Correctly implementing a franchise SEO strategy can translate to 30% greater revenue for locations that implement it correctly versus those that don't. The website strategy that that most franchisors implement, a central command and control, simply cannot be effective at online lead generation. It is not possible to capture all the online leads with a national website. The fight for customers online is at the local level, not at a national level. Search is only becoming more and more localized. The opportunity is ripe for smaller, more Internet marketing savvy franchisors to go head-to-head with their larger competitors in regional markets and not only grow their sales from online lead generation at a much faster pace than their larger peers with central command and control website.

1. When done correctly, franchisees see 30%
greater revenue than their peers.
Toby Danylchuk
39 Celsius Web Marketing Consulting
12463 Rancho Bernardo Road #548
San Diego CA 92128
858-324-4603 www.39Celsius.com

2.  Most franchisors have set up one national
website
 Each franchisee receives a single page under
the corporate website
Is this the best online marketing strategy for
lead generation, revenue growth?
www.39Celsius.com

3.  Franchise Internet marketing is much
less effective
 Lead generation is greatly reduced
Why?
www.39Celsius.com

4.  Search is going local,
not national
 1 in 3 searches are for
places or locations (Ed
Parsons, Google)
◦ This is expected to grow
to 50% in 2013 or 2014
◦ For mobile, 50%+ of
searches have local intent
already
www.39Celsius.com

5.  National websites are not focused on a
specific market
 It’s not possible to rank one page for all the
variations of searches people type
◦ One page can rank only effectively for 2-3 terms
www.39Celsius.com

6.  Regional websites with standalone URLs
◦ Example, MyCompanySanDiego.com
 Regional website with unique local content
◦ Content should be written with a focus on the local
market using geo qualifiers
www.39Celsius.com

7.  Competition between national and regional
websites.
 This concern is misguided
◦ Exponentially more exposure with regional
websites.
◦ Regional websites rank locally, not nationally
◦ More financial success with the right franchise
Internet marketing strategy
www.39Celsius.com

8.  Search is becoming more local
◦ 1 in 3 searches have local intent
◦ 50% of mobile searches have local intent
 In 2013 or 2014 50% of searches will have
local intent
www.39Celsius.com

9. 3 local results for
the query,
“Valentine’s Day
Gifts for Couples
in Houston.”
These results are
NOT possible with
a national
franchise website
strategy
www.39Celsius.com

10.  Minimal local content
◦ Difficult to rank for the hundreds of different local
queries
 Greatly reduced lead generation
◦ Lower revenue and profit
◦ Lower ROI on marketing spend
◦ More reliance on inefficient traditional marketing
spend
 Usability
◦ National websites have poor usability for local
customers.
www.39Celsius.com

11.  To understand what you can gain, we
only need to look at what you lose
when we take away an effective
regional franchise website strategy.
www.39Celsius.com

12.  Because you are a large
franchise does not mean
you will make up the
difference in spite of a
poor Internet franchise
strategy.
 Most Internet leads come
from non-branded
search queries.
www.39Celsius.com

13.  Regional websites
◦ Identical corporate branding
◦ Local content on standalone URLs
 Example: MyServiceSanDiego.com
 Benefits:
◦ Exponentially better lead generation
◦ 30% higher revenue compared to their single page
national website peers
◦ Much higher marketing ROI
◦ Less reliance on wasteful traditional marketing
www.39Celsius.com

14.  Most franchisor’s do not have the expertise
to implement a nationwide regional Internet
marketing strategy.
 Need to hire out for the expertise
www.39Celsius.com

15.  Do they have experience implementing a
regional franchise website strategy nationwide?
◦ Experience speaks for itself.
 What success has the agency had with other
SEO projects?
◦ Is this all you do?
◦ Your best results will be with an agency focused
solely on Internet marketing
 Be careful with traditional ad agencies, or IT technical
firms that spend their days programming.
 How do you track lead generation?
www.39Celsius.com

16.  Can you guarantee first page placement?
◦ Answer: run from anyone that guarantees this.
 How will you produce content?
◦ What are some examples of content you have
produced and marketed?
◦ How important is content?
 Do you provide financial analysis of results?
 Do you understand the difference between
branding and direct response advertising?
www.39Celsius.com

17.  The best franchise SEO strategy is
through local websites with
unique content.
 We found on average that
franchisees had 30% greater
revenue than their corporate
peers.
 Less reliance on traditional media
◦ With effective franchise Internet
marketing, we were able to lower total
marketing spend by 60% and increase
revenue by 30%.
www.39Celsius.com

18. Contact us to find out how we can help you
grow your franchise business.
39 Celsius Web Marketing Consulting
12463 Rancho Bernardo Road #548
San Diego CA 92128
858-324-4603
Member of:
www.39Celsius.com