A 40-location UK home-renovation franchise, WordPress-built, competing against national aggregators for kitchen and bathroom renovation searches.
Renovate & Restore franchises kitchen and bathroom renovation services across 40 UK locations. Each franchisee ran a near-identical WordPress location page, and the brand's organic visibility had stalled for two years despite steady link acquisition.
92% content overlap across all 40 location pages, cannibalizing rankings against each other.
6,400 low-value tag and filter URLs indexed, diluting crawl budget.
Mobile LCP averaging 4.2s from unoptimized before/after project galleries.
Inconsistent primary categories across 40 profiles, splitting map-pack authority.
Copying one location page and swapping city names would have taken a week. Instead, each of the 40 pages was rewritten with unique proof points, local project photos, franchisee-specific reviews, and service-area-specific copy, because Google was already treating the near-duplicate versions as competing against each other, not complementing.
Four months after this report was published, Renovate & Restore added 6 more locations to the network. All 6 launched using the same location-page template and GBP category framework built during this engagement, and reached top-10 map pack rankings within 45 days, faster than the original 40.
"Samar rebuilt our site architecture and fixed two years of crawl errors we didn't know existed. Organic bookings nearly tripled in a single quarter."
Start with a free audit call.
Google saw 40 pages saying nearly the same thing and had to choose one to rank, usually the oldest or most-linked, leaving the other 39 buried regardless of local relevance.
Each page pulled from franchisee-specific data: local project photos, completed job counts, and reviews unique to that location, not just a city name swapped into a template.
Minimal. They supplied local project photos and reviews; the rewrite, technical fixes, and GBP work were handled centrally.
Ranked by search volume for the location's core service terms combined with how much organic traffic the location had already lost.
It applies to any business with more than one physical location competing for the same core service, franchise or independently owned.
Technical & local SEO consultant, 5+ years working with UK home-improvement brands and US health, finance, and tech companies. More about Samar →