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EP 249 - Why Multi-Location SEO Is So Hard (And What Actually Works) Part 1
Multi-location SEO is less about algorithms and more about execution inside complex organizations. In this episode, the team explores how brands struggle with internal alignment, why testing beats tactics, how reviews and imagery drive visibility, and how search behavior is shifting toward long-tail and conversational queries.
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### **The Podcast Deets**
### **Segment 1 (** 00:00 – 07:30**)**
**Foundations & The Scientific Approach to SEO**
Steve Wiedemann outlines his background and approach to SEO as a discipline rooted in testing and experimentation. The conversation highlights the difficulty of documenting SEO due to constant change and the need to rely on fundamentals.
### **Segment 2 (** 07:30 – 17:00**)**
**Why Multi-Location SEO Breaks Down**
The group explores the real challenges of scaling SEO across large brands—organizational friction, legal constraints, dev bottlenecks, and franchise complexity. Education and alignment emerge as the biggest barriers.
### **Segment 3 (** 17:00 – 25:30**)**
**What Actually Drives Performance: Content, Reviews & Behavior**
The discussion shifts to practical execution: imagery, user-generated content, reviews, and long-tail queries. They highlight how real-world customer behavior—not keywords—should drive strategy.
### **Key Takeaways**
* Multi-location SEO is primarily an **organizational challenge**
* Testing beats tactics—always
* Reviews and imagery are **core ranking + conversion signals**
* Franchisee participation is low—but highly impactful when it happens
* Long-tail and conversational queries are increasing
* SEO success requires **consistent execution, not hacks**
**👇 Watch by topic:**
00:00 Intro & Steve Wiedemann background
02:30 Why SEO is hard to “teach” (and constantly changing)
05:00 The scientific approach to SEO testing
07:30 Biggest multi-location SEO challenges
12:40 Photography, reviews & user-generated content
17:00 Getting franchisees to actually take action
20:10 Common SEO mistakes brands make
22:00 Long-tail search behavior & menu-driven queries
25:30 The shift toward conversational search
### Related Links
Steve Wiideman“SEO STEVE” WIIDEMAN WEANS BUSINESSES AWAY FROM OLD-SCHOOL AGENCIES WITH A REVOLUTIONARY, SELF-EMPOWERING SEO ROADMAP Specializing In Strategic Planning For Multi-Location And Franchise Brands, Wiideman Consulting Group Founder Has Created Powerful Key Strategies for SKECHERS, Public Storage and Linksys Steve Wiideman is a big believer in a famous quote by Jim Rohn, the influential entrepreneur, […]Wiideman Consulting GroupBooksWe offer high-end search engine optimization strategy, consulting, training, and guidance, with core competencies in multi-location and e-commerce SEO & SEM.WiidemanRyan Jones - Detroit SEORyan JonesRyan Jones on Search Engine Journal
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### **Full Transcript** of the Near Memo –> on-line
