Mastering Local SEO for PBSA Brands with Multiple Student Flat Locations
New York, Paris, Lincoln (!)
Ranking in local search results is crucial for driving traffic to your website and filling up your student flats. But optimising your SEO for multiple locations can be a bit of a headache. Don’t worry, we’ve got you covered.
The Challenge of Multi-Location SEO
When you’ve got 10, 20, or even 100+ sites all in different locations to consider, creating a local SEO strategy for each one can seem overwhelming. You need to do keyword research, create content, and build links for every single location. It sounds like a lot, but it’s totally doable with the right approach.
Why Local SEO Matters for PBSA Brands
For PBSA (purpose-built student accommodation) brands, local SEO is a game-changer. A tailored strategy for each of your locations means you can stand out in local search and map listings across multiple cities and regions. This translates to more students finding your accommodation near them, more bookings, and more local SEO success.
Key Tactics for Local SEO Success
1. Create Dedicated Location Pages
Creating individual pages for each location is a must. These pages signal to search engines that your business is relevant to searchers in those locations and offer a more personal experience to site visitors from that area.
2. Produce Locally-Focused Content
Local content creation is essential. Write blog posts highlighting university events or local news relevant to each location. This not only boosts your relevance but also engages your local audience. Think guides like “The Best Study Spots in [City]” or “Top Cafés for Students in [City].”
3. Build Local Links
Link building for each location helps boost your local authority. Get your building name and location mentioned in directories, and press/community websites. This shows Google that your business is active and relevant in those areas.
4. Claim and Manage Listings
Ensure you claim and manage your Google Business Profile for each location. This helps you appear in the Google Map Pack, which is often the first place searchers look. Keep your information accurate and consistent across all listings.
5. Get More Positive Local Reviews
Encourage students to leave positive reviews on Google, Yelp, and other review sites. Respond to all reviews to show that you value feedback. Positive reviews boost your local rankings and attract more students to your properties.
Structuring Your URLs for Local SEO
Your URL structure should be clear and straightforward. For multiple locations, a simple structure like business.com/location works best. This is easy for Google to understand and for visitors to navigate. Even if you have multiple locations in one city, keep the URLs simple and distinct.
Target Location-Specific Keywords
Location-specific keywords are crucial for local SEO. Each location-focused page should target keywords relevant to that area. Tools might tell you that local keywords have low search volume, but don’t be discouraged—these keywords are worth targeting for high local intent.
Optimise for “Near Me” Searches
Google’s algorithm is smart enough to understand that “near me” searches should return local results. As long as you’re doing the work to rank for your specific locations, Google will handle the “near me” searches effectively.
Local Content Ideas
Creating local content might seem daunting, but it’s about adding a local angle to your existing content. For example, if you have a successful guide on “How to Choose the Right Student Accommodation,” create localised versions for each city.
Keep Directory Listings Consistent
Ensure your business name, address, and phone number (NAP) are consistent across all directories. This helps Google connect your business to these locations and improves your local search visibility.
Leverage Structured Data
Use structured data to help Google understand your business information. This can include your business name, address, opening hours, and more. Structured data can generate rich search features, making your business more visible in search results.
Local SEO for PBSA brands with multiple locations is no walk in the park, but it’s essential for driving traffic and filling up your student flats. By creating dedicated location pages, producing local content, building local links, managing your listings, and optimising for mobile, you can boost your local visibility and conversions.
If you need help navigating the complexities of local SEO, get in touch with Glow Digital Marketing. We’re here to help you shine in every city your brand calls home.
