Franchise and Multi-Location Organic SEO Programs

Scalable solutions for local rank with centralized components.

Creating efficient SEO programs for multi-location firms is tricky and benefits greatly from experience and deep knowledge of how search engines rank both globally and locally.

BuzzMaven has built successful SEO programs for franchises with many hundreds of locations in hundreds of cities.

Multi-Location SEO Programs

  • Single-Domain, Multi-Location
  • Multi-domain, Single Brand Systems
  • Rogue Page “Reel-In”
  • Hybrid / Content Syndication Models
  • Scalable Reporting / Roll-Up Reporting
  • Local Content Teams
  • Local Citation Building and LBL Audit/Cleanup
  • Scalable Training / Mythbusting for Central and Local Stakeholders

Multi-location SEO requires deep understanding of Local / 3-pack and Local Finder optimization but deployed in a manner that maximizes Google’s brand-level signals.

Multi-Location SEO Programs

  • Resource Discussion

    Multi-Location SEO is complex and involves teamwork between Buzzmaven, web developers, content creators and other staff, so a real-world timeline and resource availability discussion needs to take place before work begins.  This likely includes a competitive landscape review and some education about multi-location and franchise SEO.

  • SEO Audit

    Develop and document understanding of the brand’s global footprint.  Sample local traffic and ranking situations and review selected link profiles.

  • Scaled SEO Strategy Development

    Multi-Location SEO requires more planning than smaller programs.  Here, we will develop the timeline, checklists and goals for the program while identifying stakeholders and resources.

  • Keyword Research

    We will develop the brand-level and location-specific keyword strategy so optimization has the best possible outcome.  Regional search phrase combinations will be built into the CMS where possible.

  • Program Pilots and Broad Execution

    If the CMS allows, SEO strategy is piloted on a smaller set of locations where possible to work out kinks in the process.  But if not, we will stage the program in a systematic and careful manner.

  • Ongoing Optimization

    The SEO program will have been engineered for optimization, but there will be discoveries after the program is rolled out or during the pilot.  These will be documented and addressed across the locations.

  • Measurement and Reporting

    Samples of individual locations will be gathered to compare performance to previous program standards and to gather insights to guide updates.  Local ranking is reviewed for 3-pack, local pack and other search presentations, but traffic is the real measure.

See Also

  • Multi-Location SEO / Franchise SEO in Many Locations
    Multi-location SEO has special challenges related to scalability, content syndication and sharing and analytics. With 5, 10, or 500 locations, avoiding mistakes and doing a bit of good engineering can pay of exponentially.
  • PPC Management for Franchises
    Managing PPC at the franchisor-level requires every decision be made with scalability in mind. We have managed franchise PPC, such as Google Adwords at a national footprint scale over hundreds of locations. Contact us today for fresh ideas about how to succeed.

Related Blog Posts