Every franchisor understands the importance of reputation for attracting and retaining customers, but many miss the mark when it comes to leveraging local business listings. This oversight often stems from a lack of understanding about how the Google algorithm works—and more importantly, how it can be turned to your advantage.
Google introduced Google My Business profiles in 2014, now known as Google Business Profiles. The goal has always been the same: helping local businesses get found more easily by potential customers.
For franchises, an accurate and up-to-date local listing can make a huge difference – more queries, more walk-ins, and ultimately, higher sales. A local listing with positive reviews (and I emphasize positive reviews) is essential if you want your business to stand out online.
The Google algorithm is highly sophisticated. It can either punish or reward your listing. If your listing contains incomplete or inaccurate information, Google penalizes you by lowering your visibility. But if your listing is filled with positive signals – high ratings, glowing reviews, and prompt responses to negative feedback – Google rewards you by boosting your ranking and increasing your visibility.
Reviews in action
I’ve worked with many franchisors and franchisees, and I’ve seen firsthand how some excel in local SEO while others lag. Consider two businesses, A and B, each with equally optimized local listings. The only difference? Business A has zero reviews, while Business B has 15.
Even if both businesses are equally diligent in their SEO efforts – consistently posting updates and optimizing their listings – Business B will almost always outrank Business A. Now imagine that Business B is your competitor.
By actively requesting reviews from their customers and responding to negative ones promptly and courteously, Business B outranks you on Google’s map pack. When this happens, you’re losing valuable business simply by overlooking a small but impactful action that could draw customers to you.
Google Business Profiles are essential for any franchise looking to strengthen its online reputation and maintain a robust local presence. Remember, most people search for businesses online first.
If you’re not generating and responding to reviews, you risk losing prospective customers to competitors who are. I always say that the best thing you can do for your franchise business – apart from hiring an agency – is to focus on building your review portfolio.
Tweaking categories and other small details are useful, but if you want your listing to outperform the competition, your goal should be to generate as many positive reviews as possible. In the world of local SEO, those reviews are your golden ticket to greater visibility and, ultimately, more business.
