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?

Better visibility for your brands :
The more complete the information on your physical locations, the more likely you are to appear in the top search results.

An increase in drive-to-store (in-store visit)
The more complete the information sheets for your physical locations are, the more consumers will be well informed about your products, services, offers,... This results in an increase in in-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 & GPS apps : Apple Plans, here, Tom-Tom, Waze
• the brand websites and their Store Locator (store locator)
• directories : Yellow Pages, 118-218, Golden Pages, ...

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 chain's website (Store Locator) and more specifically to the corresponding point of sale 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/ Establishment profile
There are also information that will paint a picture of your store:

• the description highlights the unique features of the establishment. It should provide useful information about services and products, mission, and history of the establishment.
• photos, videos or 360° views. Establishments with photos receive 42% more direction requests to their address and 35% more clicks on their websites than establishments without photos.
• the products and services offered by the point of sale.

2/ Communication with the customer/consumer
There is also information that helps develop the relationship with the customer

• local publications to communicate on promos, events or any other local information.
• customer review management is one of the most important issues in local search. Did you know that in 2020, 88% of consumers trust online reviews as much as personal recommendations?

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