Scaling search engine visibility for franchises: A guide for multi-location brands

Steve Wiideman
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Steve Wiideman: Wiideman Consulting Group, USA

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 1, 22-31

Abstract: Organisations with multiple brick-and-mortar locations face an array of challenges controlling and improving visibility within popular search engines such as Google and Bing. Problems stem from content development at scale to rogue franchisees or location managers competing against corporate efforts rather than working collaboratively. This article references case studies and research to provide a multi-location strategy for improving keyword rankings within blended search results, including digital maps, navigation and organic web search results.

Keywords: SEO; SEO strategy; search engine optimisation; local marketing; franchise marketing; inbound marketing; Google; maps (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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