As a multi-location business that depends upon local customers, are you investing in SEO to help your customers find your website – and ultimately, your business? Do you have time to invest in learning how to implement SEO?
For many franchise owners, the answer is “no.” Therefore, it’s easy to start feeling lost in a local SEO landscape that gets bigger, more complex and more competitive each day.
Don’t worry, we’ll share all the good tips and insights in just a minute…but first, let’s just nail down a short definition of what local SEO does for your website and your business:
“Local SEO is the practice of building a strong, local online presence so that your business achieves visibility in valuable, local organic search results.”
- Jared Ray, Web.com SEO Strategist
Ok, we recognize that everyone could use a little help on this journey, so who do we follow as our guide?
Well, the more things change, the more they stay the same. Google remains the leader in local search. In fact, in a local search landscape that now includes industry icons such as Facebook, Yahoo! and Bing!.. Google still rules the roost. Like, in a big way.
Now that we know who to follow on this trip, where are they leading us? Google is driving several trends that should direct your SEO strategy into 2019.
As we’ve already noted, there’s no doubt that SEO is growing in potential. In fact, organic content now drives 20X more clicks that paid search.
Does that mean that we can leave our PPC programs on the side of the road? Nope!
So how do we choose between each? We don’t. Your customer does. Online search is a journey for your business, and it’s also a journey for your customers. And different customers are at different points on the journey.
For customers that are ready for conversion (e.g. ready to make a purchase decision), PPC is the ideal tool to have at the ready. It’s short-term and can provide instant gratification for the deal hunter. Think of SEO as the seed you put in the ground, and PPC as the fruit you pluck from the tree. They both have an important role in the growth cycle.
Here’s what it all comes down to: using SEO and PPC together is really your best bet.
And we have the results to show it; check out how a tools and equipment rental franchise leveraged local SEO to increase total unpaid lead volume by 40% month-over-month in this case study here.
Let’s get down to it. What does this all mean for your SEO strategy today? Everyone loves a list (especially Google), so we’ve mapped it out for you below. Check it out and chart your next steps:
Google loves lists: Adapt your writing style for readability and featured “snippets,” to secure the coveted “position 0” in local search results. Writing in lists help you win the featured snippet.
“SEO is like your 401K…we should have all contributed a lot more, a lot earlier. It takes time to see the value.”
-Sarah Bird, CEO of Moz
We couldn’t fit all the cool content in here, so if you’d like to read Sarah Bird’s entire presentation, you can see it here.
Our mission is built around helping multi-location businesses like yours, so you can start checking out some other helpful articles we’ve written by clicking here.
And if you want to connect directly with someone on our team, we are ready, willing and able to help you out too: just call 855-973-8003 or email here.