Local Landing Page Optimization and Multiple GMB Listings

[Ben-R]

Hello,

We’re building out a site for our business that has close to 100 office locations in different cities. Many of these are ‘partner brands’ that we have acquired under our brand. Similar to a franchise model.

We want to be able to help users find offices near their location. Each office will have it’s own landing page with a physical address and contact information. We know we’ll have to build out unique copy and markup customized to the office/location. We’ve already read through https://moz.com/blog/overcoming-your-fear-of-local-landing-pages as well. We’re also considering ‘silos’ to build out pages for each location.

To preserve authority and avoid cannibalization; our thought was having each location as sub-folders off of our domain (i.e. domain.com/locations/Partner#1/). The other option would be using a sub-domain (i.e. Partner.Domain.com/) which we noticed competitors doing and treating each sub-domain as their own independent site.

1. Is all of the above the correct strategy? Any further suggestions?
2. Should we fill out a separate GMB for each office and should they all use the same brand name? (in other words “BrandA” vs. “BrandA” - Brooklyn Office).
3. In addition to GMB; would each location need local listings created (also all under the same name)?

Any help or insight would be very much appreciated.

Looking forward to hearing from all of you!

Thank you in advance.

Best,

[Vanderlindemedia]

I think your pretty right in regards of your own idea. The most important one is gathering local backlinks for each and every local landing page. That should set you very well.

[Ben-R]

Thank you, Jeroen for your response! Did you have any thoughts on the second and third questions (i.e. GMB and local optimization)?

Let me know what you think.

[Ben_Fisher]

100 locations? Are you a franchise or a large brand?  When I see this type of question the first thing that comes to mind is to be very mindful of the guidelines. Not saying you are doing this, but you cannot use employee homes for listings or virtual offices.

Ok, so assumptions aside.

If you are truly in the guidelines legally and location wise then BrandA” vs. “BrandA” - Brooklyn Office is the way to go, adding a city descriptor is against the guideline unless that is how you represent your business in the real world.

You can use labels to differentiate them in the dashboard.

But really, read the guidelines closely, you could end up ina very bad place, Guidelines for representing your business on Google

Hope that helps