Multilocation SEO: What 2,400 Local Businesses Reveal About Winning Local Search

If your business serves customers in multiple locations or you offer multiple services in the home renovation and construction industry, you already know how critical it is to appear in local searches, whether someone types “plumber near me” or “best roofer in Manchester.”

But here’s the real question: how well are the UK multilocation businesses in service-based industries working with mainly consumers using SEO to appear in every relevant search area?

To find out, we analyzed data from

• 2,462 UK service businesses
• Across 20 traditional
• Industries like construction, plumbing, cleaning, and home improvement that
• Have more than one listed location on Google Maps.

The results paint a clear picture of where local SEO is thriving, and where there’s untapped potential.

The State of Local Service SEO in the UK

The dataset shows a strong concentration of trade and home service providers, all competing in hyper-local search results with multiple business locations.

The data reflects the situation in October 2025.

The majority of businesses fall into location-dependent home and trade services, where Google’s local pack and map results dominate visibility.

These industries rely on Google Business Profiles, customer reviews, and consistent NAP (Name, Address, Phone) data to stay visible.

Customers searching for these services have immediate intent, which makes local SEO one of the most powerful ways to win new customers.

Example:
When someone searches “24/7 electrician near me”, Google prioritizes results with a verified profile, location-specific content, and strong review signals.

Businesses that optimize for each location can dominate these results consistently.

Therefore, local marketing for plumbers needs to focus on covering all the areas the company wants to get customers from, and the same goes for solar companies doing digital marketing.

In case you're wondering how you stack up against your competitors when it comes to having Google reviews, try Trustmary's UK review analyser that allows you to benchmark your business against others near you.

It should find all your locations, so you can switch between them.

Local Domains Build Local Trust

One of the clearest findings in the data is the dominance of .co.uk domains, used by over 70% of all companies.

That’s not just a coincidence, it’s a ranking advantage. A country-coded domain sends a strong local relevance signal to Google and creates instant trust with UK audiences.

By comparison, about 20% of businesses use .com domains, often to consolidate multiple locations under one central brand. This approach can work too, but only when the domain structure supports local visibility, for example:

example.com/london/
example.com/birmingham/
example.com/glasgow/

Each location page should include localized keywords, unique content, and embedded relevant customer reviews to signal relevance to both Google and customers.

Try adding a dynamic review widget with all your Google reviews to relevant landing pages and watch how your lead numbers grow overnight.

Turn Multilocation Visibility into Local Trust

Your SEO foundation gets you seen. But customer reviews turn that visibility into credibility.

With Trustmary, you can:

• Collect feedback and Google reviews from every location in one survey
• Automatically display them on your website with customizable widgets
• Strengthen each location page with authentic, location-specific testimonials and reviews
• Create a catch-all review page to feature all reviews from all locations, and get found in AI searches.

How Many Are Truly Multilocation?

Our analysis found that around 17% of companies within the used dataset include words like Store, Company, Group, or Services in their names, all typical of multi-branch or franchise-style operations.

That means nearly one in five UK service businesses already has the foundation to scale multilocation SEO, but few have structured their sites or schema to reflect that.

Instead of a single “Our Locations” paragraph buried on the homepage, these brands could benefit from:

• Individual landing pages for each city or branch
• Localized review widgets showing testimonials from nearby customers
• Business schema markup to help Google recognize multiple physical locations

By using structured data, localized pages, and consistent reviews, multilocation businesses can significantly increase their visibility in Google Maps and the local pack, where most high-intent clicks happen.

Data-Backed Takeaways on Multilocation SEO

1. Electricians, plumbers, and roofers are SEO hotspots.
   These industries depend heavily on local rankings and benefit most from city-based keyword strategies.
2. .co.uk domains dominate local trust signals.
   Businesses with country-coded TLDs enjoy stronger geographic relevance.
3. Data-backed SEO drives real growth.
   When decisions are guided by data instead of guesswork, every location page can become a consistent lead generator.

Another thing I noticed is that these practices don't just apply to multi-location businesses, but multi-service businesses as well.

Le'ts look at those next.

Why Multiservice Businesses Should Collect Reviews Per Service

When your business offers several types of services, for example, plumbing, heating, and electrical work, a single stream of general reviews doesn’t tell the full story.

Each service has its own audience, expectations, and search intent.

To build credibility and improve conversions, you need to collect and display feedback and reviews at the service level.

Collect Feedback for Each Service You Offer

Customers searching for “emergency boiler repair” aren’t interested in testimonials about garden lighting or bathroom renovations.

They want proof that you excel in the specific service they need.

That’s why it’s crucial to segment your feedback requests by service category. When a customer books a particular service, the review request email they receive should reflect that.

For example:

• “How satisfied were you with our plumbing service?”
• “Would you recommend our heating maintenance to others?”

This approach gives you structured, detailed insights into performance per service type, and it helps search engines understand which reviews are relevant to which offerings.

Show Only Relevant Reviews on Each Service Page

Displaying all reviews on every page dilutes credibility and confuses visitors. Instead, feature service-specific testimonials alongside corresponding services.

For instance, on your “Boiler Repair” page, highlight only reviews mentioning heating or boiler maintenance.

On your “Electrical Installations” page, showcase comments related to wiring, lighting, and electrical safety.

This not only increases trust but also improves user experience and SEO relevance.

Google recognizes that the reviews on each page align with the page’s topic, strengthening the connection between content, intent, and social proof.

Remember to import reviews from all available third-party review sources to create an all-in-one review widget.

How Reviews Supercharge Both Multilocation and Multiservice SEO

Reviews are more than social proof. They’re one of the strongest local ranking factors across all of Google’s search surfaces.

For businesses managing multiple locations or offering multiple services, reviews are the glue that connects visibility, trust, and conversion.

When done strategically, they don’t just make your brand look credible; they actively boost your SEO performance and customer engagement.

For example, the time spent on a page is reportedly increased after adding reviews to the page, as people want to read about other people's experiences.

Read more about how the voice of the customer boosts sales and marketing.

The SEO Advantage of Reviews for Every Location

Each branch or office you operate needs its own footprint in search results.

Reviews tied to specific locations strengthen your Google Business Profile, helping each branch rank independently for local searches.

A steady flow of authentic, localized feedback signals to Google that your business is active and relevant in multiple regions. At the same time, it helps potential customers choose the nearest branch they can trust.

In other words, reviews scale your local authority across all your service areas, and that’s what multilocation SEO is all about.

Why Reviews Matter for Every Service

For multiservice businesses, relevance is everything. Displaying service-specific reviews ensures visitors see the experiences that match their intent, whether they’re looking for electrical repairs, landscaping, or home cleaning.

By collecting and tagging reviews per service, you help both people and search engines understand your expertise in each field. This strengthens keyword relevance, improves engagement, and builds confidence in your specialized skills.

Each review becomes a mini content asset that reinforces your service pages and adds depth to your SEO strategy.

How to Get Started with Multilocation and Multiservice SEO

Trustmary brings both strategies together in one platform.

Follow these simple steps to combine reviews, SEO, and trust into one scalable strategy:

1. Map out your locations and services
   • List all your branches, service areas, and service categories.
   • This will help you organize your website structure and review strategy.
2. Create or optimize location and service pages
   • Give each location and service its own page.
   • Include local keywords, clear contact details, and embedded Google Maps.
3. Collect reviews for each location and service
   • Use Trustmary’s automated surveys to gather targeted feedback.
   • Each response is automatically tagged to the correct location or service type.
4. Add dynamic review widgets to your website
   • Showcase reviews that match the page content.
   • For example, show boiler repair reviews on the heating page, and local testimonials on branch pages.
5. Monitor and respond to feedback
   • Engage with new reviews regularly to show customers you care.
   • Identify recurring praise or issues to improve your services.
6. Keep building SEO momentum
   • Continue collecting reviews consistently.
   • Fresh, authentic feedback signals to Google that your business is active and relevant.
7. Scale with Trustmary
   • Centralize all your reviews, from Google, Facebook, and Trustmary, in one dashboard.
   • Automatically display the right reviews on the right pages, without extra maintenance.

This alignment between data, content, and trust creates a virtuous circle: better reviews improve your rankings, and higher rankings generate more reviews.

In short, Trustmary transforms your customer feedback into a sustainable competitive advantage, helping your brand stand out in every market you serve.

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