The verdict in three sentences
A staffing network with 12 branches can rank for 'recruitment agency + town' with 12 enriched local pages (6,000 to 9,000 EUR excl. VAT in Nantes) and monthly management of 600 to 1,200 EUR, while a Manchester network typically pays 1,000 to 2,000 GBP per month for the full service. The two biggest levers are each branch's Google Business Profile, which brings about 30 % more calls once optimised, and local pages that are genuinely different from each other. Allow 3 to 6 months for visible results, and avoid duplicated doorway pages, which Google demotes.
Why doorway pages no longer work
Many networks created 50 pages such as 'temp jobs Stockport', 'temp jobs Bolton', 'temp jobs Oldham' that only swap the town name. Google treats them as doorway pages: they do not rank and can hurt the whole domain. Yet around 46 % of Google searches have local intent, and in staffing, both candidates and client companies look for a nearby branch.
The rule: one page per real branch, with an address, a team, live jobs and content specific to the local labour market.
| Local page element | Doorway page | Enriched local page |
|---|---|---|
| Address and hours | Missing or generic | Real address, hours, directions |
| Team | None | Photos and first names of recruiters |
| Job listings | Link to national list | Branch-filtered feed, updated daily |
| Local sectors | Copied text | Logistics in Trafford Park, manufacturing in Oldham, healthcare in Salford |
| Local data | None | Unemployment rate, shortage roles, indicative pay |
| Reviews | None | Branch Google reviews embedded |
| Markup | None | EmploymentAgency schema with contact details |
| Words | 150 to 250 | 700 to 1,200, written for the town |
2026 budget and breakdown
| Item | 2026 range (EUR excl. VAT, Nantes) | Frequency |
|---|---|---|
| Local SEO and cannibalisation audit | 1,200 to 2,000 | One-off |
| 12 enriched local pages (copy, build, markup) | 6,000 to 9,000 | One-off |
| Optimisation of 12 Google Business Profiles | 1,200 to 2,400 | One-off |
| Monthly management (GBP posts, reviews, content, report) | 600 to 1,200 | Per month |
| Citations and local directories (consistent NAP) | 400 to 900 | One-off |
| Role pages per area (forklift driver, welder) | 250 to 450 per page | On demand |
Over 12 months, a 12-branch network therefore invests about 16,000 to 28,000 EUR in France. In Manchester, agencies usually bundle the pages into a retainer of 1,000 to 2,000 GBP per month, so roughly 12,000 to 24,000 GBP in year one. Monthly management covers review replies, weekly profile posts, page updates and a report per branch (calls, direction requests, rankings).
What to expect, month by month
| Period | Indicator | Order of magnitude |
|---|---|---|
| Month 1 | Profiles fixed, pages live | 12 pages indexed |
| Months 2 to 3 | Calls from profiles | +15 to +30 % |
| Months 3 to 4 | 'Agency + town' rankings | Top 5 in 6 to 8 towns |
| Months 4 to 6 | Applications from local pages | +40 to +80 % |
| Month 6 | Client company enquiries | +20 to +35 % |
| Months 6 to 12 | Google reviews per branch | From 15 to 60 on average |
Smaller towns are won faster than the city centre, where national networks compete hard.
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Julien, director of a 12-branch staffing network in western France, invests 7,500 EUR in local pages, 1,800 EUR in profile optimisation and 900 EUR per month in management, so 20,100 EUR in year one. Each branch received about 40 calls a month from Google. With +30 %, that is 12 extra calls per branch, 144 for the network. If 5 % of these calls bring a new client company, that is about 7 clients a month. With an average gross margin of 4,000 EUR per client per year, the gain exceeds 300,000 EUR over the year for 20,100 EUR invested. Even at 1 % conversion, the project stays profitable. A Manchester network paying 1,500 GBP a month runs the same maths.
FAQ
How much does local SEO cost for a 12-branch network?
About 6,000 to 9,000 EUR for 12 enriched local pages plus 600 to 1,200 EUR a month in France, or a 1,000 to 2,000 GBP monthly retainer in Manchester. Year one totals roughly 16,000 to 28,000 EUR including audit and profiles.
How fast do results come?
Calls from Google profiles rise from month two. Rankings on 'agency + town' take 3 to 6 months, longer for the city centre.
Can we create pages for towns without a branch?
It is risky: without a real address, these pages are often seen as doorways. Prefer role pages tied to the nearest branch, at 250 to 450 EUR per page.
Do Google reviews really matter?
Yes, review count and recency are among the main local ranking factors. Going from 15 to 60 reviews per branch in a year is realistic with a systematic request after each assignment.
Do we need one website per branch?
No, a single domain with local pages concentrates authority. Twelve separate sites cost 4 to 6 times more to maintain and rank worse.
Let's scope your project. Send us your branch list and priority towns: we will price the audit, local pages, monthly management and timeline. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
