6 Multi-Location SEO Strategies for Consistent Ranking Across Locations
Managing SEO for a business with multiple locations can be a challenge, right? If you’re handling the online presence for a brand with locations across different cities, states, or even countries, you already know that a one-size-fits-all approach just won’t cut it. Each location needs to stand out while staying consistent with the overall brand message.
So, how do you rank high in search results for each individual location without getting lost in the noise? Let’s explore six solid SEO strategies that can help your multi-location business rank consistently, no matter where your locations are.
1. Create Individual Location Pages
When dealing with multiple locations, the most important thing is to ensure each one gets its own unique page on your website. Why? Because Google loves specificity. When someone is searching for a service in a specific area, a well-optimized location page will increase your chances of showing up in local search results.
Each location page should include:
- Business name
- Address
- Phone number
- Unique description of the location’s services
- Local testimonials or reviews
- A Google Map embed
This not only gives Google a clear understanding of your business’s footprint but also makes it easier for customers to find the exact location they need. Don’t just copy and paste content across pages—make each one unique by tailoring the information to reflect the individual location.
2. Optimize for Google Business Profile (GBP)
Your Google Business Profile (formerly known as Google My Business) is a huge factor in local SEO rankings. Every location you have should have its own GBP listing. These listings need to be fully optimized, which means completing every single section.
What should you focus on?
- Consistent Name, Address, Phone (NAP): Ensure that each listing has accurate and consistent information across the web. This consistency helps Google trust your business and rank you higher.
- Categories and Services: Choose the correct primary and secondary categories that reflect what each location offers.
- Business Hours: Make sure they’re correct for each location.
- Photos: Regularly update photos for each location. Include pictures of the exterior, interior, staff, and products/services to make your listing more engaging.
- Customer Reviews: Encourage reviews from customers and respond to them. Positive reviews not only influence potential customers but also boost your local rankings.
3. Leverage Local Keywords for Each Location
Getting your keyword strategy right is essential if you are to master multi-location SEO. Your target audience in Los Angeles won’t be searching the same way as someone in Boston, right? This is where local keyword research comes into play. For each location, focus on finding keywords that are relevant to the local market.
For example, instead of just optimizing for “best pizza restaurant,” you’ll want to target keywords like “best pizza restaurant in Brooklyn” or “top pizza place near [neighborhood].” By weaving these local keywords naturally into the content of each location page, you make it easier for search engines to match you with local queries.
Use tools like Google Keyword Planner, SEMrush, or Ubersuggest to research location-specific keywords that people are actively searching for. The more specific, the better your chances of ranking high.
4. Use Structured Data (Schema Markup)
Structured data, also known as schema markup, helps search engines better understand your business. While it doesn’t directly impact rankings, it can make your listing appear more prominent in the search results through rich snippets (those helpful bits of extra information, like phone numbers and business hours).
For multi-location businesses, you should implement local business schema on each location page. This helps Google quickly grab essential details about your business, such as:
- Business name
- Address
- Phone number
- Business hours
- Geo-coordinates
This kind of markup ensures that search engines know exactly where each location is and what services they provide. You can use Google’s Structured Data Markup Helper to get started.
5. Generate Local Backlinks for Each Location
Backlinks are still a huge factor in SEO. But for a multi-location business, it’s not just about any backlinks; it’s about getting backlinks from reputable local websites for each specific location.
Here’s how you can do it:
- Reach out to local news outlets or bloggers for mentions or collaborations.
- Sponsor local events or charities, and ask for a backlink in return.
- Engage with local business directories or chambers of commerce to get your location listed.
The more local signals you can build through backlinks, the more likely your location pages will rank higher in their respective regions. Think of it as building authority in each market you operate in.
6. Tailor Your Content Marketing to Each Location
Content marketing is key for any SEO strategy, and it’s no different for multi-location businesses. You should be creating and promoting content that appeals directly to the needs and interests of the local community around each of your locations. This could include:
- Blog posts focused on local news or events.
- Guides related to services in that area (e.g., “How to Choose the Right HVAC System in Houston’s Humid Climate”).
- Local case studies or success stories.
- Location-specific promotions or offers.
When you create content that resonates locally, not only does it help with SEO, but it also increases engagement from your target audience. Google notices these interactions, and it can help push your rankings higher.
Final Thoughts
Mastering multi-location SEO takes effort, but the payoff is huge. By following these six strategies—creating individual location pages, optimizing Google Business Profile listings, targeting local keywords, using structured data, earning local backlinks, and producing location-specific content—you’ll position your business for consistent success across every location.
Each strategy works together to boost your visibility in the markets that matter most, helping you stand out in a competitive landscape. Ready to see your business rank higher in every city you’re in?