How To Optimize Your Franchise Website for Increased Traffic and Leads

In an era where being found is as important as being good, successful website optimization is critical for franchise development. But today, it's not just about climbing search engine rankings; it's about crafting an online presence with authority, creating a seamless user experience and keeping people interested. Here are a few ways to do that. 

Why SEO Is Important in Website Building 

When building a website, search engine optimization (SEO) is essential. SEO not only improves search engine rankings but also enhances user experience, credibility and the overall effectiveness of your online presence. 

“Right from the start of the website creation process, SEO should be at the forefront of everyone's minds,” said Bianca Anderson, marketing manager and SEO strategist at customer relationship management platform HubSpot. “It plays a crucial role in determining the site structure, including things like internal links and subfolder naming conventions. It's much easier to optimize a well-built site than to fix the mistakes made in the early stages of development.”

Practical Steps To Increase Website Traffic

An effective way to increase traffic to your website is by becoming a subject matter expert in your specific niche. Google has been making significant updates that are impacting the search engine results pages (SERPs). Recent observations by Anderson and other SEO experts suggest that websites focusing on domain expertise are dominating the SERPs.

“This means that larger publishing sites must be vigilant about the content they publish,” noted Anderson. She recommended asking yourself these questions before posting: 

• Is the content relevant to your company's expertise or products?
• Will publishing this content reinforce your niche authority or cause confusion among readers?
• Do you have subject matter experts who can provide unique perspectives?
• Is there evidence that this content will attract high-quality leads?

Content marketing is another useful way to increase website traffic. By producing informative, valuable and shareable content such as blog posts, articles, videos or infographics, brands can continue to position themselves as authorities in their industry. And regularly updating a website with fresh, compelling content gives visitors a reason to return. It also attracts new users, contributing to sustained and organic traffic growth.

Common Mistakes To Avoid When Optimizing a Website 

One of the most common mistakes in website optimization is conducting keyword research without involving experts within your niche. 

“No matter how skilled an SEO expert is, conducting keyword research in an unfamiliar niche can be challenging,” said Anderson. “There will always be blind spots. Before diving into keyword research, it's crucial to gain a deep understanding of the vertical you'll be optimizing for.”

You should determine who your target audience is, what their pain points are and whether there are any topics you want to cover but lack subject matter expertise. This will help minimize vulnerabilities and refine the scope of a keyword search. 

The second mistake, Anderson said, is undervaluing the importance of technical SEO. Technical SEO includes anything you do that makes your site easier for search engines to crawl and index your website. 

“It is much easier to optimize a well-built site,” she said. “You can have the most well-made content. But if your technical SEO is lacking, it won't perform as well. Pay special attention to factors like website speed and mobile-first optimization, as they play a significant role in overall site performance and overall user experience. And remember, these elements require ongoing monitoring and fine-tuning. They can't be fixed once and forgotten about.”

Remember that website optimization isn’t just about algorithms; it's about connecting with your audience authentically. It's about ensuring that when someone searches for what you offer, they not only find you but are compelled to stay.