Paul Shepherd

Franchise Digital Strategist & Business Biohacker

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Onsite Optimisation

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What to do with NAPs for businesses who have multiple office locations?

I recommend to have a “locations” tab in the main navigation that would go to a page like this:

zane-local-inder-page

Then, you can have the addresses as links that point to your local landing pages. Both address (on the location page and on the local landing page) should be coded in schema. This method works great up to around 100 locations. If you have more locations than that, you should consider a store finder and build your local directory with a state folder so your URL structure would be mysite.com/locations/nsw/sydney

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Do you recommend creating a landing page for both the Service and the City (meaning a landing page for every city and service)?

Yes. When it comes to services pages, I would also recommend building them out on a per location basis if you can do it with quality unique content. For example, let’s say you are a pest control company that offers bed bug treatments. You already have local landing pages for each of your offices that shows your address. If you build out a bed bug page for each market, you could add local testimonials and talk about the places around the city that have been having bed bug problems. You can link to local news sources talking about the problem and you can give localised advice on your pricing and service. This is a better experience for the user than an overall bed bug page for all your locations. Very few people are doing this, and it’s a great way to capitalise on long tail search.

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Should website testimonials be on a “testimonials” page, or along the sidebar? Do they need to be unique from the testimonials given on a GMB page and other local sources?

I think that testimonials can be on both the sidebar and a full page. It doesn’t make sense to have more than one or two testimonials on a sidebar or a landing page, but having a massive page of testimonials can speak for your service quality. When it comes to the content of the testimonials, if you copy them from Google My Business, Yelp, or other directories, this is duplicate content. It might keep a page from ranking on (your brand name + reviews), but I doubt you would trip a Panda filter with it. Instead I recommend a much more sophisticated solution that looks at Net Promoter Score (NPS) where separate reviews can be collected and published.

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