How Foodmaker gained 60% online visibility in 3 months

Having a good online ranking (i.e., being found at the top of Google search results) can sometimes be tricky, especially for a chain of restaurants. Discover how Foodmaker has not only improved the online visibility of its local restaurants but also its activations (calls, directions, and reservations) thanks to a new fully optimized Store Locator.

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Do you know what a Store Locator is?

A Store Locator is a feature of a website that allows your users to geolocate your points of sale. It’s an essential asset for brand image and online SEO.

This feature not only allows you to geolocate your point of sale, but it’s also a brand-specific page, a kind of « digital showcase » where you can present your brand, your products…, exactly as you wish.

It improves the user experience with your brand by offering:

• Access to information about your stores, such as opening hours, address, phone number, current promotions, etc.
• Access to specific features that are not available on external sites such as Google Business Profile or Facebook Places.

It also allows you to manage autonomously all data related to your points of sale. When it is well optimized, it structures the information for search engines (Google, Bing, Firefox, etc.) and improves the SEO.

In summary:
A well-optimized Store Locator helps your brand and your points of sale to gain visibility in search engine results and improves the customers' experience with the brand.

⬇️ More information on store locators at the end of this article 👀

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How Foodmaker increased its online visibility with a brand new store locator

As part of this collaboration, Foodmaker wanted to create a new Store Locator optimized for SEO in order to gain visibility in indirect searches and to give better visibility to its restaurants.

Foodmaker's request was about:

1. Improve the UX (user experience) of their online customer journey.
2. Optimize the SEO of their local restaurants.
3. Manage efficiently the organic updates and the posts on the local store locator pages.

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How Mobilosoft helped Foodmaker increase the online visibility of its restaurants

At the request of Foodmaker, we proposed creating a new store locator with an improved front-end and back-end structure.

The key points of the new Store Locator:

• Data structure based on schema.org (the only data structure recognized by Google)
• In local pages, add sections to improve SEO:
  • Promotions
  • Services
  • Description
  • Nearby stores
• Easily adaptable section templates so that the marketing department can easily update the content
• 3 organic posts included at launch

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The performance of Foodmaker's Store Locator after just 3 months!

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In just 3 months, Foodmaker's online visibility has increased significantly:

+60 % impressions
+30 % activations

Thanks to the markup schema.org and to the addition of information such as promotions, description, services, etc., the reach of indirect searches has been multiplied by 7.3.

Moreover, the traffic estimated between the web and the store has been multiplied by three, which means that the SEO ranking and the user experience have been considerably influenced by the launch of the new store locator.

Thanks to this, Foodmaker's marketing department can easily and efficiently manage the local pages of the Store Locator and add content to it (promotions, articles, etc.).

“We are extremely satisfied with the Store Locator project and the increase in online visibility of our restaurants.

At Foodmaker, we aim to offer healthy and quality meals, while having a positive impact on the lives of as many people as possible. Thanks to our new Store Locator, we can now reach our audience more efficiently and provide them with an online experience that reflects the care we put into every step of producing our meals, from our producers to our dishes.”

Jules Thys, Digital Marketing Manager at Foodmaker

More information about Store Locators

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What makes a good Store Locator?

1. One page and one URL per physical store
2. Content adapted for mobile devices
3. Calls to action that promote conversion
4. Enrichment of each page with structured data (tag/mark-up schema.org)

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What is schema.org?

Schema.org is a tag that allows you to organize the information present on your web pages. It allows you to code invisible elements on the page, but which allow Google (and search engines in general) to understand the content of the page and thus offer users the most relevant results to their queries.

Learn more about schema.org and how to appear in the top search results.

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