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Watch the video below to learn the biggest mistake franchises make in regards to SEO and how to align your Internet Marketing efforts.
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The 3 Key Components of Franchise SEO
The ideal SEO strategy for a franchise must contain these three components in order to be successful. If any of these components are overlooked or underutilized, then the website will never reach its full potential. These components are local on-page optimization, off-page link building, and Google map optimization. Let’s take a closer look at each of these components and how they will impact your franchise site.
Local On-Page Optimization
On-page optimization is a core component of any search engine optimization strategy. It involves website design, page speed, and keyword usage in a certain area. But when optimizing a page for a local business, there are additional factors that must be considered. These factors are often small and easy to overlook, but make a big difference when it comes to getting ahead of the competition.
A few of the on-page factors that are specific to local business include: geographic information, multiple NAP locations, city and state listing, and a location map. Attempting to build a landing page for a local business without having each of these factors carefully planned is a big mistake.
The city and state of your business should be present in multiple locations. The title of the page and the H1/H2 tags are of upmost importance. These are places where you would traditionally focus on using keywords, but location information takes priority. Of course, adding a keyword will only help to optimize further.
Your NAP stands for your name, address, and phone number. You should get used to seeing it and typing it because it’s going to be in a lot of different places. The tricky part is making sure that all of those places remain updated and in sync. If one of your NAP listings is different than the others, then Google will notice and it will hurt your rankings.
Off-Page Link Building
It’s been said time and time again that link building is the most important part of search engine optimization. While the validity of that statement can be debated, there’s still no denying that link building is extremely important. Your website needs to earn backlinks to prove to Google that it is a trustworthy authority site.
The first backlink that any local franchise should earn is from Google itself. This is accomplished by creating a Google My Business (GMB) listing. This gives your franchise a chance to land in the “3-pack” listing of companies that appears at the top of local searches.
From there, it’s time to branch out to local sources of backlinks. This includes third-party business listings, local press backlinks, backlinks from other local businesses, and local sponsorship. Link building is a difficult and time-consuming task, but it always pays off in the end.
Google Map Optimization
The final component that needs to be carefully managed is Google Map optimization. This involves optimizing your business listing so that it appears more appealing when being viewed on Google Maps. Many local searches now take place directly through the Google Maps search function. It also improves your company’s Google Map index so that it’s closer to the top when people search for nearby companies.
Google Map optimization is a relative newcomer to the SEO field and many marketing firms don’t give it the attention it deserves when marketing for their clients. As a result, those clients fall behind the competition because they aren’t visible through Google Maps.
A similar setback will occur if any of the above components don’t get the full attention that they require. Each of them is extremely important and your local franchise won’t reach its full potential without them.
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