Key takeaways
- One Google Business Profile per location, each with unique NAP.
- Location pages need unique content, not just swapped addresses.
- Differentiate nearby locations to avoid cannibalisation.
Multi-location businesses face a different SEO game. Each location needs its own presence, but you also need to avoid cannibalisation and keep the brand coherent. Here's how to approach it.
One profile per location
Each physical location should have its own Google Business Profile with unique NAP (name, address, phone). Duplicate or shared profiles confuse Google and dilute rankings.
Location pages on your site
Create a page per location with unique content: local keywords, area-specific info, local testimonials. Don't just swap the address—Google penalises thin, duplicate content.
Avoid cannibalisation
If locations are close, they can compete for the same searches. Differentiate by service area, specialisms, or neighbourhood. Use clear internal linking so Google understands the structure.
Centralise what you can
Reviews, reputation, and brand messaging can be consistent. Localise the rest. A central team can manage profiles and content with location-specific templates.