Search Engine Optimisation refers to the process of improving a website’s visibility, and in many ways, can make or break the tangibility of a brand’s presence. This is the digital marketing version of the age-old proverb; ‘if a tree falls in the forest and no one is around to hear it, does it make a sound?’
Why is SEO important to local markets?
SEO is particularly important to a franchise, as it not only improves the overall online brand presence but can be tailored to the local markets of individual franchisees. For example, Walfinch has been developing individual SEO plans that use location-specific keywords and content (blog posts, testimonials) to optimise visibility – as well as mobile-friendly designs and fast site speed, which enhances their SEO ranking.
How can you tell whether a franchisor has a strong SEO plan?
If you’re shopping around for a franchise, it’s important that you are investing into a business with a robust, digital footprint. Here are some indications of a franchise with good internal SEO:
- If a site appears high-up in the results list, when searched
- If a site appears high-up in the results list, when keywords are searched
- Consistent branding across multiple locations
- Well-structured website with fast loading times
- High-quality content that answers common queries
- Positive customer reviews and crucially active local pages which will support your franchise
Organic traffic versus paid traffic
One key difference between SEO and online advertisement is; online advertisement drives paid traffic, whereas SEO focuses on organic traffic. Organic traffic refers to visits that come to your site via unpaid results. However, if a franchisor has a good digital marketing plan, they will use a combination of both approaches to enhance and complement one another.
SEO as a prediction tool
Not only can SEO data can be used to understand customer behaviour and return on investment, but it can be used to predict trends and consumer habits. This data is vital to a franchise’s success – Whilst we can’t predict the future, SEO data allows franchisors to get pretty close! This data, refined using additional AI tools (Google Analytics, Google Search Console and SEMrush), can help franchisors deepen their understanding of customer demand – therefore, the value of their own business.
How can franchises ensure their SEO on the right track?
While there is no silver bullet to SEO, here are some actionable fixes franchisors can make to improve their rankings.
- Conduct keyword research to identify terms and phrases customers are searching for
- Optimise local pages with accurate business details (name, address, phone)
- Ensure site-speed and mobile friendliness
- Regularly publish interesting and relevant content
- Build a robust backlink profile by networking with reputable sites
- Monitor performance using analytical tools and be prepared to adjust strategies accordingly
If a potential franchisor is clearly recognising the importance of SEO, they could be a viable choice for you. Without it, businesses simply aren’t findable – and are entirely reliant on un-trackable marketing campaigns, such as leaflets or word of mouth. By effectively harnessing SEO and developing a nuanced, adaptative plan, franchises can ensure their business’ success, both on and offline.
