Running multiple locations? Local SEO can 10x your customer acquisition. This complete guide shows you how to dominate "near me" searches in every city you serve.
Why Multi-Location SEO Is Different
If you have 2+ locations, traditional SEO advice doesn't work. You need a specialized strategy that:
- ✓ Prevents your locations from competing against each other in search results
- ✓ Creates unique, valuable content for each location (not duplicate)
- ✓ Builds local authority in multiple cities simultaneously
- ✓ Manages dozens or hundreds of Google Business Profiles efficiently
- ✓ Tracks performance by location, not just overall
The 7-Step Multi-Location SEO Framework
Step 1: Google Business Profile Optimization (Critical Foundation)
Each location needs a fully optimized Google Business Profile. This is non-negotiable - 70% of "near me" searches convert within 24 hours.
Per-Location Google Business Checklist:
- □ Unique business name: "YourBrand - Amsterdam" (not just "YourBrand")
- □ Exact address: Must match your website footer, citations, and NAP everywhere
- □ Local phone number: Dedicated line for each location (track separately)
- □ Category: Primary + 2-3 secondary (be specific, e.g., "Beauty Salon" not just "Salon")
- □ Service area: Define 10-20km radius (or specific neighborhoods)
- □ Hours: Accurate, updated for holidays
- □ Photos: Minimum 20 per location (exterior, interior, team, services)
- □ Attributes: Check all that apply (wheelchair accessible, free WiFi, etc.)
- □ Description: 750 characters optimized for local keywords
- □ Posts: Weekly updates (promotions, events, news)
- □ Q&A: Seed with 10-15 FAQs (and answers)
- □ Products/Services: List everything with prices
⚠️ Common Mistake: Duplicate Listings
If you have duplicate Google listings for the same location, Google will penalize you. Use the "Report a duplicate" feature to merge them immediately.
How to check: Search "your business name + city" and see if multiple listings appear
Step 2: Location-Specific Website Pages
Each location needs its own dedicated landing page with unique, valuable content - not just a copy-paste template.
Perfect Location Page Structure:
1. Hero Section
H1: "Best [Service] in [City] | [YourBrand]"
Image: Actual photo of that location's exterior or team
2. Services Offered at This Location
List with local pricing (if varies by location)
3. Local Content (CRITICAL for uniqueness)
Examples:
- • "Serving the [neighborhood] community since [year]"
- • "Located near [landmark] and [popular street]"
- • "Proud sponsor of [local event/charity]"
- • "Our [City] team: [staff names and photos]"
4. Location-Specific Reviews
Embed Google reviews for that specific location
5. Directions & Parking
Embedded Google Map, parking instructions, public transport options
6. Contact Info
Local phone, email, booking link - must match Google Business Profile
7. FAQ Section (Local Keywords)
"How much does [service] cost in [city]?"
"Best [service] near [landmark]?"
8. Schema Markup
LocalBusiness structured data with NAP, hours, reviews
Step 3: NAP Consistency Across the Web
NAP = Name, Address, Phone. Google cross-references your business info across hundreds of websites. Inconsistencies hurt your rankings.
Critical Citation Sources (Netherlands):
Essential (Free)
- • Google Business Profile
- • Facebook Business Page
- • Bing Places
- • Apple Maps
- • Yelp
- • Foursquare
Industry-Specific
- • Treatwell (beauty/wellness)
- • Fresha (beauty/wellness)
- • Werkspot (home services)
- • Zorgkaart Nederland (healthcare)
- • Tupalo (local businesses)
Pro Tip: Use a citation management tool (like BrightLocal or Yext) to update all listings at once when info changes.
Step 4: Local Link Building
Links from local websites (news sites, chambers of commerce, local blogs) carry more weight for local SEO than national links.
High-ROI Local Link Strategies:
- 1. Sponsor Local Events
Cost: €200-1,000 | Return: Link from event website + brand visibility - 2. Join Chamber of Commerce
Cost: €300-800/year | Return: Directory link + networking - 3. Local PR & Press Releases
New location openings, community initiatives, awards → local news coverage - 4. Partner with Local Businesses
Cross-promote on each other's websites (e.g., salon + spa + gym) - 5. Local Scholarships or Charity
€500-2,000 scholarship → links from schools, local news, community sites - 6. Guest Posts on Local Blogs
"Top 10 [Services] in [City]" articles mentioning your business
Step 5: Review Generation Strategy
Reviews are a TOP 3 ranking factor for local SEO. You need a systematic process to generate them at every location.
Automated Review Funnel
2 Hours After Service
Automated SMS: "Hi [Name], how was your experience at [Location]? We'd love your feedback: [link]"
Sentiment Filter
If 4-5 stars → Direct to Google review
If 1-3 stars → Internal feedback form (fix issues privately)
Follow-Up (24 Hours)
Email reminder with direct link to Google review page
Incentive (Optional)
"Leave a review → 10% off next visit" (legally allowed in NL if disclosed)
Conversion Rate: 40-60% of satisfied customers leave reviews with this system (vs 5-10% without automation)
⚠️ Never Do This:
- ❌ Buy fake reviews (Google will detect and penalize)
- ❌ Write reviews yourself or have staff do it
- ❌ Offer incentives without disclosing (against Google's policy)
- ❌ Ask only happy customers (looks suspicious)
Step 6: Local Content Marketing
Create content targeting local keywords to attract searches like "[service] in [city]" or "best [business type] near [landmark]."
High-ROI Content Ideas by Location:
- "Ultimate Guide to [Service] in [City]" - Comprehensive local resource
- "[City] Events Calendar" - Monthly updates, great for repeat traffic
- "Neighborhood Guides" - "Best Places to Eat After Your Appointment in [Area]"
- "Local Partnerships" - Feature local businesses you partner with
- "Customer Stories" - "[Client Name] from [Neighborhood] Shares Their Experience"
- "Seasonal Content" - "[Service] for [City]'s Summer Festival Season"
Step 7: Track & Optimize by Location
You can't manage what you don't measure. Track these metrics PER LOCATION:
Essential KPIs by Location:
Google Business Insights:
- • Search impressions (discovery + direct)
- • Map views vs search views
- • Website clicks
- • Direction requests
- • Phone calls
- • Photo views
Website Analytics (by location page):
- • Organic traffic
- • Keyword rankings
- • Conversion rate
- • Average session duration
- • Bounce rate
Common Multi-Location SEO Mistakes
❌ Mistake #1: Duplicate Location Pages
Copying the same content with just city names changed. Google penalizes this heavily.
Fix: Write unique content (300+ unique words) for each location.
❌ Mistake #2: One Phone Number for All Locations
Using a central number makes it impossible to track which location generates calls.
Fix: Dedicated phone number per location (or call tracking numbers).
❌ Mistake #3: Ignoring Underperforming Locations
Focusing only on top performers while neglecting weaker locations.
Fix: Diagnose why (bad reviews? incomplete listing? no content?) and fix systematically.
❌ Mistake #4: No Location Schema Markup
Missing structured data means Google can't properly understand your multi-location setup.
Fix: Add LocalBusiness schema to every location page.
Timeline: What to Expect
Month 1-2: Foundation
Optimize Google Business Profiles, create location pages, build initial citations
Expected: 10-20% increase in map views
Month 3-4: Review Growth
Automated review generation, local link building, content creation
Expected: 30-50% increase in organic traffic
Month 5-6: Rankings Improve
Top 3 rankings for primary keywords in most locations
Expected: 100-200% increase in organic traffic + leads
Month 7+: Optimization & Scale
Ongoing content, expand to secondary keywords, add new locations
Expected: Sustained growth, 5-10x ROI
Tools & Resources
Essential Multi-Location SEO Tools:
- Google Business Profile Manager (Free)
Manage all locations from one dashboard - BrightLocal (€29-99/month)
Citation management, review monitoring, rank tracking by location - Yext (€199+/month)
Enterprise-level listing management (100+ directories) - SEMrush Local (€99/month)
Track rankings, competitors, keywords by city - Review Automation (€497/month - Profit Prime Business Suite)
Automated review requests, sentiment filtering, multi-platform management
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