Brick-and-click retailers often face the challenge of balancing local SEO, which drives in-store visits, with ecommerce SEO aimed at capturing online buyers. Despite their different targets, both approaches share the same SEO fundamentals and can be integrated effectively with the right strategy.

The Three Pillars of SEO

Successful SEO revolves around three main areas:

Technical SEO: Focuses on site speed, URL structure, microdata, and crawlability. These practices ensure that both local and ecommerce pages perform well.

On-Page SEO: Involves optimizing keywords, HTML headings, images, and internal links. This is crucial for ranking key products, categories, and local pages.

Off-Page SEO: Encompasses backlinks, brand mentions, and business profile maintenance (such as Google My Business), which boost local search results and overall authority.

Integrating Local and Ecommerce Efforts

Prioritize Setup and Integration invest time upfront in building a solid SEO foundation.

Local Optimization: Optimize Google My Business pages by claiming listings and adding accurate contact details, images, and reviews.

Location-Specific Pages: For retailers with multiple locations, create landing pages featuring local images, maps, store hours, and personalized greetings.

Develop Standard Operating Procedures (SOPs)

Avoid a reactive, project-by-project approach by establishing consistent processes:

Create guidelines for optimizing blog articles, adding new products or pages, and scheduling routine SEO maintenance.

This strategic, repeatable approach minimizes redundancy and ensures ongoing optimization.

Leverage AI and Automation

Modern tools can streamline your SEO efforts.

AI Content Generation: Use AI to create initial drafts and generate regional variations of content, such as localized blog posts that target specific areas.

Automation Tools: Platforms like Zapier and generative AI can handle repetitive tasks, from routine audits to content updates, saving time and reducing manual effort.

While the goals of local and ecommerce SEO might seem at odds, they are built on the same underlying principles. By establishing a robust setup, standardizing processes, and harnessing AI and automation, brick-and-click retailers can seamlessly manage both aspects. This integrated approach not only drives online sales but also boosts in-store traffic, ensuring a comprehensive SEO strategy that works for all channels.