Two Locations? Give Each One a Web Page With Its Address
Every location you run should have its own page on your website, with its street address, phone and hours as text a customer can read.
Run more than one location? Start at your website’s home page and try to find each one. Every location should have its own page, with that spot’s street address, phone number and hours written out as text a customer can read. That is our reading of Google’s rules, not a sentence Google wrote, and the same goes for the advice below.
Where the rule comes from. Google publishes instructions for structured data: a few lines of code, hidden from visitors, that describe a business to Google’s search engine. Your web person adds it; you decide what it says. Those instructions give each location its own entry. Each entry’s web address is meant to be that of “the specific business location.” Only the business name and street address are required. Hours and a phone number are recommended. (No. 5 covered Google’s separate rule that a listing’s website represent that one location.)
Why the address goes on the page. Google’s rule is plain: “don’t add structured data about information that is not visible to the user, even if the information is accurate.” If the code carries an address and hours, the page has to show them. Google also asks that the details be kept up to date. (No. 8 covered what happens when your site and your Google listing disagree.)
What the code won’t do. Done right, it can make a page eligible for what Google calls a rich result, a more engaging search result with extra details. Google doesn’t promise one will appear, even when the code is correct. If Google penalizes misused code, it says the page loses that eligibility, not its ranking. The page is what a customer uses.
The trap. A stack of pages for nearby towns that all send visitors to one page. Google’s spam rules name pages aimed at particular cities that funnel people to one page, a separate rule from the one on code. A page for each real location is a different thing. With only one location, your contact page is that page: type the address, phone and hours there.
Our advice:
- Write each location’s address, phone and hours as text, not only inside a photo or a map.
- Put only what is true and shown on the page into the code. Google says it is better to supply “fewer but complete and accurate” details than every possible one.
- Link to every location page from your menu or contact page with an ordinary text link, the kind Google says it can generally follow. A new page may take several days for Google to find, it says.
- When a location’s hours change, change its page the same day.
Check yours today. Starting from your home page, find the page for each location, whether it is in East Hampton, Middle Haddam or Cobalt. See whether you can read its street address without opening a map. Then ask your web person: does each location page show its address, phone and hours as text, and does the code on it say only what the page shows?
The Standard: Give each location its own page, with its address in plain view. Google bars code that describes anything a visitor can’t see.
Source: Google Search Central, “Local business (LocalBusiness) structured data,” “Introduction to structured data markup in Google Search,” “General structured data guidelines,” “SEO link best practices” and “Spam policies for Google web search”; Google Business Profile Help, “Guidelines for representing your business on Google,” read Sept. 25, 2026.