Local SEO Audit Steps to Grow Your Franchise Visibility (Even If You're New)
David Lahav
At Lahav Media, we specialize in franchise SEO and have discovered firsthand that franchise businesses face unique local search challenges that single-location businesses simply don't encounter. What works for single-location businesses often falls short when you're managing multiple franchise locations. Here's my field tested approach to auditing your franchise's local SEO.
Why Franchise Owners Need a Different Kind of Local SEO Audit
If you're running multiple franchise locations, you've probably noticed something frustrating—some locations thrive in local search results while others remain virtually invisible, even when they offer identical services.
Here's the reality: 86% of consumers use Google Maps to find local businesses, but many franchise owners waste thousands of marketing dollars because they're not properly optimized for local search. The problem gets worse with each new location you add.
"I was spending $2,500 per month on digital ads for each of my six franchise locations, but my competitors were still showing up above me in local searches. After a proper franchise-focused SEO audit, we identified the issues, fixed them, and now rank in the top 3 for all our target keywords—without increasing our ad spend." — A multi-location franchise owner I worked with last year
Let's fix this problem with a franchise-specific Local SEO audit.
A Local SEO audit for franchises is a systematic evaluation of how well each of your locations appears in local search results. Unlike standard SEO audits, a franchise-specific audit examines both your individual locations and your brand as a whole.
Think of it as a health check-up for your franchise's online visibility. It reveals which locations are underperforming, identifies inconsistencies across your network, and shows you exactly what to fix to boost your visibility where it matters most.
Franchise GBP Audit Cards with Clickable Checkmarks
Step 1: Audit Your Google Business Profiles Across All Locations
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Your Google Business Profile (GBP) is the cornerstone of local visibility. For franchise owners, the challenge is maintaining quality and consistency across multiple profiles while allowing for local relevance.
1. Check Profile Ownership and Access
First things first—make sure you actually have owner-level access to all your franchise location profiles.
Action Items▶
Verify who has access to each location's GBP (is it you, corporate, or individual franchisees?)
Set up a Location Group in Google Business Profile Manager to manage all profiles from one dashboard
Create a standardized access policy (who can edit what and when)
2. Audit NAP Consistency Across All Locations
NAP (Name, Address, Phone) consistency is crucial, especially for franchises where small variations can create big problems.
Action Items▶
Export all your GBP data to a spreadsheet
Check each location's name format (Is it "Brand Name - Location" or "Brand Name Location"?)
Verify that phone numbers are location-specific (not all routing to a central call center)
Confirm that addresses follow the same format (Suite vs. #, St. vs. Street)
3. Review Categories and Attributes for All Locations
Action Items▶
Ensure all locations use the same primary category
Add relevant secondary categories (especially if certain locations offer unique services)
Check that all applicable attributes are selected for each location (veteran-owned, wheelchair accessible, etc.)
4. Audit Photos Across All Locations
Generic corporate photos won't cut it for local SEO. Each location needs its own authentic visuals.
Action Items▶
Verify each location has at least 10 high-quality photos
Ensure photos show the actual location (interior, exterior, team)
Check that photos have proper alt text and file names including location keywords
5. Review the Quantity and Quality of Reviews
Reviews are a major ranking factor for local SEO, and franchises often have wildly uneven review profiles.
Action Items▶
Create a spreadsheet comparing review counts across all locations
Identify underperforming locations (those with fewer than 25 reviews)
Check response rates (are all reviews being answered within 24-48 hours?)
Look for location-specific keywords in reviews and responses
Step 2: Audit Your Franchise Website for Local Optimization
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Many franchise websites are beautifully branded but poorly optimized for local search. Here's how to fix that.
6. Check for Location-Specific Landing Pages
Every franchise location needs its own dedicated page—not just a mention in a directory or a pin on a map.
Action Items▶
Verify each location has a unique URL (like yourbrand.com/locations/city-name)
Check that each location page has at least 500 words of unique content (not duplicate content across locations)
Ensure each page has an embedded Google Map with the correct address
7. Audit Title Tags and Meta Descriptions
Action Items▶
Check if location pages have city names in their title tags
Verify meta descriptions mention location-specific services or features
Create a template for consistency while allowing for local customization
8. Review Location Schema Markup
Schema markup helps search engines understand the relationship between your brand and your individual locations.
Action Items▶
Verify each location page has proper LocalBusiness schema
Confirm that your schema shows the relationship between locations (parent organization)
Use tools like Google's Rich Results Test to validate your schema
9. Check for Local Keyword Optimization
Action Items▶
Audit content for location-specific keywords (city, neighborhood, nearby landmarks)
Check headers (H1, H2) for local keyword inclusion
Review internal linking between location pages
10. Audit Mobile Friendliness and Page Speed
Action Items▶
Test all location pages on mobile devices
Use Google PageSpeed Insights to check load times for each location page
Identify common issues affecting multiple location pages
Step 3: Audit Your Citation and Directory Presence
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Franchises often have a citation nightmare—inconsistent listings across hundreds of directories.
11. Check for Consistency Across Major Directories
Action Items▶
Audit your top 15 citation sources (Google, Yelp, Facebook, Apple Maps, etc.)
Create a spreadsheet tracking NAP consistency issues
Identify missing locations or outdated information
12. Review Industry-Specific Directories
Action Items▶
Check that all locations are listed in relevant industry directories
Verify that listings contain consistent information
Identify high-quality local directories specific to each location's area
13. Audit Duplicate Listings
Duplicate listings are common for franchises and can severely impact local rankings.
Action Items▶
Search for variations of your business name to find duplicates
Check for old locations that should be marked as permanently closed
Identify listings created by well-meaning franchise managers or staff
Step 4: Audit Your Local Link Profile
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Links from local websites to your location pages are powerful ranking signals.
14. Check Backlinks to Location Pages
Action Items▶
Use Ahrefs or similar tools to check backlinks to each location page
Identify locations with few or no quality local backlinks
Look for location-specific link opportunities (chambers of commerce, local news sites, community organizations)
15. Audit Competitor Backlinks by Location
Action Items▶
Identify your top 3 local competitors in each market
Analyze their backlink profiles for location-specific opportunities
Create a location-by-location backlink acquisition plan
Step 5: Audit Local Performance and Analytics
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Data shows you which locations need the most help and where to focus your efforts.
16. Review Google Business Profile Insights by Location
Action Items▶
Export GBP insights for all locations
Compare views, clicks, calls, and direction requests
Identify underperforming locations and analyze why they're lagging
17. Analyze Organic Traffic to Location Pages
Action Items▶
Use Google Analytics to check traffic to each location page
Review bounce rates and time on page by location
Compare conversions (calls, form submissions) across locations
18. Audit Local Keyword Rankings
Action Items▶
Track rankings for your core keywords plus city name for each location
Identify patterns (are certain locations consistently underperforming?)
Compare rankings to review count, backlink profile, and on-page factors
Creating Your Franchise-Wide Local SEO Action Plan
After completing your audit, you'll likely have a long list of issues to fix. Here's how to prioritize:
Fix Critical GBP Issues First – These have the fastest impact on rankings
Address On-Site Location Page Problems – Especially missing pages or thin content
Clean Up Citations and Directories – Focus on the most important directories first
Develop a Location-Specific Review Strategy – Target underperforming locations
Create a Local Link Building Plan – Prioritize locations with the fewest quality links
As a franchise owner, conducting a comprehensive Local SEO audit might seem overwhelming—especially if you're managing multiple locations. That's why many franchise networks partner with agencies that specialize in multi-location SEO.
At Lahav Media, we understand the unique challenges franchise owners face because I experience them firsthand with my own cleaning franchise locations. Our franchise-specific audit process has helped multi-location businesses increase their visibility across all territories while maintaining brand standards.
If you're ready to uncover what's holding back your franchise locations in local search, start with the audit checklist above or reach out for a personalized franchise SEO evaluation. Your competitors are already optimizing their local presence—don't let them dominate the markets you've worked so hard to develop.
Want a franchise-specific Local SEO audit for all your locations? Contact us for a free consultation and location visibility report.
Stop renting digital visibility at penthouse prices!
How often should franchise owners conduct a Local SEO audit?
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Perform a comprehensive audit every 6 months, but monitor key metrics monthly. Since franchise locations often have different competitive landscapes, rotate through a detailed analysis of a few locations each month rather than trying to audit everything at once. This staggered approach keeps you on top of issues without overwhelming your team.
Should individual franchisees be involved in the Local SEO audit process?
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Yes, but with structure. Create a franchise-wide audit template and training, then have location managers contribute local knowledge about their specific markets. This hybrid approach maintains brand consistency while leveraging valuable local insights that corporate teams might miss. Franchisees often know which local events, neighborhoods, and competitors matter most in their areas.
How can franchise owners maintain NAP consistency across dozens or hundreds of locations?
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Create a centralized NAP database that serves as your "single source of truth" for all locations. When changes occur (like phone number updates or relocations), update this master file first, then systematically update all online properties. For large franchises, consider using specialized franchise management software that can push updates to multiple platforms simultaneously.
What's the biggest local SEO mistake franchise owners make?
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The most common mistake is creating identical location pages across their website. Search engines penalize duplicate content, so when franchises use the same generic description for every location and just change the city name, they dramatically reduce their local ranking potential. Each location page needs substantial unique content about that specific neighborhood, team, and local offerings.
How can franchise owners compete when multiple franchisees operate in adjacent territories?
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This is uniquely challenging for franchises! First, ensure each location's Google Business Profile has an accurately defined service area matching your territory boundaries. Then, focus on neighborhood-specific keywords rather than just city names, develop content addressing local landmarks or communities within your territory, and build relationships with hyperlocal organizations for location-specific backlinks.
David Lahav
SEO strategist by day, franchise empire-builder also by day (he's figured out how to bend time). As the driving force behind Lahav Media, David rescues franchise businesses from Google's dreaded second page. When he's not crafting digital domination strategies, he's running his own Airbnb and house cleaning franchise—because having just one business is so 2010. David combines data-driven SEO with real-world franchise experience to deliver what matters: more customers, more revenue, and fewer "why isn't my website showing up?" panic calls.
