The Prosperity Media team @ the APAC Search Awards 2024!

SEO for Franchises

Franchise owners manage multiple locations and each one needs to be found online. A clever SEO strategy helps make sure people can find your local spots no matter where they are.

We’re ready to lend a hand because our SEO team knows from experience what it takes to build a franchise SEO strategy. We’ll fill you in on the SEO for franchises we would use to help every location get noticed.

Some of our franchise and multiple location business experience:

SEO for Franchises

When people search online for the services or products your franchise offers, you want your franchise to be one of the first options they see. Good SEO makes this happen by putting your franchise in the spotlight during these online searches wherever your franchise locations exist. 

It’s all about connecting with people who are already on the lookout for what your franchise provides. With SEO, you’re not just waiting for customers to stumble upon your business; you’re actively guiding them to your doorstep. This online visibility is key, especially in a market where being noticed can make all the difference between blending in and standing out.

Keyword Research

Understanding the search terms potential customers use when looking for local businesses like yours is what drives results from keyword research.

You should aim to make your site a primary source of information about your franchise type. This builds credibility with Google, potentially moving your content higher in search results.

Focus on the unique aspects or services of your franchise. These will be your pillar pages attracting visitors and boosting your search engine visibility even for competitive keywords. Use SEO tools for ideas of articles that cover everything related to your franchise’s key offerings.

For example, if your franchise is known for “Casual Dining,” your article cluster might include:

  • The Best Casual Dining Restaurants in [Location]
  • Signature Dishes at [Your Franchise Name]
  • Maintaining Quality in Quick Service

After you’ve found all the relevant keywords, it’s time to start creating your content and establish a strategic internal linking structure.

Internal Linking

Connecting relevant pages on your franchise’s website helps visitors find what they need and shows search engines how your site is set up. This can improve the ranking of your important pages. 

A structure that performs well is:

Homepage > Pillar Page > Articles

Homepage > Menu Specials > Exploring Our Signature Dishes

This is the foundation for creating a topic cluster. Then you just need to write articles for each pillar page. Your linking should look like this:

  • Each article links to its pillar page
  • Each article has a link from another in the same cluster
  • Each pillar page links to the homepage

Avoid using exact match anchor text too much. If you’re writing about “Franchise Business Opportunities,” switch up the linking phrases so that over-optimisation doesn’t hurt your ranking. 

This way of linking also helps boost your whole site, potentially improving the ranking of many pages, not just the pillar page.

Content Strategy

It’s one thing to plan a strategy, but putting it into action is what counts. Consider what kind of content you’ll create for your franchise, how often, and the starting point.

Your strategy should target what will have the most impact on your franchise’s visibility. Identify what’s hard to rank for but offers the best return. This makes your starting point clearer.

Ensure your content highlights your franchise’s strengths and uniqueness. This not only drives more traffic to your site but also boosts your credibility. Keep adding fresh content to your blog about industry news or helpful tips. This means you have a chance of ranking for trending topics which can be easier than established keywords. 

Including the following should also be a part of your content plan:

  • Structured data
  • Keyword rich headings
  • Meta descriptions
  • FAQs

Effective SEO isn’t just about keywords. It’s about creating content that’s engaging, encouraging visitors to stick around and choosing your franchise.

Local SEO

Improving your local franchise SEO can really put you ahead, especially if you’re focusing on particular regions.

Update your Google Business Profile regularly, packing it with keywords relevant to your franchise. This makes your franchise show up on Google Maps and invites customer reviews. The word online about your franchise is influential to potential customers. Encourage your patrons to leave positive online reviews. Their approval can sway future customers and step up your search ranking.

Your local SEO strategy should include creating local landing pages like “Fast Food Franchise in Sydney.” Do this for every specific location that you’re in but edit the content enough to avoid duplication issues.

Link Building

Attracting premium backlinks from authoritative sites indicates to search engines that your franchise’s content is trustworthy and can improve your ranking. 

The way we build these links includes:

  • Digital PR
  • Guest posts
  • Infographics
  • Collaborations

Be selective when it comes to backlinks. Aim for sources related to your industry to enhance your website’s trust level. Successful link building isn’t just about boosting SEO—it can also increase your franchise’s credibility.

Technical SEO

Technical SEO might not be the top priority for a smaller franchise website, but you still want to get it right. Give your franchise websites an annual audit using tools like Screaming Frog or Google’s Page Insights.

Make sure to address the following points as part of your audit: 

  1. Speed up your site.
  2. Make your site mobile-friendly.
  3. Secure your site with HTTPS.
  4. Keep URLs neat, short, and relevant.
  5. Ensure search engines can easily explore your site.
  6. Apply structured data for a clearer understanding of your content.
  7. Manage duplicate content issues with canonical tags.
  8. Confirm your site’s security.
  9. Implement hreflang tags if you have multiple languages

Understanding the Market Dynamics

It’s important to examine local competitors, monitor rankings and be aware of any changes in the industry. It’s not solely about inserting keywords; it’s about customising those SEO tactics to effectively address the desires and preferences of your audience. 

Being aware of these dynamics allows for the modification of your SEO strategies, which can improve your local online presence. Your franchise isn’t just another branch of a larger brand, it should also be a part of your local neighbourhood. 

SEO Challenges

Franchise SEO brings unique obstacles such as managing numerous locations while maintaining a uniform brand image. Instead of just focusing on a single site, there’s a network to consider, each demanding individual attention to rank in local search results. This requires tailored strategies to make sure each branch stands out in its community.

A frequent issue encountered is the problem of repetitive content. It might seem straightforward to copy pages for every location, but this can negatively impact your search engine rankings. Search engines might have difficulty determining which page to show, resulting in poor performance across the board.

What are the Benefits of SEO?

By implementing specific local SEO tactics for each franchise location, you can directly target the right kind of people. This means when potential customers are looking for services or products you offer, your franchise is prominently displayed.

Achieving higher search engine positions also leads to greater brand recognition. As you move up the ranks, your franchise becomes the name that people see. Since individuals often have confidence in Google’s top listings, you’re not only gaining clicks but also establishing credibility and trust.

Being more visible than local competitors means you’re the preferred choice, attracting the audience that might’ve gone to your competitors. This strategic positioning in the marketplace can help you draw and keep local customers, contributing to an increase in sales.

How Long Does SEO Take?

On average, you might start to notice positive changes within 2 months. This timeframe can vary based on factors such as your industry’s level of competition, your website’s past performance, and the state of your content.

Patience is key, as SEO for franchises isn’t a one-time project but a continuous project that needs ongoing work. At first, the pace of progress will seem gradual. But, once the results start to build SEO can become a sustainable and cost-effective marketing strategy. 

Want More People Visiting Your Site?

When you work with us you get direct access to our team, we don’t place you with an account manager like some other agencies. You also get the piece of mind of working with professionals with over a decade of SEO experience. Prosperity is also known for throwing Australia’s largest SEO conference thanks to our standing in the industry. 

We’ve become one of the most established SEO agencies in Australia getting results for a range of clients. Send our team a message to find out what we can do for franchise businesses like yours. Our team will be happy to take a look and give you advice on what you need. 

Frequently Asked Questions

What Is Franchise SEO?

Franchise SEO aims to improve each location’s online visibility in local search results and maintain consistent branding across all sites.

Is SEO Worth It for Small Business?

Yes, SEO is worth it for your small business. It draws in more visitors and improves the chances of turning those visitors into paying customers, all without the necessity for substantial advertising expenditure.

Does SEO Apply to All Types of Businesses?

Yes, SEO applies to every kind of business, from individual entrepreneurs and small-scale startups to sizable enterprises. It’s the main way to ensure that people can find your company online.


Matthew Barby, Senior Director of Acquisition at HubSpot

"Whenever I have companies ask me if there are any great agencies in Australia, I always point them to Prosperity Media. James and team are always pushing out incredibly impactful work, and their depth of knowledge around SEO and content marketing is up there with the best in the world."


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See our results

102 pieces of online coverage

+19,500 Increase in Organic Traffic

+900% Return on SEO Investment

+9530% ROI Based on Total Revenue from Organic Search Traffic

+100% Return on SEO Investment

271% Growth in organic traffic for Open Agent.

356% Growth in organic traffic over a 3 year period.

268% Increase in Organic Traffic

255% Growth in organic traffic.

44.8% Increase in organic traffic.

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