Local
Multi-location brand: +156% organic leads in 10 months
A 14-location home services group relied on paid and LSA. Local entity SEO and location hub architecture turned maps + organic into a predictable lead channel.
Baseline · 14 locations · 71% leads from paid + LSA
+156%
organic leads (GSC + CRM)
−38%
cost per lead vs. paid
9
locations in local top 3
Client · e-commerce
Organic traffic · last 12 months
The challenge
Each branch had thin location pages and duplicated service copy. Paid CPAs were rising while organic barely registered outside branded search.
What we did
- Location hub architecture with unique entity signals per branch
- Service × city topical maps and internal linking
- GEO-ready FAQ blocks for AI local answers
“We finally see which locations earn their keep from search.”
Starting point
A 14-location home services group was spending heavily on paid search and LSAs. Organic contributed leads, but only on branded queries — location pages were thin templates with duplicated copy.
What we changed
We rebuilt the site as a location-first semantic graph: unique entity signals per branch, service × city hubs, and internal links that passed authority to money pages instead of orphan location stubs.
Results after 10 months
- +156% organic leads tracked in GSC and CRM
- −38% cost per lead versus paid-only markets
- 9 locations ranking in local top 3 for priority services
Takeaway
Multi-location SEO fails when every branch looks the same to Google. Entity depth per location compounds — and GEO-ready FAQs capture AI local answers competitors ignore.
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