Multiple Location SEO

Local SEOLocal SEO is the process of optimizing your website to rank on the 1st page of Google for a search term and geographic location that is relevant to your business. is an essential component of any business. Statistics highlight that almost half of the searches on Google are about finding information about local businesses.

However, what about when it comes to a local SEO strategy for multiple locations? This post will explain what multi-location SEO is and how your company can dominate several different search markets.

What is a multi-location SEO?

To start with, it is essential to understand what a local SEO service entail. Local SEO services essentially revolve around targeting local search terms. A local SEO agency will conduct relevant keyword researchKeyword research helps websites unearth the best keywords to drive traffic and visibility. This research is supported by a number of powerful web-based tools, the best of which we’ve listed here., and these keywords will be used to optimise a business’s website. The local SEO company will then perform a local SEO audit to ensure the site is enhanced to its full search potential.

Yet that is only for a business with one location.

When it comes to a multi-location website, the challenge becomes that much more complex. You are still targeting those local SEO keywords, but you have to do it across several different locations. Instead of it simply being, say, ‘best hairdressers in York’, the SEO location strategy will also require individual keywords that swap out York and incorporate the likes of Liverpool, Durham, Newcastle, and so on.

If you fail to distinguish between each location, your search engine impact will suffer massively. Even if you have 1,000 stores across the planet, guess what: you will need to create the right content for each and every location.

With that out of the way, let us explore how it is possible to perform multi-location SEO.

Assess the competition

Research is an integral element for many different business processes, and multi-location SEO is no different.

By taking a closer look at the competition and each location, you will be able to gauge several SEO-related factors. For instance, you can see how much demand there is for specific search terms, as well as the traffic numbers they deliver.

When analysing an individual competitor, consider the following aspects to focus on:

• Their content strategy.
• Their keywordKeywords are the words and phrases that potential customers might search for to find your business. usage.
• Their website structure
• Their linking strategy

When you put all of these components together, you will have a better understanding of how easy – or difficult – it will be to rank high in a specific location.

Pages for each individual location

As SEO experts, we understand just how vital is it to utilise and flesh out each page on your website. We also understand that, with multi-location SEO, it is necessary to build individual pages for every business location.

If you try and cover multiple locations with just a single page, this will prove to be the downfall of your local marketing endeavours. After all, each page on your website should be dedicated to a specific topic. If you incorporate too much in one space, this will not please Google, and your website will be judged accordingly.

As a result, you will require a dedicated page for each individual location. Do not believe us? Well, simply do a quick search for the keyword you are hoping to rank for. Chances are all of the top results that will feature a location-specific webpage.

So you have an individual page for each location. Now you might be wondering, ‘How can I make these multi-location pages SEO-friendly?’ The following sections have the answers.

SEO implementation

When it comes to the search engine optimisation services you will need, the initial focus will be towards refining each page setup.

As any SEO agency will tell you, this begins with keyword research. What local terms are you targeting for each page? What type of competition are you up against? Which search terms will generate the best results?

Once you have your keywords ready to go, it is all about strategically implementing them. While the bulk of this will be within the content itself – more on this in the next section – there are other necessary steps you can take to boost SEO. Plus, not all of them are keyword focused.

• The right URL structure: First of all, the URL structure should incorporate a general ‘locations’ section. Then it’s a case of expanding this for each page’s specific location. Say you have a business location in London’s Covent Garden. The structure should resemble something like this: YourBusiness.com/Locations/London/CoventGarden. Having a specific page for London will help increase SEO visibility, as will having a more focused one on Covent Garden.
• Title and meta descriptionWebsite meta descriptions are used to inform web users on search engines about the content of webpages.: Your main keywords for each location should be incorporated into the respective page’s title and meta description. For example, your main keyword might be “Manchester Italian restaurant”. Your title could then be something like, “[Business Name]: Award-Winning Manchester Italian Restaurant”.
• Page speed: The speed your pages load at plays a big part in your Google site ranking. Ensure the structure of each page is sound and free from unnecessary items that will consume excessive bandwidth.
• Backlinks: High-quality backlinks are an essential component in ensuring your website ranks high with Google. A B2B SEO strategy is recommended. Although if you’re struggling to source other businesses that will welcome backlinks, an SEO expert will be able to offer a helping hand.

Of course, these are just a few examples of the SEO services each page will require. An SEO specialist will be able to put together a thorough plan to ensure you rank high on Google.

Crafting the right content for every location

When it comes to adding content to each page, there’s a general rule to follow: the more you add, the better the results. Google likes content-heavy pages. If they feel your page is offering more value than others, they will reward it with a high ranking.

With that said, it can be challenging to come up with original content for each individual location. The function of your business will typically be the same regardless of where it’s based, so there are few differentiating factors to write about.

Yet, each page must be substantially unique from one another. If you do a simple copy and paste job across all the pages, your website will be punished by the Google algorithms. Fortunately, you can get away with rewriting the page content over and over again – just make sure the pages are all deemed unique by running them through Copyscape.

Any B2B SEO agency worth its salt will highlight the necessity of structuring the page in an eye-catching fashion. This includes a strong headline with your targeted local phrase, sub-headings to break up the content, lists, pictures, and so on. As long as you avoid a wall of text, visitors will tend to stick around and read the content – a significant factor in ranking highly with Google.

As for what the content can contain on each business page, consider the following pointers:

• Address and directions: This are one of the significant differentiators you will have across each page, so use it to your advantage. Also include contact details.
• History: Again, the history of each location will be different. As a result, this provides you with something original to write about on every page.
• Service descriptions: List your services, complete with brief descriptions.
• FAQ: If your business receives any commonly asked questions, list them here along with detailed answers.
• Reviews: Positive reviews will not only provide original content for each page, but they also serve as reassurance for potential customers.

If you’re not comfortable in producing your own content, any reputable search engine marketing agency will offer a wide range of content writing services. As our very own best content writing services demonstrate, they can take on any writing task – from simple rewrites to comprehensive “how-to” guides – and deliver professional, high-quality content.

Multiple Google My Business profiles

When it comes to business listings, Google My Business has emerged as the most essential platform around. It gives you the chance to control the details of your business on Google, ensuring it has the right contact details and Google Maps address.

Due to the importance of optimising your profile on Google My Business, you will need to fill in the details for all of your business locations.

While this is a time-consuming chore, there are a couple of aspects that make it more manageable. For a start, you can use the same GMB account across every location, which helps keep everything organised. Furthermore, you can use Google’s bulk upload spreadsheet. This spreadsheet lets you import the details of multiple businesses all in one go.

In summary

Multi-location SEO is essentially the same as a standard local SEO service. The only difference is that the workload is much more substantial, and more consideration has to go into the structure of your website.

However, that doesn’t mean it isn’t a complex and confusing endeavour. If you require any assistance with multi-location SEO, get in touch with us today. As an industry-leading marketing agency, we can help with everything from SEO B2B link buildingLink building is a process of acquiring links pointing to your website. These links are obtained by creating content, participating in social media or commenting on other blogs. to SEO content writing services.

Most importantly, we have the skills and expertise to see your business rank #1 with Google across multiple locations.