Local SEO for multiple locations

One profile for each real location

Google allows a profile for each location that is staffed during its stated hours. A branch qualifies; a virtual office or a town you merely visit does not.

• The same business name on every profile, with no town added.
• The right address and a local phone number for each.
• The same primary category across locations, unless they genuinely differ.
• Opening hours set for each branch.
• Photographs of that branch, not stock ones shared across all.
• Each profile linked to its own location page, not the homepage.

One page for each location

Give every branch its own page at a clear address, for example /locations/harrogate/, and make it genuinely about that branch:

• its address, phone number, hours and a map;
• the people who work there;
• the services offered at that branch;
• parking, access and how to find it;
• reviews from customers of that branch;
• something true about the area it serves.

What does not work is one page copied for each town with the name changed. Search engines recognise it, and so do customers.

One website or several?

Almost always one. A single site concentrates the reputation the business earns; separate sites divide it and multiply the upkeep. The exception is where locations trade under different names or offer quite different things.

Keeping locations from competing

• Each location page targets its own town. Service pages stay general.
• Link every location page from a locations index, and from the footer if there are only a few.
• Mark up each location separately in structured data.
• Ask for reviews on the profile of the branch the customer used.
• Report on each location separately, so a weak one is noticed.

Businesses that travel to customers

A service-area business has one profile for the place it works from, with the areas it covers listed, not a profile for every town. To be found further afield, build good pages on the website for those towns and earn reviews from customers there.