When you’re running a large enterprise or a sprawling franchise operation, one of the biggest headaches is figuring out where to spend those precious marketing dollars for the most impact. Sure, you’ve got the budget, but if you’re not spending it wisely, it’s like tossing cash into the wind and hoping some of it lands where it’s supposed to. So, where should you focus your efforts to make sure your local SEO strategy actually moves the needle?
Let’s break it down.
Big Problems Need Big Solutions—Or Do They?
Let’s get one thing straight: just because you’ve got a big budget doesn’t mean you need to go all out on every flashy marketing trend. The first mistake enterprises make is assuming that throwing money at the problem will solve it. Spoiler alert: it won’t. You need a smart strategy, not just a deep wallet.
Franchises and large enterprises often find themselves tangled in their own size. Sure, they’ve got more people, more resources, and more decision-makers, but that’s also where the problem lies. Trying to get all those stakeholders in one room (virtual or not) to agree on a direction? Good luck with that.
Why Local SEO Often Gets the Short End of the Stick
Here’s the thing: big companies love PPC. It’s easy to measure, it delivers fast results, and you can clearly see the ROI. But local SEO? That’s a different beast. It’s slower, harder to measure, and often gets overshadowed by those big, shiny PPC campaigns.
But here’s the kicker: while PPC might get you quick wins, it’s the long game of local SEO that builds sustainable growth. For brick-and-mortar stores, especially, the real win is in getting more foot traffic. But how do you measure that? And how do you convince the CFO that local SEO is worth the investment when the returns aren’t as immediate as a PPC blitz?
How to Prove the Value of Local SEO
Let’s talk KPIs—because that’s where the rubber meets the road. If you want to prove that local SEO is worth the spend, you need to be tracking the right metrics.
1. Phone Calls from Google Business Profile (GBP)
One of the best indicators that your local SEO efforts are working is the volume of calls coming directly from your GBP. Google’s call tracking feature allows you to see peak times when customers are reaching out, giving you real data on how your efforts are driving direct engagement.
2. Overall GBP Impressions and Clicks
Your GBP is often the first stop for local searchers. Monitoring the impressions and clicks your profile gets can give you a clear picture of how visible your business is in local searches. And let’s face it, more visibility means more potential customers.
3. Photo Impressions
This one might surprise you, but businesses with updated and high-quality photos on their GBP see a 42% increase in requests for driving directions. Yes, you read that right—42%. Keeping your photos fresh and relevant can make a huge difference in how local customers perceive and engage with your business.
Getting Everyone on the Same Page
Now, here’s the tricky part: getting buy-in from all the key players. In large enterprises, it’s not uncommon for different departments to have different priorities. The digital marketing team might be all in on local SEO, but if the CFO is obsessed with the immediate returns from PPC, you’ve got a problem.
The key is communication. Everyone needs to understand the long-term benefits of local SEO, and that starts with setting the right expectations. Yes, PPC is great for quick wins, but local SEO is the marathon that keeps you ahead in the long run.
A Real-World Example
Let me tell you about a conversation I had with a big franchisor in the HVAC industry. They had several locations with suspended GBP profiles, which is a big no-no in local SEO. We managed to get them reinstated in two weeks—after they’d spent three months trying to do it themselves with no luck. You’d think they’d be all in on fixing their GBP issues across the board, right? Wrong. When it came time to expand our services to their other locations, the CFO and marketing director balked. They didn’t want to divert funds from their PPC campaigns, even though their GBP issues were costing them serious business.
Guess what happened three months later? Yup, 33% of their profiles were suspended again. It’s a classic case of short-term thinking versus long-term strategy.
The Bottom Line
If you’re running a large enterprise or franchise, understanding where your marketing budget is most impactful in local SEO isn’t just about dollars and cents. It’s about playing the long game, getting everyone on board, and making sure your local presence is strong enough to drive real, sustainable growth.
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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