Local SEO Case Study
Oneupweb is a full-service digital marketing agency with nearly three decades of expertise in franchise marketing. We work at the national and local levels to streamline processes, unlock efficiencies, and deliver impactful results across marketing channels, including local SEO. This case study examines our work with over 200 local franchisees in a thriving flooring service concept, with tremendous performance and glowing client testimonials.
Rebuilding Trust & Driving Local Growth for a 300+ Location Flooring Franchise
Client Overview
In January 2025, a flooring sales and installation brand with more than 300 locations across the United States and Canada partnered with Oneupweb to provide Local SEO (LSEO) services directly to franchise owners.
In addition to LSEO, Oneupweb was engaged to support the brand at the national level through technical SEO and content marketing retainers, creating a unified strategy that connected corporate visibility with local market performance.
Scope of Work
Oneupweb’s engagements included:
National SEO Retainer
- Technical SEO support
- Site health monitoring
- Optimization strategy across the national domain
National Content Marketing Retainer
- Strategic content planning
- Keyword-driven content development
- Authority-building initiatives
Local SEO Packages (Direct-to-Franchise)
- Location-level web page optimizations
- Location-level web page creation
- Monthly performance reporting and consultation
“It’s just been the last six months has been more appointments every single month, and this month is going to. […] so every month has set a […] record of what I’ve done every month, and this month is on pace to pass that.”
“We’re getting fantastic leads and good, big jobs that we didn’t get six months ago.”
Calvin in Illinois
This layered approach ensured alignment between the national brand strategy and individual franchise growth goals.
The Challenges
A Newly Launched Website
The client launched a new website in July 2024. While the redesign improved brand presentation and data collection, the domain was still rebuilding authority and keyword rankings when discussions with Oneupweb began. Organic performance was in a transitional phase, making immediate growth complex.
A Gap in Local SEO Support
From 2023–2024, the brand did not have a designated LSEO agency. As a result, local-level optimization was unsupported during a critical period.
Prior to that, the previous LSEO vendor delivered inconsistent results. Many franchise owners were left skeptical of SEO investments.
Oneupweb began the new LSEO engagement facing two significant hurdles:
- Rebuilding local search momentum
- Rebuilding trust with franchise owners
Templatized & Under-Optimized Local Pages
Each location had multiple local landing pages that were:
- Highly templatized
- Minimally differentiated
- Not fully optimized for local keywords
- Not designed with a conversion strategy in mind
This limited the client’s ability to rank competitively in local search results and convert traffic into qualified leads.
The Strategy
To reestablish confidence and drive measurable growth, Oneupweb designed a scalable, flexible LSEO program built specifically for franchise owners.
Flexible Engagement Model
To accommodate varying budgets and growth goals, Oneupweb offered two tiers of LSEO services for franchise owners to choose from:
Tier 1
- One page optimization or new page per month
- Monthly reporting call with a dedicated LSEO project manager
Tier 2
- Two page optimizations or new pages per month
- Monthly reporting call with a dedicated LSEO project manager
“[Other local vendor] seems to be kind of a production line operation, where it’s like one call to the next, rapid-fire, not very thoughtful sometimes in their in their approaches to things in my opinion …. I appreciate that your group seems to be a little more relaxed and willing to engage in discussion back and forth.”
Nathan, Franchise owner in Iowa
This structure allowed owners to:
- Start conservatively if they were skeptical about LSEO or had a tight marketing budget
- Scale investment based on performance
- Maintain direct, ongoing communication with a dedicated strategist
Tactical Focus Areas
Across participating locations, Oneupweb focused on:
- Optimizing high-value local homepages
- Creating SEO-rich local service pages
- Creating new keyword-focused geopages
- Improving on-page SEO structure (metadata, headings, etc.)
- Enhancing conversion elements to increase form submissions
- Aligning local keyword targeting with national content strategy
- Introducing a robust internal linking strategy
- Providing data insights to franchise owners
“I feel like we’ve been getting good traction or better traction from our website.”
“[In] April we had five [leads], May we had six, June we had 10, July we had 18. [It] validates what you guys are doing, which is good.”
Conner, Franchise owner in Alabama
The combination of technical alignment, content improvement, and consistent reporting helped rebuild franchisee confidence while driving performance gains.
The Results
In 2025, locations that engaged in LSEO services with Oneupweb outperformed non-participating locations across three core metrics.
| Metric | Locations Engaged in LSEO | Locations Not Engaged in LSEO | All Pages On Domain |
| Organic Sessions | +17% Q1&2 2025: 50,852 Q3&4 2025: 59,403 | -11% Q1&2: 57,457 Q3&4: 50,965 | +5% Q1&2: 159,206 Q3&4: 167,568 |
| Organic Lead Forms | +49% Q1&2 2025: 1,190 Q3&4 2025: 1,772 | +12% Q1&2: 1,172 Q3&4: 1,318 | +24% Q1&2: 2,697 Q3&4: 3,356 |
| Organic Conversion Rate | +27% Q1&2 2025: 2.34% Q3&4 2025: 2.98% | +27% Q1&2 2025: 2.04% Q3&4 2025: 2.59% | +18% Q1&2: 1.7% Q3&4: 2% |
The data demonstrates a clear correlation between sustained local optimizations and measurable organic growth.
What Can Local SEO Do for Your Franchise?
By combining national SEO leadership with a flexible, franchise-focused local SEO program, Oneupweb helped this flooring brand regain search momentum after a website relaunch and rebuilt franchise owner confidence in digital marketing. Whether you’re a forward-thinking franchise owner or a drive growth leader in your franchise system, local SEO needs to be a core component of your marketing strategy. Schedule a time to speak with our local marketing team or call (231) 922-9977 today.
More Local Owner Love
Matt in Michigan
“This is all great. You guys are super easy to work with and just handle everything.”
Jonathan in Ontario
“Whatever you are doing over there, it is working. We are getting lots more walk-in traffic and people booking appts online.”
Calvin in Illinois
“It’s just been the last six months has been more appointments every single month, and this month is going to. […] so every month has set a […] record of what I’ve done every month, and this month is on pace to pass that.”
“We’re getting fantastic leads and good, big jobs that we didn’t get six months ago.”
Adam in Colorado
“I’m really enjoying working with you . . . it’s definitely enjoyable to work with you because you are paying attention to details.”
Morgan from Illinois
“Every other day, we get an appointment that’s booked by the website.”
“We’re doing like a whole marketing analysis review, and every time I look at anything from the website, like this kind of traffic, it’s been very, very beneficial for us.”
Katie from New Jersey
“I’ll be honest, like you guys have been – out of all the vendors we’ve been using – you guys have been, I think, the most impactful to our business.”
Ready to discuss local marketing for your local business or franchise system? We’re eager to meet you.
