Multi‑Location Restaurant SEO: Store Locator, Pages & Map Pack

Information architecture: locator → city → location

Start with a /locations/ hub that lists every branch with name, neighbourhood, key amenities and a link to the location page. Use a search/filter (city or postcode) and a map embed for wayfinding—but don’t rely on the map alone for discovery; keep a text list underneath.

In cities with multiple venues, add city overview pages targeting city‑level queries (e.g., “Italian restaurant in Manchester”). These pages showcase all branches, unique selling points for the city, and popular occasions (brunch, pre‑theatre, matchday).

URL structure & breadcrumbs

Pro tip: Keep slugs short and stable. If a venue rebrands, update on‑page names but avoid changing the URL unless necessary—redirects can dilute equity.

Location page template (copy this)

For site UX & performance details, see Restaurant Website SEO & UX.

Schema: LocalBusiness & supporting markup

• LocalBusiness/Restaurant with @id, address, geo, openingHours, menu, telephone, hasMap, sameAs.
• BreadcrumbList on locator/city/location pages.
• FAQPage on location pages where you surface local FAQs.
• ImageObject for key images if you want richer indexing.

Need copy‑paste JSON‑LD? Use our examples in Restaurant Schema Markup.

GBP at scale: categories, posts & Q&A

• One GBP per physical venue with the most specific cuisine as the primary category; add relevant secondary categories.
• Use consistent naming and avoid keyword stuffing. Align hours and attributes with each location page.
• Post weekly per venue (offers, events, new menus). Tag links with UTMs unique to each branch.
• Seed Q&A with local queries (parking, allergens, kid‑friendly times); moderate and update regularly.

GBP fundamentals recap: Google Business Profile for Restaurants.

Citations & data consistency

Maintain clean, consistent NAP across your website, GBP and major directories. If you use aggregators or a listings tool, audit quarterly—especially after moves, rebrands or ownership changes.

Reviews per location

• Automate review asks from reservation/ordering systems with location‑specific links.
• Respond from the venue’s voice; reference local details to signal authenticity.
• Show recent, relevant reviews on each location page.

Deep dive: Reviews & Reputation SEO for Restaurants.

Tracking & measurement by branch

• UTMs unique per venue for website, menu, reservation and order links.
• GA4 events for bookings, orders, click‑to‑call, direction requests.
• Call tracking with unique website numbers per venue (keep the primary line in GBP).
• Search Console property or URL prefix for /locations/ subfolder(s) to monitor city/venue queries.

Ads structure for multi‑location brands

• Connect GBP to Ads for Location Extensions and to feed Performance Max.
• Group campaigns/asset groups by location and occasion (brunch, lunch, happy hour, private dining).
• Use geo‑targeting and ad scheduling by venue; protect brand terms and add strong negatives.

See setup guides: Performance Max for Restaurants & Hotels and Google Ads for Restaurants.

Checklist

• ✅ Locator at /locations/ is crawlable (HTML list + map).
• ✅ City pages exist for multi‑branch cities.
• ✅ Each venue has a unique location page with distinct NAP, menus, photos, reviews and FAQs.
• ✅ LocalBusiness/Restaurant schema on every location page.
• ✅ One GBP per venue, linked to its page with UTMs.
• ✅ Reviews requested and displayed per venue; responses within 24–48h.
• ✅ GA4/UTMs/call tracking per venue; GSC tracking for /locations/.

FAQs

Where should private‑dining or events live?

Create an evergreen city‑level events page and link venue‑specific private dining modules from location pages; add Event schema to one‑off events.

Can we use one number for all branches?

Use a unique phone number per venue on the website and the venue’s GBP to route calls and measure performance accurately.

What if two venues are close together?

That’s fine—different addresses with their own GBPs and distinct content. Clarify neighbourhoods and USPs to reduce cannibalisation.