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W ith years of experience to back this up, I would argue that franchisees looking for a cost- effective way to attract new customers should focus on local search marketing, also known as local search engine optimisation (local SEO). This strategy is particularly valuable for franchises, as it helps individual locations stand out in their specific markets without the high costs of traditional advertising. Local SEO is about appearing on Google search results but in localised ways for specific areas, cities or districts. Google uses different ranking factors for local SEO than organic search, meaning that aspects such as local keyword research for listing optimisation is essential. Apart from this, you must ensure your Google Business Profile is active, well-optimised, and regularly updated with critical information. Additionally, customer reviews should be closely monitored and responded to, as they not only enhance credibility but also demonstrate strong customer service and engagement. Google considers review activity an important ranking factor, so maintaining a positive reputation can significantly impact your visibility. Getting these basics in place offers many advantages for franchisees. Among these include greater local visibility, improved brand trust, and an exponentially higher chance of attracting foot traffic, telephone calls, enquiries, driving directions, and online orders to your store. The more optimised your local presence, the easier it becomes for potential customers to discover and engage with your business. And the best part is that achieving all of this doesn’t have to be expensive.While local SEO requires ongoing effort, it does not demand a heavy investment of resources and time. Franchisees can implement many of these strategies with minimal cost, making it one of the most budget-friendly and effective ways to enhance brand exposure. Dani Pelever, founder and CEO of Franchise Fame What’s the most cost-effective way for franchisees to attract new customers? “While local SEO requires ongoing effort, it doesn't demand a heavy investment” Experts from across the industry tackle the topics concerning you most Dani Pelever, founder-CEO of Franchise F ame, shares why local SEO is one of the smartest and most cost-effective strategies to boost visibility 45 WHAT-FRANCHISE.COM Ins ights