Local SEO for Franchises & Multi-Location Businesses: A Step-by-Step Guide

What is Local SEO for Multiple Locations?

Local SEO for multiple locations involves optimizing your website, Google Business Profile (GBP), and overall online presence to improve visibility in local search results for each location. Whether you’re a franchise, retail chain, or service-based business with multiple branches, this strategy ensures potential customers in specific geographic areas can easily find you.

By mastering local SEO for multiple locations, you can:

• Increase foot traffic to physical locations.

• Generate more online leads and inquiries.

• Strengthen your brand presence in local markets.

• Gain a competitive edge over local businesses and chains.

Tip: For businesses that need help managing the complexities of local SEO, outsourcing tasks to experienced white-label SEO service providers can be a game-changer. By partnering with the right team, you can save time and ensure high-quality implementation across all locations.

How to Do Local SEO for Franchises & Multi-Location Businesses

Step 1: Create Location-Specific Pages on Your Website

If your business has multiple locations, you need to make sure each one has its own page on your website. This helps customers find the right information for their area and improves your chances of showing up in local Google searches.

Here’s what each page should include:

• Business Name, Address, and Phone Number (NAP): Clearly list your contact details so customers can reach you easily.

• Unique Content: Don’t copy and paste the same text for every location. Instead, talk about what makes each location special.

• Services Offered: Explain what services are available at that location. If one store offers different products or services than another, make sure to mention it.

• Customer Reviews: Add reviews from happy customers in that area to build trust.

• Google Maps: Embed a map so people can see exactly where your business is located.

• Operating Hours: Include regular business hours and any special hours for holidays.

• Local Keywords: Use keywords that people in that area search for, like “best pizza in Dallas” or “plumbing services in Miami.”

Example of a Good URL Structure:

Instead of having one page for all locations, create separate pages like:

✅ yourwebsite.com/locations/chicago
✅ yourwebsite.com/locations/new-york

Pro Tip:

Use free tools like Google Keyword Planner to find the best local keywords. For example, instead of just saying "HVAC services," try "HVAC services in Houston" to attract more local customers.

Step 2: Optimize Your Google Business Profile (GBP)

Your Google Business Profile (GBP) is one of the most important tools for local SEO. A well-optimized profile helps your business appear in Google’s Local Pack (the map section that shows up above search results), making it easier for customers to find you.

Here’s how to make sure your GBP is fully optimized:

✅ Claim and Verify Your Profile

Each business location should have its own verified Google Business Profile. This confirms to Google that your business is real and allows it to show up in search results.

✅ Keep Your Business Information Consistent

Make sure your name, address, and phone number (NAP) match exactly with what’s on your website. Even small differences can confuse Google and hurt your rankings.

✅ Pick the Right Business Categories

Choose the most relevant category for your business. You can also add secondary categories if they apply. For example, a bakery might choose "Bakery" as the main category and "Coffee Shop" as a secondary one.

✅ Add High-Quality Photos

Customers love seeing real pictures! Upload clear photos of your business location, team, products, or services. Also, include pictures of both the inside and outside of your business to help people recognize it.

✅ Write a Strong Business Description

Briefly describe your services, what makes your business unique, and the areas you serve. Keep it clear and engaging.

✅ Get More Customer Reviews

Ask happy customers to leave positive reviews on your profile. Also, respond to all reviews—good or bad—in a professional way. This shows customers (and Google) that you care about feedback.

✅ Post Regular Updates

Use GBP posts to share special promotions, upcoming events, or important updates about each location. This keeps your profile fresh and engaging.

Track Your Performance with GBP Insights

Google provides data on how customers interact with your profile. You can track:

• How customers find you (Google Search vs. Google Maps).

• What actions they take (calls, website visits, or direction requests).

Managing Multiple Locations?

If you have more than 10 locations, use Google’s bulk upload feature to manage all your profiles at once. This saves time and ensures consistency.

Want to dive deeper into Google Business Profile? Check out this blog post: What is Google Business Profile: The Ultimate Guide to Attract More Customers to learn how it can help you bring in more customers.

Step 3: Add Local Schema Markup to Your Website

Schema markup is a special type of code that helps Google understand your business information better. Adding local business schema to your website can improve your search rankings and make your business stand out in search results.

What to Include in Your Schema Markup

Your schema markup should have:
✅ Business Name, Address, and Phone Number (NAP): This should match exactly with what’s on your website and Google Business Profile.
✅ Operating Hours: Clearly mention when your business is open, including special hours for holidays.
✅ Geographical Coordinates: Adding your exact location helps Google provide accurate directions.
✅ Services Offered: List the main services available at that location.
✅ Customer Reviews: Show off positive customer feedback to build trust and credibility.

Tools to Make Schema Markup Easy

• RankMath Plugin: If you use WordPress, RankMath makes it simple to add schema markup without coding.

• Google’s Structured Data Testing Tool: Use this free tool to check if your schema markup is set up correctly.

By adding local schema markup, you make it easier for Google to display your business details in search results, helping more local customers find you!

For a detailed guide on schema markup and how it can improve your website’s rankings, check out this blog post.

Step 4: Get Backlinks from Local Websites

Backlinks are links from other websites that point to your business website. They help Google see your business as trustworthy and improve your chances of ranking higher in local searches. To boost your local SEO, try to get links from websites that are important in your area.

Where to Find Local Backlinks

✅ Local Business Directories – Add your business to trusted directories like Yelp, the Better Business Bureau (BBB), and industry-specific websites. These directories not only help with SEO but also make it easier for customers to find you.

✅ Chamber of Commerce – Many cities have a local Chamber of Commerce that lists businesses on their website. Being part of this group can give you a valuable backlink and connect you with other local businesses.

✅ Local Blogs & News Websites – Reach out to bloggers or journalists in your area. They might mention your business in an article or interview you for a story, giving you a backlink in return.

✅ Sponsoring Local Events or Charities – Support a local event, sports team, or charity. Many organizations list their sponsors on their websites, which means you get a backlink while also helping your community.

By getting backlinks from trusted local sources, your business can build more authority online and improve its local search rankings. Keep it natural—focus on quality over quantity!

Step 5: Make Your Website Easy to Use on Mobile

Most people searching for local businesses do it on their phones. If your website isn’t mobile-friendly, visitors might leave quickly, and Google may not rank your site as high in search results. That’s why it’s important to make sure your website works well on all screen sizes, especially smartphones.

How to Make Your Website Mobile-Friendly

✅ Use a Responsive Design – This means your website automatically adjusts to fit any screen size, whether it’s a phone, tablet, or computer. Most modern website builders include this feature, but always double-check how your site looks on different devices.

✅ Speed Up Your Website – Mobile users expect fast-loading pages. If your site takes too long to load, people will leave. Here’s how to make it faster:

• Compress images so they load quickly without losing quality.

• Minimize unnecessary code that slows down the page.

• Use a reliable hosting service for better speed and performance.

✅ Make Everything Easy to Tap – Buttons and links should be big enough for people to tap with their fingers without zooming in. Avoid placing links too close together, or users may tap the wrong one by mistake.

✅ Test Your Website on Mobile – Don’t just assume your site works well—test it! Mobile-Friendly Test can quickly check if your website has any issues. It will tell you what needs to be fixed to improve the mobile experience.

A mobile-friendly website helps keep visitors happy, improves your local SEO, and makes it easier for customers to find and contact you. Make sure your website gives them a smooth and easy experience!

Step 6: Track Your Local SEO Results

Just like checking your car’s fuel gauge before a long trip, you need to check your SEO performance to see what’s working and what needs fixing. Tracking your local SEO helps you understand how people find your business online and where you can improve.

Tools to Help You Track SEO Performance

✅ Google Analytics – This tool shows how many people visit your website, which pages they look at, and how they interact with your site. You can track if visitors are actually taking action, like filling out a contact form or making a purchase.

✅ Google Search Console – This helps you see which keywords people use to find your website. It also alerts you to any technical problems, like pages that aren’t indexed properly, so you can fix them.

✅ Ahrefs or SEMrush – These tools help you check your keyword rankings, analyze backlinks, and compare your performance with competitors. If a competitor is ranking higher, you can figure out what they’re doing differently.

✅ Google Business Profile (GBP) Insights – Since your GBP listing is key for local SEO, it’s important to track how many people call your business, request directions, or send messages from your profile. This shows how well your listing is converting searchers into customers.

Why Tracking Matters

SEO is not a one-time task—it’s an ongoing process. By regularly checking your metrics, you can spot problems early, see which strategies bring the best results, and make improvements to grow your local rankings.

Keep an eye on these numbers, adjust your strategies when needed, and you’ll stay ahead of the competition!

Final Thoughts

Local SEO for multiple locations may seem complex, but with a structured approach, it’s entirely manageable. By focusing on creating unique location pages, optimizing your Google Business Profile, using schema markup, and building local backlinks, you can effectively improve your local search presence.

Remember, local SEO is not a one-and-done task—it’s an ongoing process. Regular updates, consistent engagement, and performance tracking will ensure your multi-location business stays ahead of the competition in local search results.

Start implementing these strategies today, and watch your business grow in every location!
If you’re looking for guidance or resources to enhance your digital presence, feel free to contact Skyline Digital Lab.