Building a Local SEO Strategy for Multi-location Businesses: What You Need to Audit and Why

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Search engine optimization (SEO) is a key marketing tool that can help you generate more organic traffic to your site. But what does this mean for multi-location businesses? We spoke with an expert to understand the best practices and audit requirements for local SEO in order not only increase organic search results, but also improve customer experience across multiple locations.

A local business schema for multiple locations can be a great way to build a strategy that is scalable and manageable. The “local business schema for multiple locations” will help you build the best strategy possible.

Building a Local SEO Strategy for Multi-location Businesses: What You Need to Audit and Why

This is an edited extract from Amanda Jordan’s free ‘How to Perform Local SEO Audits for Multi-location Businesses’ course in SagaReach Academy’s ‘Elements to Audit and Why’ lesson. 

A complete local SEO assessment is required to develop a solid SEO strategy for any multi-location firm. This audit will show you where your company is succeeding and where it is failing in local search. This will assist you in developing a successful plan that will enable your company to concentrate its efforts in all of the appropriate areas. 

You must first understand what to evaluate and why before you can execute a local SEO audit. Multiple aspects of my local SEO audits concentrate on the many concepts that influence rankings, as well as those that have the potential to convert searchers into buyers. 

The following are some of the sections: 

  • Review of a Google Business Profile
  • An evaluation of your internet reputation  
  • An examination of the landing pages for Google Business Profiles
  • Checking and keeping track of citations 
  • An examination of backlinks

While the importance of each of these acts is debatable, local SEO experts usually agree that they all have an influence on rankings.

Let’s take a closer look at each of them.

Listing of Google Business Profiles

Google Business Profile (previously known as Google My Business) is the number one ranking factor for the Local Pack, according to a recent Whitespark poll. This implies that all ranking variables are built on the basis of a Google Business Profile (GBP) profile. After all, without a GBP listing, you can’t rank on Google Maps. 

Top Local ranking factors Survey 2020

Google Reviews, company categories, and business qualities are just a few of the features of a Google Business Profile that have an influence on your ability to rank or convert. For a local SEO audit, understanding how well a client’s GBP listing is doing is crucial.

Online Reputation Management

Reviews are the second most essential element for ranking in the Local Pack, according to the Whitespark poll. This implies that customer evaluations on Google that include keywords related to your client’s goods or services are crucial to their search ranking. 

Top local ranking factors survey

Conversions are highly dependent on your client’s total web reputation. This implies you should be aware of search results for your client’s reputation across all platforms. For instance, “reviews of business x,” “is x a good company,” and “reviews of firm x.”

Landing Page for Google’s Business Profile

A company may include a link to their website in its GBP entry. The material on this site has the potential to influence Google Maps and organic search results rankings. As a result, it’s critical to understand how effectively the site is optimized for your client’s most crucial items and services.

On this page, you should also have a clear distinct value proposition and conversion opportunity. Additionally, make certain that searchers have access to the information they want in order to persuade them to select your client over a competition. The page should respond to the following questions:

  • What is the nature of the product and/or service?
  • Why should I select this business above others?
  • What is the best way for me to get in touch with this company?
  • Can I put my faith in this company?
  • What resources can I use to learn more?


Citations are internet references of your client’s business name, address, and phone number, for those of you who are unfamiliar. This may be found in social media listings and directories, but it can also be found anyplace online where this information is displayed.

In Google Business Profile, third-party data is often used. When data on directory listings and third-party websites is erroneous, Google may retrieve false information about a company. As a result, it’s critical to double-check that your client’s information is valid everywhere in case a searcher comes across the company on a third-party website. 

The amount and quality of citations are regarded to have a substantial relationship with rankings. Citations often include connections to your client’s website, which may be incredibly beneficial to firms seeking link building assistance.

You’ll need to keep track of the company’s citations for your audit. This is so you can see where it’s mentioned and how accurate the information is there. You’ll also want to figure out which citations the top rivals have that this company doesn’t, so it can improve its ranking.  


Backlinks are links from other websites to a client’s website. While link building isn’t necessarily considered a local SEO’s responsibility, there are methods to leverage your local SEO knowledge to identify backlink chances.

Backlinks are incredibly significant and should be included in a local SEO audit since they aid enhance ranks in organic results as well as in Google Maps. 

To provide your customer backlink suggestions and assist them narrow the gap on their rivals, you’ll need to know what backlinks they currently have and what backlinks their competitors have. 

Do you want to know how to audit each of these factors for a multi-location company? Enroll in Amanda’s free ‘How to Perform Local SEO Audits for Multi-location Businesses’ course at SagaReach Academy.

Amanda Jordan

Amanda Jordan has worked in SEO for over 10 years, specializing in competitive markets for small businesses and large corporations. Her background is mostly in the agency world, where she has assisted firms in the legal, financial, and healthcare sectors. Amanda also appears on podcasts and speaks at online conferences on a regular basis.

Local SEO optimization is a strategy that helps businesses with multiple locations across the country or even around the world, to rank better in Google. This article will show you how to audit your current local SEO strategy and why it’s important for every business regardless of size. Reference: local seo optimization.

Frequently Asked Questions

How do you do SEO with multiple locations?

A: The best way to do SEO for multiple locations is with a tool like Elasticsearch, which allows you to search across all your data in one place.

How do I do a local SEO audit?

A: The first step to doing a local SEO audit is identifying what exactly a local SEO audit entails. A good way of doing this would be by asking yourself the following questions: What are things that I can do for my website? and What issues does not having these affect me in some way, shape or form? Once youve got an idea of what it means, its time to get started!

What is the most effective strategy for local SEO?

A: The most effective strategy for local SEO is to have a good website that provides useful content. You need to make sure that your site has the most relevant keywords and phrases in order to rank well on search engines.

Related Tags

  • local seo: a definitive guide to local business marketing free download
  • multi location landing page
  • how to rank nationally seo
  • seo targeting
  • types of local seo

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