Franchises balance a national brand with local outlets. Local SEO succeeds when both work together.
Brand responsibilities
- A central website with a page for every outlet.
- Brand standards for profiles: names, categories, photos.
- Ownership of Google profiles, with franchisees as managers.
- Review response guidelines; draft templates with our review reply generator.
Franchisee responsibilities
- Local photos and updates.
- Collecting reviews.
- Accurate hours and special hours.
- Local events and partnerships.
Outlet pages
Each outlet page should have unique local details and schema; create it with our local business schema generator.
Avoid conflicts
- No separate franchisee websites competing with the brand site, unless planned.
- No duplicate profiles.
Reporting
Track calls, directions and reviews per outlet.
Read local SEO for multi-branch businesses.
Want the full picture? This article is part of Google Business Profile: the complete guide, our in-depth guide with everything in one place.
