Oneupweb's 2008 Franchise 500 Study

Oneupweb 2008
Franchise 500® Study
For America's Top Franchisors, Search Delivers Exponential
Growth Opportunities. Are the Top Contenders Capitalizing?
Provided by Oneupweb®
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INTEGRATED ONLINE MARKETING . 877.568.7477 . www.oneupweb.com ©2008-All Information in This Document is Copyright Protected and the Property of Oneupweb®01
Executive Summary
In July 2008, Oneupweb completed an analysis of the
websites and optimization efforts of the top 100 franchises
recognized by Entrepreneur's 2008 Franchise 500® list. The
analysis was conducted to determine what percentage
were using the various techniques and strategies of search
engine optimization (SEO), and to what degree.
What We Measured
The study evaluated the websites of each of the top 100 franchises and, based on the results of our research, separated the sites into four categories: well optimized, moderately optimized, insufficiently optimized and non-optimized.
The criteria used included title tags, meta tags, alt tags, content, keywords, optimization intent, site architecture, spiderability, link data and local search optimization to determine the comprehensive level of optimization for each site. In addition, search position for each site's relevant keywords and use of local search strategies were evaluated.
The Franchise Landscape
The complex structure of a franchise business creates unique marketing opportunities and challenges online. Unlike a typical online B2C marketer who markets to a single audience (e.g. online retail shoppers or pet owners), franchisors balance two distinct audiences and two marketing objectives. To achieve and sustain successful growth and profitability, franchisors must reach out to end consumers as well as potential franchisees for business development.
When effectively marketing direct to consumers, a franchisor's online marketing initiatives support the growth and development of franchisees and maintain a consistent message for the company-even when franchisees are spread across the country or the globe.
INTEGRATED ONLINE MARKETING . 877.568.7477 . www.oneupweb.com ©2008-All Information in This Document is Copyright Protected and the Property of Oneupweb®02
And, with well executed local search strategies, franchisees can get local exposure at a cost much lower than local print, radio or television advertising. Franchisees rely on these marketing initiatives to grow their business and increase profitability. Consistent, uniform and well-planned online marketing initiatives successfully executed by the franchisor will help franchisees grow and prosper. Conversely, poorly executed online marketing initiatives can do a great disservice to franchisees and the company.
Franchise companies marketing directly to potential franchisees online face another unique challenge-in many cases prospective franchisees aren't looking for your brand, they're looking for a business opportunity. Top franchises may rely on name recognition in other areas of their marketing, but when speaking to potential franchisees online, franchisors need to be visible when prospects are searching for your business opportunity and type-not just your name. This means your business has to position well in search results for keywords your potential franchisees are likely to be searching, as well as being listed on various industry vertical search sites where prospects may be researching business opportunities.
Because of the unique structure and two distinct marketing objectives a franchise faces, a franchise's website is a vital element in reaching both consumers and potential franchisees. A franchise business' website can speak to potential franchisees, explain the industry and the business and encourage investment. More importantly, a website can provide much of the information a prospective franchisee might want before moving on to the next level of inquiry, without taxing the time and efforts of your sales force. The website also serves as an ideal tool for marketing to consumers and building brand recognition. Products or services can be featured and explained, listings of franchisee locations can be incorporated and the effectiveness of franchisees' offers or promotions can be improved exponentially with exposure on a proper... [download for more]