Local SEO for businesses with several locations
When someone searches for “dentist near me”, Google shows a map with three businesses before any website. For a business with several branches, each location has to earn its place there separately.
How local search works
For searches with local intent, Google weighs three things: relevance (does the business match the query), distance (how close it is to the searcher) and prominence (how well known it is — reviews, links, mentions). You cannot change distance, but relevance and prominence are in your hands.
1. A Business Profile for every location
- One verified Google Business Profile per branch, not one for the whole company.
- The most precise primary category, plus relevant secondary ones.
- Opening hours, including holidays, kept up to date.
- Real photos of each location, its team and its services.
- A link to that branch's page on your website, not to the homepage.
In the UK, also claim Bing Places and Apple Business Connect: they feed Bing, Apple Maps and Siri.
2. A page for every location on your website
Each branch needs its own page with the address, phone, opening hours, a map, directions and parking, the team working there and the services available. For Senior Dental, a clinic with three branches, every doctor's page also lists the branches where they see patients, so patients can choose both the doctor and a convenient location.
Avoid copying one text across all location pages and changing only the address — write what is really specific to each branch.
3. Consistent name, address and phone
The business name, address and phone number should be identical on your website, Business Profiles, directories and social media. Inconsistent details confuse search engines and customers alike.
4. Reviews
- Ask every satisfied customer for a review — a link or QR code after the visit works best.
- Reply to every review, especially negative ones, calmly and specifically.
- Never buy reviews or offer rewards for positive ones — it breaks Google's rules and consumer protection law.
5. Structured data
Add LocalBusiness structured data (or a more specific type such as Dentist or Hotel) to each location page: name, address, phone, opening hours, coordinates. It helps search engines connect the page with the right branch.
6. Local links and mentions
Local directories, industry associations, partners, local media and events. A few relevant local links are worth more than many random ones.
How to measure it
- Business Profile insights: calls, direction requests and website clicks per location.
- Rankings for “service + city” queries, checked from each branch's area.
- Enquiries per branch from the website forms.
Next step
Local SEO is part of our SEO services. If you are moving to a new website at the same time, see the technical SEO migration checklist.