Sep 27, 2012
Reaction score
I have been presented an opportunity to work along side some developers and other marketing folk on a joint project. The business has been a local business for several years and they are now franchising. I'm mainly seeking viable resources so I may read up. I am always open to advice, site structure/layout, SEO strategies, etc.

I have never worked on a franchise business and I've done very preliminary reading on it and see, as with all things SEO, there are more then 1 way to skin the cat. I'm looking for resources, thoughts, ideas on what you've done and what has worked or not worked for you.

I have a very small role in this project but it's a great opportunity to broaden my horizons a bit and learn something new. I need a little direction to get going.


Jan 4, 2013
Reaction score
Which vertical? Hopefully it's not competitive...if their is such a thing anymore.

Do you you have a strategy for dealing with DBA's because I'm guessing the franchise's legal name at state and city level records is Joe Bob LLC without mention of Brand name. Possible NAP issues here right out the gate.

Is corporate going to manage website, location pages, and content for franchisees?

Or will corporate allow franchise to have their own website? Or will they have both? This happens all the time.

Or what if the franchise builds a website anyway? "Corporate doesn't get it and I can do better", rumbles franchisee.

What will corporate do when franchise complains that rankings stink in their respective city? Will they develop local content, local citation and link building strategy city by city? Or will they
Let franchisee build their own?

How will franchisor govern content? On its location pages from city to city? What about content on franchise's personal site? Does it have to be approved? How and what is the editing process or guidelines?

Bottom line.

The company most likely isn't considered a "brand" yet in Google's eyes ie weak domain authority. So most locations will struggle if all they have is a location page and 50 clean citations. When that day comes, so will the complaints from franchisees every time a good digital salesman/firm bangs on their door and points out the obvious.

Franchisees pay for a turn key solution. Including marketing. I find that budgets are too skinny per location for a weak brand ready to make the next "subway".

What does the budget need? Responsive site, fresh local content - regularly, locally relevant citations (austin chronical,, austin360 for example) top 50 citations will be easy because the franchisee locations don't exist..yet ie no duplicates and other clean up time killers.

Locally relevant content, citations, and links on the reg. On the corporate site or franchisee site. Do you have that kind of a plan in place?

Adwords - No brainer
Retargeting - No brainer
Display ads - save your money unless you've tackled the above.
Social Media - Facebook only for the purpose of likes and reviews, keep it tight. Tackle the above first. Facebook opens more location cans of worms that are not a priority at this time until the above are tackled you'll probably have 1 fb page. But I will say that Facebook, YouTube, Twitter etc are ripping strong citations if you can make the local page without looking lame ie 11 likes, 12 posts, 1 review.

Sent from my SM-G900V using Tapatalk
Last edited:

Linda Buquet

Local Search Expert
Jun 28, 2012
Reaction score
Thanks Cody. Great stuff!

Hey Luke, I don't mean to be a downer, but here's a post I just shared this week that goes into some of the problem areas so you know what to look out for.

<a href="">For Masochists Only: Multi-Location Franchise Local SEO by Andrew Shotland</a>


Sep 27, 2012
Reaction score
Damn Cody!!! Sure covered a lot and proposed a lot of great questions, THANK YOU. I actually have a meeting tomorrow to learn more about how the franchisor is going to approach this.

I've read several articles (simply about franchises, types, management of them, marketing them, etc.) but have not made it to the optimization side yet. I'm thankful that I am a small piece of this puzzle as there is a lot that needs to be considered, on many fronts.

Linda, thank you for the link. I haven't even made it far enough yet to start searching here. I wanted to get a slight head start to understand the basics of a franchise and what options were available. If I had to guess, I'm going to say the franchisor will want control over everything b/c he is a control freak. But ya never know. I want to help manage his expectations b/c I'm sure he has a small budget but wants the world. Don't they all?

Thanks again guys. Any other viable resources are welcomed.
Similar threads
Thread starter Title Forum Replies Date
Mary SPAM Re: SEO for a Franchise Recycle Bin 0
Linda Buquet For Masochists Only: Multi-Location Franchise Local SEO by Andrew Shotland Local Search 6
Shelly Pros & Cons of Facebook Locations for Local SEO (for a Credit Union) Multi-Location Issues 1
rich_marlatt What Wordpress plugins do you recommend for SEO and Schema Markup? Ask a LocalU Expert [PRIVATE] (LocalU) 4
rich_marlatt Do the number of backlinks from a domain have any impact on local SEO? Local Search 2
brettmandoes Hiring SEO Analyst - Full Time - Remote Accepted Local SEO Job Board 0
ganapathy Wix Platform From SEO point of view Websites, Software, and Security 4
Annika Neudecker One year later, is your GMB/local SEO traffic still up? Local Search 3
Chandra What is the state of reputation management in SEO and marketing? Break Room: Chat and Off Topic 1
djbaxter New Local SEO tool from BrightLocal: Local Search Grid Local SEO Tools & Software 7
F Turkish post: Google My Business local seo Recycle Bin 0
F Google My Business local seo Google Local 101 3
A Pointing SEO friendly domain to old domain and its effect on GMB ranking? Local Search 4
david.victor Best SEO/GMB Reporting Tools for Outreach? Consultant's Corner 4
B SEO A/B Testing is possible... And it is easier than you think Recycle Bin 0
J Voice SEO suggestions? Organic SEO 2
M Client Says SEO Should Be Paid By Commission Only Consultant's Corner 15
Kayla Adam Canadian Local SEO Agency Needed Local Search 3
shively Microsoft Clarity (Local SEO heatmap tool) Local Search 2
djbaxter Webinar Technical SEO Help Hour Oct. 28 Events 0
djbaxter Take the 2020 Local SEO Blackbelt Quiz Events 0
C The value of a blog on a website for local SEO Local Search 58
N Local SEO for Franchisee Local Search 4
D SEO Audit Expert / Consultant Needed Local SEO Job Board 1
djbaxter SEO Cheat Sheet for Small Businesses Organic SEO 0
djbaxter SEO Company Sabotages Ex-Client's GMB & Maps Listing Google My Business & Google Maps 0
DanielTexasLira Has anyone done Local SEO on a Dual Pad Hotel (two different hotel brands sharing the same location)? Local Search 6
djbaxter Do SEOs Blindly Believe Google's John Mueller? Organic SEO 2
djbaxter Google on Canonicalization: SEO Mythbusting Organic SEO 0
djbaxter SEO myth-busting: What is NOT a Google search ranking factor Organic SEO 3
djbaxter What SEOs get wrong about Google updates Google Algorithm Discussions 0
georgebizpro What are your favorite on-page local SEO tactics? Local Search 2
Monica Simpson Local SEO Professional ZOOM - July 17th Events 6
CraigJMount 10-Minute Survey Request for People Who Have Hired SEO Agencies Local Search 1
Andrew Shotland Local SEO Guide is Hiring a Sr Director of SEO Local SEO Job Board 0
Monica Simpson Last Local SEO Zoom Friday July 10 Events 0
P I need a recommendation of a person implementing (vast experience in json-ld and SEO) Local SEO Job Board 4
Monica Simpson Local SEO Zoom - June 25th LSF News and Announcements 0
djbaxter SEO people continue to debate about E-A-T but Google has been clear and consistent Organic SEO 0
L Yelp seo Local Search 2
Monica Simpson Local SEO Zoom - June 19th Events 1
quartercheapersigns Social Media for SEO Mobile & Social 5
Monica Simpson Meet Local SEO professional via Zoom Local Search 1
Monica Simpson Local SEO Zoom Meetup Local Search 1
djbaxter Local SEO Experts You Need to Follow on Twitter Local Search 0
djbaxter New SEO Tool: Was There A Google Update Search Site Organic SEO 0
Monica Simpson Local SEO Zoom Meetup Events 1
JoyHawkins How Do You Do Local SEO Keyword Research? Local Content 15
Srinath Checkout my new Local SEO Audit Tool & Get your Local SEO Score Recycle Bin 0
Monica Simpson Local SEO Zoom Meeting Events 19

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert

Top Bottom