Multi-Location GBP on One Website? Here's How Google Handles It

Can you use one website for multiple Google Business Profile (GBP) listings? Yes, but Google looks for clear distinctions. Confuse Google, and you risk penalties. Think separate landing pages, unique content, and consistent NAP (Name, Address, Phone number) data.

Here's how Google navigates multi-location setups and what you need to do to avoid problems.

Separate Landing Pages: The Foundation

Each GBP listing must have its own dedicated landing page. This page should focus solely on that specific location. No exceptions. Avoid using a generic "Contact Us" page or the homepage.

Why? Google needs to understand the relevance of your website to each physical location. A dedicated page sends a strong signal.

What Makes a Good Landing Page?

Think of this page as the digital storefront for that location.

Unique Content: Don't duplicate content across pages. Each page needs original descriptions of services, local keywords, and unique calls to action.
NAP Consistency: The name, address, and phone number on this page must exactly match the information on the corresponding GBP listing.
Embedded Map: Include a Google Map with the location pinned.
Reviews: Display reviews specific to that location (if available).

NAP Consistency is Non-Negotiable

NAP consistency is crucial for all citations, but it's especially important for multi-location businesses using a single website. Google uses NAP data to verify the legitimacy of your business and its location.

Inconsistent NAP data across your website, GBP listings, and other online directories confuses Google. This leads to lower rankings and potential penalties.

Where NAP Inconsistencies Hurt You

NAP inconsistencies can impact:

Local Search Ranking: Google may struggle to determine which location is most relevant to a user's search query.
"Near Me" Searches: Inaccurate address information can prevent your business from appearing in "near me" searches.
Citation Value: Inconsistent NAP data dilutes the value of your citations.

Case Study: "The Coffee Bean" - Austin, TX

"The Coffee Bean" in Austin, TX, had three locations listed on one website. Each location had a GBP. The problem? All three GBPs pointed to the homepage. Rankings were suffering.

Week 1: Created unique landing pages for each location, embedding Google Maps and adding location-specific content.

Week 2: Updated each GBP to point to its corresponding landing page.

Week 3: Built five local citations for each location, ensuring NAP consistency.

Results: Within 60 days, each location saw an average ranking increase of 3 positions for relevant keywords like "coffee shop Austin." Website traffic increased by 25%.

Tools to Manage Multi-Location Listings

Managing multiple GBP listings and citations can be time-consuming. Several tools can help streamline the process.

BrightLocal

BrightLocal (BrightLocal) offers a comprehensive suite of local SEO tools, including citation building, rank tracking, and reputation management. Pricing starts at $29/month.

Whitespark

Whitespark (Whitespark) is another popular choice for citation management and local SEO. They offer citation building services and software. Pricing starts at $25/month.

Moz Local

Moz Local (Moz Local) helps distribute your business information to various online directories. This ensures NAP consistency across the web. Pricing starts at $14/month per location.

What About Service Area Businesses (SABs)?

Service area businesses (SABs) present a unique challenge. SABs operate without a physical storefront. Google allows SABs to hide their address on their GBP listing. However, you still need a physical address to verify the listing.

If you're an SAB with multiple service areas, create separate landing pages for each area. Optimize these pages with location-specific keywords. Even though you're hiding your address on the GBP, ensure your website clearly defines your service areas.

Avoid These Common Mistakes

Don't sabotage your multi-location SEO efforts. Avoid these common mistakes:

Duplicate Content: Using the same content across multiple landing pages.
Inconsistent NAP Data: Having different names, addresses, or phone numbers on your website and GBP listings.
Pointing All GBPs to the Homepage: Each GBP must link to a unique, location-specific landing page.
Ignoring Citations: Failing to build and maintain citations across the web.

Google's Guidelines: Read Them

Always refer to Google's official guidelines for Google Business Profile (Google Business Profile Help). These guidelines outline the rules for representing your business on Google. Violating these guidelines can lead to penalties, including suspension of your GBP listing.

Staying informed and compliant is crucial for long-term success.

This Week: Audit Your Citations

Start by auditing your existing citations. Identify any inconsistencies in your NAP data. Focus on correcting these errors first. Data aggregators like Factual, Neustar Localeze, Data Axle, and Experian often feed information to smaller directories. Updating these aggregators can have a ripple effect.

Next, claim and optimize your listings on core directories like Yelp, Facebook, and Apple Maps.

Final Thoughts

Managing multiple GBP listings on one website requires careful planning and execution. Separate landing pages, consistent NAP data, and ongoing citation management are essential.

See how consistent your business NAP is across the web. Run a free citation audit to identify errors and improve your local search ranking. Takes just a few seconds.

Multi-Location GBP on One Website? Here's How Google Handles It