Google’s at it again—tweaking, twisting, and turning the dial on what shows up in search results. If you’re running a franchise and suddenly your traffic dips or your location pages go MIA, no, it’s not you. It’s Google. (Okay, it might be you a little.)
But don’t worry. We’re not here to doomscroll through analytics together. At Latitude Park, we live and breathe franchise marketing—and we’re here to break down what Google’s updates actually mean for your business, why your rankings may have shifted, and how to roll with the changes without losing your marbles (or your leads).
Wait, What Is a Google Algorithm Update?
Think of Google’s algorithm like that friend who’s always “just evolving”—constantly changing, never quite telling you what they’re doing, and somehow expecting you to just keep up.
In less dramatic terms, algorithm updates are how Google improves the quality of search results. Some are minor. Others are “core updates” that send SEO pros into mild existential crises. These updates affect how your content is ranked, how local results are displayed, and whether or not your website gets the love it deserves.
For franchises, these updates can cause major headaches—or major opportunity, depending on how well you’re prepared.
The Big Three: Updates That Actually Matter to Franchises
Let’s be honest—there are hundreds of little tweaks all the time. But for franchises, these are the big dogs:
1. Core Updates
Google decides what “high-quality content” means and reshuffles the deck. Cue the chaos.
Franchise impact: If your location pages look like they were cloned in a rush (because they were), prepare for a ranking shakeup.
2. Local Search Updates
These change how businesses show up in the local pack and Maps. Google’s trying to serve the most relevant, nearest, and most-reviewed options.
Franchise impact: If your local listings are outdated or inconsistent, you’re basically invisible.
3. Helpful Content & Spam Updates
Translation: Stop writing for robots. Start writing for humans. Also, no sketchy backlinks or AI-generated drivel.
Franchise impact: Generic content that could apply to literally anyone anywhere won’t cut it anymore. Sorry, but “We’re your trusted local experts!” without actual proof = ranking drop.
Why Franchises Feel the Pain More Than Most
Franchises have some unique struggles when it comes to SEO, and Google’s updates tend to expose them like bad lighting in a dressing room. Here’s what we mean:
Clone Wars: Duplicate Content
If all your location pages say the same thing with just the city swapped out, Google’s going to catch on. It wants unique content. Not a template on repeat.
Local Listings Chaos
Mismatched business names, addresses, phone numbers, and operating hours are like red flags to Google’s local algorithm. Inconsistent info = lower trust.
Corporate-Heavy SEO
If your HQ page ranks but your individual franchisees can’t be found, you’ve got a visibility gap—and Google notices.
Weak Sauce Backlinks
Many franchises don’t have local press mentions, community involvement, or quality local backlinks. Google sees this as: “Are you even in this neighborhood?”
So… How Do You Know If an Update Smacked You?
Don’t just sit there waiting for the SEO apocalypse. Here’s how to check if your site took a hit (and what to do next):
✅ Dive Into Analytics
Did traffic drop across the board, or just for certain locations? Use Google Analytics and Search Console like the SEO detective you are.
✅ Audit That Content
Are your location pages genuinely useful? Or are they basically the same paragraph with different zip codes?
✅ Check Your GBP Listings
That’s Google Business Profile, not British pounds (sadly). Make sure your listings are accurate, active, and full of juicy, relevant info.
✅ Backlink Check, Please
Run a quick backlink audit. If your links are mostly from sketchy directories or blogs last updated in 2012, it’s time for a refresh.
Franchise Survival Guide: SEO Edition
Now for the good stuff. Here’s how to prepare your franchise to ride out algorithm updates like a seasoned pro:
Unique Local Content FTW
Give each location page real personality. Include team bios, local events, neighborhood references—anything that screams, “We’re actually here!”
Optimize Every Google Business Profile
Every location should have its own GBP with accurate hours, categories, photos, reviews, and posts. Don’t let them collect digital dust.
Build Real-World Backlinks
Sponsor local events. Get featured in community news. Partner with local businesses. Google loves those real-world connections.
Use Schema Markup
Tell Google exactly what your content is about with LocalBusiness schema. Think of it as giving Google glasses so it can see your site clearly.
Speed, UX & Mobile Everything
Site too slow? Navigation clunky? If it frustrates users, it frustrates Google. Get that fixed yesterday.
Stay In the Know
Follow trusted SEO blogs, Google’s own updates page, or just keep Latitude Park on speed dial (we’ll do the nerdy monitoring for you).
From Panic to Power: Making Updates Work For You
Okay, so maybe an update dinged your rankings. But here’s the secret: It’s also an opening. While competitors panic or throw money at quick fixes, you can double down on strategy and leapfrog ahead.
Here’s how:
- React fast, but smart—no knee-jerk SEO gimmicks.
- Empower franchisees—give them tools and support to localize content and reviews.
- Centralize data—track performance across all locations so you spot trends early.
- Blend brand + local—HQ provides the authority; local pages bring the relevance. Together, you win.
Real Talk: We’ve Seen This Before
One of our clients—a national franchise with 80+ locations—got hit hard in a recent core update. Their templated location pages were tanking.
We stepped in, rewrote content for each location (with local flair), implemented schema, and kicked off a local PR campaign. Three months later? Organic traffic was up 42%, and they were back in the top 3 for most priority keywords.
Yes, it takes effort. But it works.
Final Thoughts: Don’t Just Survive—Thrive
Google’s algorithm isn’t out to get you (most of the time). It’s trying to surface the best, most relevant content for users. So if your franchise focuses on being genuinely helpful, visible in your community, and easy to find, the updates won’t just stop hurting—they’ll start helping.
And if all this feels like too much to juggle while running a franchise brand? Well…
CTA (But Make It Helpful)
Let’s make Google love your franchise again.
Book a quick strategy call with Latitude Park. We’ll audit your SEO, help clean up your local listings, and build a game plan for algorithm-proof growth.
