James Dooley speaks with Luke Baston about how franchise businesses can beat local and national competitors in search. James Dooley hosts the discussion and Luke Baston explains how franchise SEO works at local level, because Google treats each location like a proximity based business. The episode covers dominating small geographic areas first, optimising Google Business Profiles, using correct categories and opening hours, and expanding beyond a single website. Luke Baston explains why franchises should use multiple assets such as secondary websites, videos, images, and comparison content, because broader SERP coverage increases visibility. The conversation also explores competitor analysis, information gain, local intent, and practical frameworks for scaling franchise SEO without relying solely on traditional correlation tools.