If you’re running a franchise, you know how important it is to stand out online. Your franchise locations might be competing with local businesses, other franchises, or even each other for visibility in search results. The good news? Improving your SEO strategy, you can increase your chances of showing up where it counts right in front of potential customers.

Set Up a Clear Website Structure

Imagine going to a library where the books have no labels or organization. You’d never find what you need! Search engines feel the same way about messy websites. You need a clean, organized website structure to help both users and search engines.

For franchises, it’s smart to create separate landing pages for each location. These pages should have:

• The location name and address in the URL (e.g., yourdomain.com/locations/chicago)
• Unique content that describes that location’s services, hours, and special offers
• Schema markup (we’ll talk more about this later)

This helps Google understand each location’s relevance to users searching for services nearby.

Optimize Google Business Profiles

Google Business Profiles (GBP) are crucial for local SEO success. When someone searches for “franchise near me,” Google pulls data from these profiles to show relevant businesses. Each franchise location should have its own GBP listing with the following details:

• Correct name, address, and phone number (NAP)
• Business hours
• Photos of the location
• A detailed description of services offered
• Categories relevant to your franchise

Make sure all this information is accurate and consistent across all platforms. If your business hours differ between Google, Yelp, and your website, Google might not trust your info.

Use Local Keywords

Each franchise location serves a different community. To rank higher in local search results, optimize each page with location-specific keywords. Start with phrases like:

• “Best [service/product] in [city]”
• “[Service/product] near [landmark]”
• “Top [service/product] provider in [neighborhood]”

For example, if you run a pizza franchise in Dallas, include terms like “best pizza in Dallas” and “pizza delivery near Downtown Dallas.” Research keywords using tools like Ahrefs or SEMrush to find the most popular local search terms.

Get More Online Reviews

Online reviews impact both your reputation and your rankings. Google uses reviews as a trust signal, so having positive feedback can improve your visibility in search results. Here’s what to do:

• Ask happy customers to leave reviews
• Respond to every review, whether it’s positive or negative
• Encourage reviews on platforms like Google, Yelp, and Facebook

Avoid fake reviews at all costs. Google can spot them, and you could get penalized for it.

Add Schema Markup

Schema markup is a type of code that helps search engines understand your website better. For franchises, local business schema is key. It tells Google details like your business hours, location, and services.

You don’t need to be a coding expert to use schema markup. Tools like Schema.org or Merkle’s Schema Markup Generator make it easy to create the necessary code.

Build Local Backlinks

Backlinks—links from other websites to yours—signal to Google that your business is trustworthy and authoritative. For franchises, earning local backlinks can give your SEO a serious boost. Here’s how to get them:

• Sponsor community events and ask for a link on the event page
• Partner with local businesses and organizations
• Reach out to local newspapers and blogs for features

Make sure the backlinks come from high-quality, relevant sites. One link from a trusted local news site is better than ten from random low-quality blogs.

Create Location-Specific Content

Content marketing isn’t just for national brands. Creating locally focused content can help you connect with your audience and boost your rankings. For example:

• Write blog posts about events happening near each location
• Share customer success stories from different franchise locations
• Post guides or tips related to your services (e.g., “5 Tips for Home Improvement in Orlando”)

This shows Google that you’re active in the community, which can increase your chances of ranking for local searches.

Ensure Mobile-Friendliness

Most local searches happen on mobile devices. If your franchise website isn’t mobile-friendly, you’ll lose potential customers fast. Make sure your site:

• Loads quickly on mobile
• Has a responsive design that adjusts to different screen sizes
• Makes key information (like phone numbers and directions) easy to find

Google also prioritizes mobile-friendly sites in its rankings, so this step isn’t optional.

Track and Adjust Your SEO Strategy

SEO isn’t a “set it and forget it” strategy. You need to monitor your performance and make adjustments based on the data. Use tools like Google Analytics and Google Search Console to track:

• Which pages are getting the most traffic
• What keywords people use to find your site
• Your click-through and conversion rates

Regularly analyze this data to identify what’s working and what needs improvement.

Tools & Resources to Boost Franchise SEO

To improve franchise SEO effectively, you need the right tools to research, implement, and track your progress.

Google Business Profile Manager

Website: Google Business Profile Manager
Your Google Business Profile (GBP) is a cornerstone of local SEO. This tool lets you manage your profile for each franchise location. It’s where you add business details like your address, phone number, hours, and photos.

How it helps:

• Ensures each location appears in local search results and Google Maps
• Allows you to track views, search queries, and customer interactions
• Makes it easy to respond to reviews and update key business information

Keep your business hours updated especially during holidays to build trust with potential customers and search engines.

SEMrush

Website: SEMrush
SEMrush is an all-in-one SEO tool for keyword research, competitor analysis, and content optimization. For franchises, it’s crucial to find local keywords that match each location’s search intent.

How it helps:

• Identifies high-volume, location-specific keywords
• Analyzes competitors’ strategies so you can stay ahead
• Tracks your search rankings, backlink profile, and website health

Use SEMrush to create a content plan targeting local keywords, such as “plumbing services near Orlando” or “best pizza in downtown Dallas.”

TechnicalSEO Schema Markup Generator

Website: TechnicalSEO Schema Markup Generator
Schema markup is structured data that helps search engines understand your website content. TechnicalSEO’s generator simplifies the process by creating code you can add to your site.

How it helps:

• Generates schema for location-specific data (e.g., business name, hours, and services)
• Helps your website show rich results like star ratings, business hours, and reviews
• Improves your local SEO ranking by providing structured data Google can easily interpret

Implement “local business” schema for every location to increase your chances of appearing in local search snippets.

Ahrefs

Website: Ahrefs
Ahrefs is another top-tier tool that focuses on backlinks, keyword research, and competitor analysis. It excels at finding link-building opportunities, which can elevate your franchise’s domain authority.

How it helps:

• Identifies local backlink opportunities from high-authority sites
• Tracks which pages perform best in search results
• Audits your website for SEO errors, such as broken links or duplicate content

Use Ahrefs to monitor competitors’ backlinks and replicate their link-building strategies in your local market.

Google Search Console

Website: Google Search Console
This free tool from Google provides valuable data about how your site performs in organic search. It shows which queries bring users to your site, your site’s click-through rates, and any technical errors that might hurt rankings.

How it helps:

• Tracks the keywords your franchise locations are ranking for
• Alerts you to mobile usability issues or crawling errors
• Offers insights on how Google views your site

Regularly review the “Performance” and “Coverage” reports to catch and fix SEO problems early.

These tools streamline the SEO process, from keyword research to technical optimization and performance tracking.

Improving your franchise SEO takes effort, but the rewards are worth it. Focusing on local SEO, you can increase your visibility, attract more customers, and drive more revenue for each location. Start with these strategies, stay consistent, and watch your rankings climb.