SEO for Franchise Companies

Franchise SEO isn’t just “local SEO plus.” It’s a unique beast I’ve tackled firsthand helping multi-location brands at Trendline SEO.

You’re not just trying to rank for one business—you’re juggling dozens, sometimes hundreds, all under one roof. That means building visibility locally and nationally without stepping on your own toes.

In this guide, I’ll walk you through the exact playbook we’ve used to drive calls, clicks, and in-store visits across franchise networks.

Whether you're a franchisor or franchisee, this guide breaks down everything you need to win local rankings and keep brand consistency at scale.

1. Do Local Keyword Research for Each Franchise

You can't win local search if you’re targeting the wrong terms. I’ve seen franchise brands spend months optimizing for broad keywords like “best gym” or “cleaning services” and wonder why they’re not getting calls. That’s because they skipped local intent.

You need to start with location-specific keywords. Think “gym in Austin” or “carpet cleaning near Cleveland.” These are the searches that lead to store visits and service bookings.

Here’s how I approach it:

• Use Google Keyword Planner, Semrush, or Ahrefs to find keywords tied to each city or region
• Focus on service-based terms that match what each location offers
• Add modifiers like “near me,” zip codes, or neighborhoods to uncover long-tail opportunities
• Don’t ignore question-based or how-to searches that relate to your industry

For example, a dance studio franchise shouldn’t just go after “dance classes.” Add “kids dance classes in Denver” or “adult hip hop dance near me.” These variations are less competitive and show high buying intent.

One mistake I’ve seen is relying too heavily on corporate keyword lists. What works nationally won’t always work locally. Every market is different. What ranks in Phoenix might flop in Minneapolis. That’s why each franchise needs its own research.

Before you touch a location page, make sure the keywords are solid. Otherwise, you’re optimizing content that won’t bring in the right traffic.

2. Structure Your Site to Scale with SEO

Franchise websites need to grow without falling apart. I’ve worked with brands that had 30 locations on separate microsites. Their rankings were all over the place, authority was split across domains, and Google treated each one like a standalone business. Not ideal.

The best setup? Keep everything on one root domain and use subfolders for locations. Something like:

yourbrand.com/locations/chicago
yourbrand.com/locations/dallas

This way, all the SEO strength flows through one domain, and every new franchise location benefits from the site's existing authority.

You’ll also want a clean internal linking structure. At minimum, create a central "Locations" hub page that links to every franchise page. If you're running dozens of pages, group them by state or region to help both users and search engines navigate.

Here’s what I recommend building:

• A main Locations hub (linked from your top nav)
• A subfolder structure like /locations/city for each franchise
• Internal links between relevant pages, like blogs that reference a nearby location

And one critical thing: set up proper 301 redirects if you're migrating from subdomains or separate URLs. I’ve seen traffic tank when brands forget this during a restructure.

Finally, avoid URL cannibalization. Don’t create multiple pages that compete for the same search terms. Each location needs a unique page that stands on its own.

This is your foundation. Get it wrong and everything else becomes harder to scale.

3. Build High-Quality, Unique Location Pages

If you want to rank in local search, every franchise location needs its own page. And not just a clone with the city name swapped. That’s one of the fastest ways to trigger Google’s doorway page filter and get buried.

I’ve worked with clients where we rewrote 50+ franchise pages that were 90% identical. Once we gave each one real substance, rankings and traffic improved across the board.

Here’s what to include on each location page:

• NAP info: Name, address, and phone number, exactly how it appears on Google Maps
• Unique content: A real description of that location, its team, services, and local perks
• Photos: Show the storefront, interior, and actual staff—not stock photos
• Map and directions: Embed a Google Map and mention nearby landmarks
• Local reviews: Pull in a few positive testimonials specific to that location
• Calls to action: “Call now,” “Book an appointment,” or “Visit us in [City]”

I also recommend using LocalBusiness schema on each page. This helps Google understand the location’s info and can trigger rich results like hours, reviews, or directions right in search.

A few real-life tips I’ve picked up:

• Let franchisees submit a short paragraph or “welcome note” in their own voice
• Highlight what makes the location different—maybe they host events or offer a regional menu item
• Avoid using a boilerplate description across all pages. Even 150 words of custom text goes a long way

Get this step right and your location pages become assets. Get lazy and they turn into liabilities.

4. Optimize Every Google Business Profile

This is non-negotiable. If your franchise locations aren’t showing up in Google’s 3-Pack, you’re missing the bulk of local visibility. I’ve seen rankings jump within weeks just from fixing bad or incomplete listings.

Start by claiming or verifying every single franchise location. Each one needs its own Google Business Profile (GBP), and every detail must be accurate.

Here’s what to lock in on each profile:

• Business name: Use your official brand name without stuffing in keywords
• Address and phone: Must match exactly with your site and directory listings
• Website URL: Link directly to that location’s landing page, not your homepage
• Business category: Choose the most specific and relevant category
• Hours of operation: Keep these updated, especially around holidays
• Photos: Upload high-quality shots of the interior, exterior, and staff
• Attributes: Things like “wheelchair accessible” or “free Wi-Fi” help searchers

One thing I always tell clients: the completeness of your GBP matters. Don’t leave fields blank. Google gives preference to fully filled-out profiles.

Also, monitor for duplicate or outdated listings. These confuse search engines and split your reviews. Use Google’s tools to merge or remove them.

If you’re scaling fast, it’s worth keeping a spreadsheet or using a local SEO tool to track listings and updates.

A few pitfalls to avoid:

• Don’t stuff keywords into your business name (e.g., “Bubbles Cleaners – Best Carpet Cleaning Houston”). That violates guidelines and can trigger a suspension
• Don’t link all profiles to the homepage. That kills local SEO signals
• Don’t assume “set it and forget it” works. Profiles need to be checked and updated regularly

A well-optimized GBP can do more for a franchise location than a month of ads. It’s the first impression in search, so make it count.

5. Submit Consistent NAP Citations Across Directories

Citations are simply listings of your business name, address, and phone number on third-party sites like Yelp, Apple Maps, Yellow Pages, and industry directories. And for local SEO, they still matter—especially when you’re managing dozens of locations.

What really moves the needle is consistency. If your franchise’s name is written one way on your site, another way on Google, and a third way on Yelp, search engines get confused. That hurts your local rankings.

Here’s how to handle it:

• Use the exact same business name, address, and phone number everywhere
• Don’t add city names or extra keywords unless that’s part of your actual branding
• Submit to top general directories and niche sites relevant to your industry
• Use a tool like Moz Local or Yext if you’re managing lots of locations
• Include a short, unique description for each location where possible

I’ve helped brands clean up hundreds of mismatched listings. One had a mix of “Main Street” and “Main St.” across platforms. Once we aligned everything, their map rankings noticeably improved within a month.

You’ll also want to periodically audit your citations. Businesses move, numbers change, and directories don’t always sync automatically. Schedule a quarterly check to make sure nothing is off.

Pro tip: if you want to measure ROI from citations, track how many of them send referral traffic or help your GBP rankings. Some will move the needle more than others.

Done right, citations don’t just support SEO—they help new customers find you and trust that your info is legit.

6. Publish Localized Content That Earns Traffic and Trust

Most franchise websites stop at location pages and service descriptions. That’s a mistake. If you want long-term rankings and visibility, you need a steady stream of content—and it has to feel local.

This isn’t about cranking out generic blog posts. It’s about creating content that shows you’re part of the community and that you understand your customers.

Here’s what’s worked well for my clients:

• City-focused blog posts: “5 Summer Events Near Our [City] Studio” or “How to Prepare for Winter Plumbing in Minneapolis”
• Local customer stories: Success stories, before-and-after photos, or testimonials with some context
• Franchisee-written pieces: Let local owners write short updates or community highlights in their own voice
• FAQs and how-tos: Posts that answer common questions—these build topical authority and often rank well even without location keywords
• Event pages or promos: Temporary landing pages for local sales or events (optimized with the city name)

If you’re running content across multiple locations, create a shared editorial calendar and give franchisees a way to contribute without messing up the main brand voice. A good CMS makes this easier.

Avoid the trap of duplicate content. I’ve seen franchises post the same article to 40 different location blogs with just the city swapped out. Google’s not fooled. That stuff rarely ranks.

Content is also an easy way to pick up local backlinks. I’ve had success reaching out to community blogs or local news sites with helpful, location-specific guides. If it’s genuinely useful, they’ll often link to it.

This step builds trust with both search engines and real people. It shows you’re not just a chain—you’re a neighbor.

7. Fix Technical SEO Issues That Can Drag You Down

You can have great content and solid location pages, but if your site has technical issues, your rankings will hit a wall. I’ve seen franchise sites lose traffic simply because their mobile layout broke or pages loaded too slowly on key devices.

Start by checking mobile performance. Over half of local searches happen on phones. Google gives priority to mobile-friendly pages, so if your site is clunky or hard to navigate on a phone, you’re in trouble.

Run your location pages through Google’s Mobile-Friendly Test. Make sure text is readable, buttons are easy to tap, and nothing breaks on smaller screens.

Next up: site speed. If your franchise pages are packed with photos, maps, and embedded videos, they can load like molasses. That kills user engagement and sends bad signals to Google.

Here’s how to clean things up:

• Compress images before uploading
• Use a content delivery network (CDN) if your site serves multiple regions
• Enable browser caching and lazy loading for media
• Choose reliable, fast hosting

Also make sure you’ve submitted an XML sitemap that includes all your franchise URLs. This helps Google index every location page. Use Google Search Console to confirm everything is being crawled and to catch duplicate titles, broken links, or other errors.

One thing I always check: internal linking. Your homepage should link to your location hub, which links to every franchise page. And from each franchise page, link out to related services or relevant blog content. This helps both users and crawlers.

Finally, avoid duplicate URLs. I’ve seen sites with both /location/city and /location/city/ live at the same time. That confuses search engines and splits ranking power. Pick one version and redirect the other.

Fixing these technical basics won’t instantly rocket you to #1, but it clears the road for your content and location strategy to actually work.

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8. Earn Local Backlinks and Community Authority

You can’t fake authority. If you want franchise locations to outrank local competitors, they need backlinks from other local sites. Not just directories—but real, relevant mentions from trusted sources in the area.

This part takes some effort, but the payoff is huge. I’ve had franchise clients jump into the map pack within weeks of landing just a handful of quality local links.

Here’s where to focus:

• Local sponsorships: Sponsor a charity run, school event, or youth sports team. These orgs often list sponsors on their sites with a backlink
• Chamber of Commerce listings: These links are high-trust and easy to get. Most cities have them
• Community blogs or news sites: Reach out with helpful content like “Top 10 Things to Do Near [Franchise Location]” or seasonal tips
• Local award sites: Enter “Best of [City]” contests. Winning usually earns you a mention and link
• Hyper-local directories: Not just Yelp or BBB—look for niche sites tied to your industry or city

One trick I use is the Link Intersect tool in Ahrefs. It shows which sites link to your competitors but not you. That’s a great way to uncover local sites that matter in your space.

Also, make sure every local effort ties back to the right location page. If you’re sponsoring an event in Tampa, get them to link to your Tampa franchise page—not your homepage.

Avoid shortcuts here. Buying links or using shady networks might work short-term, but it’s risky. One rogue franchise doing black-hat link building can hurt the whole brand.

Strong local backlinks do more than boost rankings—they show your brand is plugged into the community. That’s something both search engines and customers care about.

9. Get & Manage Reviews Across Platforms

Online reviews are one of the strongest local ranking factors. They also play a big role in whether someone actually chooses your franchise over the guy down the street.

I’ve seen locations with fewer reviews and lower ratings get buried—even when their SEO was solid. On the flip side, franchises with strong review profiles often outrank bigger competitors.

Here’s how to build a system that works:

• Ask for reviews consistently. Use follow-up emails, SMS, or in-store reminders with a QR code to your Google review link
• Train staff to ask happy customers in person. A simple “We’d love if you left us a quick review” goes a long way
• Respond to reviews, especially the bad ones. A calm, professional reply shows you care and can even turn a 3-star into a 5
• Track review quantity and average rating for each location. Focus on any underperformers
• Use review generation tools if you have a lot of locations. Tools like NiceJob or Birdeye can automate outreach and reporting

A few rules to follow:

• Don’t offer discounts or freebies in exchange for reviews—that violates Google’s policies
• Don’t “review gate” by only asking happy customers. That can get your profile flagged
• Don’t copy-paste replies. Make them feel personal and authentic

Also, showcase good reviews on your site. Embed recent Google reviews on each location page or create a testimonials section. Just don’t mark up third-party reviews with schema—that’s against Google guidelines.

Reviews build trust, drive conversions, and signal relevance to Google. You want them flowing in constantly, not just during a one-time push.

10. Track Performance and Keep Improving

You can’t fix what you don’t measure. I’ve seen franchise teams sink months into SEO only to realize they weren’t tracking the right metrics—or any at all.

Start by setting up location-level tracking. Every franchise page should have its own data flow, so you know what’s working and where you’re falling short.

Here’s what I track across all clients:

• Keyword rankings for “[service] + [city]” using tools like Semrush, BrightLocal, or Moz Local
• Organic traffic to each location page through Google Analytics
• Click-through rate and impressions per location page in Google Search Console
• Calls and conversions using call tracking numbers tied to each franchise
• Google Business Profile insights, especially views, clicks, and direction requests

You can build a simple dashboard—Google Sheets works fine—or use tools that compile all this data into one place. I’ve used Looker Studio for this when managing dozens of locations.

Also, run quarterly SEO audits. Check for:

• Broken links or pages that dropped out of the index
• Duplicate titles or missing meta descriptions
• Google listings that lost verification
• Location pages with traffic declines or bounce rate spikes

If one franchise is underperforming, dig in. Is the location info wrong? Are reviews low? Did a new competitor enter the market?

SEO is always moving. Algorithms change. Businesses relocate. New competitors pop up. You’ve got to keep tabs on each franchise if you want to stay ahead.

This step turns your SEO from a guessing game into a dial you can actually adjust.

11. Keep Brand Consistency and Franchisees Aligned

You can follow every SEO tactic in the book, but if your franchisees go rogue, it can unravel fast. I’ve seen it firsthand—one franchise location stuffing keywords in their Google Business name or launching an unapproved microsite can drag the whole domain down.

This is where governance matters.

Start by creating a “Local SEO Playbook”. It should include:

• Approved formats for business names, NAP info, and meta tags
• Guidelines for content contributions (what’s allowed and what isn’t)
• Step-by-step instructions for reviews, GBP updates, and local link building
• A list of tools or vendors everyone should use for consistency

Decide what the franchisor owns and what franchisees can control. I recommend centralizing anything technical—site structure, GBP setup, schema, redirects. Then give franchisees the ability to add local flavor through content, events, and customer engagement.

Offer training. This could be onboarding sessions, short videos, or even monthly check-ins. The more confident franchisees are with local marketing, the less cleanup you’ll have to do later.

You should also create a brand guide for all online listings. This includes:

• Approved business descriptions
• Logo usage
• How to format address and phone details
• What not to do (like using tracking numbers in public listings without redirects)

As your network grows, consider using a CMS that supports controlled inputs. Some franchises use headless setups where local owners can submit content, but final approval stays with HQ. This lets you scale without losing control.

Consistency doesn’t mean every page is identical—it means every location follows the same high standards. That’s how you keep Google happy and your brand protected.