Local marketing is especially important for franchisees, but it can also pose many unique issues – for example, how do you stand out among a sea of many? The good news is that it’s possible, depending on the situation there are multiple possible solutions.
Several years ago, I worked in the marketing department of a children’s franchise organization, and we ran into several challenges. All of our franchise owners were essentially targeting the keyword [kid’s birthday party], and they all had URLs on the same domain.
As we know, Google will only rank a limited number URLs from the same site for the same keyword. What do you do if you have 175 people who want to rank for the same term and all share the same root domain? How do you accomplish this?
That’s the beauty of local marketing – you can do just that with a little bit of localization.
With some planning, we successfully launched both SEM and SEO campaigns for the franchise owners. It took some time and a bit of collaboration (which can be a challenge within a franchise system at times). So, how did we do it?
Local Targeting & Content Customization For Franchise Sites
We used three local targeting and content customization strategies as shown below.
1. Website. First, we focused on the website itself. Just how do you target the same core keywords for each franchise owner? You add in “City, State” localization.
Keep in mind that you don’t want to just use the exact same copy with “City, State” localization on every page, or you’ll likely end up with a duplicate content issue and we all know Google doesn’t like that. This brings me to my second recommendation….
2. Multiple Content Versions. In order to avoid potential duplicate content issues, we created multiple versions of content …read more