Local SEO for Franchises

Written by: Jason Bayless | June 11, 2015

Local Search Engine Optimization (SEO) can be a difficult front for big franchises. Being an established brand presents some unexpected difficulties in terms of regional outreach. There are a lot of concerns that need to be corporately addressed, but it can be done! This guide demystifies the challenges surrounding locational SEO for large companies.

Mainstream Recognition vs. Local Success

Sometimes, being a bigger entity can work against a franchise. Smaller towns have a tendency to greet corporations with ire and resentment upon arrival. This kind of treatment stems from a perceived battle between Wall Street and Main Street. Many regional populations believe that it is best to stick with local services only. Dispelling this assumption is a very challenging task for large franchises. Overall, established players have to work hard if they want to overcome the notion of an unfair advantage. This is why local SEO tactics are extra important: They are one of the few ways that a brand can demonstrate personal connections!

Target Receptive Areas First

The key to launching a local SEO initiative usually involves figuring out which areas possess the most beneficial demographics. Many franchises make the mistake of trying to target every location at once. It would be much smarter to research the areas that already utilize your brand’s services the most. These regions should be the testing hubs for new SEO approaches. After a successful roll-out in these spots, your company can expand to less established territories.

Have Responsive Services in Each Region

Once you set up a local SEO program, it is important to follow through on your ranking. To hold your ground, the best course of action typically mandates incorporating a regional headquarters in each spot. At the very least, it is wise to install a contact near every area of emphasis. This will allow you to maintain connections with every new click. Accessibility is the foundation of any brand that doesn’t want to seem impersonal. On the other hand, the convenience of quick assistance will cultivate client loyalty among the masses!

Use Geographical Keywords

Obviously, you want to include the area as a keyword during your SEO integration. There are many easy ways to accomplish this mission, but the goal is a smooth and seamless flow of text. The content’s natural rhythm should not be disrupted by blocky instances of keyword stuffing. This kind of strategy will surely backfire, especially if the locale seems like an afterthought. To remedy these potential problems, simply use professionally written material that focuses on the city or state. Also, remember location phrases! To get the most hits, it is clever to switch the prepositions on occasion. For example, you can use “near,” “next to,” “in” and “around.” Be creative with these terms, and think like you are the one typing them into Google!

Don’t Spread Too Thin

If a major franchise tries to hit too many areas at once, they may witness a dwindling of resources. By equally focusing on non-responsive areas alongside reactive regions, you actually do your company a major disservice. To capitalize on every cent of SEO promotion, you need to cut back on places that aren’t integral to your business plan. For example, an urban brand has no reason to target suburbs, and a mountain company has zero need to advertise in the plains. Be realistic with who your brand chooses to approach!

Stay Up-to-Date

Outdated content will dissuade customers who are otherwise interested. Nothing spells out a lack of reliability more than an inability to maintain a current website. Posts should be updated on a monthly basis at the very minimum. Anything less than this frequency seems unprofessional and uninvested.

Final Note

Local SEO is not just for small businesses anymore. The previous tips reveal several mechanisms for big franchises to dominate on the regional front!