If your business has more than one address, open your website on your phone and look for each location. Each one should have its own page, with its street address, hours and phone number typed out in plain words a customer can read. Google has no sentence saying so. It is our conclusion from Google’s rules, as is the advice further down.
Why each location gets a page. Google publishes instructions for structured data: a few lines of hidden code, added to a page by your web person, that describe a business to Google’s search engine. Customers never see it. Google’s instructions for that code treat each location as its own entry. The web address in each entry is meant to be that of “the specific business location,” and the link has to work. Only the name and street address are required, with hours and phone recommended.
Why the address has to show. Google sets a firm rule for that code: “don’t add structured data about information that is not visible to the user, even if the information is accurate.” Whatever the code says about a location, the page itself has to show. No. 8 explained what happens when your website and your Google listing disagree.
What the code can’t promise. Correct code can make a page eligible for a rich result, Google’s name for a more engaging search result with extra details. Google guarantees no such thing. By Google’s account, a penalty for misused code costs the page that eligibility, not its place in the rankings. A customer reads the page, not the code.
The common mistake. Making a page for every nearby town, each one sending visitors on to one main page. Google’s spam rules list city-targeted pages that all funnel visitors to one page. That is a separate rule from the one on code. If you have only one location, the same advice applies to your contact page: write out the address, phone and hours there.
Our advice:
- Type out each address, phone number and set of hours on its page. A map or a picture alone doesn’t count.
- Ask your web person to keep the code to what is accurate and on the page. Google prefers “fewer but complete and accurate” details to a long list of shaky ones.
- Link to each location page from the main menu or the contact page with a normal link, the kind Google says it can generally follow. Google also says a brand-new page may take several days to be found.
- Update a location’s page on the day its hours change.
Try it now. On your phone, go from your home page to each location’s page, in Farmington, Unionville or elsewhere, and look for the full address in words. Then put one question to your web person: does the code on each location page match what the page shows, and nothing more?
The Standard: Give every location its own page, and put its address where people can see it.
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.
This coverage is supported by Farmington Storage, 155 Scott Swamp Road, the only storage facility in Connecticut with Museum air. Each location gets its own page; each box gets its own spot on the shelf at Farmington Storage. 860.777.4001 📦
Jack Beckett has covered Farmington long enough to know Farmington and Unionville are not the same place, and to say so. He is on his second coffee. ☕
The Farmington Mercury covers the town: Town Council and the land use boards, the police log, the schools, elections, and the businesses in Farmington and Unionville. Our motto is “Always last to breaking news,” and nobody has ever accused us of breaking it. Find us at farmingtonmercury.com and tell a neighbor. 📰