The franchise business model can be extremely profitable. Whether driven by a brand expanding or individuals committed to reputable businesses, the opening of a franchise must be marketed for the simple fact maintaining the name.
In a society with increasingly more presence and competition online, we need solid service for new customers that assume web positioning.
But what franchise SEO strategy gets the most out of advertising for these specific business models?
A few months ago, Web Daytona gave a franchise SEO seminar where they explained what online marketing is and how it can be taken advantage.
We identified the main concerns of the franchise networks: managing online reputation, social media marketing, and SEO web positioning.
Focusing on SEO Web positioning, there are three tips to be able to optimize your site to increase quality traffic and improve your results.
1. Keyword Research
Content must revolve around your closest audience, we must put ourselves in their place and consider which keywords they are going to be looking for.
On multiple occasions, the language of our target audience is different from what we would use as “professionals” in a sector.
We should also know that the keywords our users use are increasingly detailed (taking the form of “longtail” keywords), containing more local terms.
To create an appropriate keyword strategy, we create as broad a list as possible.
This allows us to analyze the possibilities and even perhaps discover interesting and less exploited keywords.
The process of analyzing keywords across multiple sites like this is called keyword discovery. And as with any “discovery”, it’s recommended to be exhaustive right at the beginning.
We create what is called a “long list” which, once we have it, we have to know how to filter. This allows us to concentrate our efforts on only a small group of keywords.
Initially, we will go for those that we identify as more strategic and, progressively, we will expand our efforts to the following words on our list.
Through the filtering process, we can create a “shortlist” of words which we will use to focus our work on SEO.
That’s why, in SEO, we recommend starting work with a list of 10 keywords. We have to work with a number of possible words, or our efforts won’t be rewarded. Proper selection is critical during this process.
For this selection, we should consider three factors:
- Traffic / Number of searches: How many times is this word searched per month?
- Competition: How many results are there for that word? With how many people are we competing?
- Relevance: How relevant is our keyword to our business? There may be keywords with many searches, but they aren’t necessarily going to get conversions/sales for our business because they are too general.
The selected keywords should then guide the content strategy we define. It is essential to start creating relevant and quality content for our target audience, optimizing it from the SEO point of view and disseminating it to the fullest through our blog, social networks, and directories.
We recommend having different landing pages for groups of 3-4 related keywords. This allows us to direct our efforts and guide subsequent SEO actions well.
2. SEO Optimization Of The Site
The first thing you should check are the titles of the page. They must be precise and unique.
So, how do we check these?
Describe, precisely, the content of the page, create unique title tags for each page, with a brief description.
The second thing is to improve the structure of your URLs using keywords. Offer services and quality content. Content is king, never forget, and can be extremely effective when supported by anchor texts with a call to action and relevant keywords.
You can find more information on this in Google’s recommendations.
3. Content Strategy
This is one of the fundamental steps to attracting quality website traffic, which should be planned based on the following:
- Study of long tail keywords for more specific niches
- Writing without forgetting the SEO principles mentioned above
- Disseminating the content to give it life and help it attract traffic. Use social networks, related groups, and other portals, as well as forums and article directories.
- Measure which ones attract more traffic and which ones rank for keywords.