Sneha Jasrasaria Quick answer
Each location needs its own verified Google Business Profile, its own page on your website with unique details, and its own stream of reviews. Keep brand details consistent from the centre, but let each outlet share local photos, offers and updates.
Key takeaways
- One verified Google profile per real location
- One unique website page per location
- Reviews should be collected at each outlet
- Central brand rules with local content works best
A franchise brand might be well known nationally, yet each outlet competes locally with nearby businesses. Local SEO needs to work location by location.
1. A Google profile for every location
- Verify each real outlet with its own address and phone.
- Use the same brand name format everywhere.
- Add local photos of the actual outlet.
- Keep hours accurate, including festival days.
2. A location page on your website
Each page should include:
- Address, phone, hours and an embedded map.
- Local landmarks and directions.
- Photos of the outlet and team.
- Local offers and reviews.
- LocalBusiness schema for that location.
3. Reviews at every outlet
Train staff to ask for reviews and give each outlet its own QR code. Share a monthly leaderboard to motivate teams. See how to get more Google reviews.
4. Central control, local voice
| Central team | Local outlet |
|---|---|
| Brand guidelines and templates | Local photos and stories |
| Profile ownership | Weekly posts |
| Review replies policy | Asking customers for reviews |
| Monthly reporting | Local events |
5. Check the real experience
Rankings mean little if the in-store experience lets people down. Brands like Aldo and Superdry use our mystery audits to check service across stores. Read what a mystery audit is.
6. Launches
New outlet? Create the profile and page before opening day, and plan a launch campaign. See our guide to marketing a store launch.
Reporting across locations
Create a simple monthly dashboard comparing each location on profile views, calls, direction requests, reviews and rating. It shows which outlets need support and which practices to copy.
Common mistakes
- Duplicate profiles for the same outlet.
- Closed outlets left active.
- Location pages with copied text.
- Franchisees creating profiles under personal accounts.