Multi-Location Website Design : How To Build It in 2020
Multi-Location Website Design can be built in a lot of ways. But in this post, I will go over the best practices for the website design for businesses with multiple location and what is best for SEO. Over my years in this industry, I have found that using the silo method is what works best. Using the silo method is going to help the consumer and the search engines understand what the web page is and what it is about. Most of the website designs are a disjointed array of unrelated information with no clear design. Those sites are suffering in search engine ranking for keywords they are trying to rank for.
Using the Silo method for all websites provides a clear subject of the relevance and puts down the groundwork for the harder keywords you are trying to rank for. It is the core foundation for SEO and website design. More often than note, great websites are hidden from search engine results pages (SERP) because of their design. They are missing an organic search engine optimization strategy, or their strategy does not have enough attention to a clear subject.
In this post, you will learn the strategy for multi-location website design and using the silo method. This will give you a clear idea of the silo method and building your own multi-location website! This guide is perfect if you are creating one location or multiple locations website. Google does prefer that your local location pages are setup as outlined below.
Quick Introduction – Planning is important
Siloing a multi-location website requires a few step process of planning and implementation.
Finding the Website Theme
At the beginning of the silo process by answering these questions:
- What are your current main keywords you are ranking for?
- Which of those keywords are legitimately relevant for your website?
- What would someone search to find your main purpose?
- How can you implement a clear topic theme?
Step 2: Building a Multi-Location Website Topic with Physical Silos
Think about whether you can bring a physical silo through the site’s
directory now, and apply it if it is possible.
We will describe later the walk-through of virtual siloing, in which
linking and navigation determine the subject.
Step 3: Building a multi-location website with virtual silos
Now you’ll need to carefully examine the linking structure implemented in your website design, applying linking blueprints between pages that reinforce the website design subject.
Creating Keyword Content
By publishing expert-quality, with relevant content that includes
your targeted keywords within the appropriate silos.
Step 1: Determining the Purpose of designing it
Google does a pretty good job of keeping the world’s information organized and accessible for everyone. There are numerous variables of important significance to think about when seeing how the search engines rank multi-location websites and decide each website’s relevance to searcher inquiries. With that being said, a clear topic is very important to rank the website on a SERP.
When a website’s information has been taken away from its layout and design, will that website be the most relevant to the same topic websites? If so, then it is very likely that it will have a high ranking on the SERP. Search rankings allow a website to obtain customers researching and shopping for services and products.
But Siloing is not all there is to rank a website, but without having the on-page optimization, you will have a lot harder time ranking on the SERP.
The On-Page SEO process of getting a higher ranking starts with having a clear understanding of the subject of a website.
Now I am going to explain the importance of creating a subject theme for your website by using a visual of beads using the analogy that most website are like beads. A search engine can only tell what the purpose of your web design in Michigan is if the tops are distinct and clear. Looking at the picture of all of the beads and think about how search engines will see the “subject” of this.
You will notice that everything is mixed together with no emphasis on order. The search engine would assume that it is beads, but not what color are the beads, not how many beads there are, not what the purpose of those beads is.
Now if we were to organize the beads by count and color, they could be classified as “clear beads”, or even more specifically “100 clear beads for crafts”. Now we can tell that all of these beads are organized and put together neatly, there is the same in each of them, and which colors we have. The same goes for your location web design.
Your ranking on the SERP can be hurt in two very common
ways: 1) Having too little or thin content about your topic. 2) Including irrelevant content that has
nothing to do with your topic. You will
want to avoid making these mistakes by focusing on the main subject of your
What topic does is your website rank for search engines?
The absolute best place to start looking for relevant topics for a website is to check the previous traffic from the website. You can find this information from the following locations:
- Keyword Research
- PPC Programs
- Google Search Console
- Google Analytics
Each one of these resources is full of information that will inform you about who visited your website and why they visited. Although it will not directly tell you why the website is not ranking for your specific keywords, it will at least help you check which subject of the website is being ranked on the SERP.
You can start by creating a list from 10 to 100 of keywords that show up as being the most relevant to your company’s services and or products. During this phase, the first thing you will need to do is create a list of keywords with as many as you possibly can. You will need to cover as many relevant topics as possible, and include topics that are barely connected to the main topic of your website. There are many discovery tools that you can use to find every possible synonym that is even slightly close to your main topic. You can use these keywords to see the activity per month.
Now, after you have answered the question of where your website is
ranking, this will tell you two major things: 1) You will understand what you
are currently ranking for and 2) You will also know where you are ranking for
those keywords. The next step will be to understand what topics your website is
relevant for and how to understand why you are ranking there.
If you are using Bing Ads or Google Ads to do pay-per-click
advertising you will have a better insight into which keywords are working to
bring customers to your website. You can
use PPC to test the environment, by bidding on keywords you would like to rank
in for organic searches.
Your organic ranking queries are shown in your Google Search
Console’s performance report. Here you
can see which keywords you are currently ranking for and the impressions you
have made. An impression is when someone
searches your keyword, and your website is listed.
Side Note: If you have not
already set up your tools free from Google you are missing out on very valuable
information. Google’s webmaster tools
like Google Search Console and Google Analytics are tools you need to use for a
multitude of reasons.
Using Google Analytics, you will be able to give you a complete view of how your customers are using your website, and which pages they are staying on the longest. You can use this data to build out the pages that are performing the best to help improve your bounce-back rates and time on page.
Now it’s time to ask yourself…
How Can I Implement a clear topic to my website
You now have an understanding of the keywords your website is ranking for, which topics the website is considered relevant, and a good idea of how your most popular web page is comparing to the competition. The first thing you will want to do is make your website as good as your competitor. Then you will make it better. You want the SERPs to see you as equals, which would be the most relevant website on the web. It is very important to find any holes in your silos: pages that are relevant but not yet supported by clear content on your website.
You will need to think about what your website is not about
and what is not important for you to rank in. Would you gain anything from
making content for those pages? Would creating these pages and putting the
content for those terms help or hurt the main topic of your website by making
it less relevant?
Making a Clear Topic
There are a lot of
ways to create a clear topic. It helps
me to visualize the main and secondary topics you would like your site to be
about. You can use a simple out list in a word processor or an organization chart
like the image below.
When you have your main topic and subtopics of a webpage
decided, it is now time to apply the topic to the website in a recognizable
way. When creating topic-based solos throughout your website will clearly
communicate the relevant topic of a website to end users and search engines
Step 2: Building a website using the silo method
Think of a silo-like a filing cabinet. For the cabinet to be efficient, everything is tightly together in its place and filed in the correct heading. Every specific topic has its own heading. This means that if your website is for a mold removal company, all of your mold removals are together, and all of your mildew removal is together.
The two should never mix together with content or
cross-linking. A mold removal silo would
look similar like this example:
With the examples above, each webpage is named to help
search engines find the common topic.
The directory naming system will help establish that all of the pages
are relevant. When you stick with this
format it helps prevent your topics from blending together.
Most websites will find that their subject is extensive
enough that they need to isolate it into different topics. I highly recommend
that you keep your silo to two or three directories deep. If you go deeper it will cause your pages to
appear less relevant to search engines.
When you have created your separate topics, you may want to
consider connecting some of them for the users.
Let’s say your mold removal company has a page about the health issues
with mold. If you have a page that addresses
the health issues from mold, it may make sense for that page to refer to both
the health issues section and the mold section of the website.
Step 3: Creating Keyword Rich Content
I am sure you have heard, that content is king. This is true, but more especially the content needs to be relevant to your keywords.
Content is king, but not all content is relevant. Your content has to be written with a very specific quality in mind to meet the standards that search engines are requiring today. There are guidelines that have to be met before search engines will even consider it to be relevant and worthwhile.
Requirements for Content
The very first step in creating relevant content is to look at how much content the top results are providing. This will give you an idea of how roughly how much you need to produce to be deemed relevant. Just by knowing how much content you need will motivate you to complete the task. While there is more that goes into it than content, having about the same amount as the top results will help you get higher in the SERP. I have spent a lot of time watching how Google ranks webpages, and as for optimizing for SERPs, doing this strategy will provide you the best rewards to efficiently rank higher.
Step 4: Building out each location Page
And finally the last step. I personally like to create a page for all of my service areas. The service page will be listed as something similar to this example: businessname.com/our-service-areas. Then on that page, you can link to all of your service area landing pages. Going back to our mold company, the URL for each landing page would be it would be businessname.com/service-area-landing-page. You will need to make sure you use your specific keywords for this landing page for your service areas. And this will complete your Multi-Location Website Design. I hope you found it useful!