Semrush Outlines a Record-Based Approach to Multi-Location SEO

Businesses with multiple branches need a way to manage local search information across the places where each branch appears. A Semrush Blog article on multi-location SEO frames that work around a single approved record for every branch. The record feeds the branch’s page, Google Business Profile, schema and listings, giving the business a common point of reference for its local search presence.

The approach puts the branch record at the start of the process rather than treating each destination as a separate source of information. A location page and a business profile serve different purposes, but under the strategy described by Semrush, both draw on the same approved record. Schema and listings are also included in that flow, connecting structured location information with the other places where the branch is represented.

For a business managing several branches, the distinction is between maintaining one record for each location and maintaining unrelated versions of its information across channels. The former provides a basis for organizing the work by branch. Each location still has its own record, while the same principle can be applied across the business rather than creating a different process for every page or profile.

The proposed structure also gives marketing teams a way to think about changes. When reviewing a branch’s local presence, they can consider the approved record alongside the page, profile, schema and listings it feeds. That does not remove the need to check individual destinations, but it offers a starting point for identifying which branch the information belongs to and where that information is intended to appear.

What this means for marketers

Marketers working on local search can start by identifying the approved record for each branch and the destinations connected to it. They can then review location pages, Google Business Profiles, schema and listings against that record. The priority is to organize information around the branch itself, so that each channel is part of a coherent process rather than an isolated task. Teams can use the same framework when reviewing how branch information moves between records and destinations.