Auditing Your Franchise SEO Strategy: Applying the SWOT Analysis for 2018

Today’s post explains how you can apply a SWOT analysis to audit your franchise SEO strategy to ensure optimal performance in 2018.

What is a SWOT analysis?

A SWOT analysis reviews the Strengths, Weaknesses, Opportunities, and Threats that an entity (usually a business, though it can be used for a place, industry, product, or, in this case, franchise SEO strategy) faces.

One of the major advantages of this analytical framework is the way it looks at the interrelation of internal and external factors. For our purposes, that means we will be auditing the internal strengths and weaknesses of your franchise SEO strategy, along with the opportunities and threats presented by the external web climate you find yourself in.

Obviously, this article won’t be able to pinpoint your current franchise SEO strategy’s internal strengths and weaknesses. That would require a closer look at the unique approach your franchise is currently taking. To schedule an internal audit, call us at 905-564-0020, or visit to book your consultation online.

That said, we can list off some best practices and common mistakes to help you tweak your internal franchise SEO strategy today.

And since everyone’s franchise SEO strategy is influenced by the same external factors (Google algorithm changes, new technologies, shifts in social media functionality, etc), we can spotlight a few important external threats and opportunities.

So without further ado, let’s begin!

Strengthening your internal franchise SEO strategy

Here are some signs of strong internal franchise SEO strategy to aim for with your brand:

  • Using clear, crawlable URLs that appeal to Google-bots and readers alike;
  • Conducting ongoing keyword research that makes use of long-tail phrases, secondary keyword lists, and leverages targeted search intent;
  • Constantly investigating the SERP to see what Google believes is relevant to the searcher, then making that the basis of your franchise SEO strategy;
  • High-value, authoritative content that answers specific user questions and helps them meet their goals;
  • Writing compelling titles tags and meta descriptions;
  • Optimizing your site for max page load speed.

Remember, this is just a list of general best practices – ultimately, your internal franchise SEO strategy must be tailored to your unique industry, audience, and needs.

Addressing weaknesses in your internal franchise SEO strategy

Conversely, here are some common mistakes people make with their franchise SEO strategy that you should avoid:

  • Overloading content with stilted keywords;
  • Stuffing websites full of rich media that unfocus the reader and cripple site load time;
  • Not giving URLs, page titles, meta tags, and other ancillary content the TLC it needs;
  • Writing dense, jargon-heavy content that is not accessible to the average reader;
  • Designing multiple sites for different devices (aka building a separate mobile and desktop site);
  • Over-scheduling content to the point where it seems spammy.

Rapid-fire threats and opportunities to consider in your franchise SEO strategy

There is a very thin line between what counts as an external threat and opportunity. The difference usually boils down to whether or not you saw it coming and adapted before the competition. With that in mind, let’s look at some SEO trends and predictions for 2018:

  • Content is still king. The value of quality content is not secret, but it’s growing even more with the influx of new features like voice search, Google Posts, Google Q&As, and so on. All of these different channels and query types may seem intimidating, but they ultimately point the user to the same place – a piece of quality content. Brands that invest in premium content as part of their franchise SEO strategy will enjoy a real competitive edge in the coming years.
  • Mobile accommodations are needed more than ever. With the majority of users now searching and purchasing from mobile devices, franchisors need to invest in mobile technologies to turn this potential threat into a major opportunity. In addition to mobile responsive sites, mobile applications will be more valuable than ever.
  • Net neutrality developments put greater emphasis on rapid site-load speed. In the United States, the battle to maintain Title II protections on net neutrality is over. Though the laws are still coming together, it looks like premium payees will enjoy “fast lane” internet access, while the rest of us slug along with slower connection speeds. If you acknowledge this development and design your site for optimal load speed, the net neutrality changes will work to your advantage. But if you stick to your guns with rich media and cheap servers, you may see a big drop in web traffic and SERP position.

Book your franchise SEO strategy audit

We’re just getting warmed up and we’ve run out of space!

But the conversation doesn’t have to end here. If this introductory piece has you interested in a franchise SEO strategy audit, visit to set up a free consultation.

Assessing Franchise PPC in 2018: Should You "Pay to Play

Pay-per-click advertising, otherwise known as franchise PPC, is a powerful tool that deserves a place in most advertising arsenals. But is it right for you?

Today’s post runs down the pros and cons of “paying to play” to help you decide if franchise PPC is a good fit.

Advantages of Franchise PPC

  • Franchise PPC gives you measurable results. Though franchise SEO is essential to compete in 2018, the results aren’t easy to measure. But not because there’s a shortage of measurable metrics – quite the opposite, in fact. To get a feel for how your franchise SEO is performing, you need to factor in your SERP ranking, keyword competitiveness, domain authority, number and quality of backlinks, and much, much more. Interpreting this deluge of metrics isn’t easy without the help of qualified SEO experts.Conversely, franchise PPC results are easy to measure and interpret. Google Adwords provides a shortlist of meaningful metrics that tell you whether your ad is converting and generating a reasonable ROI. If you’re looking for a transparent web marketing option that gives you serious control, keep franchise PPC in mind.
  • Franchise PPC gives you quick results. Organic SEO takes a lot of effort and patience. Even after you’ve put in the time to research and write compelling content, you still need to wait out Google’s crawl bots and ranking algorithm, which can take weeks or even months to get going.Franchise PPC, on the other hand, sets up quickly and starts generating results immediately. Once your account is created, ads are prepped, and bids are made, you’ll start ranking and driving users to your landing page right away.
  • Franchise PPC gives you serious budget control. Google Adwords lets you set a daily budget, which eliminates the risk of overspending. Simply divide your monthly budget by the number of days in the month. If you want to stretch your advertising investment even further, try steering clear of broad match and phrase match.
  • Franchise PPC lets you track ads in real time. As we mentioned previously, organic SEO suffers from a sort of “implementation lag” where we don’t see the results (or lack thereof) until a few weeks after publishing. But franchise PPC allows you to monitor the performance of your ads from moment to moment, so you can stay on top of important developments and adapt to new threats and opportunities right away.
  • Franchise PPC gives you greater control of your ad’s exposure. When you set up your franchise PPC, you can choose whether your ad is concentrated locally or disseminated globally, which gives you greater flexibility and customization options at any level of business. Individual franchisees can focus their campaigns on local rankings to drive business to specific locations, while brand owners can use global ads to support their enterprise-level branding.

Disadvantages of Franchise PPC

  • Franchise PPC can be complicated. While the actual account and campaign setup is fairly straightforward, franchise PPC won’t work without comprehensive market and keyword research, which requires a certain set of tools and skills. For this reason, most brand owners trust their franchise PPC to experts firms like ours.
  • Franchise PPC is less effective with certain demographics. Depending on your audience, franchise PPC may or may not be right for you. For example, younger, web-savvy Millennials tend to steer clear of paid ads, which are easily recognizable due to their placement on Google’s SERP. Conversely, though, many older users see paid ads as being more secure and authoritative.
  • Franchise PPC isn’t free. Organic advertising is “free,” at least in the sense that you’re not spending money (though you are certainly spending time).

So is Franchise PPC right for your brand?

Let’s find out – book your free consultation with our franchise PPC team at

Franchise Web Development Strategies

Franchise web development is evolving every year and 2018 brings a whole new set of challenges and opportunities.

Today’s post spotlights 4 new developments and how they will affect franchisors online campaigns this year.

Keyword research is still a make-or-break proposition.

Nothing’s changed in terms of how importance keyword research is for franchise web development in 2018.

Proper keyword research means:

  • Less competition. Choosing the right keywords drastically reduces the difficulty of ranking (and also the price of any franchise PPC bids). Usually, this means picking long-tail keyword phrases that pinpoint a specific user need or location.
  • Better conversion rates. Being specific with your keywords lets you target more relevant audiences. Rather than bombarding the general public with your message, you present your offer to people who want to hear it, which gets much better results.
  • Less stilted copy. The best keywords are predictive, which means they predict the searcher’s intent as well as their phrasing. So, for example, a franchisors seeking our services might search for the “best franchise web development strategies.” They would probably not search for “”franchise web development best strategies.” It’s a subtle difference, but an important one. Though they each contain the exact same keywords, the former is phrased much more naturally; it’s written exactly like somebody would search. This not only makes it more likely that searchers find your content – it also makes your content infinitely more readable, which will be reflected in your on-site stats.

It’s also important to set up a secondary set of related keywords, which will be incorporated into your content to supplement your primary set. This helps you broaden your net and account for disparate search terms without losing focus on your target audience.

Responsive web design is now non-negotiable.

With the majority of searches now coming from mobile, there’s no getting around the need for responsive web design. Without it, you subject your audience to a clunky, poorly laid out web experience. That’s no use for your franchise web development, and potentially damaging to your brand’s reputation.

You can find more information about responsive web design at

Target the right referrers for better franchise web development.

Unsurprisingly, Google is still the top referrer of website traffic, which underscores the need for effective SERP ranking tactics. Social media referrals – when a user is directed to your website through a shared link on Facebook or any of the other big players – are dwindling fast in 2018. This is mostly due to the fact that social network algorithms are designed to keep users on their sites. They accomplish this by burying any posts that contain external links, and pumping up posts that encourage users to stay put.

So what’s the bottom line?

STOP using social media referrals for your franchise web development, and START investing more in SERP rankings by upping your organic content and franchise PPC.

Build crawlable content to increase your visibility.

While most of your franchise web development efforts should be done with human readers in mind, it’s critical that your URLs, text, visuals, and embeds are designed in a way that’s appealing and accessible to Google’s crawl-bots. If they aren’t, none of your other franchise web development strategies really matter.

The subject of crawlable content is bigger than this article, but we’d be happy to break it down for you. Give us a call at 905-564-0020, or visit to book your consultation online.