Franchise SEO is a set of initiatives to improve the search engine visibility of franchise websites, which are websites that promote an overall brand while at the same time offering localized pages for multiple locations of that brand. Strategies include scaling keyword research, creating localized landing pages, and removing duplicate content.
Franchise SEO best practices
Scaling keyword research : To start your franchise SEO campaign, you’ll want to identify and track the keywords that are most valuable to your business. Tracking your core keywords will allow you to monitor a couple of things:
1.Visibility changes for individual keywords
2.Aggregate rankings to see the overall SEO health of your website
3.Localize and segment your keyword tracking
4.Review high priority geographic areas
5.Create location-based pages
Ideally, your location pages would contain the following elements:
-Optimized title tags and content for that specific location
-Customized on-page content for that area
-The address, phone number, and contact information (if a physical address exists)
-Structured data markup from the most specific category in the schema.org library
-Reviews specific to that individual area
-External links to relevant local resources
6.Create and optimize Google Business Profiles
Across all of your physical locations, you’ll want to audit your GBPs to ensure that the following information is accurate:
Primary category (most important),Secondary categories (filled out as completely as possible),Name, Address, Phone number ,Hours of operation
7.Ensure NAP consistency
Another great step to optimize your local pack rankings is to ensure there’s NAP (name, address, phone number) consistency across all of your physical locations. The more consistent this information is across the web, the more likely you are to appear in the map pack results.
8.E-A-T optimizations
Google has a responsibility to try to improve the visibility of sites that they feel will provide accurate information to users. For this reason, it needs to factor in how trustworthy a particular source is. While optimizations for E-A-T will be most relevant to sites in the health and finance verticals, multi-location sites can also leverage these concepts to improve their on-page content.
Here are some of our favorite content elements to utilize E-A-T concepts on your franchise location pages:
-Information about laws and government regulations
-External links to helpful local resources
-Facts about a particular geographic area
-Data points relevant to the local area
-Profiles and information about specific employees at that location