Unbottleneck Shop Talk with Tripadvisor

Unbottleneck host and SEO Expert, Steve Wiideman, is joined by fellow SEO professionals, Vanessa Bellanti and Amy Desmarais, for an in-depth “Shop Talk” discussion on optimizing local landing pages for franchises and businesses with multiple locations. Join the conversation in this digital marketing podcast episode.

Both Vanessa and Amy have worked in SEO for three years at Tripadvisor in the attractions division where they have gained a global overview of optimization with respect to location. They are eager to share their SEO fundamentals, best practices, techniques and tools that are guaranteed to help corporations and small businesses rank in Google.

Sponsored by Ryte


Addressed in the episode:

  • Incorporate the key components to your local landing page
  • Optimize location images for Google search 
  • Personalize the search experience of visitors 
  • Get the most out of your best reviews 
  • Leverage localized content for a competitive advantage  
  • Use leading SEO tools to guide your content and link building strategies

Landing Page Fundamentals

While SEO is a layered concept, it is always great to start with the fundamentals. Every good landing page should include the following: 

  • Name of the Business 
  • Business Address 
  • Phone Number 
  • Website Link 

Pro-Tip: Check your local landing pages for accuracy. Make sure that the business name, address, phone number, and web link are correct. 

Provide Helpful Information About Your Area

On top of the basic contact information, it is helpful to include other components that can help visitors such as driving directions to your business and location images with descriptions.

As you optimize your landing pages for multiple locations, remember to be mindful of the social and environmental cues that exist within a neighborhood, city, county, state, region or country. It would be in your favor to get acquainted with the local sport teams, traditions / customs, and vernacular. For example, while “traveler” in the preferred spelling in the US, “traveller” is the preferred spelling in the UK. 

Paying attention to environmental details about specific locations will be instrumental in optimizing your landing page.     

Implement SEO Basics on Your Site

Ask yourself…does my website include enough information to satisfy a general inquiry concerning my product or service? 

If your website doesn’t, there are many bloggers who will answer those questions for you. You don’t want to give away traffic to 3rd party sites by failing to include useful information on your site. 

It is important to do a general search in Google to understand what people are saying about your business, product, service and overall brand. By taking the time to gather this information, you can answer general questions in inquiries directly on your website in the form of an FAQ (frequently asked questions) page. 

Maximize Reviews Wherever Possible

Reviews can be tricky. While you want to maximize the visibility of your best reviews, you also want to be transparent about the not-so-good reviews. The last thing that you want to do is compromise your integrity by hiding the negative feedback. 

Here are some helpful ways to highlight your great reviews while still making the rest of your reviews accessible: 

  • Filter and sort your reviews by showing the best first 
  • Show a small segment of your reviews and include a link that will direct the visitor to the rest 

Additional Resources from Steve, Vanessa & Amy

SEO Tools 

SEO Pages to Follow 

SEO Groups 

Follow Steve on LinkedIn for more ways to elevate your local visibility on Google and other search engines!