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Scaling search engine visibility for franchises: A guide for multi-location brands
Journal of Digital & Social Media Marketing,
9
(1),
22-31
(2021)
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.
Keywords: SEO; SEO strategy; search engine optimisation; local marketing; franchise marketing; inbound marketing; Google; maps
The full article is available to subscribers to the journal.
Author's Biography
Steve Wiideman is the Chief Executive Officer of a research and strategy team for organic search engine optimisation, paid search and multi-location search engine optimisation. He is an adjunct professor of business and marketing at California State University Fullerton and at the University of California San Diego. When not teaching, Wiideman works with international brands such as Disney, Applebee’s, IHOP and others.
