The provided materials detail strategies for optimizing multi-location businesses using Bullseye Locations software. The platform focuses on creating and managing numerous local pages, maintaining data consistency, and leveraging a subfolder website structure for improved SEO performance. Key benefits include streamlined data management, enhanced user experience through consistent design, and improved visibility in “near me” searches. The data emphasizes the importance of domain path configuration and integration with Google My Business (GMB) and CRM systems.
Subfolder Structure for Multi-Location SEO
According to the source materials, a subfolder-based website structure is the most adaptable approach for multi-location SEO. This method allows for maintaining a consistent design across all location pages, which is reported to contribute to 75% of a website’s credibility. The benefits of utilizing subfolders include inheriting authority and trust from the main domain, and simplifying link building and page updates. While algorithm updates pose a potential risk to the entire website, adhering to local SEO best practices is presented as a mitigating factor. Bullseye Locations is specifically designed to work optimally with this structure, providing local information when customers request it and when search engines crawl for it.
Dynamically Generated Local Pages
Bullseye Locations facilitates the creation of thousands of local pages with data imports, dynamically generating optimized pages with a company’s branding. These pages are designed to capture high-intent searchers who use “near me” queries. The platform instantly pulls data to create these pages, reducing manual effort and ensuring scalability for businesses with a large footprint.
Data Management and Integrations
Effective data management is a core component of Bullseye’s functionality. The platform integrates with Google My Business (GMB), creating a streamlined user experience for customers utilizing Google Search, Maps, and other Google products. This integration ensures data synchronization across platforms and maintains Name, Address, and Phone number (NAP) consistency, which is crucial for SEO integrity. Bullseye also integrates with leading CRM tools, such as Salesforce, to nurture leads generated from organic website traffic.
Domain Path Configuration
Configuring domain paths is essential for rendering locator and location pages in an SEO-friendly manner. This configuration allows location pages to appear as subdomains hosted within the main domain, making them indexable and enabling the dynamic creation of landing page URLs with geographical parameters. The process requires configuration within Bullseye and modifications to the hosting server’s DNS zone file, involving the creation of CNAME and TXT records. Validation is available within Bullseye to confirm correct configuration. Secure display of interfaces at the configured domain path requires requesting an SSL certificate from Bullseye Locations. An example of a configured domain path is provided: locations.musicstaff.com/musicstafflist/us/nj/branchburg/location-name-1234.
Localized Content Strategy
The source materials recommend a localized blog content strategy to enhance SEO. This involves conducting keyword research to identify topics of interest to local customers and creating content tailored to those subjects. An example is provided for a roofing supplies distributor in Miami, Florida, suggesting topics such as trending roof styles, residential real estate trends, pros and cons of roofing styles, and wholesale deals for local contractors.
Managing Location Data and Partner Collaboration
Bullseye Locations allows for easy updating of store hours and other local information, providing customers with confidence in a business’s availability. The platform also enables businesses to delegate responsibility for updating location data to local partners, while maintaining control through agile, secure user workflows and area manager roles for review. This collaborative approach saves time, builds rapport with partners, and contributes to unique local content that improves overall SEO.
URL Structure and SEO Subscription Features
For interfaces utilizing landing pages, URL paths are built as subdirectories dynamically created based on the geographical information of each location. Businesses with the SEO subscription can choose between using LocationID or ThirdPartyID in the URL and can also incorporate keywords in place of the location name to further optimize landing page URLs. These configurations are managed within the interface builder’s SEO accordion.
Technical Implementation Details
Configuring an account-level domain path involves navigating to Settings > Account and editing the configuration settings. This requires creating a CNAME record pointing to the Bullseye account’s subdomain and a TXT record with a specific value. Successful configuration is validated within Bullseye, and assistance is available at 1-800-606-1415. Securing interfaces with SSL requires notifying Bullseye Locations with the configured cName, with certificate generation occurring within two business days. DNS propagation times should be considered, and re-validation may be necessary after a short delay.
Conclusion
The provided materials highlight Bullseye Locations as a platform designed to address the unique SEO challenges of multi-location businesses. The core strategies revolve around a subfolder website structure, dynamic local page generation, robust data management with GMB and CRM integrations, and precise domain path configuration. Implementing these features, as outlined by Bullseye Locations, is presented as a means to improve local search visibility, enhance user experience, and streamline multi-location SEO efforts.