Franchising Today - Summer 2016 - 13

DIGITAL MARKETING

DON'T BE LISTLESS
KEEPING AN ACCURATE AND UPDATED LIST TO SUBMIT
TO LOCAL DIRECTORIES IS A TASK IN ITSELF.

DIGITAL
Digital marketingMARKETING
for franchis2. Is your FOR
franchise using data
es is very complicated, ever-changing
and time-consuming.
Those who work on the corporate
side of franchises often wear many
hats and may not have the digital
marketing expertise to keep up with
the constantly changing landscape of
local search and local listing management. Here are seven questions you
can ask your marketing team to better
understand the effectiveness of your
franchise digital marketing and local
listing management strategies.
1. Is Google My Business properly
set up?
If your franchise is not properly set
up on Google My Business, you're going to lose the battle in local search.
Just setting up a Google My Business
account for a multi-location business can be a challenge for non-experts. I recommend having a trusted
franchise search engine optimization (SEO) company set this up for
your business. It's of utmost importance to have all the name, address
and phone (NAP) data correct inside
Google My Business.
You will also need to select the correct categories, hours of operation,
images and an optimized description.
Google will show this data in many
places online, so it's important that the
data is 100-percent accurate. Google
also uses this data as a ranking factor.
When your Google My Business data
has discrepancies with the NAP data
Google finds elsewhere online, your
franchise will have a lower ranking.

aggregators?
Data aggregators automatically distribute your data to a variety of local
business listings and have become a
standard in any local search strategy. If they are using inaccurate data,
then you're greatly hurting for local
ranking opportunity. There are four
major data aggregators in the United
States currently. I recommend you
use as many as you can, if not all four
of them. They can be expensive and
time-consuming. I recommend using
a trusted partner to help you with this.
3. How accurate are your local
listings in directories?
Do you know how accurate your local
business listings are online? If you
have not spent significant time keeping them accurate, then chances are
they are not very accurate. Many local business directories automatically create listings for your franchise
that you are not aware of. Even if you
didn't create them, it's very important that they are accurate. You must
monitor all local business listings
because they can and will change
over time and duplicate listings will
pop up, and Google My Business is
infamous for changing your data as it
sees appropriate.
4. What important local listings
are you missing?
Even worse than having inaccurate
data on important local business listings is having no listing at all. As long
as the local directories are quality
sites, the more listings you have the

better. All franchises need a citation
building/local business listing development strategy.
5. Is your franchise website set
up for success?
Your website and on-page SEO are another important factor in dominating
local search. On-page SEO is optimizing individual web pages so your franchise ranks higher in search engines.
Having a properly designed website,
a reliable location finder tool and a
strong backlink profile are all important factors to driving and converting
traffic into customers.
6. Are your local landing pages
properly designed?
A local landing page is a page for a specific franchise location with all the important data, such as address, phone
number, hours of operation, a map and
more. Google recommends you have a
local landing page for every single local franchise you have. Having a local
landing page is also great for improving conversions.
7. Are your local landing pages
optimized for local search?
Each local landing page should have
local keyword-optimized meta-tags,
optimized unique local copy for
each location, a Google My Business
custom map and as many backlinks
pointing to your page as possible.
Franchise SEO and local listing
management is very complicated. Use
these seven tips and you will be on
your way to dominating the competition in local search.
Jason Decker is a local search specialist
with SmartSearch Marketing. He has been
working in the digital marketing industry since 2008 and has a wide variety of
experience including local search, SEO, paid search
advertising, website usability and conversion, reputation management and social media marketing. Many of
the companies he works with are franchisees, retailers,
dealers and resellers. For more information, contact
jason@smartsearchmarketing.com.
SUMMER 2016

franchising-today.com

13


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Table of Contents for the Digital Edition of Franchising Today - Summer 2016

Contents
Franchising Today - Summer 2016 - Cover1
Franchising Today - Summer 2016 - Cover2
Franchising Today - Summer 2016 - 1
Franchising Today - Summer 2016 - Contents
Franchising Today - Summer 2016 - 3
Franchising Today - Summer 2016 - 4
Franchising Today - Summer 2016 - 5
Franchising Today - Summer 2016 - 6
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Franchising Today - Summer 2016 - Cover3
Franchising Today - Summer 2016 - Cover4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue3
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue1
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017winter
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017fall
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017summer
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017spring
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016winter
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016fall
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016summer
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