Photo credit: Clark Street Mercantile
Enterprise brands with a major brick-and-mortar presence have a unique challenge in digital marketing: connecting with consumers online, with the intent of ultimately encouraging them to visit a physical business location to make a purchase.
By creating a more user-focused experience that includes individual location landing pages for physical business locations, franchise systems and multi-location brands can turn user queries into business visits.
Developing location pages that are an extension of the primary brand domain allows brands to capture valuable real estate on search engine results pages (SERPs) and rank more prominently on hyper-local search terms above online directories like Yelp, Insider Pages and more.
Often, during the initial research phase of the customer journey, a consumer is looking for a product or service but is brand-agnostic. Leveraging this type of local SEO strategy can help drive in-store sales from these brand-agnostic consumers by tapping into coveted geo-specific, non-branded search terms and phrases.
However, many brand teams and franchisors have adopted a policy of allowing their franchisees and location owners to create their own landing pages and website domains instead of creating location pages on the primary brand domain. This type of independently executed approach can be found across a variety of industry verticals, and it can lead to the creation of domains like this:
As you can see, the domain is branded, but with a geo-modified URL.
Another version of this singular approach can involve using a non-branded, geo-modified domain, like this one for a men’s salon in Glendale, Colorado: