Accept Only Empirical SEO Strategies for Franchises

Empirical SEO strategies (i.e. those which are proven and verifiable) are the only ones clients should be choosing to market businesses.

To that end, this post overviews some fraud-spotting tips and classic ClickTecs case studies to show our process works.

Know How to Spot Unproven Commodities

There’s a ton of bad advice out there. A quick Google search for “SEO strategies for franchises” evidences that.

In fact, there’s so many landmines out there that Search Engine Land stated independent franchise SEO was officially “for masochists only.

But it doesn’t have to be that hard. Knowing how to spot an unproven commodity goes a long way, and it’s easy.

The most direct way is simply to ask for proof of results before you implement any of the firm’s SEO strategies for franchises. If they can’t drum up any evidence, they’re an unproven commodity–simple.

Some other red flags to watch for include:

  • Lack of centralized control of franchise business listings
  • Location page issues (or even more egregious, no unique location pages)
  • PAWN (Phone number, Address, Website, and Name) problems with franchise business listings/citations
  • Lack of unique local content
  • Limited examples of top-ranked content targeted competitive keywords

If the company in question is flying some of these red flags, beware.

For more information on red flags to watch for, check out this previous blog on local SEO franchise mistakes, which happens to sit at #1 in Google SERP for “common franchise SEO mistakes.” Or you can read this blog, which is ranked at #2.

Empirical SEO Strategies at Clicktecs: How We Boosted Organic Traffic In 58% in Just 12 Months

We’ve talked the talk, now it’s time to walk the walk. This section shares the details of a recent 12-month SEO campaign conducted on behalf of the Kitchen Solvers franchise.

When we first started working with Kitchen Solvers, they were already an established brand. Founded in 1982 as a home-based business, the multi-dimensional remodeling franchise had since expanded throughout the United States and Canada.

As an established brand, they already had an established web presence and weren’t sure whether there was much room to grow. But we saw room for improvement, and started implementing some of our favorite SEO strategies for franchises right away.

Our objectives were clear:

  • Increase ranking for desired keywords targeting remodeling industry and prospective franchise owners
  • Increase organic and overall traffic to web assets
  • Fix crawl errors
  • Increase backlink authority
  • Increase conversions and conversion rate

To achieve these goals, we set out to create a custom franchise SEO strategy that focused on citation building, well-research content marketing, and interactive social media community engagement. The plan emphasized ongoing adjustments and optimization focused on crawl error audits, keyword research, meta tag optimization, sitemap creation, pagespeed enhancement and social media syndication.

The results were undeniable. Within 12 months of taking over the account, our SEO strategies for franchises yielded:

  • 58% increase in organic traffic
  • 52% increase in conversions
  • 95% increase in goal conversions
  • 72 keywords in Google’s first page
  • 12.88% decrease in bounce rate
  • 5300 high quality backlinks created

You can find more case studies and client reviews like this on our website at https://clicktecs.com/.

But if you’ve seen enough, give us a call at 905 564 0020 to learn more about SEO strategies for franchises and how the ClickTecs team can deliver empirical results for your business in 2019.

 

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3 Ways to Target the Lucrative Millennial Market with Franchise Development Services

Today’s post is all about how to tweak your franchise development services to target the lucrative Millennial market.

Meet The Millennials: Morally Conscious, Tech-Savvy, Hyper-Educated Prospects

Born between 1982 and 1993, there are currently over 80 million Millennials in the United States, which is larger than any other generation.

Generations, like people, have personalities, and Millennials are an interesting group: liberal, self-expressive, upbeat, and open to change. They’ve been affected by the housing bust and the financial meltdown of 2008, and many have never known a world without the world-wide web. As such, they’re tech-savvy, diverse, and connected global citizens who want to make a difference in the world.

After growing up in the age of social consciousness and environmentalism, many strive to give back–research by Walden University and Harriss Interactive reports that up to 81% have donated money, goods, or services to a charity or political rights advocacy group, and many base their purchase decisions on whether or not the company in question upholds similar values.

Findings from the Pew Research Center state that Millennials are on track to becoming the most education generation in history.

Given that they’re tech-savvy, highly educated, and eager to make a difference in the world, it should come as no surprise that so many are looking to start businesses–nearly three quarters of Millennials say that they want to become entrepreneurs, according to research from the International Franchise Association. In fact, a full 15% of the attendees at the 2015 International Franchise Expo were under the age of 30. It seems like a dream opportunity for franchisors–you’d be hard pressed to find a better audience to target with your franchise development services.

Few Franchise Development Services are Targeting Millennials in 2019

Millennial franchisees are a hot commodity that’s inexplicably overlooked, or at least underemphasized, by many franchise development services.

A report by the International Franchise Association included the following quote from one frustrated Millennial who works for a major franchise supplier:

“We’re the next generation of business owners, but when it comes to franchising, we’re not discovering the information we need to know. It’s as though franchisors are not speaking to us. They don’t know how to find us, they don’t know how to hold our interest (admittedly, we have short attention spans), and they don’t know how to approach us without sounding like they want to sell us something.”

So how can you ensure that your franchise development services start speaking to Millennials, both literally and figuratively? Read on.

3 Tips To Target The Lucrative Millennial Market

  • Embrace transparency. Millennials love transparent franchises because they’re used to being able to learn lots of businesses, products, and even potential friends online. Much of Millennial culture is pro-sharing and pro-expression, so these buyers are naturally drawn to companies with the same organizational culture. Share behind-the-scenes information in ads, invite feedback on your current promotions and website, and encourage your staff to be active and expressive on social media. Highlight how important transparency is in your franchise research process/sales cycle, as well as how your brand promotes accountability and communication via technology and smart management.
  • Meet them where they are. Millennials are the “always connected” generation, steeped in digital technology and social media. They are fluid multi-taskers whose digital devices can seem like extensions of their bodies. 75% of Millennials have an online profile, and 20% have posted videos of themselves online. More than 8 out of 10 say they sleep with a cell phone glowing next to their bed, and a full two-thirds admit to texting even while driving, according to the Pew Research Center.For best results, your franchise development ads and representatives need to meet them where they are. That means active and savvy social media management for starters. Mobile-responsive websites are also non-negotiable.
  • Inspire them. Millennials have a deep-seated sense of morality, and internet interconnectivity has made them much more empathetic. As such, marketing campaigns that engage and inspire them to act in ways that can have a positive effect on the world at large, as well as their local communities, will be much more effective than bland copy promising big sales. Adopt a multichannel strategy that emphasizes the world-changing implications behind your business opportunity and watch the leads come alive!

Learn More About Clicktecs Franchise Development Services

There’s much more involved in creating a Millennial-focused franchise development strategy. To keep the conversation going, visit https://clicktecs.com/contact-us/ or call 905-564-0020 today.

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Troubleshooting Local SEO for Franchises: 2 Common Mistakes and Quick Fixes

Today’s post shares two quick fixes to common mistakes we see people make with local SEO for franchises.

Read on to learn why good advice for small businesses doesn’t apply to your franchise, and how to address some common and costly issues.

“Helpful” Advice for Small Businesses Won’t Work For Big Brands

One of the most common problems that DIY marketers run into trying to master local SEO for franchises comes when they use single-location strategies for a multi-unit franchise.

Large brands are different in every other way–different marketing needs, different managerial needs, different decision-making processes–so of course they have different local SEO needs, too.

Unlike single-location businesses, big franchises need to:

• Standardize data across hundreds of thousands of locations;
• Determine clear control and decision-making protocols for all web data and assets;
• Designate staff to manage and execute franchise-wide initiatives and promote intra-franchise cooperation;
• Scale everything from listings management, to content development, to site architecture;
• Deal with the hierarchy of reports of bad data from the front-line franchisee up to corporate.

We’ve hardly scratched the surface here, but you get the idea–local SEO for franchises is a different animal. Even the smallest tasks turn into major, company-wide challenges.

Local SEO for Franchises: Common Mistakes and Quick Fixes

• Mistake #1 — Linking all local business listings to a single homepage. This is sometimes recommended as a tactic to boost local rankings, since website home pages frequently have higher authority than location landing pages.

But this is a huge mistake for franchises. Sending a potential customer from a listing for their chosen location, to a homepage, and then expecting them to comb through a menu bar to find the location they want–when they’ve already indicated which location they want–is a slap in the face. Don’t waste your consumers’ time. Doing so puts potential conversions at risk.

Not convinced? Consider the following findings from a recent study by the Local Search Association: “According to a new study, when both brand and location-specific pages exist, 85% of all consumer engagement takes place on the local pages (e.g., Facebook Local Pages, local landing pages). A minority of impressions and engagement (15%) happen on national or brand pages.”

Quick Fix #1 — Create individual location pages. Put location-specific contact details and information (promotions, events, menu offerings, etc) and resist the urge to copy-and-paste generic franchise copy. Check out our blog for more on creating location-specific landing pages, or give us a call to ask your questions directly.

• Mistake #2 — “Set it and forget it” approach to citations and local listings. Single local business owners may dedicate one day to creating their Google My Business page along with 20-50 structured citations, then never look them over again. This might not be a big problem for single businesses, but it’s a huge mistake for big brands with multiple locations.

Quick Fix #2 — Make time for monitoring local business listings. Block out time each week to manage your local listings and it will pay dividends for your local SEO. This doesn’t need to be exhaustive work–simply tell your franchisees or their marketing teams to set tasks for managing any GMB reviews, responding to consumers via local listing direct messaging, reviewing your contact details, deleting duplicate listings, and managing spam. Small businesses can get away with being a little more negligent, but a week without monitoring franchise listings could translate to hundreds of missed messages and ignored reviews.

Learn More About Local SEO For Franchises

We haven’t even scratched the surface of local SEO for franchises, but alas, we’ve run out of space.

If you want to keep the conversation going, get in touch with our team at https://clicktecs.com/contact-us or call 905 564 0020.

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Franchise Marketing Solutions for Better Link Building: 3 Red Flags to Watch For

Today’s post is all about auditing your backlink profile to improve your franchise website’s ranking and visibility.

We know that might sound a little intimidating to those who came here looking for quick and easy franchise marketing solutions. But don’t worry: auditing your backlink profile is simpler than it sounds. We’re going to walk you through the basics and pinpoint 3 red flags to watch for when evaluating links.

What is Auditing Your Backlink Profile?

For the purposes of this article, “auditing your backlink profile” means looking over all the links that point users to your website in order to spot any dubious sources or activity.

Google penalizes what is referred to as “black-hat” link-building practices, which are used to exploit loopholes in the algorithm with non-human behaviors (think spam) in order to “hack” the #1 spot in the search rankings. Sometimes your website might get implicated with black-hat practices through no fault of your own, but Google will still penalize you for being associated with the fraudulent link.

Once you understand that, “auditing your backlink profile” makes a lot more sense. It boils down to reviewing the links people have made to your website. Then, when you spot any fraudulent links or spam sites linking to your page, you cut ties to prevent your site being “guilty by association.”

The SEO term for this cutting of ties is called “disavowing.” This is just a fancy way to say that you’re telling Google that you do not approve of that particular backlink.

Is Auditing My Backlink Profile Necessary in 2019?

Not all SEOs take the time to manually disavow links, citing Google’s ever-improving ability to recognize and ignore fraudulent links (rather than slamming your site with a manual penalty) as reason enough to spend that time on other tasks.

But not so fast. While Google’s definitely getting better at separating the wheat from the chaff, they’re still not perfect. That’s why the disavow option still exists, after all. And Google’s stance on backlink manipulation hasn’t changed–if their crawlers flag your site as containing fraudulent links, you will be penalized.

So while the odds of avoiding unwarranted manual penalties are ever-improving, there’s still a chance your site gets burned.

If everything’s going smoothly, you can probably hold off on a backlink audit. But if your site is underperforming–low ranking, high bounce rates, and minimal conversions–despite a considerable investment in franchise marketing solutions, low-quality backlinks could be the cause of the problem.

Auditing Your Backlink Profile: 3 Red Flags to Watch For

These three quick tips should help get your auditing started. And if you need more assistance, ClickTecs can help.

  • Irrelevance. Your franchise marketing solutions should be targeting local markets. But when you review your inbound links report, you see an abundance of links to off-topic blogs and countries you don’t serve. This looks like link manipulation and Google may treat it as such.
  • Duplicate anchor text. If you’re earning links the good old fashioned way, they’re not going to all be coming from the same sources with duplicate anchor text. This is a common warning sign for black-hat linking.
  • Cardboard cut-out websites. If you follow links back to their site, you can often tell the spam sites from the authentic ones at a glance. Spam sites are produced en masse, so they usually have the same background colors, templates, navigation, and logo. They also frequently lack contact information because the owners don’t maintain them–they’re simply used to host links. Disavow these links ASAP.

Get More Franchise Marketing Solutions from Clicktecs

Visit https://clicktecs.com/ or call 905-564-0020 to book a consultant with a member of our team.

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