The decision behind the search.
A buyer may know the brand but still need to know which location offers a service. When every branch uses the same generic copy, differences disappear. When every branch maintains unrelated facts, inconsistencies multiply. The solution needs both shared standards and local ownership.
A practical way to approach it.
01 / Define a source of truth
Create a maintained record of location facts and assign owners for updates. Identify shared offers and services that differ by location.
02 / Build genuinely useful location pages
Explain access, available services, relevant local proof, and how to contact or book that specific branch. Link each location into a clear site structure.
03 / Report centrally and investigate locally
Track brand-level trends alongside location-level inquiries and availability. A single aggregate metric can hide an address error or a conversion problem at one location.
Platform guidance: Google Search Central and OpenAI: Ads in ChatGPT. Paid campaigns must satisfy current eligibility and policy requirements.
Questions to bring to the brief.
Use these as starting points and replace the bracketed terms with the specifics of your business.
- Which [brand] location offers [specific service]?
- Is the [location] branch open when I need it?
- How do I book [service] at [branch]?
What the work can include.
We agree the scope around your starting point and priorities.
- A location fact inventory and maintenance workflow.
- A location-page template with meaningful local content requirements.
- Brand and branch question testing.
- Reporting definitions that preserve location-level visibility.
Before you get started.
Does Found First have relevant operating experience?
Nick's Modern Apex Strategies has published a Google Ads case study covering Chili Pepper's Tanning's 19 locations. It is evidence of multi-location campaign experience, not an AEO performance claim.
Can every location use the same template?
Yes, for consistency. The actual content still needs to reflect the facts and useful details of each location.
Where should we begin with a large footprint?
Start with the data inventory and a representative set of locations. Resolve recurring issues before expanding the improvements across the network.
Experience source: Modern Apex’s 19-location Google Ads case study.