Optimize homepage for brand-name or local keyword query for franchisees?

[kimberleymeloserpa]

We are launching quasi "microsites" for our franchisees within our main company website. My question is wether to optimize the homepage for the franchisee's business name OR a local keyword query? I know standard practice is to optimize the homepage for your company's brand-name, but in this case, brand awareness isn't strong for these new local businesses. Also, apart from the homepage and service page, there is not much room to create optimize content- other pages are simply reviews, projects and a contact us page.

Thanks!!

[DmitriiK]

Hi there.

I'd try to make space for other content - if you want website to rank (franchise or not), you will need content.

As for if you HAVE to pick between two - it depends on brand. Is brand known? Are you trying to push your brand? How people find you etc? Usually you can optimize index page for a keyword, and brand name kinda tags along.

Hope this helps.

[kimberleymeloserpa]

Hi Dmitrii, 
Thanks for the response!

Our brand is quite known in our more established territories, but not where new locations are launching. Our industry is exterior painting, so we want to capture those users searching locally (example, exterior painters in (city name)). 
My thought process was to optimize the "microsite homepage" for a local keyword query since our main website's homepage already ranks for our brand-name. So if there are branded searches, users will still land on our site.

I'm new to SEO, so I'm just not 100% sure this is the best strategy.