Managing marketing for a company with multiple locations can be complex, especially if each location is expected to maintain both a strong local presence and alignment with a central brand. Here are some common pitfalls multi-location companies face and actionable steps to avoid them.
Duplicate Content on Website Location Pages
Pitfall:
When text and photos are duplicated across location pages, search engines may view each page as less unique, leading to lower rankings and reduced visibility. Multiple pages with identical content can confuse search algorithms and cause pages to compete with one another in search results. Google typically consolidates matching content into one version, prioritizing authentic and diverse content. This can negatively impact the visibility of individual branch locations. Google identifies duplicate content by crawling and indexing web pages, comparing content blocks across URLs, and using algorithms to detect similarities. The algorithm then determines which page is the most relevant to display in search results.
This is one of the issues I often encounter when reviewing websites. It’s common to see businesses cut and paste the same content across multiple location pages, especially for larger organizations with numerous branches. For example, if you have 250 locations, you might end up with 250 pages that are nearly identical. As the main entity, this practice ultimately hurts the visibility of each individual location, as the search engines treat these pages as duplicates and consolidate them, which reduces the chances of each branch being seen by local searchers.
Solution:
Personalize each location page with distinct, location-relevant content. Highlight services, staff, local involvement, and any other unique qualities of each branch. Additionally, include location-specific photos to reinforce the authenticity of each page and improve engagement. This not only enhances SEO but also provides users with more relevant, personalized information, increasing the likelihood of conversions.
Duplicate Content on Google Business Profile (GBP) Posts
Pitfall:
Posting identical content across multiple GBP profiles for different locations can appear repetitive, may not resonate with local audiences, and is now flagged as spam, according to Google’s recent content policy update. This can risk suppression by Google’s algorithm and may harm visibility.
Solution:
Tailor GBP posts for each location by incorporating local keywords, unique offers, and specific events or promotions. Include local photos with subtle branding, such as a logo overlay, to create a unique, professional look that reflects each specific market. This level of GBP customization improves local engagement and also signals Google that each location serves a distinct audience, enhancing profile visibility and credibility.
Lack of Schema Markup for Organization and Location
Pitfall:
Without structured data (Schema Markup), search engines may struggle to understand the relationship between headquarters and individual branches. This weakens both the main entity and each local branch in search rankings.
When schema is missing, search engines miss the chance to clearly understand who you are, what services you offer, and where you operate. This lack of structured data prevents your headquarters and branches from being properly connected in search results, ultimately reducing both your brand’s authority and local visibility.
Solution:
To fix this, start by adding Organization Schema for your headquarters and LocalBusiness Schema for each of your branches. This structured data clearly signals to search engines that you are a nationwide business with multiple local locations. It helps search engines understand your business hierarchy, improving visibility for both your main entity and each individual branch. Additionally, add Service Schema tailored to each location to further clarify what you offer. Without this markup, you’re missing a key opportunity to enhance your local search rankings and strengthen your overall SEO strategy.
Case Study example: after implementing schema markup (without making any other changes to the website), traffic tripled in just six months, as shown in the accompanying google analytics graph.
Inconsistent Branding Across Locations
Pitfall:
Inconsistent use of brand assets, like logos and color schemes, across location pages, social media, or Google Business Profiles (GBP) can confuse customers and dilute brand identity. No branding at all can be equally damaging, as it fails to establish recognition and trust.
Solution:
Standardize the use of logos, taglines, and branded content across all locations. Use watermarked logos on Google Business Profile (GBP) images and ensure each location follows branding guidelines to strengthen the brand’s presence across local channels. Additionally, when your photos lack branding or consistency, they become indistinguishable from your competitors’ images, making it harder for potential customers to remember you. By adding logos to your photos and ensuring they align with your brand’s visual identity, you make it easier for customers to identify and trust your business, even when shopping around. This level of consistency not only builds stronger brand recognition but also helps you stand out from the competition.
Lack of Consistent Website URL and NAP (Name, Address, Phone) Across All Listings
Pitfall:
Inconsistent NAP (Name, Address, Phone) and website URL details across platforms and directories can confuse search engines, lowering local search rankings and frustrating customers trying to reach a specific location. Additionally, variations in how the website URL is listed—such as using “http://”, “www”, or neither—can create discrepancies and hurt the consistency of your online presence.
Maintaining consistent URL structures can significantly impact search engine visibility and customer experience. For an in-depth look, see our post on The Importance of Consistent URL Structures for Franchise Locations.
Solution:
Regularly audit and update listings to ensure NAP and website URL consistency across Google Business Profiles, Yelp, local directories, and any other relevant platforms. Make sure the website URL is listed consistently (either always with “www” or always without it) across all your listings. Using a single source of truth, like a listing management tool, makes it easier to track and maintain accurate location data. By ensuring NAP and URL consistency, you help search engines recognize and rank your business accurately while also offering a smoother experience for customers who may be trying to find or contact a specific location.
Ignoring Local Keyword Opportunities
Pitfall:
Using generic keywords without considering local search intent can lead to missed opportunities, as each location may have unique search behaviors and preferences. Failing to target region-specific search terms means missing out on potential customers who are searching for services within their specific geographic area.
Solution:
Conduct localized keyword research for each region to identify the terms that are most relevant to each location. Incorporate these local keywords into location pages, blog content, and Google Business Profile posts. For example, use phrases like “roofing repair in [City]” or “emergency roof repair near me” to capture the attention of a more targeted, local audience. Emphasizing locally relevant services will not only help improve rankings for each individual location but also ensure that your content is speaking directly to customers in those areas.
For more information on keywords check out our post Don’t Miss Out on Traffic: Why Auditing Your Website Keywords is a Must
Insufficient Location-Based Social Media Strategy
Pitfall:
Posting the same content across all social media profiles without considering local needs and preferences can make the brand appear impersonal and disconnected from its regional audiences. This one-size-fits-all approach may fail to engage potential customers who want to see content relevant to their area.
Solution:
Tailor social media content to reflect the unique characteristics of each location, such as local events, promotions, or customer stories. Highlight specific branches, feature testimonials from local clients, and share updates or offers that are relevant to each community. Even small changes like spotlighting a local project or celebrating regional milestones can make the brand feel more relatable and connected to the local audience, ultimately increasing engagement and trust.
Not Utilizing Customer Reviews for Each Location
Pitfall:
Neglecting to build a strong foundation of reviews for each location can significantly hurt credibility, as reviews are a key factor in local SEO rankings and customer trust. Without reviews specific to each branch, search engines may struggle to recognize the uniqueness and quality of your individual locations. Additionally, failing to address poor reviews can damage a location’s reputation, leaving customers with the impression that the business does not care about resolving issues.
Solution:
Encourage location managers to actively request reviews from customers, particularly after positive interactions. Make it easy for customers to leave feedback, and regularly monitor and respond to reviews across all platforms. Tailor responses to address specific feedback and show appreciation for both positive and constructive reviews. For negative reviews, take the time to respond promptly and professionally, offering solutions or asking for further details to resolve the issue. Addressing poor reviews shows potential customers that your business is committed to providing excellent service and continuously improving, which can turn a negative experience into a positive one. This approach not only boosts local SEO but also helps build stronger relationships with your community.
Want to see how effectively managing reviews can set you apart from competitors? Check out our case study on leveraging competitor feedback to build your brand’s strengths. How to Turn Negative Competitor Reviews Into Your Strengths (for Home Service Companies): Includes 3 Case Studies With Action Items
Overlooking Localized Content in Paid Ads
Pitfall:
Using generic ad copy and targeting settings can lead to wasted ad spend and fail to effectively capture local leads. Running ads at a statewide or nationwide level without narrowing down the geographic targeting means you’re reaching people who aren’t relevant to each location, causing inefficiencies and higher costs. Additionally, failing to utilize demographic targeting options—such as age, income, or household characteristics—can result in your ads being shown to individuals who are less likely to convert.
Even worse, some businesses spend money on ads to drive traffic, when improving foundational elements like schema markup can help attract more qualified leads organically. By implementing schema correctly, you could improve your visibility in local search results without the need for extra ad spend, pulling in traffic that is more relevant to your locations.
Solution:
Develop geo-targeted ad campaigns that speak to local audiences by reflecting regional messaging, promotions, and offers. Narrow down your targeting to specific cities or regions to ensure you’re reaching the right customers in the right areas. Take advantage of demographic targeting settings in Google Ads to refine your audience further by characteristics such as age, interests, and income. Incorporate location-specific details, such as neighborhood names, local landmarks, or community-focused initiatives, into your ad copy. Use A/B testing to experiment with different location-specific elements and determine which messages perform best. This localized approach makes your ads more relatable and increases the likelihood of converting local customers into leads.
Additionally, review your website’s schema markup—sometimes addressing foundational SEO improvements like schema can generate more qualified leads without additional paid ad spend. Fixing technical elements that influence search results is a more cost-effective way to improve your online presence in the long run.
Inadequate Tracking and Analytics for Each Location
Pitfall:
Without tracking each location’s performance individually, it becomes difficult to identify which branches are thriving and which may need additional support or marketing focus. Often, businesses see good traffic on their main website, but the location-specific pages receive minimal or no traffic. This lack of granular tracking prevents businesses from understanding the true performance of each location and can lead to missed opportunities for improvement.
By failing to track performance on the location level, companies risk overlooking underperforming areas, making it challenging to allocate resources effectively and refine marketing strategies.
Solution:
Set up location-based tracking in Google Analytics (or another analytics tool) by implementing unique tracking parameters for each location page. This will allow you to monitor specific traffic, leads, and conversion rates for each branch. Ensure that the metrics are broken down by location, so you can clearly see which areas are performing well and which may need additional attention. Regularly review these reports and adjust your strategies accordingly to optimize underperforming locations. For example, if a particular location’s page is getting little traffic, it might indicate that it’s missing local keyword optimization or that the page isn’t ranking well in local search results.
Taking a data-driven approach ensures that you’re not just focusing on the overall traffic to the main site but also addressing any location-specific challenges and capitalizing on opportunities for growth at the local level.
Curious about how an audit could reveal insights to improve each location’s performance? See our case study on the impact of website and SEO audits for home service companies. The Importance of Website and SEO Audits for Home Service Companies: Case Study
Inconsistent Use of Local Backlinks and Internal Links
Pitfall:
Failing to establish local backlinks for each location’s webpage and neglecting internal links means missed opportunities for increasing authority and relevance in search results. Local backlinks help search engines understand the geographic relevance of a page, while internal links guide users and search engines through the website, boosting overall SEO performance. When neither is optimized, search engines struggle to associate your business with specific regions, weakening your local rankings and user experience.
Without local backlinks and internal linking to relevant service pages, each branch’s website page misses the opportunity to reinforce its local presence and signal to search engines that it’s a trusted resource in that area.
Solution:
Build local backlinks by reaching out to local organizations, news outlets, businesses, and community partnerships. Each location should strive to gain mentions and backlinks through sponsorships, local event participation, and local press coverage. Encourage each branch to actively engage in community activities and share these connections with a link to their specific location page on your website.
In addition to local backlinks, ensure each location page contains internal links to relevant services or blog content. Linking internally between the main website, location pages, and service pages boosts SEO by connecting content and helping search engines understand how everything is related.
By gathering local backlinks and strategically placing internal links, you’ll help search engines recognize the geographic authority of your branches while improving user navigation and driving more qualified traffic to each location’s landing page and service offerings.
Strengthen Your Multi-Location Brand: Overcome Common Marketing Pitfalls to Boost Local Presence and Consistency
By addressing these common pitfalls with a targeted strategy, multi-location companies can strengthen both their local presence and overall brand consistency, improving their reach and resonance with customers across the nation. Implementing these solutions can help each location feel connected to the brand’s larger identity while appealing to its unique local market.
Unlock the Full Potential of Your Multi-Location Business: Optimize Your Marketing Strategy Today
Ready to take your multi-location business to the next level? By addressing these marketing pitfalls and implementing strategic solutions, you can enhance your local presence, improve brand consistency, and drive more targeted traffic to each location. If you’re looking for guidance in optimizing your SEO, local strategies, and overall marketing approach, let’s connect. Together, we can create a plan that helps your business stand out, build trust with local customers, and achieve long-term success. Reach out today to get started!
