If you have a business with multiple locations, you’re probably asking: “How can I make sure each location shows up in local searches?” This guide will walk you through everything you need to know to boost your local SEO, attract more local customers, and ensure each of your locations stands out online.
What is Local SEO for Multiple Locations?
Local SEO for multiple locations is optimising your business presence so each branch or franchise can be found easily by local customers.
It’s about making sure that when someone searches for your services in a specific area, your relevant location appears in the search results.
Example: If you run a chain of coffee shops across London, Manchester, and Birmingham, each location should show up when a local searches for “coffee shop near me.“
What is a Multipack in Local SEO?
A multipack (or local pack) refers to the top three business listings that Google displays in local search results. Optimising for a multipack increases the chances of your locations appearing in these prime spots.
Example: When searching for “best coffee shop London,” Google displays three local listings, known as the multipack.
Why is Local SEO Important for Different Types of Businesses?
Local SEO benefits every type of business, especially those with physical locations. Here are some examples:
- Dentists: Patients looking for “dentist near me” will find the closest location.
- Restaurants: Local SEO helps foodies find you when they search for “best pizza in Manchester.”
- Retail Stores: When customers look for “bookshops in Birmingham,” your store should appear.
- Gyms and Fitness Centres: Optimising for “best gym in Leeds” ensures potential clients find you easily.
How Should You Structure Your Website for Multiple Locations?
Should Each Location Have Its Own Page?
Yes! Create a dedicated, optimised page for every location. This helps Google and users find the exact information they need.
Each location page should include:
- Business name, address, and phone number (NAP)
- Operating hours
- Services or products specific to that location
- Local testimonials or reviews
- A Google Maps embed
Example URL Structure:
www.yourwebsite.com/locations/londonwww.yourwebsite.com/locations/manchester
Image Suggestion: A screenshot example of a well-designed location-specific webpage.
What’s the Best URL Structure?
Use a clear and consistent URL structure like:
www.akseldigital.com/locations/londonwww.akseldigital.com/locations/brighton
A real-life question that one of our SEO clients asked:
Should You Create Location-Specific Pages for Dog Walking Services in the Same City?
Yes! If you’re offering dog walking services in different areas of the same city, like London, it’s highly beneficial to have specific landing pages for each area. This helps target local search queries and ensures that your services show up when potential customers search for dog walking in their specific neighbourhoods.
Top Searched Dog Walking Locations in London (via Ahrefs’ Keywords Explorer):
- Chelsea
- Islington
- Hampstead
- Clapham
- Richmond
If you have services in these locations, create landing pages for the locations with the highest search demand.
Example URL Structure
yourwebsite.com/dog-walking-services/chelsea/yourwebsite.com/dog-walking-services/hampstead/
Tip: If a location is commonly searched in its short form (e.g., “Clapham” instead of “Clapham Common”), it’s better to go with the most popular version.
Each page should be uniquely optimised for that specific area, including locally relevant content, testimonials, and service details. This strategy not only improves your SEO but also makes it easier for potential clients to find the most relevant service location.
What Should Each Dog Walking Location Page Include?
To build trust and improve SEO, your location landing pages should contain:
- NAP Details: Business name, address, and phone number.
- Operating Hours: Be transparent about when services are available.
- Certifications: List any qualifications, awards, or memberships.
- Pricing Details: Clearly show costs and any holiday surcharges.
- Customer Reviews: Showcase positive feedback and testimonials.
- Contact Form: Make it easy for customers to reach out.
- Google Map Embed: Help customers find your service easily.
- Other Areas Served: Mention nearby areas to increase local relevance.
- Photos of Walk Locations: Show scenic spots and happy dogs in the area.
How Can Localised Content Boost Your SEO?
Content that resonates with local audiences can set your business apart. Create blog posts, guides, and news updates that reflect local interests and events.
What Are Some Local Content Ideas?
- Write about local events your business is involved in
- Highlight local case studies or success stories
- Share guides relevant to your local customers
Example:
- “How London Businesses are Transforming with Local SEO”
- “Brighton’s Top SEO Trends in 2025”
How to Appear in the Local Pack Results?
To show up in the local pack for searches like “dog walking in Chelsea,” you need to optimise your Google Business Profile (GBP).
- Create Your GBP: Start Here
- Add Each Location Individually:
- Click on ‘Add Business’ in GBP.
- Enter accurate details (name, address, phone number).
- Upload high-quality images of the walking areas and staff.
Example: Happy Paws Dog Walking Chelsea GBP profile with location-specific images and descriptions.
Tip: If you have 10+ locations, use the bulk import option to add all details at once.
We listed all Google Business Categories for you. Choose the top category wisely if there are a few alternatives. Check your competitors and ask your SEO agency for search volumes of different categories that fit your business.
How Do You Optimise Google Business Profiles for Each Location?
Every location should have its own Google Business Profile (GBP). Here’s how to optimise them:
- Ensure consistent NAP details
- Upload high-quality photos of the location and products, preferably with a geo tag
- Use a local phone number
- Regularly post updates and promotions
Example:
- Google Business Profile for “Aksel Digital Marketing and SEO London”
- Google Business Profile for “Aksel Digital Marketing and SEO Brighton”
Should You Use Unique Descriptions for Each GBP?
Yes! Write unique descriptions for each location to highlight specific services, local landmarks, or community involvement.
Ongoing Optimisation Tips
Once your landing pages and Google Business Profiles are set, it’s essential to keep them optimised:
Post Updates: Regularly post about offers, local dog events, or testimonials.
Respond to Reviews: Engage with customers to build trust.
Maintain NAP Consistency: Ensure details match across all platforms.
Add Photos: Include updated images. For example, if you are a dog-walking service, add photos of your walking routes and services.
Holiday Updates: Adjust business hours for public holidays.
Google Business reviews and news from your business:
How Do Reviews Impact Local SEO?
Customer reviews build trust and influence local search rankings. Google favours businesses with more positive, relevant reviews.
How Can You Encourage More Reviews?
- Ask customers directly after a service or sale
- Send follow-up emails with a review link
- Respond to every review—positive or negative
Example:
- A Google review for “Aksel Digital London” with a positive business response.
Why is Consistency in NAP Information Crucial?
If your Name, Address, and Phone number (NAP) are inconsistent across platforms, Google may struggle to verify your business. Consistency builds trust and improves your local rankings.
How Can You Ensure Consistency?
- Audit your NAP details across all directories (Google, Yelp, Facebook, etc.)
- if you are listed in more directories, search your business name in google to find all of them
- Update outdated information promptly
- Use a citation management tool if necessary
Example:
- Consistent NAP on the website, Google Business Profile, and social media pages.
Measuring Local SEO Performance
Use tools like Google Analytics, SEM Rush or Ahrefs to track the performance of your location pages.
Monitor Traffic: Check which pages are getting the most visits.
Track Conversions: Analyse enquiries and bookings per location.
Keyword Rankings: If you are using an SEO Tool, use rank trackers for specific location keywords.
Example: Filter performance for URLs like
yourwebsite.com/dog-walking-services/chelsea/
to see traffic trends and improvements.
For More Advanced Users:
How Can You Use Structured Data to Improve Local SEO?
Structured data (schema markup) helps search engines understand your location information better. Use the LocalBusiness schema for each location page.
If you’re unsure how to implement structured data, it’s okay to skip this step or consult a local SEO expert for assistance.
But if you know how to implement it, here’s the structured data to get you started:
Example Code Snippet:
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Aksel Digital London",
"address": {
"streetAddress": "123 King Street",
"addressLocality": "London",
"postalCode": "E1 6AN",
"addressCountry": "UK"
},
"telephone": "+44-20-1234-5678"
}Image Suggestion: An example of structured data code next to how it appears in Google search results.
Are There Add-Ons to Automatically Add Structured Data?
Yes! Many platforms offer plugins or add-ons to simplify adding structured data:
- WordPress: Use plugins like “Schema Pro” or “Yoast SEO”.
- Shopify: Install apps like “JSON-LD for SEO”.
- Wix: Automatically includes basic structured data, but advanced options are customisable.
- Squarespace: Structured data is included automatically for some elements, but for custom implementations, use the ‘Code Injection’ feature or third-party tools.
These tools can make implementation easier, even if you’re not familiar with coding.
Final Thoughts;
Local SEO is an ongoing effort, but it can significantly increase visibility, foot traffic, and sales.
By following these steps and regularly monitoring performance, each of your business locations can thrive online.
Need help optimising your multi-location SEO? Contact Aksel Digital for expert advice and tailored strategies.
