Whether you’re planning to manage your SEO strategy internally or considering hiring an external agency, it’s crucial to understand the best SEO practices for your industry.
1. Evaluate Your Corporate Website
Has it been more than a year or two since you last updated your franchise’s website? If your site design feels outdated or if the structure hinders search engine crawlers from properly indexing your pages, it might be time for a redesign. Your website is the foundation of your online presence and should make a strong first impression on potential franchisees and customers. With mobile-friendliness now a key ranking factor, ensuring your site is responsive is essential to reach visitors on all devices.
2. Review Your Target Keywords
Do you know which keywords effectively reach franchisees and customers in your industry? Are your site’s pages optimized for these keywords? If not, it’s time to conduct keyword research. After identifying relevant keywords, analyze what your competitors are doing. This can help you understand which keywords they’re targeting and consider adding new pages to your site to target these valuable terms.
3. Keep Your Content Fresh
Content can quickly become outdated, so it’s important to regularly update the pages on your franchise website. You don’t need to overhaul everything, but even small updates can make your content more relevant and engaging for visitors. These changes can also prompt search engines to reindex your refreshed pages, potentially boosting your rankings.
4. Optimize Beyond Body Copy
While optimizing the body copy of your pages is crucial, don’t overlook other elements like page titles and headers. Be careful not to overuse keywords in irrelevant areas, as keyword stuffing can harm your SEO efforts. Focus on writing content that prioritizes the reader’s experience for better long-term results.
5. Provide Free, Valuable Resources
What do visitors to your franchise site value most? Consider offering educational resources, such as downloadable PDFs, to attract visitors. This can also serve as a strategic way to generate leads by requiring an email address for access.
6. Maintain an Active Social Media Presence
Social media is a powerful tool for building your online reputation and expanding your reach. Plan to post regularly, sharing both company news and industry insights to create an engaging and informative presence.
7. Encourage Positive Client Reviews
Consumers trust reviews from other customers more than direct company messaging. Encourage satisfied clients and franchisees to leave positive reviews on platforms like Yelp, Facebook, and Google.
8. Build Internal Links
Ensure your website has a strong internal linking structure to help search engine crawlers navigate your site more effectively and encourage visitors to explore other pages, increasing engagement.
9. Utilize PPC Campaigns
If you’re looking to attract new clients or franchisees, a well-managed pay-per-click (PPC) campaign can be highly effective. PPC ads can direct viewers to specific landing pages where you can prompt them to take actions like applying for a franchise or contacting you for more information.
