Pet Care Franchise Development Strategy Leans on SEO
Developing a franchise takes an incredible amount of research, flexibility, and discipline. In many scenarios, high lead volumes equate to low-quality leads, a lot of legwork for the franchise development team, and opening locations that simply aren’t prepared to succeed. Fran dev is a marathon punctuated by a series of sprints. To support an increase in lead quality and organically expand brand awareness and domain authority one pet franchise invested in their SEO strategy.
This SEO case study shows just how impactful organic search can be for growing franchise systems across markets and industries—find out how it can work for you, too.
Meet the Pet Service Franchise System
The pet service franchise we collaborated with is a growing franchise that offers services including mobile pet grooming, pet sitting, and dog walking. Their services cater to loving but busy pet owners across the US. Within this franchise system, owners enjoy exceptional training and support resources and low start-up costs that make ownership accessible for many entrepreneurs.
In mid-2023, the franchise team reevaluated their franchise development process and realized investing in organic search could offer immediate rewards in terms of both brand awareness and quality lead generation.
The Project
Working closely with the franchise development team, Oneupweb prepared a detailed scope of work to improve the fran dev website’s technical health and researched new content opportunities to reach a qualified audience. Oneupweb to identify content gaps to position the brand alongside (and above!) competitors on the search engine results page (SERP).
The project’s success ultimately hinged on identifying competitors outside the pet services industry. The pet service franchise also competes against any franchise system with a relatively low cost of entry, which means diversifying content beyond pets!
We kept a few priorities top of mind throughout the process, including:
- Technical site health – We conducted multiple technical site audits to ensure excellent indexability, performance, and a positive user experience.
- Strategic keyword placement – We organized keyword targets by page to help the pet service franchise track keywords, avoid cannibalization, and utilize robust keyword groups on each page.
- Win leads – We updated lead tracking to ensure a clear understanding of conversions and optimized top-converting landing pages to meet or beat competitors on the SERP and avoid keyword cannibalization.
The Results
In the first ten months of the engagement, Oneupweb delivered increased quality and quantity in several ways:
- Increased overall engagement rate by 21% year over year (YoY)
- Increased organic homepage sessions by 121% YoY
We also achieved our goal of increasing brand awareness. Comparing Q3 2024 to Q1 of the same year, we substantially improved the brand’s visibility:
- Total impressions increased 35.35%
- Total clicks increased 8.32%
- The number of keywords in the top ten increased by 107.1%
These results are an ideal case study for SEO, illustrating what quality research and excellent content can do to support strategic franchise development for the long haul.
You Could Be Our Next Franchise Development Case Study
Oneupweb has nearly three decades of experience working with franchise systems and fran dev teams. We’ll put together an expert team that knows your industry, understands your goals, and works with you to make big things happen. We want you to be our best SEO case study; let’s get your project started today.
Connect with our SEO experts; get in touch or call (231) 922-9977 to schedule a conversation.
