Scaling Across the State: A Multi-Location SEO Strategy
Client: A growing roofing company expanding to 3 new cities.
Challenges We Faced
The client opened 3 new branches but couldn’t get them to rank in their local markets:
No Local Rankings
The main brand ranked in the HQ city, but the new locations were invisible in the Map Pack.
Duplicate Content
They copied the HQ’s service pages for the new locations, causing keyword cannibalization.
Messy GMBs
The new location GMBs were unverified and had no reviews.
Inconsistent NAP
The new addresses weren’t listed on major directories, confusing Google.
Weak Location-Specific Content
The new city pages lacked unique local content, preventing them from outranking established competitors in each area.
Expand Your Territory
“Opening a new branch? Our Multi-Location Roofing SEO services ensure you rank in every city you serve.”
Our Approach – How We Solved These Challenges
Local SEO & Map Pack (Multi-Location)
We created unique Location Landing Pages for each of the 3 new cities, with local photos, team bios, and testimonials.
We optimized the GMB profile for each specific location.
Local Keyword Research
We targeted “roofer in [New City]” and “[New City] roof repair” for each branch.
Off-Page SEO (Citation Building)
We built 50+ local citations for each new location to establish their local presence.
Reputation Management
We set up a system to route reviews to the correct location’s GMB profile.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Total Leads (New Locations) | 5/mo | 120/mo | +2300% |
| Map Pack Rankings (New Cities) | Not Ranked | Top 3 (in all 3 cities) | N/A |
| Citation Consistency | 0% | 100% | N/A |
Free Expansion Analysis
“Want to know if you can rank in a new city? Request a Free Market Analysis from our affordable roofing seo company!”
Advice for Marketers & Brand Owners
- Treat every location as a separate business. Each branch needs its own unique landing page and GMB profile.
- Don’t copy-paste content. Unique local content (photos, reviews, project descriptions) is required to rank in a new city.
- Build citations for each address. Google needs to verify that each office is real.
Extra Factors That Made It Work
- The Location Landing Pages were the anchor for the strategy, allowing each branch to rank organically.
- Reputation Management ensured the new locations quickly built up a review profile, accelerating their rankings.
- Consistent NAP data across all directories established trust for the new offices.
