4 methods brands are losing shop traffic– and how to utilize area marketing techniques to reverse course

Marketing Insights From Around the Web
Lots of brand names continue to be challenged by location-based search in spite of its importance to customer engagement and shop gos to. Think about these numbers to understand why brand names have to make location a priority:

It is common for major brand shops to not show up in location-based searches. Alternately, some are outperformed in search outcomes by other brand names that are doing a better task handling their online place presence.

Some brands are a lot more visible in location-based search than others

Consider the dominance of two brands in a look for “junk food dining establishments” in Google Maps (see below). The search location was randomly picked; I selected a non-urban location northwest of Philadelphia.

Twelve of 20 search engine result were from Wendy’s and Arby’s, with Wendy’s making up eight and Arby’s making up four search results page. These two brands not only took the most areas, they likewise took the top results. The remaining 8 search results page were divided among 5 other brands: McDonald’s, Hamburger King, Dairy Queen, Popeye’s and Taco Bell. In a repeat of the test, Wendy’s and Arby’s in fact increased their remarkable metrics, occupying 14 of 20 search results.

The numbers recommend more than coincidence. They reveal intentional and strategic decisions by the two brand names– particularly considering that there are quickly over 20 McDonald’s dining establishments in the search area.

Wendy’s and Arby’s occupy 12 to

14 of 20 search outcomes. Area is especially essential to spontaneous purchase decisions such as travel Location-based search is important to restaurants, counter service and junk food facilities, where purchase choices are normally spontaneous. David Kaplan at Geomarketing reports that place plays a” big function “in consumer choices to eat at Wendy’s. Brandon Rhoten, Wendy’s VP/head of advertising, digital/social media, stated, “When it pertains to food, you need to understand exactly what’s near you. We’re not a ‘considered purchase’ at all. We are among those brand names that needs to capture you as you’re making a decision.”

This is likewise true for other service classifications, such as gas stations and hotels — specifically those situated along the roughly 47,000 miles of hectic interstate highway in the US. As retail costs is down, travel spending is flourishing, and AAA reports that low gas costs are prompting 69 percent of vacationing households to take journey. Hotel tenancy is at record levels given that a 2009 low. Food and drink sales have actually grown at double the rate of other retail costs, and for the first time, Americans spend more eating out than at

grocery shops. I experienced firsthand the difference that good area search marketing can have while driving on America’s highways. My household travelled to Big Bend National forest for spring break, a nine-hour drive from Dallas. Needless to say, we searched for gas and meal stops along the way.

It was unexpected to me the number of times my other half would be looking along the route on Google Maps for locations to stop and was not able to find a number of the locations that we would see driving by. She ‘d see map outcomes and state, “The next Subway is about 10 miles away, and there’s a Dairy Queen in six miles. I don’t see much prior to then.” We ‘d pass two different Subway dining establishments and many other quick food joints that promoted on highway indications.

That experience triggered me to take a closer look at why significant brand name shops were disappointing up in Google Map search engine result. Listed below, I take a look at four ways I discovered brands being hurt by bad area practices and how they can improve client traffic with better marketing methods.

1. Connect to location-specific pages on specific shop Google Maps listings

In the above example, map leads to the search query “quick food dining establishments” found primarily Wendy’s and Arby’s stores. Both brand names connect to a location-specific page with address, maps and hours in the web page section of the Maps listing. Wendy’s usages locations.wendys.com and Arby’s uses locations.arbys.com.

On the other hand, McDonald’s and Dairy Queen connect to the basic sites McDonalds.com or DairyQueen.com, where there are some promotions for the brand as a whole. Each website offers the capability to discover nearby shop areas by typing in a ZIP code or address and has location-specific pages, but these are not straight connected to a shop’s specific Google Map listing. Hamburger King does connect to a particular page, despite the fact that the site address is listed just as bk.com. Maybe a clearer URL that signals it offers place info to Google would perform better.

On my journey, the worst-performing quick food dining establishment was Train. Even zoomed in on a small intersection in Google Maps, the shop pin often appears as an orange circle instead of a red circle. For restaurants, just the red circles or dots appear in Google Maps’ list of search engine result. Train connect to a menu and online purchasing page via order.subway.com. While this alone might not account for the vast difference in Google Maps visibility, it seems a simple one to repair.

Train restaurant does not appear in Google Map

results for” junk food restaurant.”2. Separate bundled retail outlets into individually located shops

As we were driving through Baird, Texas, there appeared to just be one dining alternative: Dairy Queen. A minimum of, that’s how it appeared based upon Google Maps. Yet about 300 feet away from the Dairy Queen was a Love’s Travel Stop that had a Subway and Chester’s Fried Chicken situated inside the shop.

Below is the profile image of the Love’s Travel Stop that clearly reveals signage for both junk food dining establishments. They are essentially impossible to discover browsing on Google Maps. The Train shop does not even appear in search engine result for the search term “Train” in the location, not to mention a look for junk food restaurants.

The Subway and Chester’s inside Love’s Travel Stop do not appear in search

results. In this case, different Google listings should be created for all 3 shops: Loves, Subway and Chester’s. Google permits multiple stores to occupy a similar address. In developing distinct Google listing pages, the most practical differentiator seems a special telephone number for each listing.

Other methods to differentiate and promote each service would be to link to unique (location-based, see # 1 above) web pages, and if possible, add suite numbers. Make sure that other citations (e.g., Yelp, TripAdvisor, YellowPages.com) also distinguish the separate shops with those special telephone number, addresses and website/pages.

3. Double down on descriptions of services to cover numerous company classifications

The need for gas is a requirement that forces a stop on a trip. Customers often refuel more than their cars and trucks, and gas stations depend on it. Gas has among the most affordable profit margins in retail, so the drinks and snacks that customers purchase are often what supports the store.

That discusses the common partnership between gasoline station and benefit store. It also provides the chance to obtain two bites at the apple as customers may search for either keyword: “gasoline station” or “convenience stores.”

The problem is that gasoline station frequently split the two business categories into their particular brands. A search for gas stations would pull up a Shell, Alon or Exxon. A search for corner store pull up a 7-Eleven or Allsups. A store might be more attractive if a customer who browses for gas stations can also see a great convenience store like a 7-Eleven attached to it.

The screen shots listed below program that 7-Eleven and Allsups corner store in Clyde, Texas, are not revealing up in look for gasoline station. The blue markers indicate they are not a search outcome and just appear as a surrounding business when the map is focused to a location smaller sized than a football field.

Convenience shops 7-Eleven and Allsups do not appear in search engine result for gas stations.

Stripes (a benefit store/gas station brand in the Southwest) seems to do a great job being found despite what search term is used. It will frequently have two and even three pin drops per store– one for the gasoline station, one for the benefit store and even one for an ATM located on website. Every listing, even the ATM listing, will consist of a description that indicates it carries gas, treats, drinks and sundries, and hence all listings appear on the map in look for “filling station.”

Increase the chances of being discovered, and ensure customers understand all of your core items and services no matter which part of your organisation they find, by providing a concise yet total description of your organisation for each listing.

4. Location-based search advertisements appear to enhance organic mobile map search results page

It makes more financial sense for organisations such as hotels to pay for search ads than it provides for smaller transaction-based services like junk food dining establishments or filling station. And it seems to make a distinction in natural search engine result on the Google Map app, too.

A search for hotels around Sweetwater, Texas, brought up a couple of significant brand hotels, consisting of a Vacation Inn Express, a La Quinta and a Best Western. All three purchased ads that reveal up on a desktop Google Maps search. A less noticeable Hampton Inn does not reveal up on the map till it is zoomed in, and there is no sign it bought any marketing.

A search on a mobile phone utilizing the Google Maps app for hotels in the area brings up a minimal list of 7 hotels, consisting of the 3 brand names that advertised. Hampton Inn doesn’t appear on the list or on the map. It only appears beside the Vacation Inn when I’m zoomed in as far as I can on the map, and the brown marker for the Hampton Inn shows it is not included in the search engine result for “hotels.” To puts it simply, it is extremely not likely to be discovered in a search for hotels.

Hampton Inn does not appear in search results page for “hotels.”

Hampton Inn’s lack of exposure is regardless of its having a higher Google evaluates ranking and a higher TripAdvisor ranking, with more than double the variety of reviews. Therefore, if your company isn’t really appearing on Google Map results, it may be worth attempting some paid advertising to see if that will assist.

Final thoughts

Even major national brand names battle with getting location marketing right all the time. The numbers show that strong area marketing can make a huge distinction in being found, driving traffic and improving sales.

Have a look and see whether any of these tips may help enhance visibility on Google Maps in crowded and competitive search engine result. If you’re an agency working with brands, also make certain to obtain pre-campaign benchmarks that can assist demonstrate the work you do is making that difference.

Some viewpoints expressed in this short article might be those of a guest author and not always Browse Engine Land. Personnel authors are listed here.

Source

http://searchengineland.com/4-ways-brands-losing-store-traffic-see-use-location-marketing-strategies-reverse-course-273266

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.