Many franchises have built their websites by creating local pages, which are part of the main franchise website, for each franchise location.
For example: www.franchisbrand.com/locationname.html.
In some cases these local pages reflect content that is unique to that location: specific store hours, location-specific specials, meet the staff of that location, etc.
In many cases, however, much of the content on each of those local pages is the same as the content on other local pages. Perhaps it is a welcome message, an introduction to products or services or some other general greeting for everyone who lands on that location's page.
With recent Google changes, this has become a very problematic issue.
Duplicate content (content that is written in exactly the same way) can have a very negative impact on search engine rankings. This means that if a franchise website is already at the top of local search engine rankings and it continues to have duplicate content on the local pages, rankings will likely drop.
If a franchise is not ranking at the top but is trying hard to get there, it will be a much more difficult process if there is duplicate content.
Considering other content alternatives might be the best option for franchises. Ideally, each location page would be written with unique content. Even if the subject matter were the same, the wording would need to be different.
Taking advantage of this to really craft location pages in a unique way could actually be a great benefit.
Franchises could consider using this opportunity really to highlight what sets each location apart from its competitors in that area.
Consider these thoughts: What makes the local team special? What makes the structure or setup unique and different? What could you show visually with photos or through action videos that would help capture the unique aspects of each location?
Having the franchisees provide input for their own content would help differentiate it as well.
Every franchise location is slightly different from all the others. Highlighting those truly unique aspects is a great place to start differentiating content. Then a simple rewording should do the trick for the rest.
Happy writing.
