A page per location
Each location page should say something only that location can say: the manager's name, parking, the neighborhoods it serves, photos of that building. Twenty pages that differ only by town name are doorway pages, and Google treats them that way.
Profiles
- One profile per staffed location. No profiles for mailboxes or virtual offices.
- Same business name on every profile, without city names added.
- Each profile links to its own location page, not the homepage.
Where multi-location businesses slip
- A closed location left open on Google.
- One central phone number on every profile, so calls can't be traced to a branch.
- Reviews sent to the wrong location's link.
Questions
Can franchisees manage their own profiles?
Yes. The brand can own them and add each franchisee as a manager.
Should each location have its own website?
Usually no. Location pages on one site are easier to keep right.
What is bulk verification?
A Google process for businesses with 10 or more locations that verifies them together.
About the author
Jason Murphy, Founder
Jason has spent two decades building sites, search programs, and digital products for businesses. At Lehvel, he leads product and strategy.
Jason Murphy on LinkedIn