Over the years, I’ve helped countless local businesses grow from a single location into multi-location operations. This transformation can be incredibly rewarding but also brings unique challenges, particularly regarding SEO and digital marketing. I want to share my approach to managing these transitions, blending strategies that have worked for me and best practices I’ve refined from experience.
Starting with a Solid Foundation
When I work with a single-location business, I always aim to dominate the local area first. Typically, I build service pages detailing everything the business offers. These are complemented by GeoPages targeting surrounding suburbs with specific keywords like “teeth whitening near [Suburb Name]” or “personal trainer in [Suburb Name].” This approach ensures the business captures nearby traffic and establishes a strong local presence.
In one project, I created 10 GeoPages for a business in a low-population area, and within the first year, those pages ranked higher than most competitors. It’s a straightforward formula: focus the entire website’s SEO efforts on one location and its immediate surroundings, backed by a strong Google My Business (GMB) listing and targeted ad campaigns.
Expanding to a Second Location
When a second location is added, everything changes. The site structure evolves from a single-location focus to a multi-location framework. For example, the homepage must target the broader city or region rather than a single suburb. Each location gets its dedicated page with specific services and contact details. Around these pages, I build a cluster of new GeoPages to target the surrounding suburbs of the second location.
This shift isn’t just about creating more pages—it’s about clarity and organization. Each location needs to feel like its own entity within the larger brand. To make this happen, I recommend keeping the same root URL while ensuring each location has distinct landing pages. This structure boosts the domain’s authority while giving each location the visibility it deserves.
Optimizing Google Business Listings
Google Business Listings are non-negotiable for multi-location businesses. I create a separate listing for each new location with unique contact information, high-quality images, and detailed service descriptions. If the location previously housed another business, I’ll attempt to acquire that listing and update the details to reflect the new business. Leveraging any existing reviews and SEO momentum can provide a head start.
I’ll often register a listing for new locations even before the business opens. A “coming soon” listing, filled with as much information as possible, can begin attracting attention and boosting rankings early. Additionally, I always link these listings to the specific GeoPages for each location rather than the homepage. This tactic gives those GeoPages extra authority and aligns them perfectly with user search intent.
Managing Digital Ads for Multiple Locations
When it comes to digital advertising, clarity is key. Each location should have its own Google Ads and Facebook Ads accounts, allowing me to run tailored campaigns and track results accurately. I ensure every landing page, phone number, and contact form is unique to each location so I can precisely attribute leads and conversions.
A simple duplication strategy works wonders here. I’ll replicate successful campaigns from the first location, tweaking them to reflect the second location’s specifics. This way, I can maintain consistency while effectively targeting new audiences.
Building Powerful GeoPages
GeoPages are the backbone of multi-location SEO. These pages are hyper-local, targeting specific services in specific areas. For example, a page for a dentist in Bondi might include keywords like “tooth extraction in Bondi” and “teeth whitening near Bondi.”
To make these pages work, I include unique, well-written content that resonates with the local audience. Each page is optimized with schema markup, local testimonials, and relevant certifications or awards. These elements build trust and authority, helping the pages stand out in competitive markets.
Over time, my approach to GeoPages has evolved. I now balance local keywords with broader terms to capture immediate and distant audiences. For instance, while a pizza shop might only target nearby customers, a dentist or gym could draw clients farther away. Understanding these dynamics allows me to fine-tune GeoPages for maximum impact.
Creating a Seamless User Experience
A multi-location website must provide a seamless user experience across all locations. Each location page should include consistent branding while highlighting local details like services, hours, and directions. Additionally, the website’s URL structure should be simple and intuitive. For example:
- Homepage: www.businessname.com
- Location 1: www.businessname.com/location1
- Location 2: www.businessname.com/location2
This clarity benefits users and search engines, ensuring each location is easy to find and navigate.
Adapting to Customer Behavior
Understanding how far customers are willing to travel for a service is critical. People travel 10, 20, or 50 kilometres for a good dentist or gym. The range for a pizza shop is much smaller. When building GeoPages and planning campaigns, I prioritize the suburbs and areas within a reasonable travel radius. This ensures that my efforts are both efficient and effective.
Winning in Competitive Markets
Expanding into new locations often means going head-to-head with established competitors. To succeed, I focus on creating trustworthy, authoritative assets. This includes well-optimized GeoPages, consistent reviews, and a strong backlink strategy. By consistently demonstrating expertise and reliability, I’ve helped businesses push competitors down the rankings and capture valuable market share.
Final Thoughts
Expanding your business to multiple locations can seem daunting, but with the right strategies, it’s entirely manageable. You can ensure each location thrives by carefully structuring your website, optimizing local SEO, and running targeted ad campaigns.
If there’s one thing I’ve learned, every detail matters. Everything contributes to your success, from the URL structure to the placement of a contact form. And while the process takes time and effort, the rewards of a well-executed multi-location strategy are well worth it.
Let me know if you have any questions or need help getting started. I’m here to make your expansion as smooth and successful as possible!
