Blog
The Ultimate Marketing Budget Breakdown
You’ve got to spend money to make money, but what’s the best way to set (and stick to) a dedicated marketing budget? There are several ways to calculate how much to spend on marketing, each influenced by factors as diverse as the age of your company, industry, and broader macroeconomic conditions. Take the guesswork out…
A Look at Local Search Results: Map Packs, Paid, and Organic Links
Where you are is everything, and for small businesses, understanding Google’s local search results page is key to prioritizing marketing efforts. The days of 10 blue links on one page in Google are long gone; in their place are several search engine results page (SERP) features, local packs, and paid, or sponsored, results that soak…
The Franchise Business Model, Explained
Franchising dates back centuries, and the roles and responsibilities of franchisors and franchisees have shifted and evolved with time. One of the few consistencies across franchise systems is a focus on marketing. Consistent, effective marketing is the linchpin of any effective franchise organization, which is why it is prioritized in every facet of the franchise…
The Ultimate SEO Glossary (and Jargon Buster)
Obscure terms and acronyms often make for a steep learning curve. We set out to create a comprehensive glossary of common SEO terms to give marketers an easy, accessible resource. Whether you’re looking for SEO terms for beginners or nuanced terminology, this glossary has you covered. Getting Started with Our SEO Terms Glossary Unless…
Your Guide to Google’s Local Service Ads
Local service ads are a smart, reliable part of any qualifying small business’s paid media strategy. Maximizing the value of LSAs for your organization largely depends on understanding where they fit within your broader marketing efforts and how to allocate resources based on seasonal demand and organizational priorities. In this guide, you’ll learn how Google’s…
What Is a Good Engagement Rate for a Website?
Quality is always better than quantity. As brands seek to increase site sessions, it’s important to qualify those new sessions with a quality metric to ensure you’re reaching the right audience. Engagement rate is one of our preferred Google Analytics 4 metrics to measure site quality. Find out how to find engagement rate in GA4…
Case Study: Local SEO for an HVAC Franchise Location
Some of the most valuable search queries are local. Small businesses in a range of industries rely on reaching a qualified, local audience to generate consistent leads. Oneupweb’s experience helping local businesses raise their profiles made us the obvious choice for a local HVAC company looking to elevate its brand and grow its business in…
Search Is Everywhere: Social’s Role in a Multi-Platform Landscape
There’s no more ignoring it: Search behavior has diversified well beyond established search engines like Google. Platforms like TikTok, YouTube, Instagram, and Reddit are not just content platforms – they’re now core components of how consumers search, research, and convert. With Google’s AI overviews further disrupting traditional SEO, brands must optimize everywhere, including social media….
Why Private Equity Is Investing in Franchise Companies
Private equity firms that buy franchises follow an investment strategy with a proven track record of steady returns and resilience during economic downturns. The franchise model, engineered to provide stability and deliver cost-efficiency through shared resources, seems tailor-made for private equity. Home services, professional services, and the ultracompetitive food services industries are just a few…
Rebranding Strategy: Know Your Why – And When
Successful companies intentionally evolve their capabilities, audience, and identity as they grow. Rebranding your business better reflects your brand today and where you’re headed, but it’s not always an easy process. Learn from major rebranding disasters and take an iterative, thoughtful approach to reinventing your brand. What Is Rebranding? Rebranding is a strategic effort to…
Google’s Page Experience Algorithm Update
In mid-June 2021, Google officially began rolling out their Page Experience algorithm update. The update introduced new Core Web Vitals metrics and added more context around existing UX-related ranking signals that measure overall Page Experience. The Page Experience signal is an influential tiebreaker in SERP rankings and has played a big role in how SEOs and developers…
Consumer Behavior, Marketing and the “Why” of Consumption
There are many resources that track what consumers buy; check any company’s earnings report or the latest retail sales data. Understanding consumer behavior focuses instead on why individuals, groups, or businesses make purchasing decisions. Effective marketing appeals to the myriad psychological, sociological, and economic factors that influence consumer behavior in both the short and long…
