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hello everyone and welcome to today's webinar I am very excited for you all to be joining us today as we will be going through um the tips that we have for the perfect franchise search engine optimization so we'll give it about 30 seconds for those joining right now and then we'll dive in but for those that are who are joining feel free to write in the chat box you know where you're joining from we'd love to hear from you and make this as interactive as possible foreign so we are about a minute past the hour oh hey everyone we have Granville Barry Chicago we're kind of all over I'm from New York right now and we have UK in the house hey Fraser um which is really cool to see so really excited for today and really diverse crowd which is amazing so by way of introductions now that we are kind of on time um my name is Raquel and I actually run our customer success Department here at promo Republic so chances are if you are a partner of ours you have seen me before in your day-to-day life um so here at promo Republic just to give some background on who we are and what we do we are a local marketing intelligence platform and our sole goal is to help Empower franchises to grow their online visibility through not only social which many of you are familiar with but local search as well which brings us to today's webinar and the best part about our platform is that it does help franchise and multi-location Brands detect insights and grow not only social as mentioned and stay consistent there but grow rankings and it's really important for us to help you grow through intelligence we have a lot of cool um things packed into our local intelligence engine which help you consolidate data analyze your current state of the union so to speak and get reports and make suggestions so today's going to be a little different format if you are familiar with our CMO peer talks where we have a whole panel of speakers and we have an open Forum discussion um which is really fun and we'd love to do that but we did want to kick start what we're calling today as expert talks where these are live webinars that are focused on the more practical side of local marketing as opposed to kind of theorizing and sharing best practices from speaker to speaker so we're gonna do our best to invite the best local marketing experts in the franchise space to share their proven tactics facts predictions and helping you with different items and tools to really smash your marketing goals because we all know in the franchising space it is quite different because not only are you caring about a brand but you're caring about several different locations so please let us know in the chat what you think about this format afterwards and we'd love to hear your feedback or you can obviously write to us directly we'll share some feedback in the next slide um but with that said I'm really excited to introduce our first expert today I'm Amanda Jordan how are you I'm great I'm happy to be here excellent can you tell um everyone listening a little bit about yourself and your backgrounds sure so I've worked in local SEO since 2011.
Uh my primary focus has been on service-based businesses so a lot of it is very Revenue driven so organic SEO specifically on driving revenue and getting more clients I've worked with uh franchises I'd worked with utility companies I've worked with credit unions so Finance Industry Home Services industry legal Health I've been kind of I've worked with all sizes and all types of clients but I especially love working with uh Enterprise level local SEO and franchise clients because there's so much complexity there that's just fun and interesting to look at the data and find out uh Creative Solutions to get the results we're looking for excellent thank you uh for sharing and we're really excited for you to lead us off on these expert talks because as you've all just heard her background is really impressive doing this for over 10 years um so we're excited to dive into the agenda would you care to walk us through yeah so uh first thing I'd like to talk about is getting into the data uh franchises and things like that limit bigger businesses like that you have a wealth of data and information about potential clients potential customers and your current customers as well so that's something that you can really dig into and take advantage of for creating marketing strategies that truly work and are truly impactful uh and then I want to talk about prioritization for SEO initiatives especially when you're a franchise and you have a ton of locations it can be hard to determine what should be your top priority because there's a lot of things going on at one time that could be impacting your SEO that you should potentially get to or eventually get to and prioritization and knowing how to prioritize those issues can help you get the most bang for your buck to make the most impact with your strategy and then making it easy and repeatable again because we're working with multiple locations and having a large but footprint of where we need to focus our marketing efforts we want to make it as easy as possible for all the teams that we're working with to get the initiatives done to get it done right and make it repeatable so we can make sure we get the same results as we grow or as we acquire more businesses so that we're uh we're setting ourselves up for it for long-term success and we're not going to see a repeat of some of the issues that we may have first found when we looked into our data really great overview thank you so let's Dive Right In yeah so this is the first section is about how to leverage your local marketing data and we can go ahead and get into the next slide uh so you have lots of different types of data I'm sure you're aware of that first party data is your own data it's the most valuable you know exactly uh who is coming from why it's important what they're looking for second party data uh so an extension of your data in some ways but it's a known source that you trust um so it would be Google search console Google analytics uh things like that part data that you get from your website but it's not directly to you and then third party days that you can get from competitors and tools that are out there like atro simrush bright local white spark and those some are some of the SEO tools that we use to do competitor analysis and to understand the entire landscape uh so uh yeah so there's lots of different data types and they give us a different point of view of what's going on and what we should focus on some things to consider when looking at third party data is to understand who your competitor is and what their focus is if your competitor is so big that their name alone will get them a lot of recognition they may not be too concerned about getting those bottom of funnel very specific SEO type keywords so they may not be worried about getting keywords like plumber near me they may just be looking for Action plumbers if that's your business name that may be just what they're focusing on heavily they're not too concerned about those uh very uh uh intent driven keywords that are hard to compete for because everyone wants them all right so uh first and second party data uh you can use that to understand customer Behavior improve conversion rate optimization create benchmarks across your locations and identify underperforming locations uh identifying underperforming locations is one of my favorite things to do and creating benchmarks for as well just because it gives you a view of who needs the attention the most uh uh especially when you're working with franchises and you're working directly with franchisees um everyone wants more leech right there's there's it's going to be unlikely that anyone says no I don't need help I don't need anywhere links everyone's going to be asking you for assistance and getting more leads but this will help you identify who really is struggling based on the opportunity in their Market versus who just is kind of like yeah of course I want more leads so that uh those benchmarks and that uh identifying those underperforming locations is key to understanding what may be some of the issues that are underlying for the business that may even be impact being more locations or all of your locations a third party data is better for understanding search or behavior so not just your customers but potential customers uh if you look too heavily at your first and second party data and if your SEO doesn't include some top of the funnel or research-based keywords you may be missing an entire audience and if you focus on that first and second party data you won't find that audience because your content doesn't produce uh you're you're not producing content that will get you in the search results for those terms so third party data opens you up to understanding what opportunities exist that you haven't found yet um oh that's a good idea to get a good idea of where you are and compared to your competitor so what are your competitors doing that you're not doing or are they showing up that you're not showing up and are those because there's differences in your services or things that you're doing in some ways or is it because they have a different strategy and there's things that you could take from their strategy and apply to your business as well so these are I'm sorry no absolutely so I was just gonna step in here you may have been familiar with this slide if you joined us on our big CMO conference that we had a few days ago because we've highlighted the importance of the metrics to track across each one um both search rep or sorry all three starch reputation and visibility and so I'm gonna pass this back to Amanda I would love to hear from your perspective how these metrics are really different across different industries from as you've highlighted Home Services retail Etc I'd love to get your perspective on that yeah so uh it's these are all things that I look at heavily especially for like service-based businesses uh there are so many different things that play into why these metrics are important based on your industry based on your competition uh and based on where you are in comparison to uh like your benchmarks for competitors as well so there's so many things that come into play um the one that I find to be the most kind of important overall is to your search I would say for me and most of my clients search is the most important because if you're not showing up your reputation isn't going to matter too much yet so getting that uh and because I work in SEO visibility which is more brand related and Authority related kind of comes in third just because um we're focusing on those in keywords with clear intents to make a purchase uh so that so that's kind of a reference only focus on the search first but then we also include that reputation and visibility because we want to get a holistic view of what's happening and what's impacting what we're doing as far as getting those clear intent keywords to make a purchase uh so uh yeah primary goal for search for us is uh to be have as much real estate on the first page of search results as possible that is our goal we want to be in the map pack we want to be into local service ads we want to be in organic search results if they're giving other features and search results such Google has started adding images as a images from your Google business profile as a different section if you scroll down on mobile we want to be there too if someone clicks on the best top 10 restaurants in New York City and it's a Yelp article we also want to be in that top 10 list so we want to be as visible as possible from a search perspective and show up as many times as possible on the first page and then with building trust we want that reputation to be great right we want people to trust us and building trust is based on your reputation we need reviews if you do not ask for reviews so once you get are likely to be negative so just having interview strategy is a good idea but one that works with your current workflows it makes it easy to for people to ask for reviews and leave reviews is even better one of my clients that I worked with was a Utilities company in Texas it's an energy company and we were able to rehab their reputation significantly just by asking for reviews when people uh we're done with chat they weren't doing that before and that alone got they're writing up from a 1.9 on that and average to a 3.6 without doing anything else but after any other efforts of course they got they got up higher but just that one small Improvement uh got their ratings improved across several locations and all we did was tell the chat team to add a copy and paste this one sentence that ask them to leave a review on Google afterwards so it can be very simple um but the more involved uh the more intuitive it is the better it works and then and then generating awareness so PR and branding of course is really important because you don't want to have to always depend on being number one for plumbers near me right you want your brand to carry some value as well and then that brand awareness also builds trust again that also builds Authority so all of these things actually impact your search results visibility does impact your ability to be found on Google your backlinks so people linking to you uh impacts your visibility in Google being a well-known brand alone impacts your visibility on Google being associated with a well-known brand even if you're not a well-known brand impacts your visibility on Google because one of the things that Google looks at are entities those are businesses organizations just in literally any noun right that uh they have they have a record of existing and understand what they do why they do it um where they are and things like that and the more uh relationships your business has with entities the bigger and better picture Google has of what your business does and why it's relevant for certain Search terms um and then to go with it of course how to track um you want to make sure that you have the right tools to track these things because if you can't measure it if you can't if you're not tracking it and you can't make sure that you're getting your return on investment if you're not tracking it so there are a lot of great tools out there uh to track search how are you showing in search reputation and visibility uh and I would be tracking all of those uh for all of my locations if I was a franchise thank you for sharing all right uh identifying the right opportunities so this is kind of okay you said we need to get into our data what are we doing with that data uh one we're looking to understand our customers two uh we were looking to understand uh what are people searching for that we don't have a relationship with now three we're looking at how easy it is for us to be found online and four we're looking at what are our competitors doing that we're not which is something I touched on a little bit earlier foreign research really what we're doing is identifying your relevant keywords um we're reviewing the competitive landscape so if you if you're not doing particularly well invisibility altogether and search all together you're not going you don't want to go after the most competitive keyword in your Market immediately you want to understand what are some of the terms that your competitors are neglecting and determine if those are fit enough well enough with your services that you should focus on those first and then you want to improve the content on your website based on those services and then something that I see happen with franchises and multi-location businesses all the time is the content usually isn't unique so improving your content also means having unique relevant content not having the exact same content on every location page finding ways to make them different and still relevant to the service so that Google feels like there's a reason to serve your content over someone else's opportunity so uh this is also one of my favorite things to do um opportunity is a lot of different things uh so opportunity could be all right well uh where where do we have competitors who are falling short as far as their SEO strategy because they're not ranking well they're not producing new content uh they're not responding to reviews they're not getting reviews regularly but then there's also opportunity as as in like is are there opportunities for us to show up in cities where we don't necessarily have a physical location but we'd be willing to serve that city um that is one of my favorite parts of local SEO because it's something that is kind of I wouldn't say sneaky but it's kind of one of those things like if you know how to do it there's a lot of opportunity there for you and it's not something that costs you a lot it's just making sure that you're very intentional with your content and that you're focusing on the opportunities that are available to you based on uh how much search volume is out there how difficult it is to rank for those keywords and how much competition you have in those areas there are a little competition areas I can guarantee you for any industry and in in any near any major city there are always these opportunities they always exist you just have to do a lot of work to find them sometimes because um your competitors are also if they if they have Smart seos on their team they're also looking for those opportunities as well current reach so like I said you want to have as much real estate on the on the uh first page of Google as possible you want to show up as many times as possible and part of that is understanding local search ads local service ads is understanding what gets you to the local pack and is understanding what gets rewarded and shown in organic search results um and then you want to know how much search volume do those keywords that you currently show extremely well for have being on the first page is not not an ideal situation if the keyword only has five searches per month right we want to be on the first page for keywords that have thousands of searches per month um and and that's what we're looking for your search being on the first page is not enough it's being on the first page for keywords that people are actually searching for and have enough volume and there's a clear intent to make a purchase or to interact with a company so uh that's how what I use to determine our current reaches is how visible we are and what are those terms that we're visible for are they the terms that people are searching for competitor analysis oh I'm saying every everything is my favorite part but this is also one of my favorite parts of what I do uh learning from your competitors is a great idea and does that mean take everything they do and repeat it or copy it it means to capitalize on their mistakes and uh prioritize their their at your strengths as well that's that's what it is so but you can't do that if you don't know what your competitors are doing we use a ton of SEO tools a very common ones though like just some of the ones I mentioned before just to determine where competitors are uh where are they getting links from uh when we look at their content are we like oh we should be doing that or are we like ah this content is so generic I can see this anywhere um I've seen this so many different times I've seen this on all of our competitor sites there's nothing special about what they're doing um is their site faster than yours does it provide a better mobile experience are people able to get to the pages or content that they're looking for faster those are the things that you should be looking at because those are the decision makers one of the things also is like are they building trust better than than you are are they are they doing things like including empathy based marketing or audience based marketing where they're talking about how they serve their Community how they are they touching on the client's pain points more than trying to sell to them these are all things that you should be aware of because some of the most successful businesses that we see are businesses that don't don't go heavy on the sailing they go heavy on um on the emotional side of the purchase and that ends up helping them out because they have more unique content because they're not focusing on sailing because there's only so many ways you could talk about fixing someone's AC unit right so they're focusing on what that experience is like for the customer and what they want to know instead instead of what they want people to do and the best marketing is marketing without someone knowing that you're marketing to them and that's exactly what they're doing foreign prioritization so I just talked about a lot of different things you can find with your data and the next question is okay I found all these things that I think we should be doing differently how do I decide what I should do first right uh what is most important what's going to get me the best results as far as um and best results as in getting leads or improving uh traffic or whatever your goals are improving visibility whatever your goal is um and we'll get a little into that in the next slide so prioritization uh Google you can't rank if Google can't find you so indexability is the first thing that I would focus on and that sounds like a common sense like tongue-in-cheek comment but this is something that I actually audited a website about earlier today where there were they did not have a site map they did not have a Robux txt file and these are basic elements of a website that helps Google understand which pages should be crawled and found and which Pages shouldn't um so these are things that a lot of large sites sometimes get wrong and it does hurt your performance because you cannot rank if you can't be found um by Google or if you've told Google not to even look at those pages a lot of times we also find that pages are being Google have been marked as no indexed so we're telling Google not to show those pages even though those are pages that we want to be found so that is one of the first things that I look at is how easy it is to find the pages for you Google if you're not sure how to do that you use a website crawler so you can use something like site bulb or screaming frog and it will crawl your pages on your website and tell you which pages are indexable or non-indexable and indexable means it can be found by a crawler in a non-indictable means it cannot be or it um would not be served in search results so that's one of the things I looked at um not mobile friendly I.E that is something that will really harm you significantly Google has gone to mobile first indexing it's been that way for the last few years now but there are still examples of sites who have not kind of updated to meet that that standard if your website is not mobile friendly first you're going to suffer you're not going to perform as well as the competitors who are focusing on the mobile experience for their users so really indexability is about user experience and it's about uh technical issues on your site if you can crawl your website and um and it says that you have poor internal linking or redirecting redirects internal redirects or things like that or if it says you don't have a site map that's a sign that they're a likely bigger issues at play that you need to focus on or you need someone to help you fix because those are often issues that means that there's a good chance you're having a ton of pages that aren't even being crawled by Google um if you're curious to know if your pages are being crawled by Google or not you can go to Google Search console and it'll show you which Pages have been uh crawled and indexed so you'll be able to see the difference there and notice that what what pages aren't being indexed and why find out why that's happening and figuring out what you need to do to get those pages visible because there are ton of sites out there that have thousands of pages that aren't even being indexed currently so they're those pages exist but they're doing nothing as far as an SEO value for their site next uh if you're indexable you can be found and Google says okay I'm gonna put you in search results next is that visibility and search results what are the things that impact that uh duplicate content so uh this is like if you've ever talked to an SEO they either have a one or two well there's like two two uh ways of thinking about duplicate content some people believe that it hasn't doesn't change anything at all and some people believe that like oh yeah it can hurt your site I am in a camp that oh yeah I can hurt your site because I've seen it happen to a franchise personally who hired us and the first thing we did was fix duplicate content issue and they had franchisees that went from being very upset with them to being extremely happy because they were finally getting leads and the main thing we did was to improve the content on their pages that was it so that is a that is truly a problem especially if you're in a competitive market uh if I'll put it this way I think this is an easy way for anyone to understand if you have two websites to look at and one of them has same content on every page except they change the city and state and one of them is unique on every page which one do you think is going to be more interesting to show people the one that's going to be unique on every page I think it's a very easy uh very easy way to put it as like what is in Google's best interests and what is in the user's best interest and it's not going to be duplicate content um another thing I would look at is Google Business profiles so this is how you get to show up in Google maps and get Google reviews um for services so making sure that all of your locations have them and that you have access to them um that is a whole nother story there could be an entire series about Google my business management because it is a wild place to be um because there are a lot of duplicate listings out there there are a lot of listings that were made by sales reps or someone who's no longer with the company and no one has access to and can't change your update or is getting reviews and no one can respond to them those types of issues too so there's a ton of things that could be going on with Google Business profiles that you're not even aware exists for your punk company that you should find a way to get a hold of and one of those things you can do is to use a crawler to crawl using your business name and trying to find each listing for each each major area that you serve or each major each state I've worked with clients before where they were government agents recruiting agencies and they did not know how many listings recruiters had made or where they were at all so I used the crawler to find every listing that I could find that Google had available and I had to go state by state to find those so that may be something that you end up having to do depending on how big your service area is and how many people have the ability to create listings for you um and then lastly uh conversions so conversions are uh first we want to work on can I be found and then can I be seen and then can do people want to interact with me so um poor quality landing pages is probably one of the biggest things that I see that's an issue after duplicate content uh if this is the first page that you want to show someone when they go to your website it needs to be a page that me meets all the needs of a visitor that you want to have a good interaction with um it's not it shouldn't just be duplicate content or poor quality content it should be unique content it should provide trust signals so why should that person want to do business with you it should provide how that person should do business with you it should provide what you do it should give every a site visitor everything they need to make a decision right on that page almost like a PVC landing page but it's intended for SEO it's the page that ranks for uh whatever those Senior Care uh Boise the whatever page that ranks for that should have all of those things in there that can help you build trust and convert on that page without them visiting any other page on your website you want that page to answer every question that they could have and make it the easiest decision for them to just go ahead and do business with you so here just to step in briefly um if you've again been to a conference or any of our past webinars um this is what we promise which is a little checklist for you to take away so definitely feel free to screenshot this and take notes as Amanda will dive in so back to you yeah so uh this is kind of like your local SEO checklist like these are things that every business should be doing no matter their industry no matter the market no matter what your competitors are doing this is kind of like uh foundational like if I want to be seen and I'm not sure what I should start with this is where you should start uh give Google all the local local information it needs I would to me this means give Google all the local information you have about your business so in addition to um your name address phone number those types of things um mention landmarks that are nearby take pictures of people wearing your company logo at landmarks that are near you like go as far as you think it it takes because Google is uh is getting data from images they have this thing called Vision Ai and they're using it to understand the context of images and the more context you give Google in different forms of media the better off you are at showing your local relevance so you want to give Google as many tips includes about your business as possible so you do that by giving them your information directly right like this is where we're located this is our Google my business listing these are the people at work here and they're also located here but you also want to include like these are the businesses nearby us are our partners that we work with uh you want to include your structured data or schema markup on your site which is code that goes on the back end of your website that can give Google additional information that you might not necessarily want to show up in the front end so you can do that as well and identify your sweet spot keyword this is something that I think can be difficult for businesses to identify in some places and for some Industries so I spoke to someone I think yesterday or the day before yesterday and the key word that they wanted to rank for was not the key word that was was highly associated with their business uh according to ahrefs and that's because uh the the information of their website did not accurately reflect what they wanted to rank for so it's important to make sure that your content reflects what you actually want to be seen for um and so it's better not to dance around it and just be direct like if you're like I said if you're a home health care company you want to say home health care in Boise Idaho you don't want to say home care or um care for people who stay at home or Care for Seniors and you want to use that exact keyword um in that placement especially in page titles and your H1 texts and things like that and let's see next we have ensure your location is yep I think I kind of covered that in the first one and when you're giving Google that location that local information that's throughout your website it's not on one page it's making sure that that is clear throughout your website and then building relationships between your business and that location through blog posts through navigation items through service pages so taking all the opportunities throughout your website to make that a connection between your location and what your business offers um through your content submit your site to high quality directories so that includes uh the typical ones like TripAdvisor Yelp whatever is relevant for your industry but in addition to that um make sure you look up and do some Barnacle SEO research too which is looking up who shows up on the first page for like top 10 best or top five or best rated for your industry in that City and make sure that you show up on those lists too so that may be uh getting on a Yelp list getting on a Home Advisor list and building your reviews up on that uh platform so that you can be included on that list I would consider that as part of being on high quality local directories seek out Google reviews like I mentioned before you can't you can't just hope that you passively get positive reviews unfortunately that is not how it works if you wait for positive reviews the most of the reviews you're going to get are going to be negative even if you have a great business and most of the time people are extremely happy unfortunately the people who are more likely to leave a review unprovoked are going to be the people who aren't happy so make sure that you have a strategy in place to proactively ask for reviews the best times to do that are when customers are going to be the happiest um Google has policies against review uh gatekeeping so you can't tell someone like oh no we don't want Julie review because it's negative you can't make it harder for them to leave a negative review but you can think about when people are more likely to be happy with your business and specifically ask for reviews during those times that's not against anyone's policy so you can actively say like hey someone just signed up for a service this is a good chance it's a good time to sign up for a review we just completed Services they're talking to their uh to their plumber the technician who came out that's a good time to ask for review so using the touch points where they're uh actively working with or speaking with someone from your company and they're having a good experience those are the times to request the review um another yeah adding trust signals to encourage conversions and then actually having those conversion opportunities on the site those are two things that kind of go hand in hand because we're not inviting people to our website for the sake of doing it uh for a sake of just having a traffic we want them to take an action so uh what we want to do is to make sure that we give them a reason to want to work with us and it's not the same reason they have to work with any of our competitors we want to make sure we stand out we give them a reason to trust us over our competitors and want to work with us over our competitors and then we want to ask them to do something like right like we wanted to ask them to give us a call to get a free float or estimate or we want them to sign up for a newsletter just to make sure that you have that ask near your trust signals as well because that'll help if they can see like oh well this is a great testimonial I trust this company I want to work with them having that opportunity to convert nearby is going to increase your likelihood that they're going to complete that action um and then let's see content is relevant a customer focus I think I've said that a few times something that that is super important and then building a building your Authority through backlinks this is another thing that I see a lot of businesses suffer um suffer within rankings because it's hard to do uh building your Authority and building you're building your Authority with customers right so people know that oh yeah this is someone I can trust for this service but you're also building your Authority with Google you want Google to understand your relevance and that you're a trustworthy business for a service and that comes through with uh backlinks and content so getting backlinks not just from any website but uh local websites topical Authority websites um uh relevant websites those are the things that those sites you need backlinks for please do not go to a.blogspot.com um pbn Network and get black backlinks those are not going to help you the backlinks are going to help you are from authoritative sites um and that doesn't mean that they have a ton of backlinks uh it could just mean that they are a local personality that is well known it could mean that this person has or this business has its own Wikipedia page so Google understands who they are and the entity behind that business those count too um they have a lot of value it doesn't matter what their domain Authority is if it's a true local business that is well known in your industry or well known in your area foreign make it easy and repeatable so I'm going to say again this is my favorite part because they're all my favorite Parts uh make it easy and repeatable I love working with teams that are not seos and it's because I love making the Messiah evangelists because they understand the importance of what we're doing and why we're doing it and that I'm actually making their job easier like I'm not making it harder and I can give them credit when we get the results I would I love saying hey me and the tech and the engineering team worked on this issue in the site and look at the results that we got from it and then they can tie what they're what they're doing to the bottom line the company to revenue and that is extremely powerful to be able to do that and to be able to make those relationships in your company so that when you ask for things they're more likely to get done because you're you're the one that makes the company money they can see that direct correlation between what you're asking to do asking them to help you with and um the company succeeding uh this is a quote from Steve Jobs simple can be harder than complex you have to work hard to get your thinking clean to make it simple but it's worth it in the end because once you get there you can move mountains so this is like like I said getting buy-in from other team members it gets so much easier when you've uh simplified the process for them um and then it makes it easier to do new things in the future if you already have similar processes that you can take and modify to use to your advantage into creating new things and it makes it easier for other people to understand too you're building up the uh the knowledge of SEO and marketing and your other team members when you're giving them processes to work on or you're giving them tasks to work on this based on a process that's very clearly related to SEO and data analysis and marketing so using that um that type of mindset makes it easier to get things done and not only that now you have more allies within the company to help you get these things done because they understand um how their role and your role interacts and how you can help each other so um one of the things that I like to talk about a lot is always making things actionable no one wants you to come to them with a ton of problems and no Solutions right they want to know what the solution is how much time does it take to get to get the results right um how much does it cost to do it um and like how much does it uh interrupt current workflows those are the things that I always think about before I make a recommendation I want to make it as easy as possible I want to make it as attractive as possible for people to work with me and getting SEO initiatives completed um and I know in a lot of uh corporate environments it takes a long time to get anything actually implemented and I completely understand that and sometimes it's out of control because there's so many different Departments of people that need to get involved before something can be decided on but what helps make that process easy easier is if you've done as much of the heavy lay and heavy work as you can to make it easier for for the decision makers to say yay or nay right so one of the things I always work on is making sure that my plans are actionable it's not just an idea there is strategy I can show them the data behind it and I can show them what results I believe will get from it as well as I can show them what teams need to be involved I've already talked to those teams I already know how much effort it would take them how long it would take them if they can fit it into um whatever they're working on at the time as well so that it makes it as easy as possible for someone to say yes to something that I want to implement remove roadblocks yeah like I said like I kind of went over this already um you want to create solutions that require as little um I would say like mental and physical anguish to someone else as possible like you don't want to be adding to the stress of someone else's day every time you're asking for some something uh you want to be making it as easy and as simple as possible to implement anything that you're coming forward with that will impact SEO um and that could mean that you could mean that you could have already researched tools right yeah you could have already determined uh the financial benefit so you can say well we need to buy this tool but this is how much money we'd be saving by doing it this way we actually end up saving more money than we're spending if we do it this way uh you want to be putting together solutions that uh that includes the thinking about the roadblocks thinking about any a pushback that you might get ahead of time and accounting for them and planning for that to happen and having a solution for them already so um find the right tools oh sorry I need to take a drink so you want to automate and simplify repeatable tasks as much as possible um which promo Republic is great for is one of the tools I would recommend doing using for that purpose and some of the ones that I mentioned earlier as well will help with that um so what you want to do is make it as easy as possible to find justifications and to present them in a way that makes sense to other teams it saves you time it saves them time and it makes it much easier for people to go along with what you're what you're trying what whatever strategy or tactic you're trying to implement if they can see the data behind it and that it's actually going to save them time and money thank you so much for sharing a breath of knowledge and experience um that you've gone into great detail today I'm in the chat box I've actually shared a link where you're able to for those listening today you're able to book a consultation because as Amanda highlighted data is so important um when you're doing your initial research and breakdown of what your health status is of your SEO at the moment so we're happy to break down the different silos that Amanda highlighted today um through our intelligence engine so if you're interested in getting um an audit definitely click that and follow through we will capture and analyze the digital profiles you have and visualize it and more importantly give suggestions on how to improve so you can make these data back decisions that Amanda's highlighted today and so if you're also interested in contacting Amanda definitely feel free to do so you see her email here as well as the LinkedIn which you can scan via the QR code so definitely don't hesitate to get those phones out or take a screenshot here um and we of course have some time for questions and Amanda you can tell that this was such a great webinar because we have so many questions to go through so we're going to try our best to get through um the questions and feel free to write me either in the question and answer box or the chat box right now um should you have any further questions um but we'll start off um with this first question from Ian um this is about the thoughts suggestions or tips on ways to create unique content for every location in a franchise without being too burdensome on the content team um which I know is a question that everyone here can empathize with yeah absolutely and I completely understand this question um I actually talked about this at a conference earlier this year so uh one of my tips is to um and get your franchisee owners to provide additional information about their location so one of the things you can do is create a survey for them um and just have them answer simple questions about the location and then use that as content on the page uh user generated content is always great too so if you can pull in reviews from Google that is a great way to get that content and then third party content so there's interesting statistics and information about that City really to your business or about that area that is a great way also to get unique content Orkin Pest Control it actually uses this strategy they will show you the most common pests in your area based on your city so that is a good way for them to have unique content because well it's going to be somewhat similar right if you're in the southeastern United States like me they're very common that's for you to worry about that are that I imagine exist like all over all over this area but it also still helps at least from a regional perspective to have unique content and then and of course there's going to be content that is specific to that location always which is like landmarks and things like that um depending on what industry you're in there's other things that you can do kind of like the pest control example um if you're like a hotel chain you can always include uh nearby attractions or things to do um if you're like a daycare center you can include information about nearby parks or activities to do with your kids there's like a lot of opportunities there and a lot of times I see businesses use to get those opportunities and find that information to use just use crawlers and crawl doodle get the information and stick it on the site without having to um have someone manually look for those opportunities yeah thank you for sharing I'm just kind of piggybacking off of that question we have a question from Megan which is what is the crawler tool that you recommended for Google Business profiles uh there's a ton of them I think the one that I've used most recently is octoparse and it will allow you to just uh crawl all of certain we'll let you crawl search results and it will capture the link the URL link and things like that whatever you really specify that you want it to capture from the search result and put it in a spreadsheet for you so there are a lot of tools like that available um if you have someone on your team that's a data analysis exporter uses python they can make a crawler for you and do it for you and then you don't have to find the tool at all um I would say that's probably preferred way to do it is if you have someone on your team that is a developer um is to have them actually crawl get the crawl data for you because then they can make it sit whatever metrics they want and get that data for you pretty easily all right thank you um one question from Thomas is for a new website or new new Google business profile would you recommend what would you recommend as a top priority um creating a Blog with for blog posts targeting Long Trail keywords including primary category City and the title or how would you recommend that be set up yeah for a Blog I'm gonna give the most annoying SEO answers which is it depends really because it's going to depend on uh what are people searching for that would be what um where I would go first um if you're seeing that there's not actually a lot of long tail keywords being searched for and it's a lot of bottom of the photo intent so they're just looking to buy or purchase a service or a product uh I would focus more so on service pages instead if you find that there are a ton of nearby areas that you can serve that are looking for this bottle of funnel keywords too that has more search for volume than those like long tail keywords I would go to those cities first um I I don't always recommend a Blog just because then it means that you need to keep up with it there's sometimes there's uh for some Industries and then like some Industries people aren't going to read your blog right like uh electricians likely don't get a lot of hits on their blog pose unless it's something that is just extremely popular Nationwide um but for the most part and then you're competing with every other electrician who has an sea who also wants to rank for that but uh my my goal would be to make sure that you're hitting all of your clear intent bottom of funnel keywords first and then look at the blog post as um what are those people also ask questions that are showing up for those clear intake keywords and search results and then trying to make sure that you have a good answer for all those people also ask questions and FAQ Pages as well so making sure you have a FAQ paycheck covers all of those top questions that come up for whatever that uh specific website is focused on great thank you and the last question that we have is actually from Alex which is can you recommend actionable steps when there's a duplicate listing for example in Google business profile I'm the case that he gave is if a franchisee left the business and after they created their own and you highlighted this in your overview today if someone leaves you don't have like their access to it so what would you recommend to do in that case yeah so the good thing good news is that if it's a duplicate Google my business listing and you have access to one of them you can actually go into the support chat and Google my business and tell them that there's a duplicate listing and send them the URL for the duplicate and they'll just remove it for you as long as you have access to one of the listings you can um because if you have access to it there and they've already verified it with you they know that you're an actual owner so that's not really a question for them anymore as long as you can pinpoint the duplicate listing and send them the link to it they should uh pretty quickly and uh get rid of that duplicate for you without too much of a hassle they usually don't ask you for any other evidence then other than hey what's the URL for that duplicate listing right um I did not see any additional um questions come through um so again in the chat box you have the link if you would like to book an audit with us and you also have Amanda's contact information and so that is here on the screen um here so with that said Amanda thank you so much for being such a great speaker today and kicking off our series on such a high note that everyone in the future is going to have to imagine our expert talks and this was so great to learn from you so I did want to you know thank you and um thank you for your time today was great and thank you everyone for joining and learning with us no thank you for having me it was a lot of fun of course well that's it for our first installment of our expert talks we'd love your feedback to hear what you thought um but again thank you Amanda and we'll see you in the next one bye