The Franchise Marketing Bureau team: specialists in Local SEO, GEO and advertising

How do the team members divide the work for a franchise brand?

A chain with dozens of locations needs several kinds of expertise at once. Profiles in Google, Apple Maps and Bing Places, local campaigns, links to the franchise brand's website and measurements in AI assistants are each a discipline in their own right. That is why every team member has a clearly defined task. At the top of this page you can see the profiles; below you can read what everyone does for your franchise brand in practice.

The founder's profile is on the page about Gijs Bodenstaff. If you would first like to know who is behind the agency and where we come from, start there.

Why does our team give franchisors one dedicated contact?

A franchise brand does not have time to brief five specialists separately. That is why you have one dedicated contact who gathers all questions, brings in the specialists and reports back. This prevents you from telling the same story more than once and stops agreements between the locations and head office from getting lost.

Does head office already have its own marketer or another agency? Then we agree per channel who does what. Read how that works as an addition to your current agency. How and when you can reach us is set out under all the ways to contact us.

What knowledge and experience do the specialists bring?

The knowledge in the team comes from practice and from our own research. We only mention what can be demonstrated.

Experience with Google itself

Gijs is a Google Product Expert, a level 8 Google Local Guide and tests new Google Labs features as a beta user. He has also earned more than 27 certifications in Local SEO, GEO and Google. He has helped over 800 businesses improve their local visibility, and because he set up a franchise brand himself, he also knows the franchisor's side.

Research and books

Stanley Leijnse chairs Stichting LODAK and co-wrote a book with Gijs on Local SEO and GEO for chains. For our benchmark, Local Guides assessed 500 Business Profiles of one hundred large Dutch chains over six months. Only 6 chains replied to reviews within a day. See our books and research for the method and the figures.

Craftsmanship in execution

Angela started in the digital field in 2013, including at Gall & Gall and four years at an agency. Peter learned the trade at Linkbuilding Specialist, the link building agency Gijs founded in 2010. The ten freelancers were trained by us and took the same courses and certifications as the permanent team.

How does AI support the specialists, and where do people decide?

With dozens of locations on Google, Apple Maps and Bing Places, there is a lot of repetitive work. AI collects that data, flags anomalies such as changed opening hours, produces draft texts for each location and uses fixed test questions to measure whether your franchise brand appears in AI assistants. The monthly report is also compiled automatically.

Then the team takes over. A specialist checks every draft text before it goes live, assesses whether an anomaly is really a problem and sets the priorities. Strategy, quality control and contact with you and your franchisees remain the work of people. Read more about how AI speeds up our work and where its limits lie.

Which team members will franchise chains work with in each phase?

Every partnership runs in four phases. In each phase a different part of the team gets involved, while your contact stays the same. All the steps are set out in the phases of our approach; what we do per channel can be found in all our services at a glance.