Multi-location SEO is unforgiving. Get the templating right and one campaign lifts 84 locations at once. Get it wrong and you've shipped the same mistake 84 times. Here's the operating model we deploy across multi-location accounts.

The Three Pillars

  1. Google Business Profile management — categories, services, attributes, posts, photos, Q&A, reviews. Standardised centrally, executed locally. 2. Location pages on your domain — templated, scalable, locally relevant. 3. Citation management — NAP consistency across the citation universe.

Google Business Profile

Primary category is the single highest-impact field. Get it wrong and you don't rank locally for the queries that matter. Secondary categories cover adjacent intent. Services and attributes are the most underused fields — fill them all. Photos in the first 30 days are weighted unusually heavily. Posts maintain freshness signal. Q&A is a content opportunity many brands ignore entirely.

Location Page Templating

Build a parameterised template, not 84 hand-crafted pages. Variables: location name, address, phone, manager name, opening hours, local images, local reviews, embedded map. LocalBusiness schema with the full set of properties. The template lifts every location; the localised variables make each unique.

Review Velocity

Reviews influence both ranking and click-through. A central NPS-triggered review request system outperforms ad-hoc local effort. Respond to every review — positive and negative — within 48 hours. Surface reviews on the location page (with Review schema) for the conversion signal.

Citations

Citation cleanup is unsexy but high-impact. Audit your name/address/phone consistency across the 50 most-used directories in your geography. Inconsistencies confuse Google's local entity graph. BrightLocal or Yext for the audit; in-house for the fixes.