Hey there! Ben Fisher here, and welcome back to our Local Search at Scale series, where we tackle the big issues facing large enterprises and franchises trying to navigate the complex world of local SEO. If you’ve been following along, you know we’ve covered a lot—from budget allocation to communication strategies. Today, we’re diving into one of the most crucial aspects of any successful SEO campaign: effectively assigning work. Because let’s face it, even the best-laid plans fall apart if the team isn’t clear on who’s doing what.
Establish Clear-Cut Goals from Day One
Before you start delegating tasks, you need to know what you’re aiming for. Setting clear goals from the outset isn’t just about getting everyone on the same page—it’s about giving your team a sense of direction and purpose. Use the SMART criteria to make sure your goals are:
Specific
Measurable
Achievable
Relevant
Time-bound
Let’s say your goal is to boost foot traffic at each of your brick-and-mortar locations. A SMART goal might be: "Increase foot traffic by 20% over the next six months by optimizing Google Business Profiles and improving local search rankings."
But remember, local SEO is dynamic. Your goals need to be flexible enough to adapt to new challenges and opportunities. Regularly revisiting and reassessing them is key to staying ahead of the curve.
Make Sure All Roles Clearly Understand Their Responsibilities
This might sound basic, but you’d be surprised how often projects get derailed because roles weren’t clearly defined. When you’re working on a local SEO campaign at scale—especially one involving multiple franchise locations—clarity is everything.
Roles to Assign in a Large-Scale Local SEO Project:
Project Manager: The linchpin of your operation. This person ensures deadlines are met, tasks are completed, and that the team stays on track. In larger organizations, you might have one overarching Project Manager and individual ones for each location.
Google Business Profile Manager: This role is critical. Your GBP Manager needs to keep each location’s profile optimized, respond to reviews, post updates, and ensure all information is accurate and up-to-date.
Writer: Content is king, even in local SEO. A dedicated writer can create compelling, SEO-friendly updates for your GBPs, freeing up your GBP Manager to focus on the bigger picture.
SEO Professional: This person brings the technical know-how. They’ll work behind the scenes on things like local schema markup, mobile optimization, and keyword strategy to ensure your SEO efforts are on point.
These roles aren’t set in stone. Depending on your organization’s size and structure, you might need to adjust. But no matter what, everyone involved needs to know their responsibilities from the get-go.
Establish a Realistic Timeline
We’ve all been there—a project gets handed down with a deadline that’s more “wishful thinking” than “realistic.” Local SEO isn’t a sprint; it’s a marathon. It takes time to see results, especially when you’re dealing with multiple locations and competing priorities.
To avoid burnout and ensure success, break your project into smaller, manageable tasks and set milestones along the way. This approach not only keeps the team motivated but also allows you to adjust course if something isn’t working.
Involve your team in setting these timelines—they’re the ones doing the work, after all. And always build in some buffer time for unexpected challenges. Regular check-ins are essential to keep everything on track and to make sure you’re hitting those milestones.
Stay in Touch
Communication is the glue that holds your project together. Without it, deadlines get missed, tempers flare, and projects go off the rails. How you maintain communication is up to you—whether it’s daily standups, weekly reports, or monthly video conferences, the important thing is that it happens regularly.
Creating a culture of openness and collaboration is just as important as having the right tools in place. Encourage your team to share their ideas and challenges. Celebrate wins, no matter how small, to keep morale high and everyone focused on the common goal.
Constantly Analyze and Be Ready to Pivot
No matter how well you plan, things will go wrong. SEO is an ever-changing landscape, and what works today might not work tomorrow. That’s why it’s crucial to constantly analyze your efforts and be ready to pivot when necessary.
Keep a close eye on your KPIs, and don’t be afraid to experiment with new tactics. But remember, always test on a small scale before rolling out any big changes. Staying agile and adaptable will help you stay ahead of the competition and achieve your SEO goals.
Conclusion
Successfully managing a local SEO project for a large enterprise or franchise isn’t just about having the right strategy—it’s about having the right team, clear goals, and open lines of communication. By setting realistic timelines, assigning roles effectively, and staying flexible, you’re setting yourself up for success in the ever-evolving world of local SEO.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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