Following corporate guidelines while catering to local markets is a tightrope walk for any multi-location business. From maintaining brand consistency to addressing local consumer needs, franchises have a lot on their plate.
One crucial aspect that often gets overlooked, though, is local search engine optimization (SEO) – the process of optimizing a website for location-based searches. This is not to say that franchises ignore search engine optimization, but they often struggle with managing it on a local level.
So, how do you do it effectively?
This blog will answer that with actionable tips and strategies, whether you’re a veteran multi location SEO strategist or a startup marketer helping a small business.
Here’s an overview of what we’ll discuss:
• Local SEO 101
• What is Local SEO?
• Multi-Location Local SEO vs. Traditional SEO
• Five Reasons You Need Local SEO for Your Multi-Location Business
1. Optimize Your Website for Local SEO
2. Create and Manage Your Google Business Profile for Each Location
3. Content Strategy for Local SEO
4. Link Building and Citations for Local SEO
5. Using Reviews and Social Media in Local SEO
6. Social Media for Local Engagement
7. Tracking and Improving Local SEO Performance
Local SEO 101
Before we dive into the finer details of managing franchise-centric search engine optimization (SEO), let’s understand the basics.
What Is Local SEO?
Local SEO refers to optimizing a website to rank higher in location-based searches. This involves incorporating location-specific keywords, building local citations and backlinks and optimizing Google Business Profile (formerly called Google My Business) listings.
The goal of multiple locations SEO is to drive more foot traffic, phone calls and online conversions by making it easier for local customers to find the business.
“Traditional search results on national or broad terms are harder and harder to crack, not to mention potentially not relevant to target for a local business,” said Hannah Garon, Director of SEO Services at Thrive.
For example, if you own a fast food franchise in New York, your goal would be to appear in the top results when someone searches for “fast food in New York” or “best burgers near me.”
Multi-Location Local SEO vs. Traditional SEO
As we’ve said, local SEO is a different ball game altogether. Franchises need multiple locations SEO but must take into account the unique challenges of managing local search visibility for each outlet.
“Traditional SEO is trying to bring in relevant traffic using targeted search terms while local SEO is that plus a focus on ranking on local terms and within maps, map pack and local reputation building,” Garon said.
“For a franchise or a local business, local SEO will be an essential piece of your strategy.”
Here are some of the key differences between multi location SEO and traditional SEO:
| Aspect | Multi Location SEO | Traditional SEO |
| Goals | Enhance visibility and engagement in specific local markets for each location. | Improve global online presence and overall search rankings. |
| Content | Tailored to local audiences, reflecting regional preferences and cultural nuances. | Generalized, aiming for broad appeal and relevance. |
| Website | Separate pages for each location with local content and information. | Typically a single set of content applicable universally. |
| Search Competition | Competing against local businesses and other multi-location entities in each specific area. | Broader competition, including major brands and websites on a global scale. |
Five Reasons You Need Local SEO for Your Multi-Location Business
So, why do you need to prioritize local SEO for multiple locations and learn how to rank in multiple cities? Here are five compelling reasons:
1. Enhanced Visibility in Local Searches
By focusing on specific local markets, you’ll appear prominently in local searches, which are increasingly important in a consumer’s decision-making process.
The second aspect of enhancing online visibility involves utilizing localized keyword research and content. This not only improves your search engine rankings but also ensures that the information you provide is relevant and valuable to the local audience.
As a result, each business location becomes more accessible and appealing to its local community, making it easier to rank across various locations.
2. Higher Conversion Rates
Being a multi-location business means having a wider reach, but it also brings in more competition. Local SEO focuses on optimizing each location’s online presence to attract potential customers within its vicinity.
According to BrightEdge, business-to-business (B2B) brands and tech companies generate twice as much revenue from organic channels (such as SEO) than anything else.
Image from BrightEdge
Investing in local SEO should prove to be a lucrative strategy for franchise owners who want to learn how to rank in multiple cities.
3. Target a Geo-Specific Customer Base
Geo-specific targeting is the bread and butter of local SEO. It allows you to tailor your search engine marketing efforts for each location, such as:
• Listing localized contact information (address, phone number, email)
• Using location-specific keywords and meta descriptions
• Creating location pages SEO on the website with relevant content
With local SEO for each location, your franchise locations can better connect with their communities and establish a strong brand presence in the area.
4. Improved Online Reputation and Trust
Multiple locations SEO also involves listing on review sites, building your Google Business Profile (GBP) and getting your presence up on various review sites like Yelp, TripAdvisor and so on.
Doing this lets your customers leave reviews conveniently right after a purchase, enhancing your online reputation.
Images showing a digital marketing agency’s GBP listings across locations
As you build your local SEO via review sites, your Google’s local search ranking improves. These two things build momentum off each other and help you establish trust with your target audience in the long run.
5. Consistency Across Multiple Locations
As you’ve seen, local SEO involves a lot of business listing management. This includes various components like:
• NAP information
• Hours of operation
• Accepted payment methods
Take a look at this property restoration company’s listings across locations:
GBP Listings From Property Restoration Company
The only difference between these locations is the phone numbers. The hours, company name and even the images used are recognizable to belong to the same company.
With multiple franchise locations, it’s essential to ensure consistency across all these elements for each location. Providing accurate and consistent information makes your brand more trustworthy in Google’s eyes, resulting in better local search rankings.
Now that you know why you need multi-location enterprise SEO, it’s time to explore the seven best strategies on how to rank in multiple cities:
1. Optimize Your Website for Local SEO
All local SEO strategies start with optimizing your website. While other aspects like business listings and reviews are essential, your website is still the central hub of your online presence.
Here are some practical tips for optimizing your franchise’s website for local SEO:
Create Individual Location Pages
Think of your website as a giant maze filled with information for your potential customers. Now, imagine if they couldn’t find the exit to reach you – it would be a frustrating experience, right?
The same goes for your franchise locations.
If each location doesn’t have a dedicated page on your website with relevant information and keywords, it will be challenging for customers to find them in local searches. Location pages are designed to bring traffic to your website and, ultimately, your franchise SEO location.
To leverage location pages SEO effectively, consider the following points:
• Dedicate a Unique Page for Each Location: Ensure each location has its page on your website, providing a localized experience for users.
• Incorporate Local Keywords: Use keywords that are relevant to each location, enhancing local search visibility. You can find these terms with localized keyword research.
• Provide Specific Location Details: Include address, phone number, hours of operation and other pertinent local information.
• Showcase Localized Content: Tailor content to reflect local events, news or promotions specific to that area.
• Embed Maps and Directions: Make it easy for customers to find each location by embedding maps and providing clear directions.
Here’s how a kitchen design company is using several location pages for its services:
If you have different services, then you can create location pages for each service to target a wider audience and increase visibility.
However, Garon warns about “going too deep on location pages on your website.”
Instead of pumping out thin location pages, she recommends that you “always think of the usability of the site in conjunction with the SEO strategy.” This means not sacrificing providing value to an audience just for local visibility.
NAP Consistency Across Locations
Inconsistent information can confuse customers and search engines, leading to a loss of trust and lower search rankings. Uniform NAP details ensure a cohesive and reliable brand presence online.
Here are some things to keep in mind when maintaining your NAP details:
• Regular audits: Regularly check that all your location listings have the correct and consistent information.
• Use a standard format: Whether you use “St.” or “Street,” make sure to stick to one format throughout all your location listings.
• Avoid variations in phone numbers: Keep a consistent phone number for each location, and avoid using multiple numbers for the exact location.
• Be precise with addresses: Use the exact address for each location, including suite or unit numbers if applicable.
Consistent NAP details help search engines figure out if all your locations belong to the same franchise, improving overall search visibility and user experience.
Meta Descriptions and Titles for Each Location
While they may not directly impact your search ranking, meta descriptions and titles play a crucial role in enticing users to click through from search results. That’s why you need to exert extra effort when tailoring them for each location.
Here are some best practices for titles and meta descriptions in local SEO:
• Localize Your Titles and Descriptions: Incorporate the specific city or region name to connect instantly with local audiences.
• Keep It Concise Yet Descriptive: Titles should be under 60 characters, and meta descriptions should be between 150-160 characters to ensure they display nicely in search results.
• Include Keywords Strategically: Use relevant local keywords, but avoid stuffing them. The goal is natural, readable content.
Let’s take a look at the kitchen design company’s meta descriptions for each of its locations:
The SEO titles feature the target locations, while the meta descriptions clearly state what’s inside the page right from the get-go.
Avoid generic, duplicate content across locations.
Tailored, location-specific titles and descriptions not only improve click-through rates but also enhance local search rankings, making your business more visible and appealing to the local community.
2. Create and Manage Your Google Business Profile for Each Location
Google Maps is now tightly integrated with Google Business Profile, meaning that setting up and managing your business profile on Maps is an essential part of local SEO. This includes creating a separate listing for each location of your business.
So, how should you do it for each location? There are actually a few best practices to keep in mind if you want to maximize your presence there.
Setting Up Your GBP Listings
This step involves creating a distinct profile on Google for every location of your business, providing accurate and detailed information.
Start with signing into a Google Account and entering your business name. You may find your business in suggested options as you type or need to add it manually. If the business is already verified by someone else, you can request ownership.
Screenshot from GBP’s Create a Profile Page
Next, specify whether your business has a physical location that customers can visit or if it operates in a service area.
For businesses with a storefront, you’ll enter the business address or place a marker on a map. For service-area businesses, define the regions you serve, keeping in mind the recommended boundary limits.
Each listing should also have a unique phone number and website URL, preferably specific to that location. This information aids in enhancing local relevance and customer convenience.
After providing all the necessary details, you’ll choose a verification method to confirm the authenticity of your business information.
Optimizing for Local Visibility
It’s not enough to just create your GBP listings. To prevent penalties while improving local search ranking and visibility, you must adhere to Google’s guidelines and best practices.
Here are some tips:
• Single Profile per Metro Area: Maintain only one profile per metropolitan area to avoid violating Google’s policies.
• Hide Address for Service-Area Businesses: If you don’t have a storefront, ensure your business address is hidden and only your service area is displayed.
• Correctly Set Up as a Service Area Business: During initial setup, specify if you’re a service-area business. If your business model changes, update your profile accordingly.
• Manage Service Area Effectively: Regularly review and adjust your service area settings to accurately reflect the regions you serve.
The thing with local search rankings is that new businesses can quickly rise to the top simply by providing accurate and detailed business information. So, it’s essential to update and maintain your GBP listings regularly to stay competitive.
Managing Multiple Listings Effectively
Business Groups is a GBP feature that helps franchise owners manage multiple listings efficiently. It allows you to create a group of GBPs, making it easier to update information and make changes across all locations at once.
With Business Groups, you can
• Consolidate your locations: Business groups let you group similar locations, allowing for synchronized updates.
• Manage listings efficiently: Update information across multiple profiles at once, saving time and ensuring consistency.
• Centralize monitoring: Oversee reviews and insights for all grouped locations from a single dashboard.
• Enhance consistency and accuracy: Streamlines the process of maintaining uniformity in information across all listings.
As a franchise owner, you can take advantage of Business Groups to streamline your local SEO efforts and maintain a strong online presence for all your locations.
3. Content Strategy for Local SEO
Content is an essential part of all successful local SEO tactics. In order to rank well in local search results, your website needs to have relevant and high-quality content that appeals to both search engines and potential customers.
But it’s not just some boring, generic content.
For franchises, your strategy should be focused on creating unique and location-specific content for each of your locations. Here’s how to do it:
Develop Hyperlocal Content
Hyperlocal marketing is the process of targeting prospects within a particular area, often as narrow as a few blocks or streets. This approach is part of the broader local digital marketing strategy and focuses on targeting people conducting “near me” searches on their mobile devices.
In other words, it’s creating content that you know your neighborhood or specific city location is searching for.
Localized Keyword Research
You can start by finding local keyword opportunities for your business by conducting hyperlocal keyword research. This involves thinking like your customer, so you can understand what terms they would use to search for your products or services in a specific location.
Here are some tips for finding high-quality keywords for your franchise:
• Use Generative AI: You can leverage AI tools like ChatGPT to create a starting list of keywords and understand regional language nuances. It also helps in identifying emerging local trends that could be turned into potential keywords.
• Long-Tail Local Keywords: These are specific phrases that local customers are likely to use. They often have lower competition but higher conversion rates. For example, instead of “coffee shop,” use “artisan coffee shop downtown [City Name].”
• Keyword Clustering: Grouping similar keywords into clusters helps create comprehensive content that addresses multiple related queries. This strategy ensures covering a broader range of local search intents, enhancing the overall reach and effectiveness of your content.
Where To Integrate Your Local Keywords
Once you’ve identified your local keywords, integrating them into your content is crucial. The key is to do so naturally and contextually. Start by including them in high-impact areas like titles, headers and the first paragraph of your content.
But be mindful not to overdo it.
The goal is to make the content readable and engaging for users, not just optimized for search engines. Ensuring a natural flow with local keywords makes your content more appealing to both your audience and search engines.
Content Differentiation Strategies To Avoid Duplicate Content
It’s easy to think that unique content can’t be created because of franchise guidelines and restrictions. However, there are ways to differentiate your content without breaking any rules.
Here are some strategies you can leverage:
• Localize Your Content: Tailor the content to reflect local events, news and cultural specifics. This approach ensures each location page is unique and relevant to the local audience.
• Customer Testimonials and Stories: Incorporate testimonials and stories from local customers. These add a personal touch and vary across different locations.
Screenshot: Digital Marketing Agency Customer Stories and Testimonials for Dallas, Tx
• Highlight Local Team and Services: Showcase the local team, their expertise and any location-specific services or offers.
Screenshot: Dallas Digital Marketing Agency Team
• Use Unique Images and Media: Include photos and videos specific to each location. This not only breaks the monotony of text but also adds a unique visual element to each page.
Creating distinct content for each location might require more effort, but it pays off by improving each page’s SEO value and connecting more effectively with local audiences.
Identify Local Content Needs
Creating content that addresses local needs and interests helps in establishing your business as an integral part of the community. It’s about showing that you’re not just a business operating in the area but a member of the local community.
This involves understanding the community’s interests, problems and values.
With this content, your website isn’t only SEO-friendly but actually user-centric since it resonates with the local audience.
4. Link Building and Citations for Local SEO
If your business is location-specific, it’s important to establish a strong online presence in that particular area. Link building and citations play a crucial role in this process.
Using HARO for Local Link Building
Using tools like Help A Reporter Out (HARO) is a strategic approach to building local links. HARO connects journalists and bloggers with sources, providing a platform for businesses to gain exposure to relevant articles and publications.
Leveraging HARO for local link-building requires a focus on relevance and quality.
You can’t just send someone a pitch for your franchise without considering if it’s relevant to their content. Instead, look for opportunities where your business can add value and expertise to the conversation.
Here’s what a quality HARO pitch looks like:
It’s direct, value-adding and formatted to highlight the best information in your email.
(Read more: 25 Tips To Write a Successful HARO Pitch)
All you have to do is create a HARO account as a Source using the following steps:
• Step 1: Create an account. Click the “Sign Up” button in the page’s top-right corner and provide basic information, such as your name, email address, password, location and industry.
• Step 2: Confirm your email and optimize your profile. HARO will email you a link to activate your account. After activating, you can write a short bio and add social media links to your profile.
• Step 3: Monitor for requests and submit pitches. You can now choose which source requests to answer three times every day. Your pitch should be concise and expert-driven to help journalists sift through your content more effectively.
(Read More: What Is HARO and How To Get Free Links and Press for Your Business)
Managing Citations for Multiple Locations
Citations are simply just mentions of your business name, address and phone number (NAP) on other websites. And you have to manage them effectively if you need to rank well locally.
Consistency is key here.
Consistent and accurate citations across platforms reinforce your business’s credibility and visibility in local searches.
To do this, regularly audit your listings across various directories and platforms to ensure accuracy and consistency. This includes correcting any discrepancies and updating information if your business details change.
5. Using Reviews and Social Media in Local SEO
You shouldn’t forget about your client’s votes of confidence through positive reviews. Stellar reviews can boost your local search rankings and attract potential customers.
Review Generation Campaigns
Once you set up your GBP listings and get your citations in order, the next step is to start generating reviews from satisfied customers.
Online reviews are a major factor in local SEO.
Positive reviews improve your company’s reputation and local search rankings. There are several campaigns you can launch to start generating reviews for your locations, such as:
• Email Campaigns Post-Purchase: Send follow-up emails after a purchase or service, politely asking for a review.
• Incentive Programs: Offer discounts or special offers in exchange for honest reviews.
• Social Media Contests: Use social media platforms to run contests where customers can participate by submitting reviews.
• QR Codes in Physical Locations: Display QR codes in stores that direct customers to review pages.
• Personalized Requests: Make personal requests for reviews from satisfied customers, especially those who have had a positive interaction with your business.
The key is to make leaving reviews as easy and as convenient as possible for your customers. Be transparent about your intentions and avoid an aggressive or manipulative local SEO strategy that may harm your business’s reputation.
Responding to Positive and Negative Feedback
Of course, you can’t control every review you receive, and there will always be some negative feedback. And it’s not easy. You have to think of your business’s overall reputation but also the customer who provided the feedback.
So how do you handle both?
This requires a balance between professionalism and personal touch. For positive reviews, express gratitude and reinforce the positive aspects mentioned. For negative reviews, address concerns sincerely and offer solutions or follow-ups.
A good review response should follow a three-point framework:
• Acknowledge: Always acknowledge the reviewer’s experience, showing that you value their feedback.
• Personalize: Tailor your response to the specific details of the review, avoiding generic replies.
• Resolve: Offer solutions or next steps, especially for negative reviews. This shows commitment to customer satisfaction.
Leveraging Reviews on Social Media and Web Pages
You can use reviews to do two things: generate more of them and attract new customers.
Linking reviews on your social media pages can encourage more customers to leave feedback, as well as showcase your business’s positive reputation to potential customers.
Images from Digital Marketing Agency’s Facebook Account
You can also feature customer reviews on your website or landing page as testimonials to boost credibility and trustworthiness. Use website widgets, social media plugins and review management tools to easily display reviews on your online platforms.
Screenshot from Digital Marketing Agency Homepage
Some review management tools also offer features like email campaigns and promotional offers for customers who leave reviews.
6. Social Media for Local Engagement
Social media and SEO seem two different things on the surface. However, they actually complement each other in driving traffic to your website.
Having a strong presence on social media platforms like Facebook, X (formerly known as Twitter) and Instagram improves your local SEO by increasing brand awareness and engagement with potential customers.
Creating Location-Based Social Content
While location pages SEO are static and provide essential information like address, hours and services, location-based social content is dynamic and engages the audience with current events, promotions and community interactions.
Screenshot From Healthcare Company’s Instagram Post
For example, a franchise can post about an upcoming local event, offer special deals for customers in that particular area or showcase community involvement. This content type is effective in social media because people are more likely to engage with and share content that is relevant to their location.
Screenshot From Digital Marketing Agency’s Instagram Post
Measuring Social Media Impact
You don’t want to aimlessly post on social media without measuring its impact. Utilize analytics tools to track your post’s performance. While each social platform will have different metrics, in general, you want to look at the following metrics:
• Engagement Rate: Track likes, comments, shares and reactions to gauge audience interaction.
• Reach: Monitor how many people are seeing your posts. Higher reach indicates wider visibility.
• Click-Through Rate (CTR): Measure the number of clicks on content or links in your posts.
• Conversion Rate: Assess how often interactions lead to desired actions like sales or sign-ups.
• Follower Growth: Keep an eye on the increase in your social media followers over time.
These metrics allow you to see what types of content and strategies are resonating with your audience and adjust accordingly.
The Best Social Media Platforms for Location-Based Content
Right content, wrong platform? That’s a problem.
To make the most out of location-based content, it’s essential to choose the right social media platforms that work best for your franchise business. Here are some options to consider:
• Facebook: Ideal for sharing a mix of content types, including news, events and community stories. Effective for businesses seeking to engage with a wide range of age groups and interests.
• Instagram: Perfect for visually-driven content. Use Instagram if your business benefits from showcasing images or videos, such as food, fashion or lifestyle-related services.
• X: Great for real-time engagement and news updates. It suits businesses that have frequent updates or want to engage in public conversations.
• LinkedIn: Ideal for B2B businesses or those targeting professionals. Use LinkedIn for more formal, business-oriented content and networking.
You don’t have to limit yourself to one platform, though. If you see there’s value in having a presence on multiple platforms, go for it! Just make sure to prioritize the ones that align with your target audience and local SEO tactics.
7. Tracking and Improving Local SEO Performance
While there’s no explicit secret sauce for succeeding in local SEO, there are some tools that you can use to track your local SEO performance.
Here are some of the best local SEO tools you can use today:
• Semrush: This tool offers extensive features for listings management, ensuring visibility where it matters most. It helps monitor your search rankings and provides detailed reports on your local SEO performance.
• Rize Reviews: This tool specializes in reputation management, tracking reviews across platforms and offering insights into customer sentiment.
• Ahrefs Rank Tracker: Ahrefs provides a detailed analysis of your search rankings, allowing you to track your performance over time and against competitors.
• Yext Listings: Yext helps manage your digital presence across various directories, providing a centralized platform to control how your business appears online.
Like social content, local SEO is not a one-and-done deal. It requires constant monitoring and improvement in order to stay ahead of the competition and drive more conversions.
Build a Franchise-Perfect SEO Strategy Today
Local SEO for one location is hard enough. Make it a multi-franchise business, and it can be a real challenge. So take a step back, assess your current strategy and start implementing these local SEO tactics to boost your visibility, reputation and conversions.
If you need help building a multi-location local SEO strategy, Thrive Internet Marketing Agency is your go-to partner. With years of experience working with franchises, we have the expertise and tools to take your local SEO to the next level.
