Local SEO for Multiple Practice Locations
Managing local SEO for a single therapy practice location is straightforward, but when your practice expands to multiple offices, the complexity increases significantly. Each location needs its own optimized web presence, Google Business Profile, and local citation strategy — and everything must be coordinated to avoid duplicate content penalties and brand confusion. Group practices with two to ten locations face unique SEO challenges that require a structured approach to maintain and grow visibility in each local market.
Creating Location-Specific Landing Pages
Each office location should have its own dedicated page on your website with unique, substantive content. Do not simply duplicate your homepage content and swap out the city name — Google recognizes this pattern and may filter duplicate pages from search results. Each location page should include the specific address, phone number, and office hours for that location, unique descriptions of the office environment and available services, therapist bios for clinicians at that location, driving directions and parking information, and area-specific content that references local landmarks, neighborhoods, and community resources. Your SEO strategy should treat each location page as a mini-homepage optimized for that specific geographic market.
Managing Multiple Google Business Profiles
Each physical office location should have its own Google Business Profile with the correct address, phone number, hours, and service area. Use a consistent naming convention — “Practice Name – City” or “Practice Name – Neighborhood” — across all profiles. Ensure NAP (Name, Address, Phone) consistency between your website location pages and the corresponding Google Business Profiles. Post unique content to each profile regularly, respond to reviews on each profile individually, and upload location-specific photos. Managing multiple profiles requires a system — use a spreadsheet or local SEO tool to track optimization status and review response timeliness for each location.
Citation Building for Multi-Location Practices
Local citations — mentions of your practice name, address, and phone number on directories, review sites, and other websites — need to be built individually for each location. Submit each office to major directories like Yelp, Healthgrades, Psychology Today, and local chamber of commerce websites using the location-specific contact information. Consistency across all citations is critical — even minor discrepancies in address formatting or phone numbers can confuse search engines and dilute your local search authority. Conduct a citation audit quarterly to identify and correct inconsistencies.
Internal Linking and Site Architecture
Your website architecture should make it easy for both users and search engines to find and understand your location structure. Create a main “Locations” page that links to each individual location page. Use breadcrumb navigation that reflects the geographic hierarchy. Link from service pages to relevant location pages where those services are offered. If specific therapists practice at specific locations, cross-link between therapist bio pages and location pages. This internal linking structure distributes page authority throughout your site and helps search engines understand the relationship between your locations and services.
Avoiding Common Multi-Location SEO Mistakes
The most common mistakes in multi-location SEO include using a single Google Business Profile for all locations, creating thin doorway pages with only an address and no unique content, inconsistent NAP information across directories, neglecting reviews at smaller or newer locations, and keyword-stuffing location page titles with multiple city names. Each of these errors can significantly undermine your local search performance. Treat each location as its own local business that happens to share a brand with your other offices, and invest the time and resources to build genuine local authority in each market you serve.
