Local SEO Consulting for Financial Services
Local Search Campaign for a National Financial Services Franchisor
Year-over-Year Results
+ 589% increase in number of visits from search to location pages
+ 740% increase in total number of location pageviews
– 22% decrease in overall bounce rate from location pages
A major digital media firm with deep expertise in interactive marketing, media planning, and design hired me to assist with local search strategy and execution for one of its largest clients—a nationally recognized financial services franchisor with thousands of locations across the United States.
Local Search was outside the agency’s core competency, but it was crucial for this client’s success. Despite strong brand awareness, the franchisor’s organic visibility for local-intent searches was nearly nonexistent.
Their challenges included:
Minimal traffic from local search, despite a vast footprint of franchise locations.
Underperforming location pages that failed to rank or convert.
Competitors dominating search results across nearly every major U.S. market.
In short, the client’s local visibility didn’t reflect their national scale—or the trust their brand commanded offline.
I began by conducting a comprehensive audit of the client’s local search ecosystem, assessing technical, structural, and data-management gaps that limited visibility. From that foundation, I helped the media agency and client team develop and execute a holistic, scalable Local SEO framework tailored for multi-location growth.
Key Components:
Store Locator Architecture: Rebuilt to ensure crawlability, strong internal linking, and a clear hierarchy from national to local.
Optimized Location Pages: Enhanced on-page targeting and structured data for every franchise to improve both ranking and visitor conversion.
Google Business Profile Management: Oversaw bulk verification and upload of all locations to ensure consistency and visibility in local packs.
Data Aggregator Submissions: Managed listings across top-tier directories and aggregators to strengthen NAP consistency.
Local “Scent” Optimization: Enhanced the geographic and service relevance of each franchise page through organic on-page tactics.
Analytics Restructure: Reconfigured Google Analytics to isolate and track performance at the location level, enabling more accurate ROI measurement.
Ongoing Analysis: Provided recurring performance reviews, identifying opportunities to further scale visibility and engagement.
By pairing technical rigor with a scalable local content and data strategy, I helped transform local search from a negligible traffic source into one of the franchisor’s most consistent and measurable channels for customer acquisition.