Ways to Optimize Your Multi-Location Online Store for Local SEO


Today, the number of e-commerce websites is growing in proportion to customers’ demands. More and more purchasing decision-making practices are taking place on the Internet. According to Statista analytics, the global e-retail sales figure of $4.5 trillion captured in 2020 will rise 2021 by $1 trillion. The forecast for 2024 is even more optimistic – about $6.3 trillion in online retail sales.

There is another interesting statistic related to customer behavior. According to Bytracject data, 45% of Internet users willing to order something from e-commerce websites are searching for local service providers. This is a green light to local SEO strategies. And one of the most win-win approaches for e-commerce market players today is multi-location search engine optimization.

What Is Multiple-Location SEO?

 Multi-location SEO is about the search engine optimization of online stores with a focus on attracting local leads. The retailer should choose specific locations (one state, several cities or towns, a city, and some nearby locations, etc.) to adopt a strategy according to the rules for multiple-location website optimization.

For example, let’s say your business has several physical offices or shops in New York and Miami. It means that you need to optimize your e-commerce project for multi-locations (NY, MI). This way, you will serve more locals from New York and Miami if they are interested in your niche services and goods. Take a closer look at the search results for the query “best coffee in Manhattan.”

Online Store Optimization

Google Maps show local coffee shops to visit. One of them is the Coffee Project. After visiting the company’s website, it is possible to see that there is a chain of branded coffee shops in NY. 

The focus on the local presence with search engine optimization for each location makes Coffee Project one of the top places in New York. At the same time, the company sells packed coffee and tea on an interstate basis and provides wholesales internationally. If Coffee Project decides to open new coffee shops in Los Angeles, Washington, and other American cities, the multi-location SEO strategy will also focus on the new locations.

Benefits Of SEO For Multiple Locations

The main benefit of SEO for multiple locations is an improvement in your local search traffic. You will get more leads who are easily converted into customers if your offers meet their demands. Remember that one of the core requirements of the present-day consumers is to find a “near-me” reliable provider of goods and services! 

Additionally, you will boost your SERPs with the help of multi-location SEO. The e-commerce websites that pay focused attention to search optimization for multiple locations are usually at the top of the search results. 

Who Needs A Multi-Location Online Store?

Those entrepreneurs who operate across various locations require multi-location online stores. The eCommerce market players interested in sound online performance and well-recognized physical local shops should pay attention to multi-location SEO.

The size of the project also matters when it comes to search engine optimization. For example, eCommerce websites that sell internationally have to stay focused on countries and regions more than on separate-standing cities and towns. This way, the business will be easier to scale up. Medium-sized and small online stores that cover only several locations should optimize their sites according to the areas they serve.

Here is a checklist for business representatives who have some doubts about switching to performing through multi-location ecommerce websites:

  1. You have several physical shops in different regions.
  2. Your online business obtains a range of specialties in certain regions (language, country, region).
  3. You perform as an ecommerce market player internationally.
  4. Your website serves as the main virtual platform for supporting local business departments.

This way, both B2C and B2B businesses can benefit from multi-location SEO. This is all about having a website for multiple locations if your business-to-business website offers digital products to clients from different countries. 

For example, the AIIA company is headquartered in China. Having established offices in Europe, the B2B ecommerce project switched to multi-locational performance (bi-lingual website, contact information including addresses and telephones of local offices, etc.).

The same story is about business-to-customer projects. These ecommerce websites can gain more public attention for services and products while complementing the SEO strategy with localization.

For example, the Bliss eCommerce website now performs internationally. However, first, it was an American project with interstate shipping only. Today, we can see that Bliss cosmetics is available globally, including on the shelves of top retailers such as Walmart, Boots, and Walgreens. The online store has a separate-standing page named Locator to help searchers find the most nearby local shop with the goods by the brand.


To sum up, if you find at least one item on the checklist that meets your business objectives and relates to your eCommerce performance, it is high time to switch to the multi-location SEO-friendly store. 

How to Do the Online Store with Multiple Locations?

Local search optimization for eCommerce websites is not about long-tail keywords accompanied with cities, towns, + “near me” word combinations. This is only the tip of the iceberg. Let’s take a closer look at all the approaches for online store SEO for multiple locations. 

1 – Create One Page For One Location

The most win-win eCommerce SEO approach is to create special-purpose website pages for each location of the company. This way, you will be able to add content targeted to locals. You can add specific keywords, locations, nearby cities and towns, descriptions of the services in the area, or availability of the goods in the local physical shops.

Add to these pages the local addresses and contact information like telephone numbers, email, etc. For example, the moving and storage company Step by Step has separate-standing website pages for each city and town they operate in. 

Step by Step

2 – Manage Mentions Of Online Store Business

Be ready to optimize your pages for specific locations according to the golden rules of local SEO. Among the essential optimization practices are:

  • Relevant NAP – local name, address, and phone number should be specified on the website pages.
  • No virtual offices – the virtual office is at high risk of being wiped off Google Maps and losing local traffic.
  • Sign up for Google My Business listings of other popular aggregators like Yelp, Yahoo, Local Bing Places, Foursquare, etc.

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