Let’s be real—running a business with one location is hard enough. But if you're managing a multi-location empire, it’s like trying to juggle chainsaws while riding a unicycle. That’s where local SEO comes in. If you’re not optimizing each location for local search, you’re missing out on a massive opportunity to connect with customers right when they’re looking for you. Let’s dive into how you can make sure every location is crushing it in local search.
The Power of Local SEO for Multi-Location Businesses
When you're running multiple locations, you need a tailored approach to local SEO. This isn’t your mom-and-pop SEO strategy. We’re talking scale—hundreds or even thousands of location pages, each needing to dominate their local market.
Here’s the deal: Google’s algorithm loves local content. And the closer you can align your website to what people are searching for in each location, the better. "Google always reinforces what people want," says Cori Graft, Local SEO Team Lead at Seer Interactive. "Look at user behavior to learn where the issues are, and you can fix them before your ranking gets affected."
Standardize Your Local SEO Playbook
You can’t leave local SEO up to chance. Create standardized guidelines across your locations. Everything from citation management (that’s your NAP: name, address, phone number) to on-page SEO needs to be streamlined. This isn’t just for efficiency—it’s to keep your brand consistent.
Pro tip: "It’s far easier to manage citations when engaging an agency if you have a centralized document containing all location details (NAP, opening times, services, area served, etc.)," says Adam Dorfman, a founding member of SIM Partners. Keep all your data clean and in one place—Google loves consistency.
Unique Content for Every Location
You can’t copy-paste content from one location page to another. Each page needs to reflect the unique vibe of its area. That means including specific details about services, staff, and even local customer testimonials.
As Matthew Hunt, CMO of Powered by Search, puts it: "Think about the content your visitor wants to see when visiting your location page. Make it prominent—whether that’s service details, phone number, or address." It’s about creating a personal connection, even at scale.
Backlinks: Quality Over Quantity
Backlinks can be game-changers for local SEO, but here’s the kicker—it’s about relevant backlinks. Hunt explains, "Getting two or three good backlinks to a location page can mean the difference between invisibility and being number one in Google."
But don’t go for the shotgun approach. Focus on local press, partnerships, and community-driven websites to build credibility for each location. Oh, and let’s not call it "backlinking" anymore. Rebrand it as Digital PR. It just sounds cooler.
Scale Without Losing Your Brand's Soul
Managing multiple locations is a balance between uniformity and individuality. Sure, you want every location to follow the same playbook, but each one also needs to feel local. That’s the sweet spot. The biggest advantage multi-location businesses have? Brand trust.
"Amazon and Walmart don’t have a quality score issue," says Hunt. "You could be ranking number three organically, and just because you’re Walmart, you’re going to get clicked on." Leverage that trust to dominate local search.
But here's the flip side. Big brands often move like cruise ships. Slow. Bureaucratic. Tied up in red tape. That’s why it’s critical to have a flexible SEO strategy that lets you pivot quickly when needed. The digital world is always changing, and the last thing you want is to be left behind.
Incentivize Location Managers
When it comes to reviews and local reputation management, your boots-on-the-ground staff are your secret weapon. Incentivize location managers to build up positive reviews and engage with customers online. Standardized review responses can help keep everything on-brand, but encourage genuine engagement.
"We've learned that it's best to lead the conversation with franchises, not let them drive it," Hunt points out. "Education and foundational work are key to success." Train your managers on local SEO basics, and you’ll build an army of local SEO experts—each one helping you scale while keeping quality intact.
Conclusion
Scaling local SEO for multi-location businesses isn’t a one-size-fits-all solution. It’s about striking a balance between your overall brand strategy and the unique needs of each location. From standardized guidelines to personalized content and targeted backlinks, there’s no shortcut to doing it right.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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