So far we’ve featured two of the three online marketing strategies for attracting customers to your franchise: first, social media, and second, blogging for franchises.
Up last in the “attract” phase of the online marketing cycle? Keyword strategy and website optimization.
What’s Website Optimization – And How Can It Work For My Franchise?
If you’re not familiar with the term, website optimization is basically the process of making your website more user- and search engine-friendly by including frequently searched terms or questions in your content. This can involve revising existing website content to make a specific keyword have a higher density, or creating a whole new page to address a query. For example, if your franchise specializes in pet care and grooming, you might add a page that covers “How often should I get my pet groomed?” Searchers might type in that exact question (or a similar query) and then navigate to your page, where they’ll not only find the answers they seek, but also information about your franchise, its services, and your contact information.
Website optimization a win-win strategy for your franchise: your optimized content will make it easier for search engines to rank you for your relevant search terms. As a result, you’ll get more clicks from people searching for specific terms that relate to your business, products, and services, and strangers will likely stay longer on your website because they’ll actually find the answers they’re seeking. Thus, your website will attract the strangers and change them into visitors — but only if you’ve done great website optimization.
Sounds great, right? But how can you make sure your website optimization is effective?
Keyword Strategy – Why It’s a Must for Good Website Optimization
The key to successful website optimization is a sound keyword strategy. That way, you’ll know what search terms or questions to target on your website pages rather than guessing blindly. You want to get into the mind of the consumer with your keyword strategy — find out what words and questions they’re searching for related to your industry, and then brainstorm what pages you can revise or create to best target those search terms.
When creating a keyword strategy for website optimization, it’s key to keep three things in mind:
- You need to make sure that the terms you optimize for are actually relevant to your franchise. Customers will be driven away if they see that you’re employing “black hat” keyword stuffing — and search engine algorithms will penalize you, too. Prospective customers and search engines want the same thing, after all — content that actually answers the question asked or relates to the search terms entered. When you try to optimize a page for a keyword that just doesn’t fit, the content usually sounds terrible, too.
- Be sure that your keyword strategy targets different terms, phrases, or questions on each page. What’s the point of optimizing for the same term on multiple pages? Instead, aim to draw in a different keyword every time.
- It’s also a good idea to have one primary keyword, along with a few secondary ones sprinkled in. This will not only help you target a few more keywords in your website optimization, drawing in a different audience, but it will also make your content sound more natural, since you’ll be able to switch out that primary keyword for the secondary one if they’re synonymous. For a franchise location, it’s imperative to include your city as a secondary keyword, since you want to draw in a local audience.
Take Stock of Your Existing Website Optimization
When formulating your keyword strategy, it’s also a good idea to see what search terms and queries are currently directing people to your website. That way, you’ll know if you are already doing a good job of capturing specific keywords — and what search terms you want to focus on in your keyword strategy. If your pet grooming franchise is excelling at “dog grooming” but not “dog nail grooming,” a specific service you want to highlight, you should revamp your existing dog nail grooming page — or create a new page if one doesn’t already exist.
Keyword Strategy & Website Optimization: An Ongoing Process
Another thing about both keyword strategy and website optimization for franchises: like with all aspects of your online marketing efforts, it’s not a one-and-done process. To make your website optimization most effective, your content needs to keep evolving with your potential customers — which means constantly conducting keyword research, then adjusting your keyword strategy and website optimization as needed. As new search terms emerge, your content must rise to meet them — otherwise, you’re missing out on business.
Want to know even more about website optimization? Stay tuned: we’re moving on to the “Convert” stage next, and we’ll share more about keyword strategy and website optimization as they relate to landing pages and calls-to-action.
Need Help With Website Optimization for Your Franchise?
If website optimization and keyword strategy still feel like a little too much for your franchise to handle on its own, the team Franchise Marketing Group would be happy to take over the reigns. We have a stellar Bing- and Goolge-certified SEM department that’s skilled at conducting continuous keyword research for franchises, so leave the keyword strategy up to us. And when it comes to website optimization for franchises, our creative content team knows how to write killer copy that naturally incorporates primary and secondary keywords and seamlessly promotes your products and services without sounding sales-y. We can work with franchises on both the corporate and location-specific levels to carry out website optimization that works.
Want to partner with a team that excels in franchise website optimization and keyword strategy? Call Franchise Marketing Group at (816) 875-9311 or visit our office in Kansas City today!