Multi-Location SEO: Structure That Scales
How to rank a business with ten, fifty, or five hundred locations without creating doorway pages.
Local SEO
The architecture
One page per location, each with genuinely unique content. A parent locations directory linking to all of them. Individual Google Business Profiles per address, each separately optimized.
Making location pages genuinely unique
Different staff, different photos, different local landmarks, different service specialisms, different local case studies, different opening hours, different embedded map. If the only difference is the city name, you have built doorway pages and Google will treat them accordingly.
Governance at scale
Past roughly twenty locations you need process rather than heroics. Centralized NAP data feeding all listings. Templated structure with mandatory unique fields. Per-location reporting so underperformers surface. A clear owner for each profile.
Key takeaways
- One page per location with genuinely differentiated content
- City-name-swapped templates are doorway pages
- Each location needs its own optimized GBP
- Past twenty locations you need governance, not effort
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