Google's AI Overviews are transforming how customers find local businesses. Here's how multi-location franchises can dominate local search in 2025.
The AI search revolution is here: are your franchise locations ready?
The landscape of search has evolved dramatically. With Google's AI Overviews now appearing in over 1 billion searches monthly, the way customers discover local businesses has fundamentally changed. From "Where's the nearest open [your brand]?" to "What's the best [product/service] for families in [specific neighborhood]?", AI is now delivering precise, direct answers that bypass traditional search results. For franchise chains managing hundreds of locations, this isn't just a trend, it's a critical inflection point that demands immediate action.
The old playbook is obsolete. Simply ranking for generic keywords and having a basic listing won't cut it anymore; AI now prioritizes deep contextual understanding and highly personalized recommendations. Google's AI now prioritizes understanding search intent, delivering direct answers, and hyper-personalizing results based on location, context, and user behavior patterns.
This means your local presence must be more precise, comprehensive, and consistent than ever before. The stakes are higher: locations that aren't AI-optimized will become invisible to the growing number of customers who rely on AI-powered search results.
5 Essential local SEO strategies for the AI era
1. Master your Google Business Profiles (GBPs) at franchise scale
Your Google Business Profile has become the primary data source for AI Overviews. When someone asks, "What's the best pizza place near me that's open late?" Google's AI pulls directly from GBP data to generate answers.
Action steps:
- Ensure every location has a fully claimed, verified, and complete GBP
- Maintain accurate NAP (Name, Address, Phone) across all profiles
- Upload high-quality photos showcasing your products, interiors, and team
- Select precise business categories and subcategories
- Add detailed service/product listings with descriptions
- Update hours immediately when they change (including holiday hours)
Why this matters for AI: incomplete GBPs mean your locations won't be considered for AI-generated recommendations. Complete profiles signal authority and reliability to Google's algorithms.
2. Create hyperlocal content that directly answers customer questions
AI-driven search is conversational and question-based. Instead of typing "pizza delivery," customers now ask, "Where can I get pizza delivered quickly in downtown Denver on a Sunday night?"
Action steps:
- Develop unique, localized landing pages for each franchise location
- Include location-specific FAQ sections addressing common customer questions
- Create content around local events, partnerships, and community involvement
- Optimize for voice search queries (longer, more conversational phrases)
- Structure content with clear headings and bullet points for easy AI parsing
Content examples:
- "Best [your service] in [specific neighborhood]"
- "What to expect when visiting [brand name] in [city]"
- "[Brand name] [location] hours, menu, and contact information"
Why this matters for AI: content that directly answers questions in a structured format is easily digestible by AI systems, making your locations prime candidates for featured snippets and AI Overview inclusion.
3. Implement a strategic local review & reputation management system
Customer reviews carry unprecedented weight in AI-powered search results. Google's AI analyzes review sentiment, recency, and response patterns to determine which businesses to recommend.
Action steps:
- Actively request reviews from satisfied customers through multiple touchpoints
- Respond to every review within 24-48 hours with personalized, helpful responses
- Address negative reviews professionally with solutions and follow-up
- Monitor review platforms beyond Google (Yelp, Facebook, industry-specific sites)
- Use review insights to improve actual business operations
Advanced strategy: train location managers on review response best practices and provide them with templated responses that maintain brand voice while allowing for personalization.
Why this matters for AI: high-volume, recent reviews with thoughtful management responses signal trustworthiness and active customer engagement—key factors in AI recommendation algorithms.
4. Achieve perfect NAP consistency across the digital ecosystem
Inconsistent business information across the web remains one of the biggest obstacles for multi-location brands. AI systems require authoritative, consistent data to confidently recommend businesses.
Action steps:
- Conduct a comprehensive NAP audit across all major directories and platforms
- Standardize formatting (e.g., "Street" vs. "St.", suite number formatting)
- Update information simultaneously across all platforms when changes occur
- Monitor for unauthorized listings or duplicate profiles
- Establish ongoing processes to maintain consistency
Key platforms to monitor:
- Google Business Profile, Yelp, Facebook, Apple Maps
- Industry-specific directories (Zomato for restaurants, etc.)
- Major data aggregators (Acxiom, Factual, Foursquare)
Why this matters for AI: conflicting information across platforms undermines your authority and makes AI systems less likely to recommend your locations. Consistency builds algorithmic trust.
5. Leverage scalable technology for multi-location SEO management
Managing local SEO manually across hundreds of locations is impossible at scale. The franchise chains winning in AI search are those using sophisticated technology platforms.
Action steps:
- Invest in a centralized platform for location data management
- Automate GBP updates and monitoring across all locations
- Streamline review management and response workflows
- Distribute localized content templates that franchisees can customize
- Implement real-time monitoring and reporting across all locations
Technology benefits:
- Bulk updates across hundreds of locations in minutes
- Automated alerts for inconsistencies or issues
- Centralized analytics and performance tracking
- Franchisee self-service tools that maintain brand consistency
Why this matters for AI: scalable technology ensures all locations meet AI optimization standards consistently, rather than leaving some locations behind due to manual process limitations.
The competitive advantage of AI-optimized local marketing
The shift to AI-powered search represents a massive opportunity for franchise chains willing to adapt quickly. While competitors struggle with outdated local SEO approaches, your brand can become the default AI recommendation across multiple markets.
Early adopters are already seeing results:
- 40-60% increases in local visibility for AI-optimized locations
- Higher click-through rates from AI Overview featured content
- Improved conversion rates from better-qualified local traffic
Take action: don't wait for competitors to catch up
The AI search revolution is accelerating. Franchise locations that aren't optimized for AI discovery risk becoming invisible to customers who rely on AI-powered search results.
Ready to empower your franchisees with consistent local marketing tools? Discover how leading franchise brands use Marvia to help hundreds of locations create localized, on-brand marketing materials, scaling marketing execution while maintaining perfect brand consistency.