It will not come as a surprise to know that localized SEO is a very important to any successful company. For an up and coming business, making sure your presence is known to the local population is very important to make sure you achieve early success. Once you have achieved success, it is not unheard of to want to move to a larger or nicer location to suit the needs of your growing business, but after building successful localized SEO campaigns, this can present certain challenges. What can you do to prevent the loss of visibility you have earned from these campaigns? Here are some tips to help make sure your move goes as smoothly as possible.
Contact information on your website
The first step to a successful SEO friendly move is to update the contact information on your website. This seems like an obvious statement, but it is very easy to overlook, and it is important to pay attention to detail as you make these changes to your site! Make sure to not change your contact information and address before you move into the new location. I know it is an exciting step for your business, but making the change too early can lead to confusion as customers show up to your new location prior to you moving in!
Make sure you update the contact information for each part of your site, in all languages, and also in the footer of your site.
In addition to the changes visible on your site, do not forget to update the marks up that contain your address.
Google My Business and other social networks
Updating your contact information on social networks is the next step to ensuring you maintain the SEO status you have earned. Make sure you go through all of your social media accounts and update your contact information so that it displays your current location. Alongside this, it is important to update your Google My Business listing as soon as you make the move, as this is how people usually find businesses when doing a quick search online.
To make changes to your Google My Business profile, sign in to your profile and update your address. Make sure that the address is updating on your Google My Business listing as well as on your page. Keep in mind that Google may require you to validate your new address by sending you a code via mail. This can take several weeks to arrive, so it is important to make these changes as soon as you make your move!
Hire a professional for your photo
Google My Business displays pictures of both the exterior and interior of your building:
Did you know that it is possible to hire a professional for this? On the Google Street View site, there is a list of Google approved photographers in your area that you can hire to take pictures of your new office space. This will allow you to have great pictures, like Pixar:
Update your information on your online listings
While working on brand awareness and SEO, it is very likely that your business listed on at least one online business directory. To see if you are included in any directories, search the name of your business as well as your old address and see what results appear on Google:
If the law firm Brunet & Associés moved, they would need to change their address on each of the directories. The more popular search directories include Yelp and Yellow Pages, and it may also be listed on directories that are more specific to your industry.
Make sure you use all the tools at your disposal to notify your customers that you are making a move! Go through all of your currently established contact channels and notify them of the change in location. Send out a specialized newsletter making the announcement, or create an Adwords campaign that helps get your message across.
The graph above shows the results from a temporary ad test done during Insertech’s move. The Click Through Rate, which is the amount of link clicks compared to the number of impressions, were higher than normal. The numbers don’t lie; a change in location is something your customers want to know about!
Announce your move on your social channels and your website
In the same vein, you can promote your move on your website and your social networks, for example by creating a temporary home page or by changing your cover photo on Facebook.
To take things a step further, organizing a “housewarming” party to celebrate the relocation, and invite clients, suppliers and friends. This is a great way to promote your new location, and can be great content to share via social media, by publishing photos of the event, for example.
The most important thing to remember is that it doesn’t hurt to be creative when promoting your new location. Use all the tools available to you, and make sure you update your information as soon as you make your move to keep your customers in the know!