SEO and PPC for Franchise Businesses: Tips & Challenges

Brand Consistency

This is one of the most difficult SEO and PPC challenges faced by franchises. Maintaining a uniform brand across numerous locations, while giving each franchise the freedom to address the preferences and needs of their local audience can make SEO and PPC exceptionally challenging.

Expert Tips: 

• Provide a consistent identify with the same logo, colour palettes, and copy writing guidelines
• Use branded templates and style guides to maintain core brand identity

Managing Google Business Profile

It is so simple for a single location business to set up a Google Bunsen Profile. For franchises, this could mean dozens, if not more, locations, making the process exceptionally challenging. As you probably know, your Google Business Profile has a direct impact on how your locations appear in search results and in Google Maps.

Expert Tips:

• Ensure consistency with NAP (Name, Address, Phone) is consistent and accurate for each location 
• Select the correct primary and secondary business category
• Keep each locations information up to date, this includes franchise hours and holiday schedules

Duplicate Listings

Duplicate and incorrect listings are not uncommon when it comes to Franchise SEO. You have numerous locations to manage, spanning over different cities and neighbourhoods. Duplicate listings can make it harder for your audience to find each franchise.

Expert Tips:

• Conduct regular audits to identify duplicate listings
• Claim, merge, or delete any duplicate listings you find
• Keep a spreadsheet of the correct NAP details to avoid errors

Monitoring and Optimising for Success

Tracking the success of your SEO and PPC campaigns is essential to ensure you make data-driven decisions, while identifying top performing content. 

Expert Tips:

• Focus on local rankings, tracking keyword positions
• Identify organic traffic per location page
• Determine conversion rates
• Monitor competitors
• Analyse customer behaviour trends
• Analyse cost per click, impressions, and conversions from PPC campaigns

Conclusion

SEO and PPC may be challenging for franchise businesses, as you compete against another business with the same name in a neighbouring area. We have put together some of the top challenges you may face and how to handle them, especially if you are the franchisor and you handle all the digital marketing on behalf of all your franchises. 

Genie Crawl is a boutique digital marketing agency, backed by more than ten years experience, rated the number 1 SEO and Google Ads marketing agency. If you need assistance with your SEO and PPC campaigns as a franchise business, our team has what it takes to help your franchise achieve your goals. Contact us today to find out more.