Multi-location local SEO is the single-location playbook, repeated cleanly per site, plus a few traps that only appear once you have more than one address.
Get the structure right and each location ranks in its own market. Get it wrong and they blur together and none of them rank well.
📍 A profile per location
Each physical location needs its own Google Business Profile, full stop.
One profile cannot rank a business in two cities, because distance to the searcher is a ranking factor and a single address can only be close to one place.
📄 A location page per site
On your website, each location needs a dedicated, substantive page, not a single "Locations" list with three addresses.
That page targets the treatment-plus-city queries for that market, links to that location's Google profile, and carries genuinely local detail: the neighborhood, the team, the services offered there.
A thin location page that just repeats your homepage with a different address won't rank; a real one will.
⚔️ Avoiding cannibalization
Owners worry their locations will compete for the same rankings, and usually they won't.
Two locations in different cities serve different searchers, so they don't cannibalize; they each own their market.
The only real risk is two locations close enough to serve the same neighborhood, and even then, distinct location pages and clear geographic focus keep them from stepping on each other. Worry about it only when the overlap is genuine.
📈 Scaling reviews and citations
The parts that scale hardest are reviews and citations, because each location needs its own.
Reviews accrue to a specific profile, so a location with none won't rank on the strength of another location's stars, which means your review system has to run at every site, not just the flagship.
Citations, likewise, must be consistent per location, and duplicate or crossed listings between locations are a common source of stalled rankings for growing groups.
❓ Frequently asked questions
Do I need a separate Google Business Profile for each med spa location?
Yes. Each physical location needs its own profile with its own address, phone, hours, and reviews. One profile can't rank a business in two cities.
Should each location have its own website page?
Yes, a dedicated, substantive location page each, not a single 'Locations' list. Each page targets that location's treatment-plus-city queries and links to that location's profile.
How do I stop my locations from competing with each other?
Give each a clear geographic focus and distinct location page, and only worry about cannibalization when two locations genuinely serve the same neighborhood. Most cross-city locations don't compete.