Store Locator: why is it fundamental in the Web-To-Store strategy of points of sale?

The search is the very first step of the customer journey and we know that the majority of consumers get information on the web (proximity, opening hours, reviews, itinerary, etc.) before deciding on the place to go. The Store Locator is a module for your website, allowing you to locate your physical points of sale and ensuring their good visibility in local search results.

47% of consumers use brand websites

By analyzing a little further, we identify that among the sources usitées by consumers, 47% préfèrent using brand sites while 77% préfèrent those of médias called « external »* (source: consumerbarometer.com), the most well‑known ébeing Google. Retail locations therefore have every intérêt à êre visible from these two groups.

*(24% use both)

How to promote the appearance of your points of sale in local search results?

The Store Locator is in fact the combination of two types of web pages:

• A global search page (a map locating your points of sale with Pins, and integrating different features)
• A point of sale page, the “digital storefront” of a single point of sale

To improve the visibilité of establishments within the l’local Internet it is therefore necessary to carry out SEO work around these two pages.

At the tê front of this optimization effort comes the effective publication ofa store locator page for each établissement existing. Indeed, the multiplication of the number of these pages has déjà an impact on your référencement local. You must then properly référencer the basic information (address, hours, coordonnées, etc.) and not forget l’intégration of inbound and outbound links from/to your website and your external pages (Google, Facebook, directories, etc.)

The fact of publishing content regularly will also give you an advantage, while stimulating the consumer's interest.

Finally, by technical work we mean, optimization of the Store Locator code : intégration of keywords, compatibilité for mobile display, use of tags proposées by Google à this purpose, etc.

All of these elements will favor the appearance of your points of sale in local search results and have a positive impact on the satisfaction of Internet users during their online search.

And if you could multiply the effectiveness of your Store Locator by 10 by coupling it with "Multi-diffusion"?

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