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What's better for local - dedicated domains or directory site?

Curious what the general consensus is. I have a friend who is buying up small businesses in the same niche across the USA. They all have their own domains, content, etc. He has already staffed everyone needed to overhaul all these sites (content writers, PPC guys, designers, etc).

The big question is - if they are not going to be rebranded - is it better to just shut down (with 301s) those domains and unify all the content on one directory type domain (obviously with the correct schema for local) or keep all the independent sites running?

Most of the individual locations are considered independent from one another by all intents and purposes, just with the same owner.

The content is not an issue, as the writing staff is full time and will produce unique content for any/all of the sites.

Just to complicate the question further - if he was to rebrand some or all of those stores to his primary brand, would that affect your opinion (given that they would need new domain names anyway to reflect the new location branding.)

submitted by /u/Bigpoppa18
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