Local SEO for organizations with multiple locations

Local SEO is especially important for organizations with multiple locations. Optimizing search engine strategies for each specific location makes it easier and faster for potential customers in the area to find information about the organization.

Searches with local intent often lead to a store visit or purchase, so good local SEO is crucial. Organizations that have branches in different areas become more visible in local search results from Google and other search engines. Not only will this attract more people to the website and physical locations, it will also increase sales.

Challenges and opportunities local SEO

Organizations with multiple locations face particular challenges when it comes to local SEO. For example, they must manage multiple Google My Company listings, create location-specific content and ensure accurate local citations. However, these challenges do present significant opportunities, making them worthwhile for many organizations.

By effectively navigating the complexities of local SEO, it is possible for organizations to strengthen their brand and increase their local online presence. In addition, they offer customers in different regions a more personalized experience.

By meeting the challenges and running them in a successful manner, an organization can stand out from the competition and is more likely to succeed in building loyal customer bases in multiple markets.

Basics of local SEO

The goal of local SEO is to optimize a website and increase its online presence so that it ranks higher in local search results. Optimize Google My Business listings, manage local citations (listings of the organization’s name, address and phone number on the Internet).Create location-specific content and local backlinks to achieve optimal results. Local SEO provides greater visibility for local searches. This attracts customers near the locations.

Read more about local SEO

I have written many articles on local SEO. You’ll find the most relevant ones below. Feel free to read further on this topic.

The significance of local SEO

Local SEO should ensure that an organization ranks higher in Google and other search engines in local search results. People doing local searches should find it easier to get to the organization. This can be done by posting information about the organization, including its location, hours of operation and services. I present this information in a clear and consistent way on various online platforms and directories.

Local SEO makes it faster and easier for customers to find information about local organizations. This has a positive impact on business results.

Local SEO for organizations with multiple locations

Local SEO is crucial for organizations with multiple locations. Local SEO ensures that each of these locations is locally competitive. This takes place by increasing visibility to customers in the area looking for the products or services offered by the organizations.

Local SEO builds local relevance and authority. Which will attract more foot traffic, improve local brand recognition and increase sales.

When each location is optimized for local search, it is possible for organizations to build an online presence. Which reflects the unique characteristics and offerings of each location. This creates a personalized and effective approach to local marketing.

Website structure at multiple locations

Organizations with multiple locations benefit greatly from a good and clear website structure. Each location must be well presented. In addition, it is important that search engines and customers find the websites of all locations easily. Provide a clear and user-friendly structure so that visitors can quickly find the information they are looking for, for each specific location.

The main website

I make the main website a focal point. Visitors here begin exploring the organization’s various locations. Establish a clear and accessible navigation menu and use links to location-specific pages in it.

The home page should provide an overview of the brand and its values. Clearly state here that multiple locations are available. This can be done, for example, with an interactive map or a location finder.

Setting up location-specific pages

Create a separate, optimized web page for each location. All pages should have specific details, think address, phone number, hours of operation and possible services or promotions that apply only to that location. For an even better optimized website, it is recommended to add unique content relevant to the local community or market. Consider local events or news.

Using a consistent URL structure

Use a consistent URL structure to help search engines and users understand the structure of the Web site. For example, in the case of location-specific pages, this could be www.voorbeeldbedrijf.nl/locatie/amsterdam. Such a structure makes it clear that this is a location-specific page. This way, the page becomes more findable in local searches.

Optimize Google My Business for each location

Google My Business (GMB) is a powerful tool for local SEO. It helps organizations improve their visibility in local searches and on Google Maps.

Google My Company for local SEO

Make sure each location of the organization has an optimized Google My Company profile. Organizations provide detailed information about their locations here. This increases visibility. In GMB, customers can also leave reviews. This is good for an organization’s credibility and reliability.

Using Google My Business for multiple locations

  1. Create a Google My Business account. If an existing account is already present, log in.
  2. Add a new location for each physical address of the organization. Enter all requested information, think address, phone number and categories describing the business.
  3. Verify each individual location. Google usually asks for postcard verification. In this way, it is possible to confirm that the organization is located at the address provided.
  4. Enrich each Google My Business profile with high-quality photos, up-to-date opening hours and comprehensive descriptions.

Manage customer reviews and inquiries

To gain and maintain a good online reputation, it is vital to actively manage reviews and customer inquiries on Google My Company. Respond to all reviews, both positive and negative.

Always do this in a professional and constructive manner and answer questions promptly. In this way, customers and search engines see that the organization values customer feedback and is committed to providing good customer service.

Apply local content strategy

Organizations with multiple locations must employ a thoughtful local content strategy to effectively reach and engage all of their potential customers. Create content that is targeted to customers’ interests, needs and searches in any location.

Why is location-specific content so important?

Location-specific content is crucial for improving SEO performance by targeting local searches. In addition, this content increases the relevance and engagement of the target audience. By posting location-specific content, an organization shows that it understands what is going on among the local community. The targeted information, events and offers are of value to the target audience and local residents.

Tips for creating relevant content by location

  • Events and activities: By publishing guides or blogs about local events, holidays or activities in the area, it is possible to reach visitors looking for nearby activities.
  • Local Guides: Create valuable local information through guides to the best parks, restaurants or other nearby attractions.
  • Customer stories and testimonials: To gain trust from the local community, it can help to share stories from local customers or organizations that have used the products or services.
  • Local problems and solutions: Show how the products or services counteract local problems or challenges. Include specific examples from the environment.

Local link building strategies

Good link building is essential to any SEO strategy. For local SEO, link building is even more important. Local links increase a website’s local relevance. For organizations with multiple locations, this is crucial.

Local backlinks

Local backlinks, or links from other local Web sites, tell search engines that a Web site is an authority within a particular geographic location. This is positive for local visibility. It can also greatly increase positions in search results for location-specific searches.

How to obtain local links?

  • Partnerships and sponsorships: By partnering with local organizations, clubs or events, it is possible to obtain natural listings and links from their websites.
  • Local press and publications: Approaching local media with news or relevant stories for the community can lead to a mention or valuable backlinks.
  • Guest blogs and columns: Appear as an expert in local blogs or newspapers. This provides backlinks while increasing brand credibility and visibility.
  • Local directories and directories: It is important to keep listings of the organization up-to-date in local business directories and directories. Not all directories may offer quality backlinks, but they are critical to local SEO.

Using these strategies, organizations with multiple locations can improve their local SEO. In this way, they can retain and attract customers in each unique market.

Managing citations and local referrals

In the local SEO of organizations with multiple locations, it is critical to manage citations and local references accurately. Citations, think mentions of the organization’s name, address and telephone number (NAP) on the Internet, largely determine how relevant and authoritative search engines find an organization.

Accurate NAP data

Compile NAP data in an accurate manner. In this way, consistency across different online platforms can be ensured. This not only improves local search results, but also ensures that customers get the right information.

Here, it is not important where they find this information. If NAP data is inconsistent, customers get confused. Moreover, search engines rate an organization’s reliability more negatively.

Tips for managing local listings

  • Automated management tools: By using automated management tools such as Moz Local, BrightLocal, or Yext, it is possible to manage and synchronize local listings across platforms. This makes it easier to identify and correct inconsistent NAP data across the Web.
  • Manual audits: To ensure accuracy and consistency, it is important to perform regular audits of all local entries. This is especially true for platforms not covered by automated tools.
  • Google My Business: Google My Business is a handy tool for posting information by location. The information must be up-to-date for each location because this data affects local search results.

The role of social media in local SEO

Social media has a major impact on local SEO. This is a platform on which organizations increase their local visibility and communicate directly with their target audience

Increase local visibility with social media

Strong activity on social media can strengthen organizations’ local presence. For example, share location-specific content, events and offers. This encourages followers and can increase local search visibility. Social signals like likes, shares and comments indirectly improve SEO performance.

Tips for social media strategies for multi-site organizations

  • Location-specific accounts: Set up separate social media accounts for each location. In this way, an organization can go deeper into local events, news, and community engagement for each location.
  • Geolocation tags: Using geolocation tags in posts and stories can increase visibility in local searches on social media platforms.
  • Interact with the local community: actively provide interactions with local followers, for example, by responding to comments and sharing content from other local organizations or events. This makes it possible to rebuild relationships and strengthens local involvement.
  • Consistent branding: Consistent branding across all locations and platforms is very important. Always be sure to leave room for local nuances.

Using the above strategies, organizations with multiple locations improve their local SEO. And build a strong online presence focusing on unique features and offerings of each location

Summary

A targeted approach is needed to promote SEO for multi-site organizations, visibility and engagement. Maintain accurate NAP data, create location-specific content, apply local link-building strategies and be active on social media to improve local SEO. Not only do search engine rankings increase in this way, the connection with local communities also grows. This is critical to achieving success in any specific market.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
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I have been working for 12 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 25 April 2024. The last update of this article was on 14 January 2025. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.