Local SEO Checklist for Multi-Location Businesses
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Multi-location local SEO fails most often not from a lack of effort, but from inconsistency - different NAP data, missing schema on some locations, and profiles nobody actively manages. Here's the checklist we run for every multi-location client.
Google Business Profile fundamentals
Every location needs its own verified profile with consistent name, address and phone data matching the website exactly. Category selection and services listed on the profile matter more than most businesses realize.
- Verify NAP consistency across GBP, website and directories
- Choose the most specific primary category available
- Post updates and respond to reviews on a regular cadence
Location pages need to be genuinely unique
Templated location pages with only the address swapped rarely rank. Unique content referencing local landmarks, service-area specifics and location-specific testimonials performs meaningfully better.
Local schema markup
LocalBusiness schema, correctly implemented per location, helps search engines understand which page serves which area - especially important when service areas overlap.
Frequently Asked Questions
Start with your 5-10 highest-intent service-and-location combinations per location, then expand based on what's actually driving traffic.
Separate, verified profiles per physical location - shared profiles violate Google's guidelines and hurt visibility.
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Glad it was useful, Jamie - happy to go deeper on that if you want to book a call.
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Really useful breakdown - the point about google business profile fundamentals matches exactly what we ran into last quarter.