Franchise Location Search Strategy For A National Dog Daycare Network
Maximising local map pack presence and web traffic across 200+ dog daycare and boarding franchise locations.
Dogtopia
A national dog daycare and boarding franchise on WordPress operating 200+ locations across the US and Canada.
Industry
Franchise / Pet Care
Focus
Dog Daycare & Boarding
Target Audience
Local Dog Owners Across US & Canada
Website
dogtopia.comThe Challenge
Individual franchisees created inconsistent GBP listings, social profiles, and local content, diluting central brand authority and confusing Google's local ranking signals.
Dogtopia
" Franchisees were fragmenting the brand across inconsistent local listings. "
The Strategy
Franchise SEO governance
Built a local SEO governance framework defining what franchisees own locally and what corporate controls centrally, ending the free-for-all.
Centralized GBP management
Consolidated Google Business Profile management under corporate so categories, services, and photos stayed consistent across all 200+ locations.
Standardised location templates
Rolled out a standard franchisee location page template so every location shipped with the same schema, structure, and local optimisation baseline.
Local pet care content clusters
Built local pet care guides and clusters that tied into franchise location pages, funneling informational search into daycare bookings.
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