Primarch SEO
Multi-location SEO

Location pages that work at template scale.

Two on-site services for multi-location footprints. An architecture audit that fixes how location pages are structured, linked, and indexed. Schema implemented once in the template and validated across every page.

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Service 01

Location page architecture audit

A site with 150 location pages has 150 copies of every template decision. The audit finds the decisions that are wrong and fixes them once.

01

Templates and URL structure

How location pages are generated, what varies between them, and whether the URL and folder structure matches how the business is organized.

  • Template inventory and what each field controls
  • URL and folder conventions per market and service
  • Franchisee, branch, and corporate page relationships
02

Internal linking and crawl paths

Whether every location page is reachable in a few clicks from the pages that carry authority, and whether locators, footers, and hubs are helping or hiding pages.

  • Click depth to every location
  • Store locator and hub page behavior
  • Orphaned and near-orphaned locations
03

Indexation and duplication

Which location pages are indexed, which are excluded, and why. Canonical, noindex, and parameter handling across the footprint.

  • Indexed versus published inventory
  • Canonical and duplicate clusters
  • Thin and near-duplicate page detection
04

Content model per location

What actually differs between one location page and the next, and whether that difference is enough to justify indexing each one.

  • Location-specific fields and where they come from
  • Service coverage and service-area representation
  • Reviews, staff, photos, and other differentiators

What you receive

A written audit with findings ordered by impact, and a remediation plan that separates template-level fixes (change once, fixes every page) from location-level fixes (data problems in specific pages). Each item carries enough implementation detail for a developer to act on it without a meeting.

After implementation, Primarch reviews the result against the plan and confirms what shipped. Where the plan calls for new page types or a restructured hierarchy, redirect maps are included.

Service 03

Schema across location page templates

Structured data on a multi-location site is either implemented correctly at the template level or wrong on every page. There is no middle.

01

LocalBusiness for every location

The right subtype, the right name, address, phone, hours, and service area, populated from the same source of truth as your listings.

  • Subtype chosen for the vertical
  • Hours, holiday hours, and 24/7 availability
  • areaServed for service-area locations
02

Service and offer markup

What each location offers, marked up so search engines can connect the location to the service without guessing from body copy.

  • Service entities per location or per template
  • Provider relationships back to the organization
  • Service-area alignment with the listings
03

FAQ, breadcrumb, and organization

The supporting markup that earns rich results and keeps the entity graph consistent from the homepage to the deepest location page.

  • FAQPage where questions actually exist on the page
  • BreadcrumbList matching the site hierarchy
  • Organization with stable identifiers
04

Validation across the footprint

Testing three pages proves nothing about the other 147. Every location page is validated after implementation and re-checked after site changes.

  • Full-footprint validation, not a sample
  • Errors and warnings tracked per location
  • Re-validation after template or CMS changes
01

Specify

A schema spec written against your templates: which types, which fields, where each value comes from, and how the markup is emitted.

02

Implement

Primarch implements where the CMS allows, or your developers implement from the spec with Primarch reviewing the output.

03

Validate and monitor

Every location page validated after launch, then re-checked after template changes so markup does not silently break.

FAQ

Questions about the on-site work

Do you implement the changes, or just recommend them?
Either. The audit is written so your web team or agency can implement it, and Primarch reviews the implementation before sign-off. Schema can be implemented by Primarch directly where the CMS allows, or specified for your developers where it does not.
Which platforms do you work with?
Any. The changes are made at the template level, so the platform matters less than whether location pages are generated from a template at all. Franchise platforms, WordPress multisite, headless builds, and custom systems are all workable. The audit notes where a platform constrains a fix.
How is this different from a standard technical SEO audit?
A standard audit treats the site as a whole. This one is scoped to the multi-location problem: how hundreds of near-identical pages are templated, linked, indexed, and differentiated. Site-wide issues are noted, but the deliverable is about the location layer.
Do we need the audit before schema?
Not always. If the architecture is sound and the gap is markup, schema can start on its own. If location pages are duplicated or not indexed, schema on top of that does not help much, and the audit comes first. A scoping call sorts out which case you are in.
Can our agency stay involved?
Yes. Many clients have an agency doing content or paid media. The audit and schema spec are written for whoever implements, and Primarch works alongside them rather than around them.

Find out which template decisions are costing you.

A scoping call covers your location page count, the platform, and who would implement the changes.

Book a call