Tackling Local SEO for Multiple Locations in 2018

Local SEO for multiple locations might seem like a big challenge for franchises, but it’s easily overcome with the right tactics. Today’s post shares 4 tips to optimize local SEO for multiple locations in 2018.

  • Research and Reverse-Engineer the Competition. As with any form of digital marketing, it’s important that you understand the market and assess your competition when tackling local SEO for multiple locations. Simply identifying what the competition is doing and replicating their tactics is a good way to get started, but eventually you’ll need to dive deeper and learn “the why behind the what” if you hope to surpass them.
  • Build Subdomains and Subfolders from a Single Domain. If your business or franchise has multiple locations in operation, you may be tempted to create distinct domains for each. After all, hosting several separate websites would eliminate any confusion for the consumer, right?Granted, creating separate domains does make it easier to distinguish between locations in theory. But this tactic falls flat in practice.

    When you create separate domains for each location, you end up competing with yourself in terms of marketing and SEO. All your efforts get diluted; each domain is indexed separately, so your hard-earned links and perfectly crafted content only serve one site.

    For the best of both worlds, use subdomains and subfolders from a single domain. In doing so, you can create geographically targeted content for individual locations that boosts your overall site authority and search visibility.

  • Create Location-Specific Content. Building from the last point, creating location-specific content, such as unique contact pages, blogs/news sections, and testimonial pages, is crucial for optimizing local SEO for multiple locations. At the very least, commit to creating one “location page” that include the location’s name, address, and phone number (NAP), alongside an embedded Google Map and any other location-specific content you desire. This is far superior to the old approach that used a single “master landing page” to list all location information. 

    For best results, use content that creates natural opportunities to slip in geographical data. The names of cities, states, provinces, or even specific streets and local businesses are all great bits of info to juice your local ranking power.

    So how do you slip these in naturally, so that your local name-drops are useful and welcomed, rather than spammy and annoying? You have tons of options: write a blog about local weather conditions; share a few pictures from a local trade show, store event, or town landmark; post video testimonials and reviews from local regulars, and mention where they’re from; or simply piggyback off of local news that you think your audience will find relevant and interesting.

  • Claim your Google My Business Listing. Setting up your GMB listing is essential for local SEO for multiple locations. GMB allows users to manually add additional locations (again, think subdomain) to the parent business listing, so that the name, address, phone number, hours, URL, and reviews are visible on Google’s SERP. Be sure to follow Google’s guidelines for best results. And if you have more than 10 locations, look into Google’s bulk location management overview.

Learn More About Local SEO for Multiple Locations

ClickTecs specializes in web marketing and digital advertising solutions for franchises. And as current and former franchise owners, we know all about the challenges of local SEO for multiple locations.

If you want to talk more about local SEO for multiple franchises, contact us online, or call 905-564-0020.

ADA Compliance Website Woes: Why You Needs An Audit ASAP

Today’s post could save your business tens of thousands of dollars in legal fees. Read on to learn about the legalities of ADA website compliance, and how to protect yourself from predatory lawyers.

ADA Compliance Website Woes Continue in 2018

The Americans with Disabilities Act (ADA) was originally created to ensure that all members of the public had the equal levels of access and protection against discrimination.

Sounds like a commendable initiative, right? So what’s with all the ADA compliance website woes?

Well, there’s a problem–or rather, a loophole that predatory individuals are exploiting to sue businesses like yours. The Department of Justice, which is responsible for regulations under the ADA, has not formally issues requirements that businesses must meet to achieve website compliance.

On Wednesday, September 5th 2018, six Senators wrote to Attorney General Jeff Sessions with concerns shared by the Credit Union National Association (CUNA) regarding ADA ambiguity:

“Right now it is not clear the ADA applies to websites. This leaves businesses and property owners unsure what standards, if any, govern their online services,” the letter reads. “To date, the Department [of Justice] has not issued guidance or regulations to provide clarity, and conflicting court opinions have created even more confusion.”

The letter was signed by Senators Charles Grassley, Michael Rounds, Thom Tillis, Mike Crapo, John Cornyn, and Joni Ernst. And it wasn’t the first letter Sessions received; similar concerns were expressed previously by 103 members of Congress in June, and then again by 19 state attorneys general in July.

Unsurprisingly, these murky legal waters have left the door wide open for a flood of “drive-by lawsuits” being made against business owners whose websites are purportedly inaccessible. Without clear rules or precedent, lawsuits have been handled inconsistently throughout the country, and many businesses were coerced into pricey settlements.

And while most litigation trends follow a bell curve–activity peaks early, then drops off as companies button-up their practices and invest in compliance audits–website lawsuits have been pretty steady over the past few years, according to Angelo Spinola, a shareholder at an employment legal firm Littler Mendelson.

In September of this year, Home Health Care News reported that New York City officials had fined and investigated dozens of NYC homecare agencies for website violations. Since last July, the New York City Department of Consumer Affairs (DCA) alone targeted 42 businesses.

Another report from NY Daily News told the story of a Brooklyn lawyer who filed 411 lawsuits in Manhattan Federal Court targeting a huge array of businesses–casinos, retirement homes, racetracks, breweries, you name it–with ambiguous ADA violations.

“It’s profit-seeking attorneys abusing the legal system and using handicapped people as a front,” says Tom Stebbins, executive director of the Albany-based Lawsuit Reform Alliance of New York.

Is ADA Compliance Website Testing Available?

Yes–and it might be the only way to protect yourself from “profit-seeking” attorneys while the ADA requirements shape up.

Until ADA regulations are formalized, business owners have turned to the Web Content Accessibility Guidelines (WCAG3) that were created by the Web Accessibility Initiative of the World Wide Web Consortium (W3C).

ClickTecs’ ADA compliance website testing checklist includes more than 300 items informed by these guidelines. We spot problems and implement fixes fast to protect you from predatory lawsuits. We also remediate sites that have been flagged as noncompliant. Learn more at https://www.clicktecs.com

A Short and Sweet Guide to Pay Per Click for Franchises

The title says it all–read on for a beginner’s guide to pay per click for franchises!

What is Pay Per Click for Franchises?

Pay per click, or PPC, is an online advertising tactic that allows you to buy ad placement on Google, Facebook, Instagram, and other popular platforms.

When purchasing pay per click for franchises, users enter “bids,” which indicate the amount you are willing to spend each time your ad gets clicked. The more you spend, the more likely it is that your ad will be displayed to potential customers.

But pay per click for franchises is not as simple (or cost-prohibitive) as that. While it’s true that more money gets more eyes on your ad, that doesn’t guarantee a return on investment; you could spend $10-million in PPC coinage and get nothing in return if, for example, your senior care ad targeted the iGeneration, who won’t be needing your product for 50+ years.

Converting leads to customers and profiting off your PPC can only happen with quality promo content, laser-focused targeting, and smart keyword selection.

Keyword Selection Strategy for Beginners

Many SEO keyword concepts apply to PPC.

For instance, both SEO and PPC best practices advise newcomers to steer clear of highly competitive keywords and phrases, which are usually short and general as opposed to their “long-tail” counterparts. In the SEO world, it’s much easier to earn a high-ranking blog post targeting “pay per click for franchises in Harrisburg PA” than it is to earn that same ranking while targeting “pay per click.” The former keyword phrase is longer and highly specific–you’re targeting users looking for solutions to their franchise PPC problems in a specific area. But targeting “pay per click” means competing with every offshoot and general definition of the phrase that exists.

Likewise, bidding on the phrase “pay per click” in the PPC world is a bad idea, unless you’ve got budget to burn. And even then, you’d probably have subpar results, since the phrase is so broad; most of your users would likely bounce off your ad without taking action since they weren’t looking for your business in the first place. Better to target the long-stail variation, which will be more relevant and less expensive.

Like SEO, quality pay per click for franchises relies on competent keyword research. Our team can help.

Pay Per Click for Franchises: Quality Scores 101

Every time you use pay per click for franchises through Google Adwords, you’re assigned a quality score on a scale of 1 to 10. This score represents your overall quality and trustworthiness. The higher the quality score, the less you have to pay for a bid.

The quality score is based on three primary factors:

  • Click-through rate. User clicks tell Google that your ad was interesting and relevant.
  • Past campaign performance. Google keeps a record of past campaign performance and alternately boosts or penalizes your ad according to this history.
  • Time spent on-site. How long did the user spend on your landing page after clicking your ad? The longer they spend, the more interested they are in your ad. Google loves to see users dwelling on your landing page.

To increase your quality score, you need to increase the time and effort you invest in ad creation and landing page optimization, as well as ongoing testing and fine-tuning. Users click on ads that speak to their needs and spurn cheap tricks, and they stay on landing pages with compelling visuals, fast load times, fat-free content, and beautiful layouts.

That’s all easier said than done, but ClickTecs can help. We offer:

  • Comprehensive PPC Campaign Strategy
  • Discovery and Knowledge Transfer Session
  • Advanced keyword research and selection
  • Custom Landing Page Design
  • Landing Page Mapping
  • PPC Account Setup
  • Optimized Ad Creation
  • PPC Campaign Conversion Tracking
  • PPC bid management and ROI tracking
  • PPC Monthly Analysis & Reporting
  • PPC Campaign Assessment and Recommendations

To learn more about optimizing pay per click for franchises, visit https://clicktecs.com/contact-us/ and start a free consultation.

5 Winning Strategies for Franchise Web Marketing

When you partner with a franchise, the parent company often handles national marketing through big-ticket branding campaigns. And these can be a big asset for new business owners, particularly those working in trust-based industries where established brand names tend to win out. The national branding model also pays dividends for online companies who don’t rely on attracting customers to a brick-and-mortar location.

But national marketing isn’t enough for franchises that need to make face-to-face contact with their customers. These franchise owners must run local, targeted ads that point people to their business.

That’s what today’s post is all about. Read on to learn why local franchise web marketing matters, along with 5 winning strategies to optimize your campaign.

Local Franchise Web Marketing Strategies Matter

There’s a lot of data backing the value of local franchise web marketing.

According to SearchEngineLand metrics, 4 billion queries for local businesses are made every month. And that’s just from desktops in the United States. A meta-analysis by ScreenWerk found that more than 50% of mobile queries have local intent, and 20% of all Google searches are related to location.

New studies like these are being published every month, driving home what franchise web marketing teams across the country already knew: local customers are looking for your business online.

The audience is there, but national marketing campaigns aren’t enough to beat competitors with targeted local ads. Think about it from the customer’s point of view–one ad lays out the address, contact information, and reviews for a local business, while the other hypes up a brand that may or may not have a location in your area. You could start Googling the latter to find out if there’s a brick-and-mortar near you, but that’s an added step that depends on a very motivated and engaged consumer. Much easier to just go with the verified local business, right?

So you see, there’s really no getting around it–local franchise web marketing is essential for businesses that rely on local customer interactions.

But how do you design a winning local franchise web marketing campaign?

5 Strategies for Winning Local Franchise Web Marketing

  • Follow Google’s guidelines for representing your business online using Google My Business, which allows you to display your business name, address, hours, category, phone number, and reviews right on the front page of Google’s SERP. The majority of people will be searching for your business, product, or service through Google, so it only makes sense to optimize your franchise web marketing campaign for their algorithm.
  • Actively build site authority, rather than waiting for it to accrue gradually over time. Earning links and mentions from relevant, high-quality sources has a major impact on local search rankings, according to industry surveys. Our franchise web marketing team can help.
  • Build a top quality website. Sites that load quickly, use sensible structures, render properly on all devices, publish top-quality content, and follow all ADA guidelines always outperform those that don’t. Remember: no amount of franchise web marketing can make up for a low-quality site.
  • Keep your PAWN consistent–phone number, address, website URL, and name. Double and triple-checking every third-party platform and business citation is as tedious as it is worthwhile. Flubbing any of these four core pieces of business data costs your business a lead, and makes it harder for search engines to trust and reward your business listings.
  • Acquire reviews through approval online reputation management strategies. BrightLocal estimated that 92% of consumers read online reviews before committing to a consultation or purchase, and now that Google My Business shows off your star rating and reviews, they’re more important than ever. Your job is to research the guidelines and best practices for every locally relevant review platform out there, and to stay on top of replies. Don’t worry–our ORM team can help!

Need More Help With Local Franchise Web Marketing?

Don’t sweat it. Our team of franchise web marketing experts includes both former and current franchise owners, which means we’re uniquely positioned to tackle the challenges franchisees face.

Reach out to our team at https://clicktecs.com/contact-us/ to start a free consultation and get your questions answered.