Local SEO - Multiple stores on same URL

[Noriel]

Hello guys,

I'm working on a plan of local SEO for a client that is managing over 50 local stores. At the moment all the stores are sharing the same URL address and wanted to ask if it s better to build unique pages for each of the stores or if it's fine to go with all of them on the same URL.

What do you think? What's the best way and why?

Thank you in advance.

[ClaytonJ]

There is no issue in the perfect world each store has its own unique page with amazing content. The reality is that is not practical for some companies. For 50 stores I would be trying to get instructions to create unique pages for each store.  Local search drives such high traffic instore and it should be worth it.

Maps, opening hours, contact details, pics of the location and if the staff are good looking & fun - throw in a pic of them.

Hope that assists.

[VERBInteractive]

Although there might not be any issue, it's not the ideal approach.

I would suggest siloing each location to separate pages and use the geo modifier for the URL (so the location in new york would be mydomain.com/new-york). Include the info that John recommended and, if feasible, markup that info with schema markup. The regionally specific URL now has more of a potential of ranking in the normal search results, as well as the 3-pack (generated from GMB listings).

Not only will it increase your index count, but also give you a specific URL for each locations GMB listing which makes measuring success easier. I would also recommend setting up a UTM parameter for the GMB profiles so you can segment out the traffic and prove value to the client.

[MiriamEllis]

Hey There!

You have 2 possible approaches here:

1. Build a unique landing page on the website for each store if you feel you can create high quality content for each. This should be possible, if the project has the funding to post things like unique specials, events, products, offerings in each store on an ongoing basis. Link the Google My Business page and all other citations for each location to its unique landing page on the company website. A good example of this would be a site like REI.com. Go to http://www.rei.com/map/store and type in a geographic search. For example, searching for San Diego, CA, takes you here: http://www.rei.com/map/store#San Diego%2C CA. From there you can click on the map-based link to get to the individual page: http://www.rei.com/stores/san-diego.html. Look at what a nice job they've done with that page!

2. If the project seems overwhelming, the alternative would be something more like this: http://www.mcdonalds.com/us/en/restaurant_locator.html. When you type in a zip code, it simply brings up a map. There does not seem to be a unique page for each store. No doubt, the corporation felt such an approach would be futile given that McDonald's has some 35,000 locations globally and they all serve basically the same thing (though I have heard you can get an unlisted green chile cheeseburger at the McDonald's in Window Rock, AZ. in Navajo Country).

Which approach is stronger? #1, in most cases, but whether you can take that approach is going to depend on the funding for the project.

Hope this helps.