How do I do local SEO for a multi-location business?

The mistake most multi-location businesses make is treating locations as directory entries: one 'locations' page with a list. Each location needs its own indexable landing page with real content. Local staff bio, location-specific services, real photos of that store or office, driving directions from major landmarks, and the specific address and phone. That page is what Google indexes for 'near me' searches in that market.

Every location gets its own Google Business Profile, claimed, fully populated, and actively managed. Photos updated monthly, posts weekly, reviews responded to within 48 hours. The GBP is often the highest-visibility touchpoint for a local business, higher than the website itself.

NAP consistency matters more than most agencies admit. The exact name (including punctuation), address (including suite number formatting), and phone number needs to match across your website, GBP, Yelp, Facebook, Apple Maps, Bing Places, and every industry directory. Inconsistencies degrade trust signals and cause Google to conflate or miss locations.

LocalBusiness schema on every location page is non-negotiable. Include openingHoursSpecification, geo coordinates, telephone, address, and — if you have them — aggregateRating and review fields. This is how Google's local index and AI answer engines both build their entity understanding of your location.

For enterprise multi-location businesses (10+ rooftops), invest in a systematic reporting layer. Track rankings, GBP performance, review velocity, and citation consistency at the location level, not the aggregate level. Rolling up 175 dealerships into one dashboard hides the two or three under-performers who are pulling the whole network down.