How to Do Local SEO for Multiple Locations – 4 Proven Steps

Did you know that according to Google 30% of all mobile searches are related to location? Even more impressive, 78% of people who search for a business nearby on their phone visit that business within a day, and 28% of those searches lead directly to a purchase.

In short, your potential customers are searching for businesses like yours right now. If your business isn’t optimized for local SEO for multiple locations, you’re leaving money on the table and missing out on valuable traffic.

The best part? Once your local SEO is properly set up, it generates free, ongoing traffic with minimal effort. While competitors spend thousands on ads, you can rank at the top of local searches and drive results without breaking the bank.

I’ll share proven strategies that I’ve used myself to help over 100 local businesses in a franchise system achieve top 3 rankings in local search results. These techniques will help you attract more customers, boost sales, and grow your business—completely free.

So What Is Multi-Location SEO?

Local SEO for multiple locations involves optimizing your business’s online presence so each of your locations ranks high in local search results in their respective area.

For example, a restaurant chain with locations in Chicago, Seattle, and Denver needs to rank high for all their locations for different services like these:

• “Best deep-dish pizza in Chicago“
• “Seafood specials in Seattle“
• “Farm-to-table dining in Denver“

By optimizing their multiple location SEO strategy for each location, businesses can effectively connect with local audiences in each location and increase their visibility in the search results.

Pro Tip: Focusing on each location you have, is essential to rank for all your locations in different areas.

Why Multi-Location SEO Matters

Effective multi-location SEO can greatly impact your business’s online visibility and local customer engagement. It ensures that customers can easily find your different business locations, whether they’re searching on Google or exploring maps.

Consider these statistics from the intro:

• 46% of all Google searches seek local information.
• 72% of consumers who perform a local search visit a store within five miles.

By optimizing your local SEO, you can:

• Boost traffic to your website and physical locations for multiple locations.
• Appear in the Google Map Pack(The three results shown first when searching for any local service = Its important! and increasing visibility and trust.
• Provide accurate, localized information for each location, building credibility with potential customers.

For example, a coffee shop chain in New York could leverage multi-location local SEO to target searches like “coffee near Central Park” or “best espresso in Brooklyn.”

Pro Tip: An optimized local SEO strategy can turn online searches into real-world visits, driving measurable business growth for free.

How to Optimize Your Multi Location Local SEO

If you want to rank in local search results and attract more customers, follow these essential steps to optimize your multi-location SEO strategy:

1. Set Up Your Online Presence
2. Create Location-Specific Pages
3. Optimize Your Google Business Profiles
4. Maintain Consistent NAP Citations

Step 1: Set Up Your Online Presence

A strong online presence is the foundation of effective multi-location SEO. Each location needs its own optimized space to ensure customers and search engines can easily find and understand your business.

Here’s how to set it up:

• Create a Mobile-Friendly Website: Ensure your website is responsive and easy to navigate, as many users search from mobile devices.
• Use Consistent URL Structures: Keep a logical, consistent format, such as www.yourbusiness.com/locations/austin.
• Add Location-Specific Content: Tailor each page with content like staff profiles, testimonials, or promotions relevant to that area.
• Use Schema Markup: Use structured data to help search engines understand your business details, improving visibility in local results. You will learn to create and insert schema markup for your business later in this article.

Pro Tip: Ensure your NAP (Name, Address, Phone Number) information is consistent across your website and all online directories to avoid confusion and boost your local rankings.

Step 2: Create Location-Specific Pages

Location-specific pages are the backbone of multi-location SEO. These pages help search engines and customers find the right information for each business location, improving your chances of ranking in local search results.

Here’s what to include on each location page:

• Unique Content: Avoid duplicate content by tailoring each page with local details.
• Location-Specific Keywords: Include keywords like “best HVAC services in Dallas” to target local searches.
• NAP Information: Clearly display the location’s name, address, and phone number.
• Testimonials and Reviews: Add customer reviews specific to the location to build trust.
• Calls to Action (CTAs): Encourage users to contact the specific location with clear, actionable buttons like “Call Our Dallas Office.”

Example:
A dental clinic with offices in Chicago, Oak Brook and Naperville can optimize location pages like this:

Pro Tip: If you’re on WordPress and want to know a way on how to set up these pages fast for all your locations, check out How to Bulk Create Pages in WordPress.

Step 3: Optimize Your Google Business Profiles

Your Google Business Profile (GBP) is critical for boosting visibility in local search results, especially in the Map Pack. For businesses with multiple locations, each location needs its own optimized Google business profile. If you have no GBP for your locations yet, you can easily claim an existing one or create a new one here.

The goal is to appear in search results like this for all of your locations:

Steps to Optimize Your Google Business Profiles:

• Create or Claim and Verify: Ensure each location has a verified GBP.
  
• Consistent NAP Information: Use identical business name, address, and phone number details across all profiles.
• Add Location-Specific Descriptions: Include targeted keywords, e.g., “Top-rated hair salon in Chicago.”
  
• Add All Areas You Serve: Under “Edit Profile” -> “Service area” you can add all areas and locations you serve around your main location. Google will automatically suggest some areas around your location which you can use.
  
  
• Upload High-Quality Photos: Showcase the storefront, interior, and team for each location.
  
• Encourage Reviews: Ask satisfied customers to leave reviews, boosting credibility and rankings. As you can see the reviews are an important factor for the map pack as they are the most prominent information the user can see.
  
• Regular Updates: Post offers, events, or updates to keep the profile active and relevant.
  
  

Pro Tip: Keep GBP profiles updated with accurate hours and special promotions to attract more local customers.

Step 4: Maintain Consistent NAP Citations

NAP consistency—your Name, Address, and Phone Number—is a key factor in local SEO. Search engines rely on consistent NAP information to verify your business’s credibility, and inconsistencies can harm your rankings and confuse potential customers.

Steps to Maintain NAP Consistency:

• Use Identical Information Across Platforms: Ensure NAP details match exactly on your website, Google Business Profiles, and local directories.
• Conduct Regular Audits: Check your business listings on platforms like Yelp, TripAdvisor, and Yellow Pages for discrepancies.
• Fix Errors Promptly: If you find outdated or incorrect information, update it immediately.
• Leverage Tools for Efficiency: Use tools like Moz Local or BrightLocal to track and manage your citations.

Example:
A restaurant chain with locations in Boston and Cambridge might ensure their NAP appears as:

• Boston: “Gourmet Burgers, 123 Main St, Boston, MA, (555) 123-4567”
• Cambridge: “Gourmet Burgers, 456 Elm St, Cambridge, MA, (555) 987-6543”

Pro Tip: Even slight differences, like spelling out “Street” on one listing and using “St.” on another, can impact your local SEO. Keep it consistent!

Advanced Multiple Location Local SEO Techniques

If you want to go beyond the basics of multiple location local SEO, you can use these advanced techniques to improve your local search engine optimization even more.

Building Local Backlinks

Local backlinks (links from other websites within your community) are essential for establishing your business’s authority and improving local search rankings. They signal to search engines that your business is credible and relevant to a specific area.

How to Build Local Links:

• Partner with Local Businesses: Collaborate with nearby businesses for link exchanges or joint events.
• Sponsor Local Events or Charities: Gain backlinks from event websites or charity pages.
• Reach Out to Local Bloggers: Invite local influencers to review your products or services.
• Submit to Local Directories: List your business in city-specific directories like your local Chamber of Commerce or neighborhood association.
• Host or Take Part in Community Events: Promote the event on your site and encourage local media to cover it, earning backlinks in the process.

Example:
A bakery in San Francisco might partner with a local coffee shop for a joint promotion. The coffee shop’s website could link to the bakery’s page with a description like, “Try our partner bakery’s famous sourdough bread!”

Pro Tip: Focus on quality over quantity—one link from a credible local source is worth more than several from low-quality sites.

Harnessing Reviews and Reputation Management

Customer reviews are a critical component of multi-location SEO. Positive reviews not only build trust but also play a significant role in improving local search rankings. Managing your online reputation ensures each location maintains a positive image.

Steps to Manage Reviews Effectively:

• Encourage Reviews: Politely request reviews from happy customers via email, receipts, or in-person after a service.
• Provide Direct Review Links: Simplify the process by sharing direct links to each location’s Google Business Profile review page. You can use this Google Review Link Generator to make the process easier.
  
  
• Respond to All Reviews: Thank customers for positive feedback and address negative reviews professionally, offering solutions where possible.
  
• Highlight Reviews on Location Pages: Showcase the best customer testimonials to build trust and engage new visitors.
  

Example:
A pet grooming business with locations in Portland and Seattle could display reviews like:

• Portland: “The staff was amazing! My dog loved the organic shampoo they used.”
• Seattle: “Super friendly service and my cat has never looked better!”

Pro Tip: Responding to negative reviews promptly and professionally can turn unhappy customers into loyal ones while showing potential clients that you care.

Using Structured Data for Local SEO

Structured data, also known as schema markup, helps search engines understand your business information and display it in relevant search results. For multi-location businesses, implementing structured data can improve visibility in the Google Map Pack and enhance click-through rates by giving more details about each business location in the Google search results.

Key Elements to Include in Structured Data:

• Business Name, Address, and Phone Number (NAP): Ensure NAP is accurate and location-specific.
• Business Hours: Specify opening and closing times for each location.
• Service Areas: Highlight the cities or neighborhoods each location serves.
• Customer Reviews: Incorporate review ratings to increase credibility in search results.
• Geo-Coordinates: Add latitude and longitude for each location to improve map accuracy.

You can use tools like the schema data generator to easily create local schema for your locations.

How to Add Schema Markup to Your Website

To make sure search engines recognize your business information, you need to insert schema markup on each location’s page. Here’s a simple guide to get it done:

1. Adding Code Manually

• Insert Schema Code into Your Page:
  • If your site uses HTML: Open the relevant location page and paste the schema code in the <head> or just before the closing </body> tag. You can also simply create a new HTML element on a page and paste the code in but make sure you paste it between an opening <script> and a closing </script> tag.
    
  • After that check if everything is working correctly by pasting the URLs of your location pages in this testing tool.
    
  • After the test you should see the LocalBusiness (or the schema type you chose) in the list like here:
    

Important: Apply Schema for Each Location

Make sure to create and apply structured data to every location page on your website. This ensures that each business location is optimized for local SEO and appears correctly in search results.

By having accurate and location-specific schema markup on all your local pages, you can improve your chances of ranking in “near me” searches and attracting more customers.

Pro Tip: Use tools like a Structured Data Testing Tool to ensure your schema markup is correctly implemented and error-free.

Monitoring and Improving Multi-Location SEO Performance

Regular monitoring and optimization are crucial to the success of your multi-location SEO strategy. Tracking performance helps identify what’s working, uncover areas for improvement, and ensure each location continues to rank well in local searches.

Steps to Check and Improve SEO Performance:

1. Use Google Analytics: Track website traffic, bounce rates, and conversions for each location page.
2. Use Google Search Console: Check keyword rankings, click-through rates, and indexing issues specific to each location.
3. Conduct Regular SEO Audits: Identify technical issues, duplicate content, or missing metadata.
4. Set KPIs (Key Performance Indicators): Focus on metrics like local keyword rankings, organic traffic, and Map Pack visibility.
5. Update Content Regularly: Refresh location pages with new testimonials, offers, or relevant news.

Pro Tip: Regularly review and compare performance metrics across all locations to identify high-performing strategies and replicate them for underperforming areas.Common Pitfalls and Challenges in Local SEO for Multiple Locations

Conducting Regular Local SEO Audits

Local SEO audits are essential for maintaining a strong online presence across multiple locations. They help identify errors, gaps, or outdated strategies, ensuring each location remains competitive in local search results.

Steps to Conduct a Local SEO Audit:

1. Check NAP Consistency: Verify that the Name, Address, and Phone number are identical across all platforms.
2. Analyze Google Business Profiles: Ensure each profile is complete, accurate, and optimized with relevant keywords.
3. Review Location Pages: Check for duplicate content, broken links, or missing metadata.
4. Assess Backlink Quality: Identify and resolve any spammy or irrelevant backlinks.
5. Check Keyword Rankings: Track how each location ranks for targeted local keywords.
6. Test Site Speed: Ensure fast load times for both desktop and mobile users.

Example:
A local SEO audit for a chain of gyms could uncover inconsistent business hours on Google Business Profiles or missing alt tags on location-specific images. Fixing these issues can improve search visibility and user experience.

Pro Tip: Conduct a full local SEO audit at least once per quarter to stay ahead of competitors and maintain high rankings.

Measuring ROI for Local SEO

Tracking the return on investment (ROI) of your local SEO efforts is crucial for understanding the effectiveness of your strategy. Measuring ROI helps you identify which tactics drive the most traffic, leads, and revenue, enabling you to better divide resources.

Steps to Measure ROI for Local SEO:

1. Track Website Traffic: Use Google Analytics to check traffic to individual location pages and identify trends.
2. Analyze Conversion Rates: Measure actions like form submissions, calls, or online bookings to test lead generation.
3. Check GBP Insights: Check metrics such as profile views, clicks to call, and direction requests for each Google Business Profile.
4. Test Keyword Rankings: Assess the visibility of your local keywords over time to ensure consistent growth.
5. Compare Revenue: Link increases in local SEO performance to corresponding growth in sales or store visits.

Example:
A florist chain that sees a 20% increase in traffic to its Dallas location page could attribute part of its increased revenue to the SEO efforts for that specific location.

Common Mistakes and Challenges in Multi-Location SEO

Even with a solid strategy, businesses often encounter pitfalls that can hinder their multi-location SEO efforts. Understanding and addressing these challenges is key to maintaining strong search rankings and avoiding wasted resources.

Common Pitfalls to Avoid:

1. Inconsistent NAP Citations: Mismatched business names, addresses, or phone numbers confuse search engines and customers, damaging your credibility.
2. Duplicate Content: Reusing the same content across multiple location pages can lead to penalties and poor rankings.
3. Weak Site Structure: Poor navigation and unorganized location pages make it difficult for users and search engines to find relevant information.
4. Neglecting Mobile Optimization: Many local searches happen on mobile devices, so a non-responsive website can drive users away.
5. Ignoring Negative Reviews: Failing to address customer complaints can harm your online reputation and local rankings.

Example:
A restaurant chain with inconsistent NAP data across Yelp, Google, and its website could see reduced visibility in search results and fewer customers finding their locations.

Pro Tip: Perform regular audits to catch and resolve these common issues before they impact your SEO performance.

Conclusion

Multi-location SEO is a powerful strategy for businesses with multiple locations, enabling them to improve visibility, attract local customers, and drive more traffic to their physical and online presence. By implementing location-specific pages, optimizing Google Business Profiles, maintaining consistent NAP citations, and leveraging advanced SEO techniques like structured data and local backlinks, you can dominate local search results.

Key Takeaways:

• Create unique, optimized pages for each business location.
• Ensure consistency in NAP information across all platforms.
• Use structured data and local backlinks to boost authority and visibility.
• Regularly monitor performance with tools like Google Analytics and Search Console.
• Conduct audits to maintain a competitive edge and avoid common pitfalls.

Pro Tip: Local SEO is an ongoing process—stay updated with the latest trends and refine your strategy to maintain and improve your rankings.

Frequently Asked Questions

How do I optimize local SEO for multiple locations?

To optimize local SEO for multiple locations, follow these steps:

• Create a dedicated page for each location.
• Optimize Google Business Profiles for each branch.
• Use local keywords and structured data to boost visibility.
• Maintain consistent NAP across all platforms.

How do I target multiple cities with local SEO?

Targeting multiple cities involves:

• Creating unique, location-specific landing pages.
• Optimizing content with city-specific keywords like “plumbing services in Austin.”
• Building local backlinks and getting listed in city-specific directories.

Is SEO location-specific?

Yes, SEO can be highly location-specific. By targeting local keywords and optimizing for local search, you can attract highly relevant traffic from specific areas, ensuring you connect with customers in your business locations.

Sources: https://seotribunal.com/blog/stats-to-understand-seo/#local-seo-facts