21 Apr User permissions: How national brands curate local content
Few SEO tactics will boost your locations in search results like publishing fresh local content on your local pages.
Local content not only creates a sense of local authenticity, helping to ground your locations in the community, but it also helps you rank for location-specific keywords. On top of that, search engines prioritize fresh content. After all, a recently updated local page is likely to be more accurate than the information on a page that hasn’t been updated in years.
As important as it is to frequently update your pages with local content, it’s not easy for national brands with hundreds or thousands of locations to do so.
Curating local content for a brand’s local pages is often the responsibility of the corporate office. This leaves those in charge of refreshing content far removed from the locations they’re writing about. At the same time, enterprise brands aren’t about to hand over complete control of their local pages platform to individual store managers. That’s a sure bet that your location data will become a disaster.
So how should enterprise brands curate local content?
The key is to source the content from the managers of your individual locations without giving those managers complete access to the entire local pages platform. In other words, you need a local pages platform that allows for custom user permissions.
User permissions are critical for cultivating fresh local content. You want to encourage your local managers to curate and submit fresh content such as photos, events, classes, and promotions to their local pages, but you don’t want them fiddling with complex location data and syndication processes that a local page platform usually entails.
User permissions compartmentalize the features of a local pages platform. This allows more people to participate in the curating of local content without causing harm to the overall system. Depending on the needs of an organization, some will empower local managers to directly upload content to a location’s pages. This is common when many of a brand’s locations are owned by franchises.
However, other brands opt to include a more robust content review system to ensure higher editorial standards. Local managers submit content and changes, which then gets approved by an editorial team. While having a review system undoubtedly increases the time it takes to approve and update a local page, it does ensure consistent brand messaging and content quality.
No matter the degree of control you want to implement over the local content review process, custom permission rights are the key to curating local content from your individual locations.