A business opens a second location. The website gets a line added to the contact page: “now also in West Point”. Perfectly clear to a human being.
To a search engine it’s a contradiction. The site says the business is at one address. Now it also says another. Which one is real? Which one shows when someone searches from ten miles away?
We hit this with a client who runs two branches, and the correct answer is more specific than “put both addresses on the page”.
Each location needs to be published as its own entry in the site’s structured data, with its own address, its own phone number and its own hours — and then explicitly linked to the main business as a branch of it. That last part is what stops the two reading as a contradiction. It says: same company, different building, both real.
Done properly, a search for the service near the second location can surface the second location. Done as two addresses in a paragraph, you’re relying on the search engine to work it out, and it often doesn’t.
A few things we learned putting it in:
Give each branch its own phone number if one exists. Two locations sharing one number is a weaker signal than two numbers, and it makes them harder to tell apart.
If the hours are the same at both, say so at both. Don’t leave the second one silent.
And name the branch in a way a customer would recognise — “the West Point store”, not “Location 2”.
We built the ability to do this into the plugin we run on every site we host, so it’s now a setting rather than a project.