Earlier this year, I wrote an article on Moz that talked about one of the issues big brands run into with SEO. Brands with tons of locations sometimes have a hard time coming up with unique content for each of their locations and often use a template format that gets the majority of them filtered.
So, what can multi-location businesses do to help improve their location pages and avoid the filter? Following are four tips for putting together rich, unique location page content.
1. Use testimonials
I came across a great example of this with insurance companies. Currently in Houston, TX, Allstate Insurance has 146 offices, State Farm has 173 offices, and Farmers Insurance has 232 offices. Each one of these offices has a unique location page, but they are all technically competing with each other for the same exact keywords, like “auto insurance Houston” or “brand name + Houston.” This is what causes Google’s filter to kick in, and the majority of the pages will get filtered from the search results for being too similar.
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