Playbook
The Local Search Playbook
How an independent outranks a national franchise in its own metro: why their scale is the opening, what actually moves the map pack, the service-area page pattern, reviews and speed-to-lead, the five mistakes that waste the work, and a worksheet for picking the ZIP codes worth winning first.
What’s inside
01 · Why the franchise is beatable
- Their scale is run from head office
- What actually decides the map pack
- The service-area page pattern
02 · Reviews, speed, and the mistakes
- Reviews are a ranking input, not a vanity metric
- Speed decides the ones you rank for
- Five mistakes that waste the work
- Worksheet: pick your ground
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