Balancing AI and SEO: The New Playbook for FranDev Marketing

by Dave Hansen | Sep 23, 2025

When I invited Amanda House onto the show, I already knew she brought a rare perspective—one shaped by years on both the franchisor side and the supplier side. But even I wasn’t prepared for just how clearly she would articulate the seismic shift happening right now inside franchise development.

If you work in FranDev and you feel like the ground has been moving beneath your feet, you’re not imagining it. In my conversation with Amanda, one theme kept resurfacing:

We’re entering a new era where AI, SEO, data, reputation, and human connection all converge—and the brands that learn to balance those pieces will become the next generation of category leaders.

Before we get into the lessons Amanda shared, I want to introduce you to her the way I did at the beginning of the episode.

Meet Amanda House

Before jumping into FranDev strategy, I spent some time getting to know Amanda—and it confirmed why I wanted her on the show.

Amanda serves as the Franchise Marketing Director at Lightbridge Academy, a leading early education and childcare franchise with more than 160 centers open or in development. Their “Circle of Care” philosophy supports not only children and parents, but also staff, franchise owners, and the communities they serve. It’s a brand built on trust—and Amanda’s passion for that mission is unmistakable.

She’s also the Chair of the Women’s Franchise Network of Southeast Michigan, and someone who has worked across 35 franchise brands in her career. Few people have seen FranDev from as many angles as she has—franchisor, supplier, strategist, and operator-facing leader.

On a personal note, her story surprised me in all the best ways:

She volunteers at Camp Casey, supporting kids with cancer through horseback riding.
She’s traveled internationally solo—to places like Bali and Scotland.
And she’s a former band geek, competitive dancer, and collegiate soccer player.

In short: Amanda brings depth, humanity, and serious marketing acumen. Exactly the voice we need as FranDev enters its next evolution.

FranDev Has Shifted From Lead Volume to Performance Data

For years, brands bragged about lead volume. Today, that number alone doesn’t mean much. What matters is whether those leads actually convert—and whether they become the kind of operators who stay, grow, and strengthen your culture.

Amanda explained this pivot perfectly. It’s no longer about reach—it’s about results. Brands are finally realizing that cost per lead and return on ad spend aren’t marketing buzzwords. They’re the scoreboard.

As she put it:

“If you cannot measure it, you cannot sell it.”

Watch this moment at 03:57

Profiling the Right Franchisee Requires More Than Demographics

One thing Amanda and I agree on: you cannot franchise your way into success by selling to the wrong people.

Lightbridge Academy is intentional—very intentional—about filtering for culture early in the process. Their franchisees need to genuinely care about children, families, and community. Without that foundation, nothing else works.

The brand’s sales and executive teams use Discovery Day not as a pitch, but as a cultural alignment moment. Scaling fast isn’t the goal. Scaling right is.

Watch this moment at 08:01

Your Best Data Comes After the Sale—Ask “Would You Do It Again?”

This is where Amanda’s approach stands out. Most brands stop collecting data once the franchise agreement is signed. Amanda’s team goes the other direction.

They check in during construction, pre-opening, and throughout the first year so they understand what their franchisees are experiencing, fearing, or needing.

Then comes her favorite question—one she asks both 1-year and 10-year operators:

“If you could do it all over again… would you buy this franchise again?”

She told me she hasn’t heard a single “no.”

That’s a metric worth paying attention to. I even joked we may need to formalize it:

F-SAT: Franchise Satisfaction Score.

Watch this moment at 12:45

AI Helps You Clone Your Best Owners (And Learn From Your “No’s”)

When I asked Amanda how she identifies ideal candidates, her answer went beyond the usual “target demographics” we hear in the industry.

Lightbridge Academy uses a combination of profiling tools and AI to analyze:

Their top performers
Their average performers
Their outliers
Their prospects who walked away

If you want to replicate your best franchisees, you need to understand why they joined, why they succeeded, and why some people didn’t choose you.

AI doesn’t replace judgment—it accelerates clarity.

Watch this moment at 13:35

AI SEO Isn’t Replacing SEO—It Sits On Top of It

There’s a lot of noise in franchise marketing circles right now about AI reshaping search. Some people are even saying SEO doesn’t matter anymore.

Amanda put that myth to rest.

If you aren’t investing in SEO fundamentals—backlinks, content quality, domain authority, site structure—AI won’t surface you. And if you’re not showing up in AI answers, you’re disappearing from the modern discovery funnel.

Brands need both.

Watch this moment at 18:04

AI Is Growing Fast—But 75% Still Comes From Traditional Channels

During the conversation, I shared a data point from my own world at ClientTether:

AI SEO now drives about 25% of our inbound traffic. Six months earlier, that number was basically zero.

But here’s the part people ignore:

The remaining 75% is still coming from SEO, social, and referral sources.

So no—AI hasn’t replaced anything. It has simply added a new channel that now demands attention.

Watch this moment at 20:39

PR, Backlinks, Digital Ads, UX, and AI Must All Tell the Same Story

Amanda made an important point that marketers often overlook: PR creates the backlinks that build authority. Digital ads drive traffic. UX influences behavior. SEO organizes your content. AI synthesizes it all.

If those systems aren’t aligned, you’re not optimizing—you’re patching.

Your message must be cohesive across: