Referencing: local information to be filled online

The best way to generate traffic at the point of sale is to properly reference the information of its physical locations on multiple online platforms. In this video we will see:

• Why is it necessary to enter information about your physical locations?

• Where should sales point information be entered?

• What information should be entered?

• The information that will allow you to stand out from the competition

https://youtu.be/17XdXWYg7TY

Why is it necessary to enter information about your physical locations?

A better visibility for your brands :
More complete information sheets of your physical locations increase your chances of appearing in the top search results.

An increase in drive-to-store (store visits)
More complete information sheets of your physical locations mean consumers are better informed about your products, services, offers,... This translates into more store visits.

Where should sales point information be entered?

Here's an overview of the different media that consumers use in their searches. They could be divided into 4 types:

• the platforms : Google Business Profile, Facebook, Yelp, TripAdvisor ...
• navigation apps & GPS : Apple Maps, here, TomTom, Waze
• the brand websites and their Store Locator (store locator)
• the directories : Pages Jaunes, 118-218, Pages d’Or, ...

What information should be entered?

Let's now look together at what information is essential to provide for good SEO. These are the basic data found on most of the previously mentioned platforms:

• the name and address of the point of sale
• the phone number
• the opening hours
• the link to the brand's website (Store Locator) and more precisely to the corresponding store's web page]

It seems quite simple to manage this basic information, yet some media require a little more attention. For example, Google Business Profile has specific guidelines on how to report the name and address of establishments, and allows you to configure exceptional opening and closing hours. The case of referencing on Google Business Profile will be the subject of another video.

The information that will allow you to stand out from the competition

Depending on the media's features, you'll be able to provide and manage more 'dynamic' content. This will allow you to generate more proximity and consumer engagement, not to mention the impact on the SEO of your local pages:

1/ The establishment's profile
Among other things, the information that will portray your store:

• the description allows to highlight the characteristics that make the establishment unique. It must provide useful information about the services and products, about the mission and about the establishment's history.
• photos, videos or 360° views. Establishments with photos record 42 % of itinerary requests to their address and 35 % more clicks to their websites than establishments that do not have them.
• the products and services proposés by the point of sale.

2/ Communication with the client/consumer
There are also the info that allow to dévelop the link with the client

• local publications to communicate on promos, events or any other local information.
• la gestion des avis clients est un des enjeux les plus importants de la recherche locale. Savez-vous qu’en 2020, 88% des consommateurs font autant confiance aux avis en ligne qu’aux recommandations personnelles ?

In the next episodes, we will talk about the enormous potential of Google Business Profile in terms of SEO for your physical points of sale.

If you have any questions, don't hesitate to contact us!