How to divide the work between profiles, pages and data when a company has several locations: what each branch needs, how to avoid duplicates and how to count inquiries by address.
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Local SEO for a network of branches is built from three parts: a separate Google Business Profile for each location, a separate branch page on the website with unique data, and the same name, address and phone number everywhere they are mentioned. On top of that come reviews for each location and tracking of inquiries by branch.
The approach depends on how the company works with customers. The profile address must be a place where the company actually receives people or provides the service.
| Situation | Google profile | Website page |
|---|---|---|
| Branch that receives customers | Separate profile with an address | Separate branch page |
| Mobile service in several cities | Profile with a service area, address hidden | Area pages only where there is real useful information |
| Warehouse or office without customer visits | A profile is usually not created | A mention in the contacts section |
Google Business Profile rules change, so check the current requirements before creating a profile.
For several locations, this scheme works well: a general branches section and a separate page for each branch. A branch page contains:
The pages are linked to each other: from the branches section to each location, from service pages to the branches where the service is available, and back. The principles are described in the article Internal linking for a service website: structure, anchors, examples. Growing several branches is usually easier within one website than on separate domains.
The general branches page works as the entrance to the network. It contains a list of all locations with address, phone number and opening hours, a map with markers, a link to the page of each branch and a short text about how the locations differ. If there are many branches, add a selection by city or district. For each location, give a name that matches the profile and a link to directions in maps. The page helps a person find the nearest address and shows the search engine in which towns and cities you operate.
Identical texts with a different city name do little for the customer. A few real facts per page are enough to make it useful and different from the neighboring one. The sources of unique content are in the branch itself:
If the company travels to neighboring cities, a separate area page is justified only when there is useful information: visit lead times, terms, examples of work in that area, answers to local questions. When there is no such content, one section with a list of areas on the service page is enough. Pages with identical content and swapped-in city names fall under the description of doorway pages in Google's spam policies, so quality matters more than quantity.
The addresses are short, clear to people and do not change without need: if a branch closes or moves, set up a redirect.
Search engines and people find it easier to trust a company whose data matches across all sources. To keep things in order:
Reviews help a customer choose a branch and are among the local signals in search.
Without a breakdown by address, it is impossible to see which locations perform better. For tracking:
How to assess trends without hasty conclusions is described in the article How to assess SEO results without panic.
Usually not. One website with a page for each branch is easier to maintain, and page authority accumulates in one place. Separate websites are justified for different brands.
There is no minimum. Even two locations that receive customers need separate profiles and pages. If a branch is only being planned, prepare the page and data in advance so that on opening day customers find the correct address.
Add what sets the location apart: address, directions, team, photos, opening hours, reviews and answers to local questions. Keep the general description of the service on the service page and link to it.
Yes, if all bookings really go through a single center. A branch number is more convenient for the customer and gives more accurate call tracking.
It depends on the competition in the city, profile verification and the state of the website. Data in profile reports and Search Console accumulates gradually, so trends are assessed over several months.
For a network of branches, a simple model works well: a separate profile and a separate meaningful page for each location, a single data table, reviews for each address and results tracked by branch. This way a customer quickly finds the nearest address, and the team sees which locations need attention. It is convenient to start with one or two locations: set up the profile and page using the checklist, collect the first reviews and look at the data after a few weeks. After that, the scheme is rolled out to other branches, with each keeping its own facts, photos and team. The LightSEO team from Mukachevo will help you set up this scheme: local SEO and a turnkey corporate website with branch pages are a good fit.
