Local SEO guide
Multi-location SEO: how to rank every location, not just the first one
Updated November 1, 2026
When a business has several locations, it's common for one branch to dominate search while the others barely show up. Each location competes in its own neighbourhood, against its own competitors, and needs its own profile, page and tracking.
One Google Business Profile per location
Every location with its own staffed premises and customer-facing hours should have its own Google Business Profile, with its own address and ideally its own local phone number. Use the same brand name across locations; add a location descriptor only if it's part of how you actually brand the branch. Businesses with ten or more locations can apply for bulk verification and manage them as a group.
A page on your website for each location
- The address, local phone number, hours and a map for that branch.
- The services offered at that location, if they differ.
- Something genuinely local: the team, parking and directions, the neighbourhoods it serves, reviews from its customers.
- LocalBusiness structured data for that location.
- Link each Google Business Profile to its own location page, not your home page.
Avoid locations competing with each other
If two branches are close together, both can appear for the same searches and split clicks. Give each a clear area and focus in its profile and page content, and don't stuff one location's page with other branches' towns. Check map rankings for each location across its own area to see where they overlap.
Reviews at every location
Reviews are tied to each profile, so each branch needs its own review routine. Share each location's direct review link with its staff, and reply to reviews consistently. Branches with fewer reviews are usually the ones that underperform in the map pack.
Reporting by location
Report each location separately: its map visibility across its area, its rankings for the main services, its reviews and its calls or bookings. Averages across all locations hide the branches that need help. A simple monthly comparison shows which location to work on next.
Questions
Should each location have its own website?
Usually not. One website with a strong page per location is easier to manage and builds one stronger domain.
Can I use one phone number for all locations?
You can, but a local number per location is clearer for customers and keeps each profile's details distinct.
How do I track rankings for multiple locations?
Track each location's map ranking from points across its own area, and its organic rankings for its main services, then compare locations side by side.
What if two locations are close together?
Give each a distinct focus and area, and watch for overlap in your map rankings. Overlap isn't always bad, but it should be deliberate.
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