Arthur Murray Dance Centers

Project Overview

Arthur Murray Dance Centers, a globally recognized brand in ballroom dance instruction, approached Atlas Studios with a complex digital challenge: how to differentiate and rank over 10 individual franchise locations online—without cannibalizing traffic or causing internal SEO competition among them.

Each location needed its own identity, visibility, and digital footprint, but still had to stay aligned with the national brand. Atlas Studios stepped in to design and execute a hyper-local SEO strategy that gave each franchise center its own optimized presence, allowing them to rank strongly in their local markets while working together in harmony under the Arthur Murray brand umbrella.

From custom content creation and Google Business Profile optimization to localized landing pages and citation building, Atlas developed a playbook that allowed every location to thrive—driving more visibility, more inquiries, and ultimately, more dancers to the floor.

Objectives

To create and implement a scalable local SEO strategy that allows multiple Arthur Murray Dance Centers to rank independently in their geographic markets without conflicting with each other’s search performance.

• Location Differentiation: Develop distinct digital profiles for each franchise while staying on-brand. 
• Local Ranking Optimization: Increase visibility in Google Search and Maps for each location’s local keywords and service areas. 
• Avoid Internal Competition: Prevent SEO overlap or duplicate content issues that could lower rankings across locations. 
• Lead Generation Support: Help each studio grow by boosting organic inquiries and foot traffic from their respective markets. 

Key Features

• Local SEO Architecture: Created separate landing pages, structured data, and URL paths tailored to each specific location and its surrounding audience. 
• Google Business Profile Optimization: Claimed and optimized profiles for all centers with location-specific keywords, imagery, service areas, and CTAs. 
• Content Customization: Wrote unique, localized copy for each studio to avoid duplicate content and target hyper-relevant search terms. 
• Reporting & Ranking Success: Provided regular tracking to measure keyword performance, local pack visibility, and lead growth per location. 

Conclusion

Atlas Studios’ work with Arthur Murray Dance Centers is a prime example of solving a multi-location SEO puzzle with precision. By creating a strategy that balanced local visibility with brand consistency, Atlas helped each location rise in the rankings and reach more customers—without stepping on each other’s toes. The result: a digital presence as coordinated and graceful as the dances taught inside.

Let me know if you’d like to include rank improvements, traffic increases, or conversion stats—ready for the next case whenever you are!