Elizabeth Rule on Scaling Multi-location Brands with Local SEO

Adventures in Local Marketing

Once your brand reaches a couple of dozen locations, the local search tactics you need to employ to grow further only get more intricate and complex.

Host Claire Carlile is joined by Elizabeth Rule from Sterling Sky, to discuss what needs to be in your gameplan when working with a growing brand. They cover what to consider when acquiring another brand, the importance of getting the right information architecture, how reviews and reputation management impact the growth process, and so much more.

You will learn:

✅Common challenges with growing local businesses, and strategies to resolve them
✅How to manage Google Business Profiles for a growing portfolio of locations
✅How reviews can make or break rankings and reputation
✅How good password management can boost efficiencies
✅Pitfalls to avoid when expanding to new locations
✅Factors to consider when expanding to new locations

Timestamps:

00:00 Intro

02:42 Strategies for Scaling Local Businesses

06:22 Acquiring and Rebranding Existing Businesses

08:55 Managing Google Business Profiles for Multi-Location Growth

13:16 Turning Negative Reviews into Opportunities

22:45 Room 404: 'Optimized for SEO'

25:16 Preparing for Growth and Management of Passwords

31:46 Pitfalls to Avoid in Expanding to New Locations

34:27 Managing Google Profiles and Service Area Businesses

37:05 Factors to Consider in Choosing a Location

44:50 Proximity to Competitors and Google's Local Filter

50:00 Resources for Local SEO and Multi-Location Businesses

About Claire (Host)

Claire Carlile is a Chartered Marketer (MCIM) and is BrightLocal's Local Search Expert. Her work at Claire Carlile Marketing, where she helps businesses of all sizes make the most of the local search opportunity, allows her to provide real-world skills and expertise to what BrightLocal does.

Where to find Claire:

Website

Twitter (X)

LinkedIn

About Elizabeth (Guest)

Elizabeth is an expert local SEO analyst at Sterling Sky. Over the years Elizabeth has been involved with many local businesses as they grow, both through the acquisition of other businesses and by the extension of their own offering as they build out their brick-and-mortar locations on a national scale.

As a Google Business Profile Product Expert, Elizabeth helps businesses crack the code to gain valuable visibility in local search and helps solve complex GBP issues. She is also a faculty member and speaker at the Local U SEO Conference.

Where to find Elizabeth:

Website

Twitter (X)

LinkedIn

Room 404

Find out what Elizabeth decides to put into 'Room 404', as it makes their heart race, but for all the wrong reasons!

Want more from Adventures in Local Marketing? We highly recommend checking out these episodes:

• Embracing AI with Marie Haynes
• Conversion mindset with Aaron Weiche
• Staying people first with Julian Hooks

Resources

• Sterling Sky's content and research
• Local Search Forum:
• Andy Simpson on X
• Krystal Taing on X
• BrightLocal Citation Builder - for citations at scale

About Adventures in Local Marketing

Adventures in Local Marketing' is *the* podcast for local marketers, hosted by industry expert and popular speaker, Claire Carlile.

Claire chats to a smorgasbord of marketers from various different backgrounds, who each bring their unique insight into facets of the local marketing landscape.

Copyright 2024 BrightLocal