Blog

Table of Contents

• Introduction

• Why Separate URLs for Local SEO?

1. 1. • Improved Local Visibility
      • Enhanced User Experience
      • Localized Content
      • Better Analytics and Tracking

• Strategies for Implementing Separate URLs

1. 1. • Make Personalised Landing Pages
      • Use localised Schema Markup
      • Make Local Keyword Optimisation
      • Promote Client Reviews

• FAQs

1. • Every franchise location should have its URL.
   • What are the benefits of using separate URLs for franchises?
   • How can I optimize each franchise location’s URL for SEO?
   • Can separate URLs impact my overall SEO negatively?

• Conclusion

 Are you having trouble reaching clients at all of your locations—in multiple towns or countries and increasing your company’s search traffic?  This ultimate blog to SEO for multiple locations will help.

Local SEO is an important aspect of franchises seeking to attract customers in specific geographic areas. A common debate among franchise owners is whether to use separate URLs for each location. This decision can significantly affect your local search rankings, user experience, and overall online presence. 

Why Separate URLs for Local SEO?

It offers significant advantages for local SEO by using separate URLs for each franchise location. When each franchise has its dedicated URL, such as nyc.franchise.com or la.franchise.com, it allows for more precise targeting of local search queries. It ensures that each location’s page is more relevant to users searching in that area.  This approach improves visibility in search engine results for region-specific searches. It enhances the user experience by providing localized content customised to each franchise such as specific addresses, phone numbers, and promotions. It meets user expectations more effectively by contributing to higher engagement and conversion rates. Furthermore, separate URLs facilitate better tracking and analytics, allowing you to monitor the performance of each location individually and make informed decisions based on detailed insights. By optimizing each location’s page with local keywords and content, you also benefit from improved local link-building opportunities, as each page can attract backlinks from local sources, strengthening its authority in the specific market. Overall, separate URLs enable clearer branding and communication, enhance local search rankings, and drive more relevant traffic to each franchise location.

Here’s a closer look at why this approach might be beneficial:

Improved Local Visibility

According to a study, 46% of all Google searches have local intent, meaning users are looking for results relevant to their geographic location. It improves visibility in search engine results pages (SERPs) for queries related to each area. Separate URLs allow each franchise location to target specific local keywords, it becomes easier for search engines to associate that page with local searches, helping to drive relevant traffic to your business when each location has its own optimized page. A study by Moz found that businesses with optimized location-specific pages are 2.5 times more likely to appear in local search results compared to those using a single, generic page.

Enhanced User Experience

A dedicated URL for each franchise location provides a more tailored user experience. According to a report by HubSpot, 76% of users who search for a local business visit that business within 24 hours.  Each franchise location provides a tailored user experience with a dedicated URL by providing a more tailored and relevant browsing experience for customers. Separate URLs for each franchise location significantly enhance the user experience. When users search for a specific franchise location, they expect to find information that is pertinent to their immediate needs, such as the exact address, phone number, operating hours, and local promotions. 

Moreover, separate URLs allow for customized content that resonates with local audiences. Each location can feature unique promotions, events, and updates that cater specifically to the interests and needs of the local community. This localized content not only makes the site more relevant to users but also fosters a stronger connection between the franchise and its local customer base.

Localized Content

 You can create essentials that cater to the local audience by using distinct URLs. You can design, news, events and promotions that are unique to a given location and speak to the needs and interests of the neighbourhood. Localised content can increase traffic to each franchise location and foster a closer relationship with customers. According to a study by WordStream, localized content can increase engagement rates by up to 4.5 times compared to non-localized content. This localized content helps build a stronger connection with customers and can drive more traffic to each franchise location.

Better Analytics and Tracking

You can track the performance of each franchise location individually with separate URLs. This includes monitoring metrics like traffic, conversions, and search rankings on a per-location basis. Such detailed analytics provide insights into which locations are performing well and which may require additional optimization efforts.

To effectively implement separate URLs for franchise locations, consider the following strategies:

Make Personalised Landing Pages

Create distinct landing pages specifically for each franchise location. Every page should have relevant local keywords, contact details, and original content that grabs attention to the location’s particular services. To improve SEO, make sure every page has unique meta tags, titles, and descriptions.

Use localised Schema Markup

Local schema markup gives search engines comprehensive details on every franchise site. In this markup, the name of the company, address, phone number, and hours of operation may all be included. Using local schema increases the visibility of your location-specific content in local searches by assisting search engines in comprehending and displaying it more accurately.

Make Local Keyword Optimisation

To find local keywords that are relevant to each franchise location, conduct in-depth keyword research. To increase search ranks for local queries, use these keywords in your meta tags, headings, and content. Pay attention to the keywords that prospective clients in each region are most likely to use while looking for your franchise.

Promote Client Reviews

Encourage previous customers to post reviews on Yelp and Google My Business for every franchise site. Good reviews can improve your franchise’s reputation locally and raise its rating in local search results. Quickly responding to reviews demonstrates your appreciation for client input and helps to increase local participation. A study found that 87% of consumers read online reviews for local businesses, and 70% of those consumers take action based on those reviews.

Conclusion:

To sum up, using unique URLs for each franchise location can be a very successful way to improve local SEO. You may improve user experience, increase your exposure in local search results, and obtain insightful data about the performance of each location by developing distinctive, location-specific pages. Using local SEO best practices, like content optimisation, schema markup, and local backlink development, will boost your franchise’s online visibility and increase foot traffic to its locations. Adopting this strategy can boost local involvement and, eventually, your franchise’s success.