SEO
11 Social Media Content Types & Examples
Social media has been at the forefront of digital marketing for quite some time, and it’s unlikely this will change in the near future.
In fact, we are still seeing new social media channels and platforms emerge – alongside a wide variety of content types, features, and formats.
This article will cover the top social media content types and which channels they are best suited for.
We will also highlight some of our favorite examples of how brands have excelled in each type of content.
Let’s dive in.
1. Short-Form Video
If you’ve spent any time on social media in the past few years, you know that short-form video has become one of the most common – and popular – types of social content.
Short-form video could be defined as any piece of video content that is under 10 minutes long, but typically, the shorter, the better. When I think of short-form video, I think of video content around 0-3 minutes long.
From Reels to TikTok to YouTube Shorts, short-form video has proven to be an incredibly effective format for reaching audiences on social media.
Why? Because, when done right, it packages compelling visual storytelling into a bite-sized, digestible piece of content – which is exactly what today’s increasingly distracted and busy users are looking for.
Short-form video is also versatile. You can use it to achieve different objectives, whether showcasing internal thought leadership, highlighting a customer case study, or featuring your product.
The Best Social Media Channels For Short-Form Video
Given the demand for short-form video, it works well across most social media platforms, from TikTok to LinkedIn. However, the following stand out as the best fit:
- TikTok – This one should be obvious. As the most popular social media platform worldwide, TikTok is the leader in short-form video.
- Instagram – With the introduction of Instagram Reels in 2020, the platform has leaned into short-form videos. If you create short videos on Instagram, the algorithm will likely reward you.
- YouTube – While YouTube is better known for long-form videos, which we’ll dive into below, the platform has also been branching into short-form videos. It launched YouTube Shorts in 2020, which now has over 1.5 billion monthly users.
- Snapchat – The pioneer of the ephemeral video story, Snapchat has somewhat faded into the background in terms of social media chatter. But don’t be fooled; it has over 530 million monthly active users.
Brand Example: Short-Form Video
Mediterranean fast casual food brand, CAVA, is a great example of a company that leverages short-form video on social media.
The brand has amassed over 87,000 TikTok followers by making fun, snappy video content that features CAVA’s products and often employs trending TikTok sounds or formats.
Here is an example of a video where CAVA used a comment by a customer to create video content.
@cava Jeffrey stamp of approval ☝️ #CAVA #foodreaction #saladrecipe #foodreview
2. Long-Form Video
Long-form video is video content that is 10 minutes long or longer.
And while you may not see as much of it in your day-to-day social media activities, it definitely plays an important role in brand marketing.
Long-form video can be a powerful tool for more in-depth brand storytelling and content.
Some examples of long-form video content you may want to leverage for marketing purposes are documentaries, branded series, video profiles, interviews, and more.
The Best Social Media Channels For Long-Form Video
If you’re interested in distributing long-form video content on social media, YouTube is where you want to be.
YouTube is the leader when it comes to long-form videos, and you’re most likely to find your audience there.
While you can – and should – share shorter clips and cutdowns from your video on apps like Instagram, Twitter, Facebook, LinkedIn, and TikTok, many of these platforms won’t even allow you to upload longer videos.
Brand Example: Long-Form Video
The team behind BuzzFeed’s Tasty knows what it takes to make great social videos, including long-form content.
Tasty’s YouTube channel features tons of video content, ranging from quick recipes and tips to series like “I Draw, You Cook” – an episode of which is featured below.
3. User-Generated Content (UGC)
User-generated content, or UGC, is content created by individuals unaffiliated with your brand about your brand – and it’s perfect proof of what makes social media content so powerful.
Over the past decade or so, UGC has become one of the most pervasive types of brand content on social media, and for good reason.
UGC leverages word-of-mouth marketing to build trust and community with your target audience. This is because people are more likely to trust a recommendation from their peers than believe in marketing directly from a brand.
UGC can come in many forms, from image or carousel posts to short videos, Instagram Stories, etc.
The Best Social Media Channels For UGC
Instagram is the obvious choice for sharing UGC.
It’s visual by nature, has a hyper-engaged user base, and provides different avenues and formats depending on the content itself – from Stories to Reels or posts on your grid.
X (previously known as Twitter) can also be a good platform for sharing UGC, depending on your industry and the audience you’re trying to reach.
Brand Example: UGC
Adobe features plenty of UGC made by customers on its various products. Here’s an example from the Adobe Creative Cloud Instagram account.
4. Live Streams
Live streaming has been on the rise in recent years, and brands are increasingly getting involved.
It’s become so popular that platforms like Instagram, YouTube, and even TikTok now have dedicated live video products.
Beyond this, new platforms built entirely around live streaming have popped up to cater to fans of this content format.
For brands, live streams provide an opportunity to engage in real-time with your community and offer a more authentic, “behind the scenes” look at your brand than produced content can.
The Best Social Media Channels For Live Streaming
As mentioned above, Instagram Live, YouTube Live, and TikTok Live are all great avenues for your live-stream content.
Where you choose to play will depend on where your target audience spends the most time and what form your content will take.
Depending on this, Twitch is another powerful platform for live streaming.
This live streaming service was initially built around video gaming content but now houses a variety of live content – and could be the best place to host your next live stream!
5. Polls & Questions
The best kind of social media content engages your audience and encourages them to interact with you.
Enter: audience polls and questions.
Whether you’re using a poll feature in a specific social platform, or asking an open-ended question, posing questions to your audience can be a simple way to drive engagement and collect helpful data.
Questions can cover things such as your brand, your product/s, industry trends, or even what kind of content your audience would like to see from you.
The Best Social Media Channels For Polls & Questions
Here are the best platforms when it comes to poll and question content:
- Instagram – You can use Instagram Stories to create both polls and questions, as it has separate tools for each. You can also create an image asking your audience a question and upload that to your grid, and then people can answer in the comments section.
- LinkedIn – LinkedIn also has a dedicated poll feature and lends itself well to posing questions where your audience might want to share their experience or opinion in a comment.
- Twitter – Another platform with a poll feature, Twitter is a great place for any kind of question-related content due to its text-based nature.
- Facebook – You can poll people in Facebook Groups or pose questions in any of your Facebook content.
- Reddit – If your brand is active on Reddit, you should consider using the platform’s poll function or asking your audience questions.
Brand Example: Polls & Questions
Fortune is one example of a brand that frequently uses polls to engage its audience.
On LinkedIn, the company often leverages poll content to quiz followers on a specific topic before linking out to a related article for them to learn more.
6. Influencer Collaborations
By now, I’d guess there’s a decent chance that when you hear the words “social media,” you think of influencers.
Influencers really have “taken over” social media by building loyal communities that look to them for entertainment and inspiration, as well as recommendations and advice.
Partnering with influencers can boost your brand’s reach and give it exposure in front of an engaged audience.
Influencer collaborations can take many forms, but the key to doing it right is to find an authentic and natural connection between the influencer and your brand.
The Best Social Media Channels For Influencer Partnerships
If you’re looking to partner with an influencer, consider one of these channels:
- Instagram – Given how connected Instagram creators are to their followers, it’s a top choice for influencer collaborations. It also provides different possibilities for how your partnership will come to life, e.g., an Instagram Live interview, a Stories feature, a carousel featuring a creator’s top 5 products from your brand, etc.
- TikTok – As brands start to catch up to the TikTok hype, more and more are partnering with trending creators to get their company in front of the Gen Z consumer.
- YouTube – Home to some of the world’s most beloved video creators and deeply engaged users, it’s no surprise that YouTube is a popular avenue for influencer partnerships.
- Twitch – If your brand has any connection to gaming or wants to connect with that audience, Twitch is your platform. Twitch creators are amassing huge fanbases, and their live streams allow you to reach streamers at the right moment.
Brand Example: Influencer Collaborations
Dunkin’ is a brand well known for its influencer partnerships.
Perhaps one of its more well-known collaborations was with TikTok creator Charli D’Amelio – not just one of the platform’s most followed influencers but a known Dunkin’ fan.
@charlidamelio the best part of any day @Dunkin’ dunkinpartner
7. Infographics And Charts
The best social media content can tell a story using only visuals.
Infographics and charts are great examples of this, which is perhaps why they have become a go-to content type for both individuals and brands alike.
These images allow you to synthesize information in a way that’s optimized for social audiences (meaning it’s digestible and clear).
The Best Social Media Channels For Infographics And Charts
If you’ve got an infographic, a chart, or a data visualization that you want to share, I recommend testing it out on any of the following channels:
- Facebook.
- Twitter.
- Instagram.
- Pinterest.
- LinkedIn.
Brand Example: Infographics & Charts
Here is an example of an informative Instagram chart produced by HubSpot.
8. Memes
What would social media be if not for memes?
These entertaining and relatable images, videos, and text catchphrases that iterate on a trending idea or topic are the “bread and butter” of social media content.
While brands should be mindful of which memes they use (ask yourself if you have something to add to the conversation), when leveraged correctly, memes can achieve a home-run marketing moment for you.
The Best Social Media Channels For Memes
Instagram and Twitter are the go-to spots for all your memes, though LinkedIn is fast on its heels with some more professional/work-related meme content.
For video memes, look to Instagram Reel and TikTok.
Brand Example: Memes
If you’re looking for a brand that knows how to use memes, look no further than Netflix.
The brand’s Instagram account often creates memes using clips from popular Netflix shows and movies, like this example.
9. GIFs
Graphics Interchange Format, more commonly known as GIFs, are small, soundless video or animation clips that are popular with social media users.
GIFs are typically used to represent how one feels or depict a particular situation and are often shared as a reaction to a piece of social content.
For brands, GIFs can be a fun and relatable tool when speaking directly to members of your social community.
The Best Social Media Channels For GIFs
Want to work GIFs into your social strategy? Twitter and Facebook have long been the place for that, though Instagram recently launched GIFs in comments.
If you want to create custom GIFs for your brand, consider creating a profile on GIPHY. Here, you can create a profile for your company that houses all your uploaded GIFs.
This will allow users all over the internet to use your GIFs through various GIPHY integrations with other platforms.
Brand Example: GIFs
Here is an interesting example of Salesforce leveraging a GIF to create a social-friendly meme.
10. Webinars & Events
Connecting with your audience on social media is all about providing them with valuable content. And what’s more valuable than an educational webinar or virtual event?
These types of content allow you to engage on a deeper level with your audience and reach a global user base.
While webinars are typically presentations that go deep on a specific topic – and often feature key speakers from external organizations – other events can cover anything from a digital conference to a workshop.
And these can all be live or pre-recorded.
The Best Social Media Channels For Webinars & Events
LinkedIn is the best platform for promoting and hosting your webinars and events.
Aside from offering all the functionality you need, it also has an audience that is more likely to be looking for educational and professional content.
Facebook and YouTube are also helpful platforms for hosting live video events.
Brand Example: Webinars & Events
Bizzabo is a brand that comes to mind when I think of webinars.
It often promotes and hosts informative virtual events for its followers on LinkedIn – which makes perfect sense, given that Bizzabo is an events company.
Screenshot from LinkedIn, July 202311. Contests And Giveaways
If you’re looking to get your followers excited and engaged, consider trying a contest or giveaway on social media.
This involves offering a special prize – whether that be a free product, money, or a trip – in exchange for specific interactions from your users (e.g., comment below, tag a friend, follow this account, like and share this post, etc.)
The Best Social Media Channels For Contests & Giveaways
Instagram is probably the most commonly used social channel for contests and giveaways.
However, you can also run them on Twitter, Facebook, Pinterest, and even TikTok.
Brand Example: Contests & Giveaways
Plenty of brands execute contests and giveaways, especially around the holidays. Here is a recent example of a giveaway hosted by Escape Brooklyn.
In Summary
These are just some of the many social media content types to choose from. And with so many options, there are also several ways to approach social media marketing.
Understanding which formats work best for your brand – and resonate most with your audience – usually takes experimentation.
I recommend starting with a few of the content types we explored above based on your overarching content strategy, target platforms, and the resources available to you.
Then start posting and see what happens!
More resources:
Featured Image: Roman Samborskyi/Shutterstock
SEO
I Got 129.7% More Traffic With Related Keywords
A few weeks ago, I optimized one of my blog posts for related keywords. Today, it gets an estimated 2,300 more monthly organic visits:
In this post, I’ll show you how I found and optimized my post for these related keywords.
Related keywords are words and phrases closely linked to your main keyword. There are many ways to find them. You can even just ask ChatGPT.
But here’s the thing: These keywords aren’t useful for optimizing content.
If more traffic is your goal, you need to find keywords that represent subtopics—not just any related ones.
Think of it like this: you improve a recipe by adding the right ingredients, not everything in your fridge!
Below are two methods for finding the right related keywords (including the one I used):
Method 1. Use content optimization tools
Content optimization tools look for keywords on other top-ranking pages but not yours. They usually then recommend adding these keywords to your content a certain number of times.
These tools can be useful if you take their recommendations with a pinch of salt, as some of them can lead you astray.
For example, this tool recommends that I add six mentions of the phrase “favorite features” to our keyword research guide.
Does that seem like an important related keyword to you? It certainly doesn’t to me!
They also usually have a content score that increases as you add the recommended related keywords. This can trick you into believing that something is important when it probably isn’t—especially as content scores have a weak correlation with rankings.
My advice? If you’re going to use these tools, apply common sense and look for recommendations that seem to represent important subtopics.
For example, when I analyze our content audit guide, it suggests adding quite a few keywords related to content quality.
It doesn’t take a genius to work out that this is an extremely important consideration for a content audit—yet our guide mentions nothing about it.
This is a huge oversight and definitely a batch of related keywords worth optimizing for.
Try the beta version of our new AI Content Helper!
Instead of counting terms that you need to include in your content, Content Helper uses AI to identify the core topics for your target keywords and scores your content (as well as your competitors) against those topics as you write it. In effect, it groups related keywords by subtopic, making it easier to optimize for the broader picture.
For example, it looks like my post doesn’t cover Google Business Profile optimization too well. This is something it might be worth going into more detail about.
Method 2. Do a keyword gap analysis (this is the method I used!)
Keyword gaps are when competitors rank for keywords you don’t. If you do this analysis at the page level, it’ll uncover related keywords—some of which will usually represent subtopics.
If possible, I recommend doing this for pages that already rank on the first page for their main target keyword. These pages are doing well already and likely just need a bit of a push to rank high and for more related keywords. You can find these in Site Explorer:
- Enter your domain
- Go to the Organic Keywords report
- Filter for positions 2-10
- Look for the main keywords you’re targeting
Once you have a few contenders, here’s how to do a keyword gap analysis:
a) Find competitors who are beating you
In the Organic Keywords report, hit the SERP dropdown next to the keyword to see the current top-ranking pages. Look for similar pages that are getting more traffic than yours and have fewer referring domains.
For example, our page ranks #10 for “local SEO,” has 909 referring domains, and gets an estimated 813 monthly visits:
All of these competing pages get more traffic with fewer backlinks:
Sidenote.
I’m going to exclude the page from Moz going forward as it’s a blog category page. That’s very different to ours so it’s probably not worth including in our analysis.
b) Send them to the content gap tool
Hit the check boxes next to your competitors, then click “Open In” and choose Content gap.
By default, this will show you keywords where one or more competitors rank in the top 10, but you don’t rank anywhere in the top 100.
I recommend changing this so it shows all keywords competitors rank for, even if you also rank for them. This is because you may still be able to better optimize for related keywords you already rank for.
I also recommend turning the “Main results only” filter on to exclude rankings in sitelinks and other SERP features:
c) Look for related keywords worth optimizing for
This is where common sense comes into play. Your task is to scan the list for related keywords that could represent important subtopics.
For example, keywords like these aren’t particularly useful because they’re just different ways of searching for the main topic of local SEO:
But a related keyword like “what is local SEO” is useful because it represents a subtopic searchers are looking for:
If this process feels too much like trying to find a needle in a haystack, try exporting the full list of keywords, pasting them into Keywords Explorer, and going to the “Cluster by terms” report. As the name suggests, this groups keywords into clusters by common terms:
This is useful because it can highlight common themes among related keywords and helps you to spot broader gaps.
For example, when I was looking for related keywords for our SEO pricing guide (more on this later!), I saw 17 related keywords containing the term “month”:
Upon checking the keywords, I noticed that they’re all ways of searching for how much SEO costs per month:
This is an easy batch of related keywords to optimize for. All I need to do is answer that question in the post.
If you’re still struggling to spot good related keywords, look for ones sending competing pages way more traffic than you. This usually happens because competitors’ pages are better optimized for those terms.
You can spot these in the content gap report by comparing the traffic columns.
For example, every competing page is getting more traffic than us for the keyword “how much does SEO cost”—and Forbes is getting over 300 more visits!
Now you have a bunch of related keywords, what should you do with them?
This is a nuanced process, so I’m going to show you exactly how I did it for our local SEO guide. Its estimated organic traffic grew by 135% after my optimizations for related keywords:
Sidenote.
Google kindly rolled out a Core update the day after I did these optimizations, so there’s always a chance the traffic increase is unrelated. That said, traffic to our blog as a whole stayed pretty consistent after the update, while this post’s traffic grew massively. I’m pretty sure the related keyword optimization is what caused this.
Here are the related keywords I optimized it for and how:
Related keyword 1: “What is local SEO”
Every competing page was getting significantly more traffic than us for this keyword (and ranking significantly higher). One page was even getting an estimated 457 more visits than ours per month:
People were also searching for this in a bunch of different ways:
My theory on why we weren’t performing well for this? Although we did have a definition on the page, it wasn’t great. It was also buried under a H3 with a lot of fluff to read before you get to it.
I tried to solve this by getting rid of the fluff, improving the definition (with a little help from ChatGPT), and moving it under a H2.
Result? The page jumped multiple positions for the keyword “what is local SEO” and a few other similar related keywords:
Related keyword 2: Local SEO strategy
Once again, all competing pages were getting more traffic than ours from this keyword.
I feel like the issue here may be that there’s no mention of “strategy” in our post, whereas competitors mention it multiple times.
To solve this, I added a short section about local SEO strategy.
I also asked ChatGPT to add “strategy” to the definition of local SEO. (I’m probably clutching at straws with this one, but it reads nicely with the addition, so… why not?)
Result? The page jumped seven positions from the bottom of page two to page one for the related keyword:
Related keyword 3: “How to do local SEO”
Most of the competing pages were getting more traffic than us for this keyword—albeit not a lot.
However, I also noticed Google shows this keyword in the “things to know” section when you search for local SEO—so it seems pretty important.
I’d also imagine that anyone searching for local SEO wants to know how to do it.
Unfortunately, although our guide does show you how to do local SEO, it’s kind of buried in a bunch of uninspiring chapters. There’s no obvious “how to do it” subheading for readers (or Google) to skim, so you have to read between the lines to figure out the “how.”
In an attempt to solve this, I restructured the content into steps and put it under a new H2 titled “How to do local SEO”:
Result? Position #7 → #4
No. Nothing in SEO is guaranteed, and this is no different.
In fact, I optimized our SEO pricing guide for related keywords on the same day, and—although traffic did improve—it only improved by around 23%:
Sidenote.
You might have noticed the results were a bit delayed here. I think this is because the keywords the post ranks for aren’t so popular, so they’re not updated as often in Ahrefs.
For full transparency, here’s every related keyword I optimized the post for and the results:
Related keyword 1: “How much does SEO cost”
Each competing page got more traffic than ours from this keyword, with one getting an estimated 317 more monthly visits:
When I clustered the keywords by terms in Keywords Explorer, I also saw ~70 keywords containing the word “much” (this was around 19% of all keywords in the Content Gap report!):
These were all different ways of searching for how much SEO costs:
The issue here appears to be that although we do answer the question on the page, it’s quite buried. There’s no obvious subheading with the answer below it, making it hard for searchers (and possibly Google) to skim and find what they’re looking for:
To solve this, I added a H2 titled “How much does SEO cost?” and added a direct answer below.
Result? No change in rankings for the related keyword itself, but the page did win a few snippets for longer-tail variations thanks to the copy I added:
Related keyword 2: “SEO cost per month”
Nearly all competing pages were getting more traffic than us for this keyword, with one getting an estimated 72 monthly visits more than more us.
The term clustering report in Keywords Explorer also showed that people are searching for the monthly cost of SEO in different ways:
This is not the case for hourly or retainer pricing; there are virtually no searches for this.
I think we’re not ranking for this because we haven’t prioritized this information on the page. The first subheading is all about hourly pricing, which nobody cares about. Monthly pricing data is buried below that.
To fix this, I moved the data on monthly pricing further up the page and wrote a more descriptive subheading (“Monthly retainer pricing” →“Monthly retainer pricing: How much does SEO cost per month?”).
I also changed the key takeaways in the intro to focus more on monthly pricing, as this is clearly what people care about. Plus, I simplified it and made it more prominent so searchers can find the information they’re actually looking for faster.
Result? The page won the featured snippet for this related keyword and a few other variations:
Related keyword 3: “Local SEO pricing”
I found this one in the term clustering report in Keywords Explorer, as 16 keywords contained the term “local.”
Upon further inspection, I realized these were all different ways of searching for the cost of local SEO services.
I think the problem here is although our post has some data on local SEO pricing, it doesn’t have the snappy figure searchers are likely looking for. Plus, even the information we did have was buried deep on the page.
So… I actually pulled new statistics from the data we collected for the post, then put them under a new H3 titled “How much does local SEO cost?”
Result? Small but notable improvements for this keyword and a few other variations:
Related keyword 4: “How much does SEO cost for a small business”
I saw that one competing page was getting an estimated 105 more monthly organic visits than us from this term.
When clustering by terms in Keywords Explorer, I also saw a cluster of nine keywords containing the word “small.” These were all different ways of searching for small business SEO pricing:
Once again, the issue here is clear: the information people are looking for isn’t on the page. There’s not even a mention of small businesses.
This is good as it means the solution is simple: add an answer to the page. I did this and put it under a new H3 titled “How much does SEO cost for small businesses?”
Result? #15 → #5 for this related keyword, and notable improvements for a few other variations:
Related keyword 5: “SEO pricing models”
This related keyword probably isn’t that important, but I spotted it looking through the Content gap report and thought it’d be pretty easy to optimize for.
All I did was create a new H2 titled “SEO pricing models: a deeper breakdown of costs.” I then briefly explained the three common pricing models under this and re-jigged and nested the rest of the content from the page under there.
Result? #5 → #1:
Final thoughts
Related keyword optimization isn’t about shoehorning a bunch of keyword variations into your content. Google is smart enough to know that things like “SEO” and “search engine optimization” mean the same thing.
Instead, look for keywords that represent subtopics and make sure you’re covering them well. This might involve adding a new section or reformatting an existing section for more clarity.
This is easy to do. It took me around 2-3 hours per page.
SEO
Leverage Search Intent & Boost Your Visibility With These Expert SEO Strategies
Struggling to rank for your target keywords? You’re not alone.
The SEO landscape is more complex than ever, with search intent evolving and SERP features constantly changing.
So, how do you make sure your content aligns with Google’s evolving expectations?
Check out our webinar on September 25, 2024: “Navigating SERP Complexity: How to Leverage Search Intent for SEO.”
Tom Capper of STAT will discuss the role of search intent in SEO and how to use it to climb in the right SERPs for your brand.
Why This Webinar Is A Must-Attend Event
Ranking isn’t just about keywords anymore—it’s about understanding the intent behind each search.
We’ll cover:
- How intent is nuanced, and many keywords can support multiple intents.
- Why the same keyword can have a different intent depending where it was searched from, and on what device.
- The differences in SERP features depending on intent, and how this impacts your content strategy.
Expert Insights From Tom Capper
Leading this session is Tom Capper from STAT Search Analytics.
Capper will dive deep into searcher motivations using first-party research data and provide actionable insights to help you improve your site’s organic visibility.
Reserve your spot and find out more about how these insights can impact your ranking.
Who Should Attend?
This webinar is perfect for:
- SEO professionals looking to take their strategies to the next level
- Content managers and strategists wanting to increase the effectiveness of their work
- Enterprise professionals and digital marketers looking to blend branding, marketing, and SEO for a unified customer experience
- Anyone interested in search results and consumer behavior
Live Q&A: Get Your Questions Answered
Following the presentation, Tom will host a live Q&A session.
This is your chance to clarify misconceptions surrounding the intersection of content, search intent, and the SERPs and get expert advice on optimizing your strategies.
Don’t Miss Out!
Understanding search intent is critical to staying competitive in SEO. Reserve your spot today to ensure you’re not left behind.
Can’t attend live? Sign up anyway for the recording.
Get ready to unlock new SEO opportunities and boost your rankings. See you there!
SEO
How to Manage Local SEO for Businesses with Multiple Locations
As your business grows, the idea of expanding to multiple locations and tapping into new markets eventually becomes a possibility. And getting to this point can be exciting for business owners– but it’s also a complex process that involves the application of different strategies, especially when it comes to your SEO.
Managing SEO for multiple locations is tricky. You will want each location to show up in local searches and catch the attention of potential customers in its specific area. And this is where optimizing local SEO for multiple locations comes into play.
Understanding the Importance of Multi-Location SEO
Beyond brand consistency and quality products and/or services (which are always important), you have to consider how your new business branches can be found by an increasingly digital consumer market.
As an SEO expert, I’ve seen firsthand how important a well-crafted multi-location SEO strategy is for businesses, becoming the key to making sure that each location can attract local customers through organic search.
Multi-location SEO is more than just search engine ranking improvements. It is about connecting with local audiences on a deeper level – ensuring that your business is visible to potential customers exactly when they are searching for services or products in their area.
- Improve local search visibility. Optimizing each business location individually with relevant keywords can guarantee that your stores appear at the top of local search results – making it easier for potential customers in specific areas to find and visit your locations.
- Target qualified local audiences. Customizing multi-location SEO strategies to meet the specific needs and search behaviors of local customers can help businesses attract highly relevant and engaged customers, which may then lead to higher engagement and better conversion rates.
- Improved search rankings. Earning backlinks from local websites enhances the authority and relevance of each location, boosting your search engine rankings.
- Competitive advantage. A well-optimized multi-location SEO strategy sets your business apart from your competitors who may not be as focused on local SEO, giving you an edge in attracting local customers.
- More in-store foot traffic. Increased local visibility translates to more people discovering your business’ physical locations, driving more foot traffic, which eventually convert into more sales.
Create Separate Pages for Each Location
Instead of putting together and stuffing all the necessary information of your business onto a single page, separate pages allow you to highlight specific details unique to each location – from local addresses, contact information, down to the services and offerings available at each site.
While creating separate pages, it is important to:
- Ensure that all these pages are hosted on a single domain to consolidate your SEO efforts and boost rankings as a whole.
- Embed a Google Map for each location to enhance local visibility, user convenience, and relevance for local searches.
- Target geotagged keywords and mention the specific city or area on each page to establish your business’ presence across multiple locations.
- Include complete contact details and create location-specific content to help each location rank well in search results and drive more local traffic and engagement.
- Make sure that each of the pages have unique, optimized content, and not identical copies. Avoid simply changing just the city and state names on each page to prevent duplicate content penalties, and ensure a more targeted user experience.
- Add photos and videos to give users a better feel for each location.
Precise and localized information for each of the pages you will be creating for multiple business locations can help potential customers quickly find what they need, creating a richer and more engaging user experience. This shall improve your chances of ranking highly in search results as well.
Optimize Google My Business Listings
Each location of your business should have their own Google Business Profiles complete with accurate details – from address details, business hours, contact information, to the correct website URLs for specific business locations. This helps control how your business is displayed on both Google and Google Maps.
By the time you have created variations of GMB profiles customized to each business location, optimizing each of them follows. This involves uploading high-quality photos and videos, creating posts and publishing updates consistently, and managing and responding to reviews actively.
Of course, it is important that you encourage satisfied customers to leave reviews – and respond to it. This not only resolves issues, but builds trust among users too. It can even help boost local rankings significantly.
Keeping Google My Business listings detailed, up-to-date, and packed with positive reviews, you promote your business not only for potential customers to find and choose you, but also signals Google that each location is active and trustworthy – which further leads to higher visibility and more exposure in the search results.
Ensure Consistency in NAP Across All Listings
Consistency is key—ensure your business name, address, and phone number (NAP) are uniform across all listings. With same business names, it may signal Google that these locations belong to the same business, while the address and phone number will let them know they are simply different branches.
The more accurate your information is across the web, the higher Google’s trust in its accuracy, making it more likely for you to earn a spot in the search results.
Create Local Business Schema
Local business schema, a type of structured data markup, is a powerful strategy for optimizing local SEO, particularly for businesses with multiple locations. Schema markup is a further addition to your location pages that allows you to describe your business more accurately to search engines as you provide them with detailed information.
This makes it easier for search engines to understand and display your business in relevant search results.
Gather Customer Reviews
Reviews are successful indicators of effective business strategies, providing potential customers with genuine, unbiased insights into your business. They influence customer perceptions while playing a role in how Google ranks your business in local search results. Reviews are also great social proof because people generally trust what other customers have to say about your business more than the information that we provide on the listings.
It is then important that you make review collection part of your business practices in optimizing local SEO for multiple locations by encouraging satisfied customers to provide feedback, not just on your GMB profiles, but to other review platforms too.
How to Get Positive Customer Reviews
Getting positive feedback from customers may be tricky, but it is an effective strategy for boosting both your business’ reputation and local SEO performance. Reviews like these will ensure that you stand out in local search results while attracting a steady stream of new customers.
- Ask for reviews, especially right after a positive experience. Do not hesitate to ask satisfied customers to leave reviews by asking them directly after a purchase or service.
- Let customers know how easy leaving reviews is. Simplify the review process by providing direct links to your Google My Business, and other review sites that your business is in. QR codes on thank you pages, receipts, or in-store displays can also be effective.
- Respond to reviews. May they be positive or negative customer feedback, make sure to respond professionally. This will show that you value their insights and opinions as much, and may even establish relationships with them. When these customers see that you are taking the time to interact with them, they will feel valued and appreciated.
- Highlight positive reviews on your website. Showcase the customer reviews on your website, especially for each location. This can further boost your local SEO, and may even encourage other satisfied customers to share their experiences as well.
How to Deal with Negative Reviews
Negative reviews cannot be avoided. Yes, they can be challenging, but they also present opportunities to make improvements on your business, and even demonstrate responsiveness to customer feedback.
- Reply to negative reviews as quickly as possible. Engaging promptly demonstrates a proactive approach to customer feedback and highlights your commitment to resolving issues. This also plays a key role in preserving the reputation of your business, fostering trust with your customers, and signals to search engines that your business values and prioritizes customer relations.
- Maintain professionalism. Always respond to customer feedback in a calm, polite, and professional manner, regardless of the tone of the review. Avoid becoming defensive or confrontational, since it may discourage potential customers. Then, from here, address the issue raised by thinking and providing a solution.
- Acknowledge the issue. Always begin your response by acknowledging and recognizing the customer’s concern, and expressing genuine empathy. This helps validate their feelings and show them that you actually mind. Do not forget to offer a sincere apology for any inconvenience or difficulty they have encountered as well, regardless of who was at fault.
- Encourage positive reviews. Even with negative reviews, continue to encourage satisfied customers to share their positive experiences. Increasing the volume of this positive feedback can help in enhancing your overall rating. And the more positive reviews you get, the less impact any individual negative review will have.
Collect as many testimonials as you can, and respond to both positive and negative ones. Actively doing so shows that you value customer feedback, and are committed to excellent service – further strengthening your local SEO efforts too.
Earn Backlinks from Local Websites
Link building remains to be an important strategy for optimizing local SEO across multiple locations. Backlinks act as endorsements from reputable sources that boost business’ visibility, relevance, and authority in local search results – all of which are important ranking factors.
Focus on getting listed in local directories and citations. Create listings for each business location, keeping each information complete and accurate, to help establish your local presence within the area. You may also reach out to local bloggers for guest posting opportunities, sponsor community events, or engage with local publications by sharing newsworthy updates about your business.
Backlinks from local websites drive targeted traffic from potential customers who are geographically close to your locations, increasing the chances of conversions. This local relevance is particularly important for businesses in multiple locations, as it ensures each site gains visibility in its respective area.
Link Your Social Media
Aside from separate web pages, your different business locations also need their own social media profiles. Actively maintaining these pages can boost local SEO through location-specific content, engagement with local audiences. These profiles will also enable you to run location-targeted ads to reach potential customers in each area. Once you have this set up, remember to link your social profiles to your location pages to increase relevance.
Look at Local Competition
Want to know what’s working? Look at the top-ranking businesses in your area. Use tools like SE Ranking, Woorank, and the like to see what strategies they’re using to rank well in local search. This should give you things like content ideas, backlink profiles, citations, reviews, and other opportunities you can apply to your own location pages.
Key Takeaway
Optimizing local SEO for multiple locations really takes a lot of work – a demanding but rewarding process. If we take this approach with these strategies, it will not only ensure that each location ranks well in the appropriate searches but also build a strong digital footprint for your business. The result is a stronger connection with local customers, increased foot traffic, and ultimately, greater business success.
Implementing this multi-location SEO strategy may actually sound like a tricky approach to expand your customer base and drive growth to your business in the online market. But with these strategies that I have laid out, you can tailor your SEO efforts to suit the multiple locations of your business without spreading your resources too thin.
Daily Search Forum Recap: September 10, 2024
Daily Search Forum Recap: September 11, 2024
14 Tools for Creating and Selling Digital Products (Expert Pick)
Daily Search Forum Recap: September 12, 2024
The Secrets of One of the World’s Largest Ad-Free Blogs – WordPress.com News
Google Warns About Misuse of Its Indexing API
Assigning The Right Conversion Values To Make Value-Based Bidding Work For Lead Gen
How to Connect Your WordPress Site to the Fediverse – WordPress.com News
Daily Search Forum Recap: September 13, 2024
How to Build a Fandom by Talent-Scouting Great Content
-
SEARCHENGINES7 days ago
Daily Search Forum Recap: September 10, 2024
-
SEARCHENGINES6 days ago
Daily Search Forum Recap: September 11, 2024
-
WORDPRESS6 days ago14 Tools for Creating and Selling Digital Products (Expert Pick)
-
SEARCHENGINES5 days ago
Daily Search Forum Recap: September 12, 2024
-
WORDPRESS6 days agoThe Secrets of One of the World’s Largest Ad-Free Blogs – WordPress.com News
-
GOOGLE5 days agoGoogle Warns About Misuse of Its Indexing API
-
SEO6 days agoAssigning The Right Conversion Values To Make Value-Based Bidding Work For Lead Gen
-
WORDPRESS4 days agoHow to Connect Your WordPress Site to the Fediverse – WordPress.com News