Manage Your Listings and Google Business Profiles.
✓ With possibly conflicting information like different operating hours and multiple locations, franchisees have to pay more attention to their listing. A Google Business Profile will allow you to keep tabs on relevant information like name, address, and phone number (NAP) all in one place.
✓ Conflicting information will count against you with things like Google’s ranking algorithm, as well as confuse potential customers. This becomes more important for franchises as there can be some potential confusion with the existence of more than one location, often in close proximity.
✓ While Google might get the most attention, it’s not the only place you should list your franchise. You should register your business on Bing Places for Business and other local directory sites like Yellow Pages.
Improve your Google Business Profile.
✓ Populate your GBP with high-quality video and images. Not only does this make your profile more interesting to anyone who comes across it, but it also signals to Google that you’re actively engaged on the platform. Make sure to include tags and descriptions for any content you post!
✓ Check your links and redirects regularly. Make sure that all of your Call-to-Actions (CTAs) like making a reservation or checking a menu take visitors to the correct URL.
Location-specific landing pages.
✓ Once a potential customer has clicked on one of the CTAs on your Google Business Profile, they should be redirected to a webpage specific to that franchise location. As mentioned, these pages can either be set up in mass by the franchisor or managed individually, but there are some things that every location-specific page should have.
✓ These sites should have everything a visitor needs to learn more about your business and navigate to the nearest location. Include up-to-date operating hours, contact information, and directions. You can even include Google Maps integrations on your website to make it easier for your customers to navigate to your location.
✓ Take advantage of these pages to post pictures of your product and staff. Include compelling local testimonials that show off that you’re a trusted local business. If you post any longer copy, make sure to use location-specific terms like “the best ice cream in Santa Monica” in whatever you post.
Optimize your website.
✓ Schema markup will also allow you to include location-specific keywords within your website and boost local engagement. You will have the opportunity to build in key information like location, price range, and rating right into your website. This will make the information easier for Google to understand and present to your customers.