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

Author

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  • Wiideman, Steve

    (Wiideman Consulting Group, USA)

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.

Suggested Citation

  • Wiideman, Steve, 2021. "Scaling search engine visibility for franchises: A guide for multi-location brands," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(1), pages 22-31, June.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:1:p:22-31
    as

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    More about this item

    Keywords

    SEO; SEO strategy; search engine optimisation; local marketing; franchise marketing; inbound marketing; Google; maps;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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