Blog Post

When a business grows beyond a single ZIP code, SEO gets more… interesting. I’ve seen companies crush it locally—then stall when scaling across multiple cities. Why? Because managing local visibility at scale is a different beast.

If you’ve got multiple locations and want each one to rank well (and not compete with each other or disappear into the Google abyss), this guide is for you.

Here’s what I’ll walk you through:

• How to build a scalable local SEO strategy for every location
  
• What to fix, optimize, and monitor—without creating chaos
  
• The smart way to use tools like Google Business Profile, schema, and location pages
  
• Where most businesses mess up (and how to avoid the same fate)
  

Each of your locations deserves a dedicated page. Think of them like storefronts on your site—they need signage, directions, and a reason to exist.

• Use a consistent URL structure (e.g., /locations/chicago/)
  
• Include business hours, location-specific services, and photos
  
• Avoid thin or duplicated content—Google hates lazy SEO almost as much as users do
  

You’ll thank yourself later when you’re not trying to outrank yourself.

🡒 Want help creating these pages without going in circles? I wrote a breakdown on local content targeting nearby customers.

Claim and optimize every listing—and I do mean every one. No shortcuts.

• Use accurate NAP data (Name, Address, Phone)
  
• Add location-specific photos and services
  
• Choose the most relevant categories per location
  
• Use GMB posts to drive traffic—they actually work
  

Avoid duplicates like your rankings depend on it (because they do). If you’ve already got a mess on your hands, see how to fix duplicate listings.

Create a hub that links out to all your location pages. Simple, clean, crawlable. This helps both users and search engines find what they need—fast.

• Use internal links that connect your local SEO web
  
• Bonus points: Add a searchable map or zip code locator
  

Yes, it’s boring. But so is losing traffic to your competitor across the street.

You wouldn’t trust a business that spells its name four different ways. Neither does Google.

• Make sure your NAP is consistent across GBP, Yelp, directories, and your own site
  
• Don’t abbreviate in one spot and spell it out in another (Suite ≠ Ste ≠ #2)
  

I’ve explained this more in my NAP consistency guide—read it, then audit your citations.

People trust people—especially when they live nearby.

• Ask for reviews after purchases or service appointments
  
• Feature location-specific testimonials on individual pages
  
• Respond to reviews (even the spicy ones)
  

Need more review tactics? Check out this post on getting local reviews.

Your Denver page shouldn’t read like your Miami page in flip-flops. Write for the people in those neighborhoods.

• Share local news, events, or community involvement
  
• Add bios of team members at each branch
  
• Include internal links to case studies or nearby services
  

Content that actually serves the local audience ranks better. Go figure.

Structured data helps search engines understand your content better. You don’t need to be a developer—just use the LocalBusiness schema and test it.

• Mark up name, address, phone, opening hours
  
• Add geo-coordinates for fun (and SEO)
  
• Use tools like Google’s Rich Results Test to validate your markup
  

Think of schema as GPS for crawlers. Without it, they might just drive in circles.

Ranking in the “Map Pack” isn’t just about being close to the searcher—it’s about proximity plus relevance and prominence.

• Make sure each GBP has proper categories and local keywords
  
• Gather high-quality reviews
  
• Earn backlinks from local sources
  

I’ve shared more tips in my Map Pack ranking guide.

Gut feelings are great for pizza toppings, not SEO.

• Track calls, direction requests, and clicks per location
  
• Use tools like GBP Insights and GA4
  
• Watch rankings across zip codes, not just cities
  

Want a full walkthrough? Here’s how I track local SEO performance.

Backlinks still matter. Local ones matter more.

• Reach out to local blogs, newspapers, or event sites
  
• Sponsor local meetups or partner with nonprofits
  
• Use your team’s connections—yes, networking still works
  

Need inspiration? I put together a list of smart local link building methods.

Here’s what I see far too often:

• Same copy pasted across 10 city pages
  
• Neglected or fake GBP listings
  
• Citation inconsistencies that confuse everyone
  
• “Optimized” content that’s 90% keyword stuffing, 10% regrets
  

If you’re doing any of these… stop. Or at least hide from me on LinkedIn.

Managing local SEO for multiple locations isn’t magic—it’s methodical, structured, and yes, sometimes tedious. But once you get your house in order, the results are worth it.

Every location is a growth opportunity, not just another dot on the map.Need a deeper dive? Start with my guide to what local SEO is and why it matters. Already know the basics? Take the next step with my breakdown of local SEO ranking factors for 2025.