How Franchise Businesses Can Scale Search Marketing - MarTech Series

By Steve Wiideman, President — Wiideman Consulting Group

If you are not setting aside 30 minutes each day to scale your franchise’s search marketing and local SEO, you’re falling behind your competition. Rest assured they are watching your marketing and developing strategies to siphon away some of your traffic.

Four factors impact your franchise’s local SEO more than anything else:

• Consistent and accurate business information.
• Useful content on your franchise’s webpage.
• Referral links to your franchise’s webpage on other sites.
• Positive reviews and ratings of your franchise.

If your franchise nurtures these four areas each month, it will result in higher online ranking and visibility.

Improving local SEO by verifying accurate data across the web

At every franchise, someone is responsible for keeping the business’s information up-to-date and accurate across platforms like Google Maps, Bing Maps, and Yelp. It’s not difficult for a small business with one location to maintain a spreadsheet listing all the sites where business-related information is posted, but when franchises expand to 20, 50, or 1,000 locations, things can get complicated quickly.

When you maintain accurate and consistent data across your franchise’s online presence, it improves local SEO and enables higher search rankings. You can either hire data managers for apiece $50,000 per year to do this, or use an online platform. These platforms have partnerships and direct API links to Google Maps, Apple Maps,...

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