PACK & SEND UK: 32% growth in organic sessions
SEO for a franchise business, with reported organic sessions rising from 47,040 to 61,879 across a March–July year-on-year comparison.
Results compare March–July 2026 with March–July 2025.
SEO for a franchise business needs to support both the national brand and the locations delivering its services.
As part of my employed SEO leadership role across World Options, Mail Boxes Etc. UK and PACK & SEND UK, my responsibilities included PACK & SEND’s organic search performance, technical priorities and coordination with the people delivering website changes.
The reported March–July year-on-year comparison showed organic sessions rising from 47,040 to 61,879, alongside a 45% increase in active users from organic search.
Results at a glance
| Measure | March–July 2025 | March–July 2026 | Change |
|---|---|---|---|
| Organic sessions, March–July | 47,040 | 61,879 | +32% |
| Active users from organic search, March–July | 37,121 | 53,881 | +45% |
That represents 14,839 additional organic sessions across the five-month comparison.
Sessions measure visits, while active users measure the audience recorded by analytics. These figures describe growth in organic traffic; they do not establish how many enquiries or sales resulted.
The business context
A franchise website has to connect national demand with local service delivery.
Visitors may arrive looking for a particular service, a nearby centre or help with a specific shipping requirement. The website needs to make those routes understandable, while giving individual locations a useful presence within the wider brand.
For SEO, this creates several connected priorities:
- Helping search engines understand the services and locations.
- Giving visitors relevant landing pages.
- Maintaining consistent information across the network.
- Coordinating website improvements with national and local stakeholders.
- Measuring performance beyond individual keyword positions.
My role
My responsibilities covered SEO direction and coordination within the wider business, including:
- Identifying and prioritising organic search opportunities.
- Reviewing technical issues and website quality.
- Developing content and landing-page recommendations.
- Supporting local visibility across the franchise network.
- Working with developers, agencies and internal stakeholders.
- Reviewing analytics and search performance to inform subsequent work.
This was an employed role, with delivery involving colleagues and external partners.
Connecting national and local SEO
For a multi-location business, national service pages and local pages serve related purposes.
A service page helps a visitor understand whether the business can meet their needs. A location page helps them identify where to get that service and how to make contact.
My approach to this type of website is to assess those journeys together. That means considering the relationship between content, navigation, local information and enquiry routes when setting SEO priorities.
The practical question is straightforward: can someone arriving from search find the right service and the right location without unnecessary effort?
What the results show
The March–July comparison recorded growth in both organic sessions and active users.
The increase in active users provides additional context alongside the session total: the reported audience grew as well as the number of visits.
A year-on-year comparison also helps account for recurring seasonal patterns. It does not isolate SEO from every other influence, such as changes in demand, brand activity or website measurement.
These are website-level results. They should not be interpreted as equal growth at every location or as a measured increase in sales.
What this experience brings to franchise SEO projects
Working across franchise brands has shaped how I approach SEO delivery.
Recommendations need to fit the people, systems and approval processes responsible for implementing them. National priorities need to account for local requirements. Reporting needs to distinguish increased visibility from visits, enquiries and commercial outcomes.
That experience informs my work with businesses that need a clear SEO direction across multiple locations.
Discuss your franchise website
If you manage a franchise or multi-location business, I can help you assess your website, identify the priorities and develop a practical plan for improving organic search performance.