Semrush outlines branch-first approach to multi-location SEO

Businesses managing search visibility across multiple locations can start by establishing an approved record for each branch, according to Semrush. That record provides a reference for the information used across a location’s page, Google Business Profile, schema and listings.

The approach puts the branch record at the center of the workflow rather than treating each channel as a separate starting point. For a marketing team, the practical task is to determine which information is approved for a location and then use that information when preparing its various search-facing assets.

A location page and a Google Business Profile serve different purposes, but both are included in the approach described by Semrush. Schema and listings are also part of the distribution of branch information. Using the same approved record for those destinations gives teams a basis for checking whether each representation of a location is aligned.

The distinction between the source record and the places it feeds is important when information needs to be reviewed. Instead of assessing a page or listing in isolation, a team can compare it with the approved branch record. The same reference can also help identify which other destinations should be checked when a branch record changes.

For businesses with multiple branches, this creates a repeatable way to organize the work: establish a record for each location, use it to prepare the relevant assets and review those assets against it. The approach concerns how location information is managed across channels; it does not, by itself, guarantee a particular search result or ranking.

What this means for marketers

Start by identifying the approved record for each branch and mapping it to the corresponding location page, Google Business Profile, schema and listings. When reviewing or updating a location, check those destinations against the same record rather than handling each one independently. That gives the team a consistent reference for its multi-location SEO work.