Several offices, and the problem of competing with yourself
Once there are two pins in one metro, the hardest problem stops being the competition and starts being the architecture.
Your locations will fight each other if you let them
Two offices eleven miles apart, both targeting the same terms, on one website, with near-identical pages, produce a predictable outcome: neither ranks as well as one would have. The search engine cannot tell which page is the answer, so it hedges.
Fixing that is an information architecture problem before it is a content problem. Each location page has to be genuinely about that location — its providers, its equipment, its parking, its neighbourhoods, the things that are actually different — and the shared material has to live once, centrally, rather than three times.
Catchments overlap unevenly
The geo-grid gets interesting here. What it usually shows is not a clean split but a contested middle where both of your pins are weak and a competitor owns the ground between them. That middle is frequently the highest-value fix in the whole engagement and it is invisible from any single ranking check.
Providers move between sites
An audiologist who works Mondays at one office and Thursdays at another is normal and is an entity problem. Handled badly it produces duplicate and conflicting profiles that dilute both locations. Handled well it is an advantage, because each provider carries their own reviews and their own reputation across both.
Reporting has to split before it rolls up
Ownership wants the group number. The practice manager at each site needs their own. Those are different documents and a single blended report serves neither, so call tracking is split by location from day one and reconciliation happens per site.
Questions from practices like this
Should each location have its own website?
Almost never. Separate sites split authority, multiply maintenance and usually end up with two thin sites instead of one strong one. The exception is a genuinely separate brand from an acquisition, and that is a consolidation decision rather than an SEO one.
How different do location pages need to be?
Different enough that someone reading both can tell which office they want. If the only distinguishing content is the address block, the pages will not rank and they will not convert.
The first call checks two things.
Whether your catchment is open, and whether search is the right lever for what you actually want more of. If either answer is no, that call is short and free.