Brisbane Franchise (8 Locations) — Local SEO
An 8-location franchise was running one GMB listing for all locations — local SEO delivered 167% more organic calls per location.
TL;DR
- Challenge:
- An 8-location Brisbane franchise with one GMB profile getting zero organic leads at individual locations.
- Approach:
- Individual GMB profiles per location, location-specific pages with unique content, centralised review dashboard.
- Result:
- +167% per-location organic calls, locations in local 3-pack 1 → 6 (of 8), total reviews 28 → 184.
Key Results at a Glance
+167%
Organic calls per location
+500%
Locations in local 3-pack
+557%
Total Google reviews
Client Context
Business Type
Home services franchise (pest control + lawn care)
Founded
2009
Team Size
8 franchisees + head office
Market
Brisbane metro (8 locations)
Revenue Tier
$8.8M franchise system revenue
Stack Before
Single GMB profile, one generic "locations" page, no per-location marketing
The Challenge
The franchise had a single Google Business Profile and one website page representing 8 locations. Individual franchisees were getting zero organic leads and blaming head office for poor marketing support.
Goals & KPIs
North-Star Metric
Get each of the 8 locations into its local 3-pack and cut franchisee complaints
Supporting KPIs
Locations in local 3-pack
Target: 6+ of 8
Organic calls per location
Target: 15+/month avg
Total Google reviews
Target: 150+
Franchise renewal rate
Target: 100%
Per-location traffic
Target: 1K+/month avg
Discovery & Research
Audit Findings
- •Single GMB profile covering 8 locations
- •Generic "locations" page with all 8 in text list
- •No location-specific content
- •28 reviews spread across 8 locations
- •Franchisees complaining about head office marketing
Baseline Issues
- •6 calls/month per location (average)
- •1 of 8 in local 3-pack
- •28 reviews total
- •Franchisee dissatisfaction
Competitor Insight
Top AU home services franchises ran per-location GMB profiles + location pages + centralised review workflows.
Audience Insight
Local home services searchers use "pest control [suburb]" queries — a shared GMB profile ranks nowhere for any of them.
Strategy
Core Hypothesis
“If we split GMB profiles + build location pages + centralise review workflow, then each location wins its local 3-pack because Google treats each suburb as separate.”
Positioning Shift
Repositioned as "Brisbane's local franchise network — real local service, backed by system reliability".
Channel Mix
Multi-location GMB setup · 40%
Individual local rankings
Location-specific pages · 30%
Unique content per suburb
Centralised review workflow · 20%
Scale + consistency
Franchisee training · 10%
Adoption + retention
Our Approach
Franchise local SEO framework
Created individual GMB profiles for each of the 8 locations with unique photos, service areas, and operating hours — properly linked to location-specific website pages.
Multi-location website pages
Built 8 location pages with unique content: suburb coverage maps, local team bios, area-specific service descriptions, and embedded reviews for each location.
Centralised review management
Implemented a central review monitoring dashboard for head office with automated alerts for negative reviews and templated response guides for franchisees.
Phased Roadmap
Weeks 1–4
GMB Split
- →Individual GMB profiles per location
- →Store code assignments
- →Location-specific photos + hours
- →Franchisee training on GMB
Weeks 5–16
Location Pages
- →8 location pages with unique content
- →Suburb coverage maps per location
- →Local team bios + testimonials
- →Schema markup per location
Weeks 17–32
Review Workflow
- →Centralised review dashboard
- →Post-service SMS review requests
- →Response templates for franchisees
- →Reviews: 28 → 184
What We Built
The Results
Average Organic Calls per Location
Before vs After — 8 Months
| Metric | Before | After | Change |
|---|---|---|---|
| Organic calls per location | 6/month avg | 16/month avg | +167% |
| Locations in local 3-pack | 1 of 8 | 6 of 8 | +500% |
| Total Google reviews | 28 (combined) | 184 (across locations) | +557% |
“Each franchisee now has their own local presence. Lead complaints dropped to zero and franchise renewals are at an all-time high.”
Paul T.
Franchise Director
Key Insights
- →One GMB profile for multiple locations is local SEO suicide
- →SMS review requests hit 34% response rate — email hit 6%
- →Franchisee renewal became a non-issue once each location had its own local presence
- →Centralised review response templates protected brand voice at scale
What's Next
Adding 4 more franchise locations, launching a franchisee co-op ad budget for Google Ads, and testing localised social media playbook.
Ready to see similar results?
Book a free strategy call — we'll audit your current setup and map out what growth looks like for your business.
Services Used
Representative case study. Figures illustrate the type of outcomes achievable through these strategies for Australian businesses; individual results vary based on market, budget and starting position.