When you’re a business with over 270 locations around the globe, you run into the challenge of creating content that is tailored to all of your different audiences. In 2012, AlphaGraphics created individual microsites for each of their separate franchise locations, producing content for each location, product, and service that could be easily tweaked depending on the location.
The responsibility to update the technical SEO and change localized content fell on the individual franchise. But, due to the limited time afforded to small business owners, only a few locations updated their local product and service pages. When the site launched, because of the lack of technical SEO throughout the site and extensive use of duplicate content, Google devalued and suppressed the content.
AlphaGraphics partnered with Big Leap for guidance on saving their SEO strategy. We aimed to improve organic search listings within the quick print industry and undertake a massive content marketing strategy for each of the 240 franchisee-owned locations. The sales funnel was focused on ‘request a quote’ orders along with reducing the bounce rate.