Search engine optimization, or SEO, is a combination of strategies that function to increase a website’s visibility on organic search engine results pages (SERPs). Google uses over 200 factors to determine how a website ranks on a SERP, but some of the most important factors include quality content, backlinks, domain age, and page speed, among others. SEO strategies fall under two groups: on-page SEO and off-page SEO.
At Enspire for Enterprise, we help franchises grow their business at both the national and local levels by increasing their search engine visibility. We know that franchises have more than one goal when it comes to growing their business, which is why our SEO for franchise campaigns benefit the national campaign, which in turn, boosts the local campaign.
On-page SEO involves optimizing specific keywords on a web page. This includes writing high-quality content containing the keywords, such as blogs, FAQs, and other informative pages on your website. Optimizing page-specific elements such as title tags, headings, and internal links with keywords is an important component of this process. Google and other search engines then analyze the content on the page to determine whether an internet user’s search query is relevant to what the page is about. When done correctly, this leads to higher rankings on SERPs.
As the term implies, off-page SEO refers to SEO strategies that take place in areas that aren’t directly on your website. This includes any type of activity that involves linking content on the internet to your website, such as building backlinks, social media marketing, guest content on third-party websites, local listings, and more. Regarding backlinks, it is important to ensure that they are connected to other websites with high domain authority and quality content. These strategies help you improve the relevance, trustworthiness, and authority of your website; all factors that Google looks for when determining its rank.
National SEO: Establish Credibility and Increase Rankings Against Competitors
Before beginning to work on increasing the online rankings of your individual franchise locations, it is important to build your national SEO campaign. This helps your business establish credibility online and begin outranking your competitors. While a local SEO campaign would focus on geo-targeted keywords, a national SEO campaign uses broader search terms that are relevant to your franchise. Not only does this help build your brand’s organic visibility online, but as new locations open and begin working on their local SEO campaigns, it will be easier for them to quickly begin ranking in their area because your national domain has credibility.
Local SEO: Grow Your Franchise at the Location Level
An optimized national site helps people find a location near them too. As your franchise begins to open individual locations, local SEO campaigns will help those locations grow their organic visibility online. These campaigns optimize each franchisee’s website for the specific local area that they serve. This helps your franchise locations rank for the search queries that are relevant to them in their area, which then helps them reach the local audience that matters to them. SEO campaigns are crafted for each specific location’s services since some of your franchisees may offer unique services based on the needs of that particular area and because your franchisees will have different competitors based on where they are located.
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