URBANBREW
A self-initiated local-SEO and content marketing system for a fictional multi-location café chain — location pages, editorial calendar, and social content engine.
Type
Self-initiated concept project
Role
Local SEO · Content Marketing
Scope
Location pages · Calendar · Social
Client
None — invented brief
Urban Brew is a self-initiated concept project, not client work. I invented the brand and the brief to work through local SEO and content marketing properly, end to end.
Six locations. One page. Zero visibility.
The invented problem: a café chain with six outlets and a single homepage, invisible for every 'café near me' query, and a social feed that posts pictures with no strategy behind them.
Local search is a structure problem long before it's a content problem. Each location needs a page that can rank on its own, and the content programme has to feed those pages instead of floating beside them.
A page per place. A reason per page.
What every outlet page must carry
Location page
├── H1 with neighbourhood, not just brand
├── Consistent name · address · phone
├── Hours, map, directions, parking reality
├── What this outlet is actually good for
├── Two photos of this outlet, not stock
├── LocalBusiness structured data
└── Link to menu + one nearby outletA calendar is a system, not a spreadsheet.
Craft (how coffee is made), Place (each neighbourhood), People (regulars and baristas). Every post belongs to a lane or it doesn't get made.
A single shoot becomes a location page image, a long-form post, a carousel, and a short video. Production cost drops, coverage rises.
Social captions are drafted from the same phrase families as the location pages, so the two channels reinforce one another.
A written response framework turns reviews into fresh, keyword-natural text on the profiles that local search reads.
Twelve months mapped to menu changes and city events, so the calendar plans itself and nothing gets published in a panic.
Direction requests and calls per outlet, not follower count. Local marketing that doesn't move footfall isn't working.
Location pages templated
Content lanes
Months planned
Real client data
"Local marketing is logistics with taste. The strategy only works if someone can actually execute it every week."
Why this one matters to me.
Constraints make content honest
Three lanes and one shoot per week is a real operating constraint. Designing inside it is what makes a calendar survive month three.
Local search rewards specificity
'Great coffee' ranks nowhere. 'Quiet café with plug points in this neighbourhood' is a query someone is actually typing.
Marketing needs a designer
Most content programmes fail on production friction, not ideas. That's a systems-design problem — which is my job.
"Concept work, real method. This is how I'd run a marketing programme on day one."