By now, big brands and franchises recognize the importance of local search and the impact it has in the consumer journey.
Advertisers like myself make sure of this by rattling off stories about how we increased call volume or drastically improved visits to website location pages.
We may also paraphrase compelling stats from recent studies, like “80% of consumers use search engines to find local information” or “83% of shoppers would be more likely to visit a store if they could check the availability of an item online beforehand.”
So, it may come as a surprise to hear that big brands and franchises still struggle when it comes to Local SEO. They benefit from regional exposure and brand recognition. They usually have deep pockets and the digital clout (domain authority) to outrank smaller brick-and-mortars. Yet still, they fail to achieve their potential.
It turns out that there are two core issues that many retail enterprises struggle with: mismanaged data and inaccurate profiles and listings.
1. Mismanaged Data & Process
Trying to coordinate and confirm the most up-to-date Name, Address and Phone Number (NAP) for fifty to hundreds to thousands of store locations is a challenge for most enterprises and their internal team.
Confirming the store hours, SKUs and services, images, menus, website URLs, unique offers, and other local entities tremendously compounds that challenge.
Solution: It is important for brands to organize and protect their data. These are assets that can be repurposed for their website or shared with their retail partners.
This information can be collected and then stored in a database or cloud. Individual store managers and franchise owners can be given permission to submit updated information, and an internal process should be implemented to keep the data and assets …read more