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

The search is the very first step in the customer journey and we know that the majority of consumers research on the web (proximity, hours, reviews, route, etc.) before deciding where 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

Analyzing a little further, we identify that among the sources used by consumers, 47% prefer to use the brand websites while 77% prefer those of so-called "external" media* (source: consumerbarometer.com), the best known being Google. Points of sale therefore have every interest in being 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 visibility of establishments within the local Internet, you must perform SEO work around these two pages.

At the forefront of this optimization effort is the effective publication of a sales point page for each existing establishment. Indeed, the multiplication of the number of these pages already has an impact on your local SEO. You must then properly reference the basic information (address, hours, contact details, etc.) and not forget to integrate incoming and outgoing links from/to your website and your external pages (Google, Facebook, directories, etc.)

The fact of regularly publishing content will also give you an edge, while stimulating consumer interest.

Finally, by technical work we mean, optimization of the Store Locator code: integration of keywords, compatibility for mobile display, use of tags proposed by Google for 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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