The bad, good and opportunities for the franchise market and search marketing

Search Engine Optimization
The new marketing frontier for franchise organizations
Presented by Bob Brown, COO MediaRight Technologies
New England Franchise Association

Franchisor challenges

• Keyword competitiveness  “Franchise Opportunity” “Business Opportunity”
• Pay Per Click (PPC) effectiveness
  • Expensive
  • PPC $8 for franchise, other markets $1
  • Compete with franchise brokers
    

Possible solutions: Organic search

• Google values: relevant content
• Links: votes of confidence
• Establish expertise
• Main site
• Landing pages
• Squidoo, Hub pages
• Blogs (on and offsite)
• Article mining
• Videos
• Directory listings
• Social media

Need to have a broader Adwords campaign so you remove competitors from the field

Opportunities

• Add more content
• Create and sustain a blog
• post articles, video + press releases

Encourage franchisees to link back to main site
Create consistent content creation process
Unique opp: share content, link, franchise assns
Article marketing: opp to talk to clients and prospects
Educate consumer on problems, mistakes to avoid, misconceptions, solutions