Roofing Companies sometimes have multiple business locations. This is generally a good thing since it illustrates financial success and indicates interest in your services. But it can become a tricky proposition when attempting to properly optimize your services online. Google likes things very clean for local SEO. They want a website, a Google Maps & My Business listing, and consistent and accurate NAP citations. When you have more than one location, that becomes less clean. Luckily, there’s a way to execute multi-location SEO that will maximize your roofing leads throughout all of your service locations.
Some of the local SEO practices used on multi-location roofing businesses are counter productive and outdated. The most common tactic is mass producing “city pages” which are essentially duplicates of your main page but the city is switched out. Google views pages like these as duplicate content and considers them spammy doorway pages. And let’s be honest, they aren’t wrong. Furthermore, your Google My Business listing can’t be linked to all of these different pages, it can only be linked to one. If you have more than one legitimate business location, you must create more than one Google My Business listing for Maps placement.
The Subfolder Solution
Google is more than happy to accommodate your second or third business location if it’s legit. But you must do your part as the business owner too. The first step is creating subfolders on your primary website. If you are myexamplesite.com, you’ll want subfolders for each of your real business locations. So if you have locations in Dallas, Houston, & Austin, you’ll have URLs (subfolders) for each city. They will be top level URLs, which can then have child pages underneath them. Each page should be unique, and not a duplicate copy of another page. See how they might look below:
Unique Content Writing
As we noted, these pages must be separate from one another, not just in URL location, but in content. The worst thing for Google to see is duplication. So never use spun content or switch out the city name within identical content. Instead, a unique page should be handwritten for each city. It helps if you can also distinguish your locations in real life, and represent that on your website. A great way to do this is to publish pictures of your locations on each of the city pages. You can also feature some of your top employees in these areas. You want the visitor to view each location as a separate entity and one that looks “real.” Here’s what can help:
- Distinguishability: Each city page should be unique and never duplicate
- Location Photos: Pictures of the specific city location
- Manual Writing: Handwritten pages for each city
Google My Business
All of your locations need their own Google My Business account and they all must be linked to the appropriate subfolder of your website. For example, your Dallas Google listing must link to myexamplesite.com/dallas and your Houston Google listing must link to myexamplesite.com/houston. This is non-negotiable. It is the only way to instruct Google to properly categorize your locations and promote them to the most relevant users. When executed in this manner, users in the Houston area will find your Maps listing on their local searches while consumers in Dallas & Austin will find the appropriate Maps listing in their respective areas as well. See the examples below:
- Dallas Google Maps —> myexamplesite.com/dallas
- Houston Google Maps —> myexamplesite.com/houston
- Austin Google Maps —> myexamplesite.com/austin