Understanding how customers are searching for franchises

Forget guesswork! This data-driven blog analyzes the latest franchise search trends, highlighting seasonal fluctuations and pinpointing high-volume regions. Learn how to leverage this intel to optimize your Google, Apple, and Bing profiles, and tailor your local ads for maximum impact.

Franchise search trends

Franchise search terms 

With the evolving online landscape, franchises must stay attuned to digital trends. Here are some of the most influential search trends impacting franchises:

• Getting Started: Google Trends data indicates a steady rise in searches for terms like "how to open a franchise," "best franchises to own," and "franchise opportunities." This suggests a growing interest in franchise ownership as a career path.
• Experience-driven searches: Consumers are increasingly seeking experiences over just products. This is reflected in search terms like "escape room near me," "best dog park Denver," or "VR arcade birthday party." Franchises that offer unique and interactive experiences are well-positioned to capitalize on this trend.
• Convenience cravings: Busy lives fuel searches for easy solutions. Look for terms like "fastest pizza delivery," "mobile car wash service," or "one-hour dry cleaning." Franchises that offer convenient services and delivery options will attract this time-pressed demographic.
• Technological integration: Online ordering, in-app booking, and delivery services have become increasingly important. Search terms like "order pizza online," "schedule haircut app," or "movie ticket app" highlight this trend. Franchises that embrace technology and offer seamless online experiences will gain an edge.
• Value-conscious consumers: Price sensitivity is rising in an era of economic uncertainty. Look for terms like "cheap gas near me," "best budget hotel," or "discount gym membership." Franchises that offer competitive prices and loyalty programs will resonate with value-seeking consumers.

Franchise search volume and seasonality

Search trends for franchises also shift depending on the season. For example, the franchise "Mosquito Joe" specializes in eliminating mosquitos. Searches for "Mosquito Joe" are most popular in the summer when mosquitos are the most prevalent and dwindle in the winter.

Mosquito Joe search volume has been consistent but is seasonal.

Franchise search regionality

For the search term "franchise," the states with the highest search volume were California, Texas, Florida, and Georgia. These four states boast a confluence of factors conducive to franchise interest: a thriving job market offering career-change seekers financial stability, business-friendly regulations that ease entrepreneurial journeys, and a large demographic in the prime age range for pursuing franchise opportunities. This potent mix creates a fertile ground for "franchise" searches to flourish.

Next steps

Taking action on franchise search terms: local listings

Franchises can take advantage of these trends by using them to optimize their local listings. 

• Google Business Profiles: GBPs are a great place to incorporate the terms customers seek. GBP attributes like owner descriptions, posts, reviews, Q&As, service descriptions, and more should be optimized with key terms.
• Apple Business Connect:  Apple Business Connect is the new player in town, but it brings a high-income audience. Attract upscale customers with Apple Business Connect. By claiming and setting up your ABC account, you can better control how your business is seen on Apple Maps and CarPlay.
• Bing Places: While Bing Places is less well known as Google Business Profiles, it is still critical that franchises account for them.

Taking action on franchise search terms: local ads

Now that we know what customers are searching for, here are some options to take advantage of.

• Google Performance Max: Google's new multichannel ad campaigns can be optimized with the terms and seasonality reelected in this analysis. Reach customers across Google Search, YouTube, Gmail and more.
• Google Local Inventory Ads: Google LIAs are mandatory for franchises.
• Google Local Service Ads: Google LSAs are necessary for franchises.
• Microsoft Local Inventory Ads: Microsoft LIAs are often overlooked but provide the same LIA experience as Google, just to a different audience.
• Microsoft Local Service Ads: Microsoft LSAs are another service often underestimated but can offer a new audience to help promote your franchise, just like Google.
  
  

dbaPlatform has been helping franchises win with local searches for six years. Please reach out below to see how we can help.