challenges that enterprises and franchises face internally and externally when it comes to local SEO. More importantly, we will talk about how these hurdles have been overcome. https://www.youtube.com/watch?v=MsQ8A8qFRmY

1. Local SEO Firehose
How Enterprises and Franchises Manage Local SEO
March 23, 2022

2. Ben Fisher, Founder, Steady Demand
Google Business Profile Platinum Product Expert and veteran SEO since 1994.
Krystal Taing, Sr. Manager of Solutions, Uberall
Google Business Profile Gold Product Expert managing local strategy since 2014.
Steve Wiideman, SEO Consultant, Wiideman
Author SEO Strategy & Skills, providing strategic planning franchises since 2003.

3. The Problem:
Earning Stakeholder Buy-In

4. ● How franchises and enterprises
can educate corporate
decision-makers and get buy-in.
● How they can help to streamline
efforts and generate proven
results.
● How CMOs should measure SEO
success vs. how the SEO team
measures it.

5. Stakeholder Education
You’re presenting your strategic roadmap
to stakeholders, how do you do so in a
manner that reduces friction on getting
through that roadmap?
Goal:
Get key stakeholders in a room for more
than 30 minutes to
1. breakdown areas of focus,
2. discuss costs,
3. agree on KPIs,
4. and teach them the questions to ask
each month/sprint.

6. Stakeholder Buy-In
Discuss the Process:
1. Do we need to hire additional team members? What roles are required?
2. How much is each new team member going to cost?
3. How much are the SaaS platforms going to cost? Which ones will you be
using?
4. Who will be in charge of this effort and the respective team, tools, and
reporting?

7. Data Management
Platforms What attributes should
multi-location brands be
paying attention to?
How would you convince
stakeholders not to go with
the cheapest option simply
because it’s the cheapest
option?

8. Data Management Platform Prerequisites
❏ Data management, including aggregators Data Axle, Localeze, and Foursquare
❏ Choose the most forward-thinking local page and subpage product on the market
❏ Solutions for scaling data visibility beyond aggregators, including:
❏ Search engines (Google Business Profile, Bing Local, Yahoo! Local)
❏ Navigation engines (Apple Maps, MapQuest, HERE)
❏ Local-Social (Yelp, Facebook, TripAdvisor, Nextdoor)
❏ Industry (Avvo, Houzz, etc)
❏ Regional - the most challenging, often requiring manual placement support
❏ Best in class review management
❏ Monitor, respond, receive notifications
❏ Scoring systems, competitive trends, and performance monitoring
❏ Native review functionality with local page integration and moderation support

9. Local Pages
How do you convince
stakeholders to invest in
location pages and local
specialty sub pages for specific
services or business offerings?
36.9% 17.6%

10. Reputation Management
How do you convince stakeholders to
prioritize a review/rating program?

11. Reputation Management
Quality Quantity Velocity

12. Multi-Location Reporting
How do you convince stakeholders to invest in a robust SEO
suite or better web analytics solutions when they don’t actually
‘do’ anything to move up rankings?

13. Q&A