primarily local small businesses. Over the past six months, we've increased our monthly organic traffic by almost 100%. The majority of this traffic is coming to blogs we've written over the past year on industry topics and trends. I love seeing our traffic increase, but it hasn't necessarily translated to more quality leads. Conversion numbers have largely remained the same. I think one reason is that a lot of this traffic isn't local. Here's my question: as a local business, how valuable is content that ranks well and drives organic traffic, when the traffic isn't local, and from users we would never work with? A lot of this content has earned links and grown our authority, so I suppose we've seen benefit, but I'm struggling to convince myself that it's really that valuable. I know local content is key, but it feels like what we want to educate on isn't searched locally. Would love to hear your thoughts! Thanks!
Local SEO | | brooksmanley3 -
International Versus Local Backlinks?
I'm running a dentist's website and I've been wondering if there is any additional benefit to achieving local backlinks from other medical sites versus larger international ones? For example, if I had a blog article that I wanted another site to link to, would you choose the local medical website within the same city or the international one that has more viewers?
Local SEO | | Undergrnd0 -
Find high DA link opportunities in your local area
Hi, part of my link building strategy is ideally going to be from outreach to local businesses. I run a local service business operating in multiple locations (with no physical base). I have created local landing pages on which I'm showcasing local businesses and photographers (relevant not in terms of industry but location). Its my intention to show off their business as best I can, then get in touch to say "hey, we love what you're doing with X product/service, check out our site here [link]. We'd love it if you could link to us etc etc". Assuming that this is a valid strategy, what is the best way to find locally relevant sites with the highest domain authority?
Local SEO | | Cleanily0 -
Local SEO Website Structure.
Hi everyone, This might be quite a long post so please bear with me. I am currently rebuilding my website. My previous website was built by a web designer and was very basic. 5 page html site consisting of home, services, gallery, testimonials, contact pages. None of them were great - thin content, not optimised as well as could be - no h1's etc. To be fair I knew nothing about websites and didn't bother much with the site. As a new business I used it simply as a place for people to visit for more information after receiving a leaflet and never bothered much about driving traffic to the site. A few years down the line and I have realised I need the website to be working for me as opposed to alongside me. I am building it myself via wordpress as web designer didn't want to work in wordpress. I have done my keyword research and I'm working on pages as we speak. Previously my homepage - around 80% of visitors landed here for my main keyword (driveway cleaning glasgow) as it was number 6 in the organic listing. With my services page appearing directly underneath in 7 for the same keyword. I have starting building a new page for that keyword which contains (driveway-cleaning-glasgow) in the url. I have 301'd my previous services page to this url. Now for my questions...
Local SEO | | sfrediktru8
My 2nd keyword based on volume is driveway cleaning. How do I optimise for this or will the (driveway-cleaning-glasgow) page rank for this also as the words are contained within this page? I plan on having the same structure for the remaining services - pressure-washing-glasgow, monoblock-cleaning-glasgow etc, etc. As I am building new pages for each service with location built in, where does this leave my homepage? Should I be targeting keywords for this page? It is still my strongest page and apart from the (driveway-cleaning-glasgow) page which will get some help from the 301 these are all new pages so I would expect perhaps initially to lose some traffic. But as I am not ranking well for anything other than the main 2 keywords mentioned above it can only be beneficial long term when google recognises the specific pages for each service. And when I start using Adwords I will have a specific landing page for each service. Any advice would be appreciated. Thanks0 -
What is the best SEO tool for tracking local rankings
Hi Can anyone recommend what they think the best tool is to track local rankings. I want to manage several small businesses' visibility and I am not sure which one is the best. I have been told that "Bright local" and "SEO PowerSuite" are the best in the business. Is that true? or is there something better out there Thanks
Local SEO | | coolhandluc0 -
How To Deal With A Tricky Market
Hi, I hope to get some advice from some of you here. I have picked up a client in Scotland that owns a pretty large Taxi firm, however, they are competing against a much larger competitor. BUT I am thinking digital marketing rather than rankings here. My client has a great iphone app for booking and car tracking and in car card payments that no other competitor in the area has, or is willing to invest in. They also have a fleet of executive cars. The company do have facebook and twitter accounts but do not use them properly YET. The company want to make the most of there recent huge investment and digital is where they want to improve their marketing efforts. I would like to know peoples opinions on what they should do to get the company more business through digital means. The way I can see it is to get more people to know about the app and ease of bookings. But, how to do this is my question. Twitter ads and facebook ads I imagine are a good way, with an incentive. But I would also like to know if any people have any recommendations. Thanks
Local SEO | | mitonmark0