If you trade from more than one physical location, each one that customers can visit should have its own page. The question is usually asked because the locations offer identical services and the pages feel repetitive — which is a real problem, but the answer is to make them genuinely different, not to merge them.
Why one page per location
- Each Google Business Profile needs somewhere specific to point. Sending every branch to a shared contact page wastes the strongest link the profile has.
- Searches are location-specific. A page covering four cities matches none of them as well as a page covering one.
- Details differ — hours, staff, parking, the actual address — and those details are the content.
- It is measurable. Separate pages let you see which locations attract search demand.
When not to
- The location has no customer-facing presence. A warehouse or registered office nobody visits does not warrant a page.
- You travel to customers. Service area coverage is a different structure. See service area SEO.
- You would be creating dozens of near-identical pages for suburbs you have no presence in. That is a separate decision with a different answer. See suburb pages.
The distinction is presence. A real address where customers are received justifies a page; a name on a map does not.
Making them genuinely different
This is where most multi-location sites fail. Pages built from one template with the city name swapped are the reason people ask whether the pages are worth having.
- The address, embedded map and directions for that branch specifically.
- Its own hours, including public holidays.
- A local phone number where you have one.
- Photographs of that branch, not stock images shared across all of them.
- Staff or manager for that location.
- Genuinely local detail — parking, the centre it sits in, nearby landmarks, transport.
- Reviews from that location’s customers.
- Services that differ where they do, rather than pretending they are identical.
Local detail is the part that cannot be templated, and it is the part that makes the page worth indexing.
Structure
A parent page listing all locations, with each branch beneath it, is the usual arrangement. It gives a clear hierarchy, an obvious internal linking pattern, and somewhere for people searching your brand plus a city to land.
Add LocalBusiness markup per location page with that branch’s address and hours. See local business schema and location page SEO.
Frequently asked questions
What if two branches are close together?
If both receive customers, both get pages and both get profiles. Make the differences explicit so they do not read as duplicates competing for the same search.
Can I use the same content with the city changed?
You can, and it will underperform. Near-duplicate pages compete with one another and none earns the position. The local detail is the point.
Should each location have its own profile?
Yes, one per staffed customer-facing location. See one vs multiple profiles.
How much content does a location page need?
Enough to be genuinely useful — practical detail beats padding. A short page full of specifics outperforms a long page of generic text.
Consulting CTA
For a review of how your locations are structured, book an SEO consultation.