If you manage a business with more than one location, you’ve likely hit a wall with visibility. Some locations get traffic, others don’t show up at all—and you’re left wondering why your local SEO isn’t working.
You’re not alone. We’ve worked with many Australian businesses that struggled to achieve consistent local visibility. This guide is built to help you solve that problem, not with theory, but with practical actions you can start today.
Why Does Multi-Location SEO Matter?
Google wants to show users relevant, nearby, and trusted businesses. If you’re not clearly established in each location you serve, you won’t appear in the top search results—or worse, you’ll show up for the wrong area.
Whether you’re running a group of dental clinics across Melbourne or multiple service areas from Sydney to Hobart, each branch needs its own local presence.
Step-by-Step: Building Local SEO That Works Across All Locations
📍 1. Create a Page for Every Location You Serve
Each location needs a unique landing page. Not a shared list. Not a clone.
What to include:
- Suburb name in the URL, title tag, and headings
- Full address, phone number, and opening hours
- A Google Maps embed
- Services available at that location
- Local testimonials or reviews
- Photos of the actual team or premises
🧭 2. Keep Your NAP Consistent Across the Web
Google checks your Name, Address, and Phone number (NAP) across hundreds of sources. If details don’t match exactly, trust drops.
✅ Keep them consistent on:
- Website pages
- Google Business Profiles (GBPs)
- Local directories (e.g. Hotfrog, True Local, Yelp)
- Social media profiles
- Email footers
🔧 Use a tool like BrightLocal to audit your NAP listings.
⭐ 3. Optimise Each Google Business Profile (GBP)
Each branch should have its own verified GBP.
Checklist:
- Correct category selection
- Real, high-quality photos (of team, location, signage)
- Services and service areas
- Questions & answers
- Review responses (mention location when replying!)
💡 Pro Tip: Add UTM tags to your “Website” link in GBP so you can track traffic per location in Google Analytics.
🔍 4. Use Location-Based Keywords Throughout
You’re not targeting “best accountant”—you’re targeting:
- “Accountant in Glen Waverley”
- “Business tax services Sunshine Coast”
- “Top-rated plumber Dandenong”
Use these in:
- Page titles
- Meta descriptions
- Headings
- Image alt text
- FAQ schema
📎 Use Google’s Keyword Planner or Ahrefs to find what locals are actually searching.
📐 5. Add Local Schema Markup to Each Page
Schema markup helps Google understand your page content.
Use LocalBusiness schema to include:
- Location-specific name, address, phone
- Services
- Business hours
- Reviews and ratings
🛠️ Test your markup using Google’s Rich Results Test.
💬 6. Build a System for Generating & Responding to Reviews
Reviews are critical for SEO and trust, especially at a local level.
Strategies that work:
- Automate review requests post-service or via SMS/email
- Use Google’s review link shortener
- Train staff to ask during checkout or visits
- Respond with branch-specific language:
“Thanks for your kind words! The Parramatta team will be thrilled.”
🎯 Bonus Tip: Responding to reviews with location names helps Google reinforce where that service occurred.
📰 7. Publish Content Relevant to Each Area
Generic blogs won’t cut it. Make it local.
Example ideas:
- “What to Expect from Our Newcastle Dental Clinic”
- “Why Our Hobart Branch Offers Weekend Appointments”
- “How We Helped a Café in Richmond Reduce Downtime”
💡 Add suburb-specific FAQS or blog posts based on real customer queries from each location.
🏆 8. Earn Local Backlinks & Build Authority
Backlinks from trusted, location-specific websites help your rankings.
Try:
- Partnering with local events
- Writing for community blogs
- Getting listed in local chambers or business directories
- Offering a quote or expert comment to local news
📈 Even a few local backlinks can signal strong community relevance.
🛠️ Multi-Location SEO Self-Audit
Tick off what you’ve done. Be honest—this is for you.
| Action | Done? |
| Unique landing page per branch | ⬜ |
| Consistent NAP details everywhere | ⬜ |
| Optimised GBP per location | ⬜ |
| Suburb-specific keyword use | ⬜ |
| Schema on each location page | ⬜ |
| Reviews & responses with local mentions | ⬜ |
| Location-specific content or blogs | ⬜ |
| At least one local backlink per branch | ⬜ |
🎤 Reflect Before You Exit…
If someone searched your service and suburb right now—would your business show up?If not, you’re not just missing traffic. You’re missing local trust, visibility, and revenue.
Let PMGS Help You Show Up—Where It Matters
At PMGS Digital Marketing, we specialise in helping Australian businesses build and scale local SEO across multiple locations. Whether you’ve got 2 stores or 22, we’ll create a strategy that gets each one seen—and chosen. We’ll show you exactly what’s holding your branches back—and how to fix it fast.
