Franchisors must take notice of their current states of online optimization if they want to stay competitive.
Traverse City, MI (Vocus) August 6, 2008
Only one company of the top 10 recognized by Entrepreneur's Franchise 500® list is fully utilizing Search Engine Optimization (SEO) and online marketing. This, according to a recent study by Oneupweb, shows that top franchisors are missing the basics of SEO - losing out on profitable opportunities and denying their franchisees the exposure they need to be successful. As a result, franchisees often have to invest their own capital to compete.
"A franchise business is a complex structure. With the need to reach out to both end consumers and potential franchisees, online marketing can provide the solution," says Lisa Wehr, Oneupweb Founder and CEO. "Few franchisors are taking advantage of this unique opportunity, leaving the door open for competitors. The investment required to competitively position their brand and their franchisees is nominal compared to the risk of market share loss."
Oneupweb's study analyzed the websites and optimization efforts of the top 100 franchises recognized by Entrepreneur's 2008 Franchise 500® list to determine what percentage were using the various techniques and strategies of SEO, and to what degree. Criteria used includes: title tags, meta tags, alt tags, content, keywords and other tactics that could affect the sites' ability to be spidered by search engines and positioned well on search engine results pages (SERPs).
Of the top 100 franchises recognized by Entrepreneur's 2008 Franchise 500® list, Oneupweb found:
- 13% well-optimized
- 35% moderately optimized
- 41% insufficiently optimized
- 12% non-optimized
"It's clear that franchisors are overwhelmingly neglecting SEO, leaving franchisees without the marketing support worthy of their investment," says Wehr. "Franchisors must take notice of their current states of online optimization if they want to stay competitive."
To download Oneupweb's 2008 Franchise 500® Study, visit OneUpWeb.com.
Oneupweb has been an innovator in digital marketing for more than a decade, creating integrated online marketing plans that include natural search engine optimization (SEO), paid search marketing (PPC), conversion improvement, podcast production, social media marketing, media placement and search marketing consultation for in-house marketing teams. Oneupweb was recently named a Top 20 Search Marketing Agency by Advertising Age, and CEO Lisa Wehr is recognized as an Ernst & Young Entrepreneur of the Year. The company publishes an award-winning blog and podcast entitled StraightUpSearch. Oneupweb is a privately held company located in Traverse City, Michigan. For more information on Oneupweb, please call 231.922.9977 or visit OneUpWeb.com.