How to do local SEO for multiple locations

Doing local SEO for one location is hard enough.

Add a second, third or tenth branch and things get messy very quickly.

Suddenly you’re not just trying to show up for plumber near me.
You’re trying to cover:

• plumber in manchester
• plumber in liverpool
• emergency plumber in leeds
• boiler repair in birmingham

…often with one website, one marketing person and limited patience.

If you approach multi-location SEO the same way you would a single branch, you’ll usually end up with three problems:

• thin, cloned “location pages” nobody wants to read
• Google Business Profiles that overlap and compete with each other
• reporting that looks busy but doesn’t explain why one branch wins and another doesn’t

This guide walks through how to do local SEO for multiple locations properly.
Not tricks. Not hacks. Just a clear strategy that helps each branch show up for the people who are actually trying to buy.

Why multi-location SEO needs a different approach

When you have one location, most of your effort goes into a single Google Business Profile, a handful of key pages and reviews from one area.

Once you expand into multiple locations, everything multiplies:

• you have several Google Business Profiles to manage
• you need unique location pages for each branch
• you’re collecting reviews across different cities
• citations and directory listings need to be consistent for every address
• customers expect the experience and information to feel local, not generic

On top of that, Google tries to decide which of your locations is most relevant for each search. If you don’t structure things well, your own branches can end up competing against each other or being ignored in favour of a single “stronger” location.

The goal with multi-location SEO is simple:

Give Google and your customers one clear, consistent story for each location.

That starts with how your site is structured before you touch any content or listings.

Step 1: Get clear on your structure before you touch SEO

Most multi-location problems start at the architecture level, not the keyword level.

Before you think about titles or meta descriptions, decide how your locations will be represented on the site.

Decide how many location pages you actually need

There are a few common patterns:

• One page per physical branch — e.g. /locations/manchester/, /locations/leeds/
• One page per city/area served — useful when you serve regions from a smaller number of physical sites
• Hybrid — branch pages plus a smaller number of “service area” pages (used carefully)

If you have actual offices, clinics, shops or warehouses people visit, start with those. Google is far more comfortable ranking real locations than thin “we also serve X” pages.

Give each location a clean, consistent URL structure

Pick a structure and stick to it. For example:

• /locations/manchester/
• /locations/leeds/
• /locations/liverpool/

A messy mix of /manchester/, /our-locations/leeds-office/ and /liverpool-branch/ makes things harder to manage later.

Connect locations to services in a logical way

Ask yourself:

• Do all locations offer the same services?
• Are some services only available in specific branches?
• Do you have flagship services that need extra emphasis in certain areas?

You want a structure that makes that easy to explain. For example:

• global service pages — e.g. /boiler-repair/, /bathroom-installations/
• local pages that highlight those services — e.g. /locations/manchester/ with “Boiler repair in Manchester” and “Bathroom installations in Greater Manchester” sections

With that foundation in place, you’re ready to build location pages that actually deserve to rank.

Step 2: Build the right location pages (not thin clones)

Most multi-location sites get this part wrong. They copy and paste the same content across ten cities and change the place name. Google can spot that a mile off — and so can your customers.

A good location page answers one question:

“If I live or work in this area, why should I contact this specific branch?”

What every location page should include

At minimum, each location page should have:

• Accurate NAP details — name, address, phone number, email
• Opening hours — including any local variations
• Clear service summary — what you offer from this location and what you don’t
• Service area description — neighbourhoods, towns or postcodes you cover
• Local reviews or testimonials — ideally from customers in that area
• Photos — the branch, team, vehicles, local signage
• Directions and parking info — how to find you, nearby landmarks, access info
• Local CTAs — “Call our Manchester team”, “Book an appointment in Leeds”

These aren’t “SEO tricks.” They’re the basics people actually care about when they search for something like accountant in leeds or physio in bristol.

Make each location page genuinely local

To avoid turning your location pages into clones, add details that only apply to that branch, such as:

• local partners or organisations you work with
• local case studies or success stories
• specific services or offers unique to that location
• named staff members or teams based there
• local projects, sponsorships or community involvement

By the time you’re done, your Manchester page should read like it was written for Manchester customers — not just a search engine.

Optimise for location + service keywords (without stuffing)

Location pages should naturally include phrases like:

• emergency plumber in manchester
• seo agency in bristol
• dentist in nottingham

You don’t need to cram these into every line. Use them in:

• the page title
• meta description
• main heading (H1)
• a subheading or two
• image alt text where natural

Focus on clarity first. If the page reads like normal human speech for someone in that city, you’re doing it right.

Step 3: Optimise and manage your Google Business Profiles

If location pages are your on-site anchor, your Google Business Profiles (GBPs) are your front door on the map and in local packs.

For multi-location businesses, each physical branch should usually have its own GBP, with accurate, consistent data.

Set up a separate GBP for each eligible location

Each profile should have:

• the exact business name used at that branch
• the correct address and phone number
• the right category (and secondary categories if needed)
• a link to that location’s page on your site
• accurate opening hours and special hours

A common mistake is sending all GBPs to the homepage. Link each profile to its specific location page instead. This helps Google and users connect the dots.

Keep categories as consistent as possible

If all your branches offer the same core service, keep the primary category identical across profiles. Only change it when a location genuinely specialises in something else.

Use photos and posts to show each branch is real and active

Upload photos that genuinely belong to that location — the storefront, interior, local team, vehicles parked outside, signage, nearby landmarks.

Use GBP posts to share:

• branch-specific offers
• local events
• service updates relevant to that area

You’re not trying to impress an algorithm alone. You’re reassuring people who discovered you through the map that this branch is legitimate, open and active.

Step 4: Citations, NAP consistency and local authority signals

Citations are references to your business name, address and phone number on other websites.

For single-location businesses, this is fairly straightforward. For multi-location brands, it becomes an organisational job.

Keep NAP consistent for each location

Every branch should have:

• one agreed way to write its name
• a single address format
• one primary phone number

Then those details should be used consistently on:

• your website (especially the location page and footer)
• Google Business Profile
• key directories and industry listings
• social media profiles where relevant

Inconsistencies don’t always “penalise” you, but they do make it harder for Google to trust and connect all the references to that location.

Build citations for each location, not just one

Instead of dumping the head office into every directory, spread your efforts:

• add each branch to major general directories where it makes sense
• prioritise local directories in each city (e.g. local chambers, business networks)
• list locations in relevant industry directories

Think of it like leaving a consistent paper trail for each location.

Step 5: Reviews, local content and building trust in each area

Reviews matter in local search. For multi-location businesses, where and how those reviews are collected matters just as much as the overall rating.

Collect reviews for each individual location

Whenever possible, direct customers to review the specific branch they dealt with, not just your brand in general.

This helps:

• prospects see what people think of their nearest branch
• Google connect reviews to the right GBP listing
• identify where one branch is underperforming on service

For service businesses that visit customers on-site, include the city or area name in follow-up review requests so customers know which profile to use.

Use local content to support high-value locations

You don’t need a “local blog” for every branch. That quickly becomes unmanageable.

Instead, look for a small number of content pieces that can support priority locations, such as:

• guides that mention local regulations or conditions
• case studies tied to specific areas or clients
• landing pages focused on local problems (e.g. “hard water boiler issues in X city”)

Local relevance doesn’t mean writing about every event in the city. It means addressing the specific needs, constraints or questions buyers in that area have about your service.

Step 6: Tracking, measuring and fixing what doesn’t work

With multiple locations, guessing is expensive. You need to know which branches are performing well in search and which ones need help.

Set up basic tracking per location

At a minimum, you want to track:

• organic traffic to each location page
• enquiries or conversions from each location page
• calls and direction requests from each GBP (tracked inside Google Business Profile)
• top search queries per branch from Search Console (using URL filters)

Once you can see the data, patterns appear:

• some locations get plenty of map activity but few website leads
• some pages get traffic but don’t convert
• some branches barely show for any local phrases at all

Use data to guide improvements

When a location page gets traffic but not leads, improve:

• clarity of services
• local proof (reviews, logos, case studies)
• calls to action and contact options

When a GBP gets views but few actions, fix:

• photos (do they look real and current?)
• categories (are they specific enough?)
• description and opening hours

When a branch barely appears in search at all, ask:

• is the location page too thin or generic?
• is the GBP fully completed and verified?
• are there any local citations or is it a ghost online?
• does this branch actually have enough reviews compared to competitors?

Multi-location SEO isn’t “set and forget.” It’s closer to ongoing maintenance — small, regular improvements based on what the data shows you.

Common mistakes to avoid with multi-location SEO

A few recurring issues hold multi-location brands back more than anything else. If you avoid these, you’re already ahead of most competitors.

Cloned location pages with swapped city names

This feels efficient but creates weak content for everyone. It’s better to have fewer, stronger pages than a long list of near-duplicates.

Sending every GBP to the homepage

This confuses both Google and users. Link each profile to the most relevant location page.

Ignoring NAP consistency

Using slightly different names, addresses or phone formats adds friction for search engines. Pick one format per branch and stick to it everywhere.

Centralising all reviews on one branch

Pouring every review into a single location might make that one look good, but it leaves your other branches looking untested.

Trying to cover every tiny town with its own page

Endless “service area” pages with one paragraph each weaken the entire site. Focus on your main cities and build genuine depth there first.

Forgetting that local SEO is still about service

No amount of optimisation will fix poor response times, confused communication or unreliable service. The best-performing locations are usually the ones that operate well offline, too.

Multi-location SEO doesn’t have to be overwhelming. With the right structure, a handful of strong location pages, well-managed GBPs, consistent citations and steady review gathering, you can put each branch in a position to win.

Do the simple things properly.
Do them consistently for every location.
And build from there.