How to Scale Local SEO for Multi-Location Brands





Blog Date

June 5, 2024


UK, Manchester

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How to Scale Local SEO for Multi-Location Brands

How to Scale Local SEO for Multi-Location Brands

Running a successful multi-location business is no easy feat. Just keeping track of all your different office locations, inventory, and marketing initiatives can feel like herding cats sometimes. And when it comes to local SEO – forget about it! How in the world are you supposed to optimize each and every one of your location pages for the search engines?

Well, my friend, have I got some good news for you. Scaling local SEO across multiple locations is totally doable, even for the most sprawling enterprise. You just need the right strategy and a few handy tricks up your sleeve. As the head SEO honcho at an agency in Manchester, UK, I’ve helped countless brands master the art of multi-location local optimization. And today, I’m going to share those secrets with you.

Embrace the Power of Unique URLs

At first glance, it might seem logical to give each of your business locations its own website. After all, shouldn’t each location have its own digital home? Well, not so fast. While that approach may seem like a good idea, it’s actually a big no-no when it comes to local SEO.

Having unique website pages and URLs for each location is vital for local SEO because it allows search engines to understand that each page represents a distinct physical location. Without this optimization, search engines may index all locations as one entity, which can seriously hamper your ability to rank for hyper-local keywords.

Instead, I recommend creating a main website for your business, then setting up location-specific subdomains or subdirectories. For example, you could have or Either approach works great – just make sure each location has its own unique URL structure.

Optimize Each Location’s On-Page SEO

Okay, so you’ve got your URLs all sorted out. Now it’s time to tackle the on-page SEO for each location. Start by ensuring that your title tags, meta descriptions, and H1 headings are all optimized for location-specific keywords.

For example, if you’ve got a hair salon in Los Angeles, your title tag might read “Premier Hair Salon in Los Angeles | Your Salon Name.” This tells both search engines and potential customers exactly where you’re located.

But don’t stop there. You can also use structured data markup to give search engines even more context about each of your locations. Google’s Structured Data Markup Helper is a great tool for adding this extra layer of optimization.

Claim and Optimize Your Google Business Profiles

If you want to dominate local search, you’d be crazy not to have a killer Google Business Profile (GBP) for each of your locations. These profiles are essential for showing up in the all-important local pack, not to mention helping you rank higher in the organic search results.

Start by claiming and verifying your GBP listings for each location. Then, make sure to fill out all the relevant details – business name, address, phone number, hours of operation, and so on. The more information you can provide, the better.

But don’t just set it and forget it. You’ll also want to post regular updates, encourage customer reviews, and respond to any inquiries or feedback. Keeping your GBP listings fresh and engaging is key to boosting your local SEO.

Build Consistent Citations Across the Web

Remember how I mentioned that search engines look at all the places your business is mentioned online? Well, that includes a whole lot more than just your website. Things like directory listings, review sites, and social media profiles can all impact your local SEO.

That’s why it’s so important to ensure your business’s name, address, and phone number (NAP) are consistent across the web. Any discrepancies or inaccuracies can confuse the search engines and hurt your rankings.

Start by claiming and optimizing your listings on the major directories like Yelp, Yellow Pages, and Bing Places for Business. Then, do a deep dive to find any other relevant industry-specific or local directories where you can add your business info. Just be careful not to go overboard – quality trumps quantity when it comes to citations.

Leverage Location-Specific Content

Content may be king, but when it comes to local SEO, relevance is queen. That’s why it’s crucial to create location-specific content for each of your business pages.

Think beyond just your standard “About Us” and “Services” pages. Instead, dive deep into topics, events, and offerings that are unique to each local market. For example, if you’ve got a restaurant in Boston, you could create a post highlighting the city’s best seafood dishes. Or if you run a landscaping company in Phoenix, you could offer tips for desert-friendly gardening.

The key is to position your brand as a true local expert, providing value to your customers in each market. Not only will this help you rank for hyper-targeted keywords, but it’ll also build trust and loyalty with your audience.

Track and Measure Your Progress

Of course, no local SEO strategy is complete without a solid reporting and analytics plan. You’ll want to keep a close eye on how each of your location pages is performing, both individually and as part of your broader multi-location efforts.

Start by setting up Google Search Console and Analytics for each location. This will give you granular data on things like organic traffic, keyword rankings, and conversion rates. You can even use tools like AgencyAnalytics to streamline your reporting and make it easy to spot areas that need more attention.

Remember, local SEO is an ongoing process, not a one-and-done deal. By continuously monitoring your results and making data-driven adjustments, you can ensure that your multi-location business is always firing on all cylinders.

So there you have it – my foolproof formula for scaling local SEO across your multi-location brand. From unique URLs to killer content to rock-solid reporting, these strategies will have you dominating the local search results in no time. Now get out there and show those search engines who’s boss!

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