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As franchises can have a large number of locations by nature, search marketers are faced with the ever present hurdle of scale. More locations means more content and landing pages to manage, and a much bigger chance of running into technical SEO issues. These challenges can be even more daunting when combined with an older CMS, franchisee-generated content, and tracking issues. At Go Fish Digital , we’ve been able to work with quite a few franchise businesses and advise on their SEO strategies. Over time, we’ve been able to identify common problems with these campaigns, and ways to solve these issues, the framework for which I’ll cover in this piece. What is franchise SEO? Franchise SEO is a set of initiatives to improve the search engine visibility of franchise websites, which are websites that promote an overall brand while at the same time offering localized pages for multiple locations of that brand. Strategies include scaling keyword research, creating localized landing pages, ...

As borders reopen and travel resumes, the stakes to make up for the time and revenue lost in 2020 and 2021 have never been higher. For many travel and hospitality organizations, there’s no question about it – the 2022-23 season must be a success. The good news is that hope is firmly on the horizon. US Travel’s latest data shows that, for the first time since the pandemic began, travel spending was above 2019 levels by 3%. While nearly 60% of US travelers note that rising gas prices will impact their upcoming travel decisions, more than a quarter plan to spend more money on vacations this summer than in 2019. We still live in uncertain times, especially with increasing costs in almost every industry a big concern for consumers. But for travel and tourism brands, now is the time to push forward with recovery and work with customers who, after two long years, are looking to finally take a trip away from home. Following many near-complete strategy and product pivots of 2020, there’s ...

As borders reopen and travel resumes, the stakes to make up for the time and revenue lost in 2020 and 2021 have never been higher. For many travel and hospitality organizations, there’s no question about it – the 2022-23 season must be a success. The good news is that hope is firmly on the horizon. US Travel’s latest data shows that, for the first time since the pandemic began, travel spending was above 2019 levels by 3%. While nearly 60% of US travelers note that rising gas prices will impact their upcoming travel decisions, more than a quarter plan to spend more money on vacations this summer than in 2019. We still live in uncertain times, especially with increasing costs in almost every industry a big concern for consumers. But for travel and tourism brands, now is the time to push forward with recovery and work with customers who, after two long years, are looking to finally take a trip away from home. Following many near-complete strategy and product pivots of 2020, there’s ...

Image credit: Fattoria la Maliosa In 2023, I’ll have been studying local SEO for 20 years, and I definitely still won’t know it all. If you’re just entering this fine and spacious field of local search marketing, welcome to what will be a habit of lifelong scholarship. In the next 20 years, you’ll see as many (or more) changes than we’ve witnessed in the nascent decades of this discipline. You’ll study how to lay a feast of options before the local businesses you market, regularly setting out new dishes as new promotional opportunities arise. Your education is what will keep this buffet fresh and hot while keeping you enthusiastic about your work. Here’s the view from my side of the table of what’s happened culturally over the past two decades in the industry: we started out from a real place – marketing quite actual local businesses – and have come to prize their qualities of realness more with each passing year as we’ve learned to prioritize owner expertise, their earned authori...

Image credit: Fattoria la Maliosa In 2023, I’ll have been studying local SEO for 20 years, and I definitely still won’t know it all. If you’re just entering this fine and spacious field of local search marketing, welcome to what will be a habit of lifelong scholarship. In the next 20 years, you’ll see as many (or more) changes than we’ve witnessed in the nascent decades of this discipline. You’ll study how to lay a feast of options before the local businesses you market, regularly setting out new dishes as new promotional opportunities arise. Your education is what will keep this buffet fresh and hot while keeping you enthusiastic about your work. Here’s the view from my side of the table of what’s happened culturally over the past two decades in the industry: we started out from a real place – marketing quite actual local businesses – and have come to prize their qualities of realness more with each passing year as we’ve learned to prioritize owner expertise, their earned authori...