Getting your business noticed in 2026 seems easier than ever with tools like Google Maps and Google Search to get your brand name out there.
But with new tools comes new rules, and Search Engine Optimization has been one of those digital marketing staples remaining at the top even as the decades pass.
For a business franchise, you have more opportunities to get noticed by the search engines, but also more unique challenges to work through too. Multi-location SEO strategy isn’t the same as a normal local SEO strategy, after all.
So what franchise local SEO mistakes will you need to avoid, and what does local SEO for multi-location franchises look like?
Why Local SEO Matters for Multi-Location Franchises
You may be familiar with the importance of local SEO (Search Engine Optimization).
But did you know that franchise SEO doesn’t work the exact same way?
When it comes to local SEO for multi-location franchises, you’re now working with two different levels of SEO: location-specific and national-level SEO. Basically, you want to ensure you’re optimizing for both and not confusing any search engines.
What you’ll need to do for your business’s SEO will ultimately differ depending on your franchise and how it operates. But keeping that particular principle at the core of your next steps is essential before proceeding.
Otherwise, there are still some other key things you can avoid in order to maintain the quality of your local SEO. Here they are:
Mistake #1: Using One Google Business Profile for All Locations
It may be tempting to set up one Google Business Profile (GBP) and call it a day.
But doing this can confuse Google. According to Google Support, you will need separate listings and separate accounts that each franchisee has access to.
Without this, you are likely to face suspension for all listings. To speed up the process, you can always use Google’s bulk upload feature for Business Profiles if applicable.
No matter what, the key is just to follow Google’s guidelines and label, upload, and detail each listing and location accurately.
Mistake #2: Duplicate or Thin Location Pages
When you provide information for your multi-location franchise, you’ll need to add clear and detailed info for every single listing.
Otherwise, Google may flag a listing as a duplicate, which can lead to suspension. This can happen if your listing doesn’t contain enough information, contains repeated and inaccurate information, or overlaps too closely with another business.
For a multi-location franchise, you can see how this is one of the most common ways for a listing to go wrong.
So in order to avoid this issue from occurring, you’ll have to fill out business details for each franchisee, such as:
- Business phone number
- Individual location address
- Services and products
- Relevant business photos
- Business hours
Basically, you need to ensure that each location has fleshed out profiles that accurately differentiate themselves from the others.
While this can sound tedious, remember that Google does offer bulk editing. Just make sure you fill out the spreadsheet template accurately to avoid confusion.
Mistake #3: Ignoring Localized Content & Keywords
Quality franchise SEO comes with a lot of the standard SEO best practices you’ll see online.
This means high-performing keywords, local and high-quality content, and frequently updated business details. And if you don’t localize your keywords across different business listings, you won’t be competing properly in the SEO game.
What does this mean? Well, you could create a set of keywords for one franchisee like “best cleaning services” and “best maids NYC”. But only some of those keyword phrases may be relevant to a different location under the same brand, and you may need to add or change some as you look at different locations.
Thankfully, franchise SEO services (like SearchBloom, LinkGraph, or IgniteVisibilty) exist to help you organize and create content that performs well across different locations.
But no matter which tools you feel are relevant to you, it’s important to find your own way of developing relevant, localized content in order to optimize each individual listing.
Mistake #4: Inconsistent NAP and Citation Management
Depending on how your franchise operates, you may have the same or different NAP (Name, Address, Phone Number) across different locations.
The key that is true for every business, however, is that information simply needs to be up-to-date and accurate. Keep your NAP consistent where it is relevant to, and update differing details where necessary.
Failing to do this can hurt your local SEO, confusing Google’s search engine and at worst flagging your listings as fraudulent.
Additionally, you’ll need to audit citations of your business across the web to ensure consistency there too. And although this can be time-exhaustive, this is also why SEO management software and platforms exist for your benefit.
Regardless, the central takeaway should be that you need all of your multi-location business details to be accurate across the board.
Mistake #5: Missing Reviews and Local Engagement
Just because your franchise has some reviews in one location or on a wider scale doesn’t mean you’re ready to go.
You’ll need reviews and local engagement for all of your listings, demonstrating an active presence in every relevant location.
But how do you gather this kind of specific customer feedback? We recommend utilizing:
- Local directories
- Review platforms like Yelp
- Local community events
- Local press
- Review collection & management systems
Find the customer feedback solution that feels cost-effective and right for your franchise, and then remember to apply these strategies to every location’s listing.
How to Build a Scalable Multi-Location SEO Strategy
At the end of the day, running a franchise is no easy task, and we can all use any of the marketing assistance we can get.
Google Business Profiles is a powerful tool for this, but it just so happens to also come with clear rules and local SEO practices that can drastically alter the outcome of your results.
But with the right set of multi-location franchise SEO practices, you’ll be able to avoid the classic mistakes that lead to trouble down the line for most businesses.