Local SEO for multiple locations: location pages, Google profiles and no doorway pages
Businesses with several branches, practices or offices want to be found at every location. It often ends in a list of addresses on a contact page or many nearly identical town pages. Both work poorly. This article shows how location pages and Google profiles work together so each branch becomes visible locally.
A real page per location
Every branch gets its own page with content that applies only to that place:
- Address, phone number, opening hours and directions for this location.
- The local team with photos, services offered exactly here.
- Specifics: parking, accessibility, languages, specialisms.
- Reviews or references from this area.
- A booking or contact form that reaches this location.
No doorway pages
Google treats pages created only for search terms and barely differing, such as "website for [town]" with the place name swapped, as doorway abuse and thus spam. Only create location pages for places where you actually have a branch or demonstrably work, and fill them with real differences.
One Google profile per location
Every location with customer contact gets its own verified Google Business Profile linking to the matching location page, not the home page. Name, address and phone number must be identical on profile, website and directories. Manage several profiles in a business group so responsibilities are clear and changes don't get lost.
Technical: structure and data
Organise location pages in a clear structure such as /locations/cologne, link them from a store locator and the navigation, and add LocalBusiness structured data per page with address, opening hours and coordinates. Maintain holiday hours centrally so website and profiles match.
We set up a site structure with location pages, store locator and structured data as part of our SEO setup from €450; for new websites it's part of the concept.
Frequently asked questions
- Do I need a page for every town I deliver to?
- No. Pages for places without a branch only pay off if you demonstrably work there and have something specific to say, such as references. Mass-copied town pages do harm.
- Should each branch get its own domain?
- Usually not. One domain with location pages concentrates trust and is easier to maintain. Separate domains only make sense for independent brands.
- How do we keep data current across all locations?
- With central maintenance of hours and contact details in the content system and clear ownership of the Google profiles.
Sources
Tell us your locations and how they appear on the website today. We show how each branch becomes visible locally.
Check my location SEO