Resources
What Is Local SEO?
Nearly half of all Google searches have local intent, which means users are looking for products, services, and expertise right around the corner. Effective local SEO strategies ensure your franchise location or small business occupies the top of the search engine results page (SERP), growing brand awareness and driving high-quality leads. In this guide, we’ll…
Content Gap Analysis: Benefits and How to Get It Done
Content is always king, and what your website covers directly reflects your brand’s visibility on the SERP and in the marketplace. Also known as a competitive keyword gap analysis, a content gap analysis carefully measures your keyword positioning against your closest competitors and identifies new topics to cover. A core component of successful SEO, a…
Local SEO vs. National SEO: How to Optimize Your Approach
Search engine optimization (SEO) is a pillar of digital marketing, and within the field, there are several niche markets to meet the needs of various business structures. Franchises and multilocation businesses rely on a mix of national SEO and local SEO to achieve specific goals, from raising brand awareness to driving quality leads within the…
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…
HomeSteady Franchise Rebranding Case Study
When Oneupweb first started working with HomeSteady in December 2020, the brand was known as Shazam Home Services. As the franchise grew, its name and marketing assets needed to change. After a few initial conversations, their team made it clear it was time for a shake-up. No half-measures allowed; it was time for a new…
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…
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…
Google Search Console vs. Google Analytics 4: Where to Dig for the Right Data
Google provides a range of tools to help marketers measure and improve results across their digital platforms. If you manage a website or application, you know numbers matter. Google Analytics metrics and Google Search Console data offer incredible insights into what’s working – and what’s not – on your site. It takes a bit of…
The Local Impact of Franchise Businesses
Locally owned franchises are valuable sources of steady employment, tax revenue and economic resilience. Especially during economic downturns, franchises have provided localized insulation from unemployment and offered communities of all sizes increased access to healthcare, paid vacation and other benefits compared to non-franchise businesses. Get into the small-town economics of franchising and why patronizing a…
