Why Google’s Algorithm Update Might Affect Franchise Sales

Does your Franchise Recruitment Website need to be Mobile Friendly?

LSM’s Matthew Job was recently featured in Entrepreneur for his article “Will Google’s Algorithm Update Affect Your Franchise Sales?” The article, which came out April 1st, addresses the upcoming Google algorithm that will expand the importance of mobile-friendly factors in order to determine search engine result page (SERP) rankings. A Google representative stated that this update will have a “significant impact,” meaning franchises without mobile-friendly sites need to consider making adjustments.

Here are 8 key takeaways from the article on what the algorithm update means for franchise sales:

1. The percentage of prospective franchisees using smartphones to research and contact franchise opportunities nearly doubled from 23% to 42%.

Research Franchise Opportunities on a Mobile Device

2. Because more people are using smartphones to research franchise opportunities, franchisors should offer mobile-friendly information websites (sometimes known as ‘franchise recruitment websites’).

3. If franchises don’t have mobile-friendly sites when the algorithm updates go live, their sites’ organic rankings on lucrative, non-branded search queries are likely to drop. Conversely, mobile-friendly franchise information sites might see a rise in their organic rankings. This drop in the rankings will likely lead to a decline in quality traffic to the franchise info site.  

Mobile Friendly Franchise Information Websites

4. Currently, only 17% of franchise information websites are mobile-friendly!

5. If a franchise recruitment website is not mobile-friendly, it may be hindering its ability to generate franchise lead opportunities for the franchisor.

6. To help determine if your franchise info site has helped your franchise generate leads in the past, speak with your current franchisees and see how many viewed your franchise recruitment site , as well as a few of your competitors’ franchise recruitment websites, on a mobile device at some point during their research process.

7. This mobile-friendly test from Google will analyze a URL and report if the page has a mobile-friendly design. Check it to see if your site is mobile-friendly.

8. Visit Google’s Webmaster Tools Help website to review ways you can optimize your website for mobile devices.

Summary

More and more people are using their mobile devices to browse the Internet and research buying decisions, big and small. Review the mobile web presence of your franchise and, if you think it’s going to hinder your ability to generate franchise leads, consider making your site(s) mobile-friendly.

 

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