The Challenges of Multi-Location SEO
For businesses with multiple locations, achieving high visibility in search results can be complex. Without the right SEO strategy, companies risk SEO cannibalisation, duplicate content issues, and lower rankings in competitive local markets.
Many businesses make the mistake of copying and pasting content across multiple location pages, which can trigger Google’s duplicate content penalties and prevent rankings from improving. Others struggle with how to differentiate their local SEO strategy to rank in multiple cities without competing against their own pages.
This guide will cover how to:
- Structure multi-location SEO effectively
- Avoid duplicate content penalties
- Leverage local authority-building tactics to increase rankings in different locations.
We’ll also showcase how the Digital Presence team helped Wildbunch Florist use a smart multi-location SEO strategy to dominate local rankings across several Sydney suburbs, resulting in a 69.7% increase in online orders.
How to Create Unique, Optimised Location Pages
A common mistake businesses make is creating identical location pages for different cities, simply swapping out the location name. Google sees this as duplicate content, making it difficult for pages to rank.
Instead, each location page should be unique and tailored to the city it serves. Here’s how to optimise location pages for better SEO rankings:
Use Unique, City-Specific Content – Each page should highlight local services, customer testimonials, team members, and community involvement.
Include Local Keywords – Naturally integrate location-specific keywords in the page title, meta description, headers, and body text (e.g., “plumbing services in Parramatta” instead of just “plumbing services”).
Add Local Schema Markup – Implement structured data to help Google understand the location’s relevance.
Feature Location-Specific FAQs – Answer common customer questions related to the area.
Embed Google Maps & NAP Details – Ensure Name, Address, and Phone Number (NAP) is consistent across all listings.
By making each location page valuable and unique, businesses can rank higher for multiple city-based searches without competing against themselves.
The Role of Google Business Profile for Multi-Location SEO
For businesses with physical locations, Google Business Profile (GBP) is a must-have. Each location should have its own GBP listing to appear in Google’s Local Pack and Google Maps searches.
Best Practices for Multi-Location GBP Optimisation:
- Ensure each location has a verified GBP listing with correct NAP details.
- Use unique descriptions for each profile, highlighting city-specific services.
- Upload location-specific photos showcasing the storefront, team, and products.
- Encourage customer reviews for each location to boost credibility.
- Add Google Posts and Q&A responses for each listing to keep profiles active.
Optimised GBP listings increase the chances of appearing in local searches, driving more foot traffic and leads to each location.
How to Prevent Duplicate Content Penalties
Duplicate content is one of the biggest SEO risks for multi-location businesses. Here’s how to avoid it:
- Customise Content for Each City
Even if services are the same across locations, rewrite descriptions to make them locally relevant. Mention local landmarks, events, and customer experiences to create a distinct feel for each page.
- Avoid Auto-Generated Content
Copy-pasting or dynamically inserting a city name into the same page template can lead to Google filtering out pages as low-value content.
- Use Hreflang Tags for Regional Variations
If a business operates in different regions with slightly different service variations, using hreflang tags tells Google which page is relevant for each location.
- Implement Canonical Tags for Similar Content
If some pages have overlapping content, using canonical tags signals to Google which page should be prioritised, preventing duplicate content penalties.
Avoiding duplicate content ensures that each location page can rank independently without interfering with other city-based pages.
Link-Building Strategies for Local Authority Growth
Building local authority through high-quality backlinks helps multi-location businesses outrank competitors in each city they serve.
- Get Local Business Citations
Ensure each location is listed on Google Business Profile, Yelp, Bing Places, and industry-specific directories. Listings should have consistent NAP details across platforms.
- Partner with Local Blogs & Media
Getting featured in local news articles, business directories, or city blogs increases relevance and builds strong local backlinks.
- Use Location-Specific Guest Blogging
Writing guest posts on local websites or industry blogs strengthens credibility and improves search rankings for city-based searches.
- Engage with Local Influencers & Community Groups
Collaborating with local influencers, event sponsors, or community groups can generate valuable local backlinks and brand awareness.
Implementing a strong link-building strategy ensures that each location builds its own SEO authority, improving visibility across different regions.
Case Study
How We Helped Wildbunch Florist Leverage Multi-Location SEO to Dominate Local Rankings
At a Glance:
- 69.7% increase in online orders across multiple Sydney locations
- Higher rankings for flower delivery services in multiple suburbs
- Increased website traffic and local engagement
Challenges:
Wildbunch Florist wanted to expand its presence in multiple Sydney suburbs but faced low rankings and duplicate content issues. They needed a scalable SEO strategy to improve local search performance without competing against their own pages.
Objectives:
Their primary goal was to increase local search visibility, improve Google Business Profile rankings, and attract more online flower orders in different locations.
Solutions:
Digital Presence implemented a multi-location SEO strategy that included:
- Unique, optimised location pages for each suburb
- Improved GBP optimisation with city-specific descriptions and photos
- Local keyword research & on-page SEO enhancements
- High-quality local backlinks from Sydney-based blogs and directories
Results:
Within a few months, Wildbunch Florist saw a 69.7% increase in online orders, higher rankings for flower delivery-related searches in multiple suburbs, and increased customer engagement through improved local SEO visibility.
This case study highlights the power of a well-executed multi-location SEO strategy in driving business growth.
Multi-Location SEO Best Practices Guide
Step 1: Create Unique Location Pages
✅ Write city-specific descriptions and highlight local services
✅ Use local keywords in page titles, headers, and meta descriptions
✅ Add location-based FAQs to improve relevance
✅ Embed Google Maps and ensure consistent NAP details
Step 2: Optimise Google Business Profile for Each Location
✅ Set up individual GBP listings for each location
✅ Upload location-specific photos
✅ Encourage customer reviews for each location
✅ Add regular Google Posts and Q&A updates
Step 3: Prevent Duplicate Content Issues
✅ Avoid copy-pasting content between location pages
✅ Use canonical tags for pages with similar content
✅ Implement hreflang tags for regional variations
✅ Create original blog content targeting each location
Step 4: Build Local SEO Authority
✅ Submit business listings to local directories
✅ Get featured in local news, blogs, and community sites
✅ Earn backlinks through local partnerships & sponsorships
Final Thoughts: The Key to Ranking in Multiple Cities
Ranking in multiple locations requires a strategic SEO approach that focuses on unique content, GBP optimisation, and local authority-building. Avoiding duplicate content issues while strengthening local search presence ensures higher visibility and better customer engagement.
Do you need a tailored multi-location SEO strategy? Contact Digital Presence at 1300 867 726 or visit our website and let’s optimise your business for maximum local impact!
