I’ve got a serious sweet tooth—but I won’t sugarcoat it: SEO is tough. Over the past 15 years, Google and other search engines have become significantly more intelligent. What used to be a relatively simple digital marketing strategy has evolved into a complex, ever-changing practice, especially when it comes to franchise and multi-location SEO.

Optimizing for a single restaurant is challenging enough. Doing it for dozens—or even hundreds—of locations across different markets? That’s next-level difficult. Each city brings unique competition, customer habits, and local search behavior. Here’s how to approach local SEO for chain restaurants and franchises to make sure each location has the visibility it deserves.

What is SEO? A Quick Overview

Search Engine Optimization (SEO) is the process of improving your website’s visibility in search results, utilizing a combination of on-page elements (content, keywords, internal linking, structure, and code) and off-page signals (authority, backlinks, and online reputation).

Most brands show up easily for their own names, called branded search terms like “CoreLife Eatery.” But new customer growth relies on non-branded search terms like “healthy restaurants” or “vegan lunch spots.” That’s where SEO becomes vital. These are the terms that bring first-time customers to your site—and ultimately, through your doors.

When SEO started gaining traction in the early 2000s, it was mostly about page titles, meta tags, and getting a few good backlinks. Today, it’s a full-blown discipline requiring strategy, patience, and continuous improvement.

Start with Keyword Research

Keyword research is your first and most critical step. Tools like Google Keyword Planner/Google Search Console, SEMrush, and Ahrefs can help identify what people are searching for in your market.

Focus on three key keyword types:

1. Branded Keywords

These are your easiest wins. Think of all variations of your restaurant’s name (“CoreLife,” “CoreLife Eatery,” “Core Eatery,” “CoreLife Eatery DeWitt”). Your goal is to rank #1 for every branded term.

2. Non-Branded General Keywords

These are broad phrases like “restaurants near me” or “lunch in Syracuse.” They target people who aren’t familiar with your brand but are actively searching for a place to eat.

3. Non-Branded Specific Keywords

These are where you compete for relevance and quality. Think “gluten-free lunch,” “vegan bowl restaurant,” “salads near me,” or “healthy takeout.” These terms are competitive but crucial because they drive qualified traffic and new customers. Start small: aim for 30–40 well-researched, high-intent keywords per location or service category.

Local SEO Basics for Restaurants

Every restaurant, regardless of size, should implement the core pillars of SEO:

• Targeted Keyword Use: Assign 1–3 strategic keywords per page.

• Clean URL Structure: Make sure URLs are readable and keyword-rich (e.g., /locations/syracuse-ny).

• Navigation: Ensure every significant page is accessible from your main navigation. For example, include all services/products on the main menu.

• Metadata: Use your keywords to write compelling and consistent title tags and meta descriptions.

• Alt Text for Images: Don’t forget to describe images for accessibility and SEO value.

• Schema Markup: Use restaurant-specific schema to help search engines understand your site.

• Sitemaps and robots.txt: Submit your sitemap and configure indexing rules through Google Search Console.

Advanced Local SEO Tactics

Once the basics are in place, it’s time to build localized strategies.

Build Location-Specific Pages

Each restaurant location should have its own page, which must go beyond a simple address and phone number. Strong local pages should include:

• Store hours, contact info, and location-specific offerings

• Embedded Google Maps

• Location photos and storefront images

• Local reviews and testimonials

• Area-specific promotions or community events

• Links to relevant third-party listings (Google, Yelp, etc.)

Pro Tip: Use unique content for each page. Duplicate content across locations can hurt your rankings. For example, when creating content for your specific location, become dependent on the area you are located in. Include sports teams, districts, and local events or things to do. 

Leverage Local Listings

Claim and optimize your listings on major platforms:

• Google Business Profile (GBP)
• Yelp
• TripAdvisor
• Facebook (local pages for each location)
• Apple Maps
• Instagram
• LinkedIn

These platforms often rank higher than your website, so treat them as extensions of your brand. Ensure every profile includes accurate NAP info (Name, Address, Phone), business hours, menus, high-quality photos, and appropriate category tags.

Encourage happy customers to leave reviews, especially on Google. They signal quality, relevance, and engagement to search engines. Additionally, viewers reading the reviews are likely to try your restaurant, leading to more in-person visits. 

Local Social Media and Link Building

Engage with your community. Local press mentions, partnerships with schools or nonprofits, sponsorships, and events can lead to valuable backlinks and brand visibility. Stay active on social media with location-specific content, and consider reposting UGC (user-generated content) tagged at your local stores.

How to Measure SEO Performance

If you’re running multiple restaurant locations, focus your SEO reporting on what matters most:

1. Organic Traffic Growth

Use Google Analytics and Search Console to track changes in organic traffic by location. SEO takes time, expect real traction after 6–12 months. Take note of which pages excel more than others, and pull queries that can be implemented throughout your site. 

2. Conversions

Track what matters: online orders, reservation requests, phone calls, and emails. Set up goal tracking to attribute conversions to organic traffic.

3. Organic Conversion Rate

This metric indicates how effectively your site converts organic visitors. If you’re getting 100 organic users and 10 sales, that’s a 10% rate. Improve this either by driving more traffic or optimizing your site’s user experience.

Franchise and multi-location restaurant SEO is a combination of strategy, science, and persistence. But it’s one of the most sustainable ways to grow your presence in every market you serve. Start with strong foundations, build relevant local content, and invest in continuous improvement. The results may not be instant, but they’ll be worth the wait. Now, go grab something to fulfill your sweet tooth and do your SEO research!