SEO Case Study: Children's Activity Franchise with 22 UAE and GCC Locations

What was the challenge?

Each franchisee ran its own Business Profile and some had built separate websites. Addresses and phone numbers conflicted across directories, the main site had duplicate location pages with only the area name swapped, and head office could not compare performance between locations.

What was the strategy?

1. 01

   Bring all listings under central access without taking local control from franchisees

2. 02

   Replace copy-paste location pages with genuinely local pages

3. 03

   Give each franchisee a simple scorecard

What exactly was done?

3 moves, each with what was done and why it mattered.

1. 01Local SEO

   Centralised profile management

   Moved all 22 profiles into one organisation account, fixed conflicting details and retired duplicate listings and franchisee microsites with redirects.

   Why it mattered: Consistency decides multi-location search. Head office could now fix errors in minutes, and assistants stopped mixing up branches.

2. 02Content

   Wrote location pages with real local detail

   Each page gained its own timetable, coaches, reviews, parking directions and nearby schools, using a template that required local input from the franchisee.

   Why it mattered: Pages that only swap the area name get filtered out. Local proof let each location compete in its own neighbourhood.

3. 03Reporting

   Gave franchisees a monthly scorecard

   Built a dashboard ranking each location on map actions, trial bookings and review growth.

   Why it mattered: Friendly competition did more for review collection than any head office memo, and weak locations were easy to spot.

What do I stand for?

• Central rules, local proof

  Head office sets the standards and each location supplies the detail.

• Never swap only the area name

  A location page must say something true of that location alone.