Local · 10 min read
Local SEO Guide: Multi-Location Playbook
A step-by-step playbook to scale local SEO across dozens or hundreds of locations, including GBP hygiene, local content and review velocity.
Scaling local SEO is a governance problem as much as a marketing one. This playbook covers the systems that let a brand run 20 to 2000 locations without losing local relevance.
Google Business Profile hygiene
Every location must have complete categories, services, attributes, hours, photos and Q and A. Incomplete profiles under-rank in the local pack even when the website is strong.
- One primary category, up to nine secondary categories
- Weekly photo uploads from the location
- Monthly Google Posts tied to local events or offers
Location pages that actually rank
A ranking location page has unique text, local proof and structured data. Templated stubs with only address and phone are treated as thin content.
- LocalBusiness schema with geo coordinates
- Embedded map, parking notes and transport directions
- Photos of the actual venue and named staff
- Local reviews pulled in with Review schema
Review velocity and response
Consistent review flow beats a one-off spike. Aim for a steady weekly cadence and reply to every review within 48 hours.
Governance model
Central marketing owns brand, schema, and templates. Local managers own photos, posts, and reviews. Enforce compliance with a monthly scorecard.
FAQs
How many location pages should I have?
One per physical address. Do not combine multiple locations onto a single city page if they have separate GBP listings.
What is a healthy review velocity?
Aim for at least four new reviews per location per month with a response rate above 90 percent within 48 hours.
Do AI engines use local signals?
Yes. ChatGPT, Gemini and Perplexity all use location context and cite local pages when the query has geographic intent.
