Franchises, like all local businesses, need effective local SEO strategies to rank well in search engines and attract new customers. This involves optimizing the websites of individual franchise locations and creating business listings in both national and local directories. However, franchise SEO differs from standard local SEO in several significant ways. In this article, we explore how to rank franchises on Google and other search engines.
The Importance of Franchise SEO
Franchises can benefit from search engine optimization to increase visibility among potential customers. Implementing SEO strategies such as creating Google Business Profile listings and writing blog posts with relevant keywords can enhance brand awareness and sales. Increased organic traffic from higher search rankings comes at no cost, as long as these rankings are maintained.
The Unique Challenges of Franchise SEO
Franchise owners face unique challenges in building an online presence. A key challenge is avoiding duplicate content, as similar themes must be preserved across different locations’ websites. Another issue is determining the right SEO strategy, whether to focus on location-specific content or adopt a national strategy. Accurate contact details and addresses for each franchise location are also crucial.
Franchise SEO: 7 Steps to Improve Your Rankings
Regardless of the products you sell, these steps can help you rank for target search queries and drive organic traffic:
1. Use Consistent Branding
Ensure consistent branding across all individual websites to offer a uniform user experience at every physical location. Visitors will expect a similar design and color theme on each franchise’s website to prevent them from exiting, thinking they are in the wrong place.
2. Build Locality into Each Franchise Website
Your franchise website should include essential elements that enhance SEO and usability, such as optimized local terms, embedded maps, operation hours, original images, localized testimonials, and structured local business markup.
3. Use the Right NAP
Consistency in format is essential when using Name, Address, and Phone Number (NAP) for each franchise location. Avoid using corporate contact details on individual franchise pages.
4. Use Location-Based Keywords
Incorporate location-specific keywords on your sites using tools to find competitive keywords that allow local users to find you. A national keyword strategy may not always be suitable unless your website redirects users to the nearest location.
5. Decide on a Content Marketing Strategy
Content should have a local slant, with blog posts addressing the concerns and interests of nearby residents. Whether covering local news or discussing niche topics with a local focus, ensure content stays relevant to the local audience.
6. Get Listed on Google Business Profile and Other Platforms
Create a Google Business Profile for each individual location. Decide how to manage the listings, either by allowing franchise owners to create them or managing them centrally and adding owners as users. Besides Google, listings should be created on other platforms like Yelp and Apple Maps to increase visibility.
7. Build Local Backlinks
Local backlinks are crucial for local rankings. Collaborate with local organizations, schools, and charities to create partnerships and sponsorships that can generate backlinks to your franchise locations.
Final Thoughts
While many SEO practices apply universally to local businesses and franchises, understanding the unique challenges of franchises is essential. Creating a roadmap and guidelines for individual locations can help tackle these challenges.
More Resources:
- Local SEO Best Practices for Enterprise Restaurant Brands
- A Complete Local SEO Checklist
- A Guide to Local SEO
Featured Image: Monster Ztudio/Shutterstock
