It can be tempting to try to save by creating an in-house locator but consider the trade-offs. Aside from a basic search platform and navigation service, locators should provide enhanced services such as IP and GPS detection of user location in order to achieve peak performance. You must ensure that your location data is always up to date and accurate and that your locator conforms to Google’s latest local and mobile SEO requirements. Many companies find that the benefit is an effective lead generation of working with a locator specialist far outweighs the cost, though of course this decision will be based on your company’s individual needs and priorities.
A strong store locator gives your customers all the information they need to find their nearest store, which increases their likelihood of visiting and spending there. It also speeds up their research process and removes potential frustrations
By integrating a store locator into your website, you can use website analytics tools to monitor where exactly people are searching from, their demographics, how often they search, and a lot more. You can use this data to continually improve and optimize your store locator, and understand your customer base in much more detail.
Through the way it is structured, a store locator on your website also improves your business’s local search rankings, giving you a key advantage over your competitors when it comes to customer acquisition. By having a store locator with clickable results that push to a dedicated page for each store location, you significantly increase your chances of ranking higher for both ‘direct’ searches (where people specifically search for your brand) and ‘discovery’ searches (where people search for generic products and services). Having well-ranked pages for each store location in turn boosts rankings for both your main website and online listings with providers like Google My Business.
It is said that about 60% of people now browse on their smartphone, so optimizing your store
locator for mobile should be a priority. Google has also started doing mobile-first indexing, so this is also important for ranking and SEO performance.
Convert online visitors into in-store customers by making it easy to find you. Build a strong local search presence by displaying location information and unique details about each store on your website based on proximity of an address, postal code or within a selected region. Promote unique content including location-specific content like store events, coupons, and special offers. Highlight which stores are available for curbside pickup or BOPIS.
Yes, Brandify provides the ability to load product inventory by location for offline product inventory searching.
Yes, Brandify's locators are built based on ADA compliance and regulations. Utilizing multiple testing tools we ensure the pages are accessible to users utilizing screen readers or other assistive tools.
Yes, Brandify supports parent-child data relationships.
Local pages are stand-alone web pages dedicated to providing localized content and information about businesses. Local landing pages are a great way to capture organic search traffic as well as great relevant pages to build PPC around.
The most critical elements of local pages include proper NAP schema markup. Load time, keyword relevance from location to product/service offering. Proper city, state in landing page title.
There are many instances where a potential customer’s first interaction with a brand comes through organic and paid search. As such, landing pages are a vital touch-point, serving as an initial brand interaction, an avenue to nurture leads with compelling content or an opportunity to generate qualified leads through form fills.
One of the best ways to get your site to rank higher when people search locally and on mobile devices is to have lots of local content. Creating landing pages that feature very localized, down to the neighborhood perhaps, content is a great way to start building the local content and link necessary to have your pages move up in the search index for local search.
Local landing pages carry more authority for both implicit and explicit local searches. Implicit searches are something like “Chinese Food” from someone who lives in Philadelphia, versus an explicit search, such as “nail salon in Jacksonville, FL.”
Whether or not the searcher provides a geo-modifier, Google will try to make a local connection so they can show relevant search results, such as their local three-pack, which displays the names and contact information of the top three local search results.
A local landing page can also provide a platform to publish content about your local area and can serve to attract links from locally-relevant sources and generate traffic.
Depending on your landing page, you might publish…
Yes, it is important for brick and mortar businesses with multiple locations to have a local landing page for each specific location.
Local-service businesses might also consider a local landing page for each location they serve. For example, an HVAC company serving northeast Florida and southeast Georgia should have a landing page for each area.
In 2019, Google switched to a mobile-first indexing system. This means Google now looks at how your site performs on mobile devices before it looks at the desktop version.
It is critical that your local landing page is clean and easy to navigate on both mobile and desktop devices because more than 60% of all Google searches are mobile devices, which means your pages need to load fast to be competitive.
For some businesses, this may be simple: if you have two locations in two separate cities, you might just create two pages targeting those city names.
However, if you have a dozen locations or a wide service area, things can get tricky.
Which customers should you be targeting? Do local residents use the name of the city or the county? Is there a neighborhood name or shortened version (think SoHo) that is used by locals?
The answers to these questions lie in the data. Look into your analytics and make a call based on the demographics of your site’s visitors.
Native or first-party reviews are positioned on local pages in order to take advantage of various SEO and schema markup benefits as well as provide a place for consumers to give feedback on the brand or product. These reviews are also aggregated within the Brandify platform in order to perform a holistic analysis or consumer sentiment across first and third-party sources.
Yes, scheduling and appointment booking is managed through Brandify in partnership with Mono Solutions.
Yes, Based on existing product data and workflows, Brandify will display product information inventory including price, photos, title, description, local availability and any other relevant product information on local landing pages. Display logic can be introduced in order to surface products based on geography, weather conditions, popularity and other product attributes.
Yes, local pages are built based on ADA compliance and regulations. Utilizing multiple testing tools we ensure the pages are accessible to users utilizing screen readers or other assistive tools.
Yes, Brandify maintains WCAG 2.1 AA compliance for all web properties we manage.
The main differentiating factor between claiming listings and syndicating listings data is that the latter can be ‘owned’ by your brand (we use the word ‘owned’ loosely because the listings publisher owns the real estate, brands are simply granted authoritative permission to manage listing). Claiming and syndication, together create a powerful synergy for holistic listings performance.
Listings success metric can be different based on your industry and your goals. As an example - for a multi-location retail grocer, data proliferation through the Brandify Network has reduced the percentage of “address differences” nearly tenfold on Google from 9.5% to an average of .75% across locations. Since its launch in October, Brandify has instantly updated information to 462,906 listings with a 99% distribution success rate.
Duplicate listings can be harmful to your business in numerous ways. They can negatively affect your search rank, since search engines don’t know which listing is correct. Incorrect listings also create confusion for people trying to find you by sending them to wrong locations, which means a loss of store traffic and revenue. Brandify ensures your duplicate and erroneous listings are taken care of.
Brandify ensures duplicates and inaccurate listings are removed and never resurface again to keep your customers visiting the right locations. Unlike other companies that suppress them, so if you were to ever part ways, the erroneous, duplicate listings will resurface again.
Brandify monitors your location data at all times. Search engines change information based on user-generated content, even if it’s incorrect! We ensure all errors and duplications are removed. Brandify keeps duplicates from popping up at the source and ensure you’re always updating the correct listings by using Brandify’s intuitive platform. Whether you have a store closing, opening or changing addresses, Brandify makes it easy to keep your information updated.
Brandify enables you to centrally manage all location data and broadcast complete, accurate, and consistent location information across the web including search engines, local directories, social networks and mapping platforms. Our process starts with cleansing your location data including manual verification of latitude/longitude coordinates, identification and removal of existing duplicate listings, programmatically / manually claiming the listings for all locations and syndicating that data through our core local data aggregator relationships. This approach ensures that your local listings always reflect the most current and accurate version of the locations database.
Our local listing management service goes far beyond a one-time data push where most other companies stop. Brandify utilizes the industry’s best practice of combining both first-party and third-party sources to ensure your location data is found on all the sites and services consumers use to interact with your locations. Some companies offer only third-party syndication. Others offer only temporary replacement of listing data on a limited network of sites, while never touching the underlying databases that core data aggregators are distributing far and wide.
Some local marketing companies handle duplicate content through relationships with publishers that allow them to suppress duplicates for as long as their business customers pay them to do so. Think of duplicate suppression as a technique that simply masks the duplicate data for a limited period of time. This process does not remove the duplicate listing, but simply hides it for as long as the business pays for that service. If the paid relationship ends, the duplicates will reappear.
By contrast, merging duplicates into one master listing, or simply removing duplicates from publication, ensures that faulty data is permanently taken out of the local ecosystem and that URLs are redirected to the proper listing.
Brandify removes duplicates from publication. We connect directly with our publisher and data aggregator partners to permanently merge a duplicate listing into the claimed listing or to remove the duplicate listing if that option is available. A combination of technology and human effort is required to identify all duplicates, interact with publisher partners, resolve any ownership conflicts, and provide support in claiming rogue listings so they may be effectively merged with the managed listing or removed altogether. Our approach to duplicate cleanup provides a long-term solution rather than a temporary fix.
The Brandify dashboard allows clients to upload their business’ location data which is transformed and used to claim & instantly update directories and syndicate to data aggregators and third-party publishers. We’ve worked with each publisher and data aggregator to define and develop an in-house technology platform that allows us to ingest a single data feed and provide instant & seamless updates to listings information in real-time or output multiple data files based on publisher requirements. Our solution will cleanse, format location data, and distribute to all core data providers. The advantage is we can verify geocodes across all platforms supported and ensure location data accuracy across all digital channels. Brandify will further enhance and optimize your brick and mortar locations with human intervention and routine data diagnostics.
At Brandify, our listings network supports the management of listings in real-time on publishers that support this capability. We also have the staff and experience necessary to control elements that require human intervention such as moving a pin on a map or marking a location as closed on Google. This combined approach ensures consistency and permanent improvement to listing health and accuracy.
Our platform and services are designed to produce results that impact the bottom line for your business. There are hundreds of popular local destinations a consumer might use to find your brick & mortar locations – including search engines, local directories, mobile applications, GPS devices, in-car navigation units, and more. Syndication ensures that your locations information is broadcast throughout the local ecosystem, and consumers can find your locations wherever they might be looking. Our distribution network channels provide our clients with the largest syndication coverage to maximize their local SEO presence.
Whether the sentiment being expressed is positive or negative, it is important for brands to have a review management strategy in place that defines how they will handle the opinions being expressed by customers online. Advanced review management strategies use the insights gathered from online reviews to better understand the path to purchase and connect with actual customers in an authentic way.
Enterprise brands use Brandify's reputation management services to monitor, influence, and more effectively manage what's being said about their store or branch locations on platforms like Google, Yelp, Facebook, and more. With consumers posting reviews across hundreds of sites, brands are relying on automated email alerts and actionable review insights to build their product, service, and store reputations online.
Generating more reviews helps brands build their reputation. The best way to generate more reviews is by leveraging brand-owned properties like local pages. Allowing verified buyers to leave trusted reviews is a great way to strengthen your established reputation on sites like Yelp and Google.
Intelligent agents like Siri, Alexa, Cortana and Google Assistant are now powerful tools to local search discoverability, and because they are mobile the adoption by consumers is hitting a powerful high. Questions like “4 star restaurants near me” are being asked. This means that optimizing for intelligent search is essential so that your brand is announced as a response to those questions. Reviews are one of the elements in intelligent search optimization that brands need to account for. Brands building reputation on brand-owned properties will have more control over what content these intelligent agents use to respond to consumer inquiries.
Brandify provides brands solutions for reputation management that are smart and innovative, and also support brands to think differently. Our managed services include Review Response, Digital Strategy, and SEO management. Tap into resources that can take your brand to the next level.
With every edit you make, our Smart Review Response technology learns your voice and preferred response patterns to continue adopting your brand personality.
Every time a customer reviews your business, whether positively or negatively, it's your opportunity to provide additional SEO value for your business. Search engines like Google, Bing, and Yahoo crawl the internet to find new information so they can provide the most recent and relevant content for their users. When you respond to each customer review, you can add context about your customers' experience with your business
At the local level, we show who is ranking alongside the brand location for critical keywords. At the overall brand level, we offer a tool that shows how the brand compares to its top competitors in regard to search ranking, social engagement, reputation, and listing health.
Gather, respond, and build are the three critical reputation management tactics you to operationalize in order to be a top performer. Marketers should understand that reputation management works within a bigger ecosystem of local digital strategies centered around educating and ultimately influencing potential customers about your product, service or location. An essential strategy closely associated with reputation management is listings management, and should not be overlooked.
Gain access to reviews published on multiple platforms -- including Google, Yelp, Facebook, and others -- within a single dashboard without having to log in to multiple sites. Easily sort and filter reviews by criteria like publisher, location, star rating, and keywords. Improve review management efficiency by responding to reviews from one dashboard. Delegate monitoring and response tasks to staff responsible for designated regions or location groups. Use review analysis tools to gain insight on consumer sentiment and trends.
Brandify offers a white-glove service where our review response team can respond to reviews on behalf of the brand.
Reviews, of course, are generally accompanied by star ratings or other indications of sentiment (as with Facebook's recommended/not recommended options). In addition to these, we use AI-based sentiment analysis tools to provide sentiment data for individual topics within reviews and other social content. We provide drill-downs by sentiment, location, and provider.
Brandify utilizes machine learning in order to improve over time the accuracy and range of our topic and sentiment analysis tools as well as our Smart Review Response tool. They are designed to improve the more they're used.
At the local level, Brandify shows who is ranking alongside the brand location for critical keywords. At the overall brand level, we offer a tool that shows how the brand compares to its top competitors in regard to search ranking, social engagement, reputation, and listing health.
Yes, Brandify integrates with Zendesk and other popular CRM platforms.
Brandify provides brands solutions for reputation management that are smart and innovative, and also support brands to think differently. Our managed services include Review Response, Digital Strategy, and SEO management. Tap into resources that can take your brand to the next level.
One of the reasons why brands should frequently track review activity is to flag potentially troubling reviews. Given the real-time nature of social media, waiting a matter of weeks to react to a negative review can damage consumer perception of the brand and decrease star ratings. If you are struggling to decide whether to respond to a review, it may be time to create a review management strategy and templates for replying to both positive and negative reviews.
For multi-location brands and other enterprises, Brandify's streamlined review management and response platform provides all the tools necessary to handle local reviews at scale, all within one easy-to-use dashboard.
Use Brandify's reputation management dashboard to uncover consumer sentiment and connect authentically with customers across all major review sites. Brandify's QuickScan technology provides enterprise marketers with actionable insights to jump ahead of the competitors and monitors the effectiveness of reputation strategies using a competitive Brandscore benchmark.
Nearly nine-in-10 people trust online reviews as much as personal recommendations. Negative reviews can hurt a brand's reputation and also its position in local search. Developing a consistent strategy for dealing with common types of positive and negative reviews is the first step in putting together a reputation management strategy that actually works.
Thousands of reviews are posted online each day. Multi-location brands are using reputation management services to streamline workflows. and deliver prompt responses across all major review sites. To learn how one national restaurant chain worked with Brandify to implement a reputation management strategy that increased review ratings and uncovered operational inefficiencies, click here.
Without a review management strategy in place, you could be missing out on the opportunity to be found by people looking for businesses in Google search. Negative reviews, and listings with inaccurate or outdated information, can decrease local search rankings.
Negative reviews consistently rank as a top concern for enterprise brands. Responding to negative reviews requires sensitivity and attention to detail. To learn more about creating a review response strategy, click here.
Research shows that customers are more likely to leave reviews about positive experiences than negative ones. Responding to positive reviews is just as important as responding to negative reviews. To learn more about responding to positive reviews, click here.
It's never too late to turn around a bad reputation. Brandify's suite of reputation management tools work directly on top review sites like Google, Yelp, Facebook, and Tripadvisor to help multi-location brands improve star ratings and local search results. For a comprehensive look at how to turn around a bad reputation, read The Brandify Guide to Review Management and Response.
Now that social media has gone mainstream, many brand managers are wondering how to effectively integrate social media into their local marketing mix. Social media management involves creating, scheduling, analyzing, and engaging with content posted on platforms like Facebook, Twitter, and Instagram. Social media is important for SEO purposes, and it's crucial to consumers that brands are active on social. Brands need to create a strong social strategy to stay relevant and communicate with consumers online - especially at the local level.
Multi-location brands need to know what people are saying about their stores or branch locations online. Social media monitoring gives brands a way to harness, monitor and scale their online marketing strategies, so they can improve the speed at which they respond and take action based on their customers' online posts. Brandify helps brands easily connect with customers by allowing them to monitor and respond to reviews from various platforms within one unified dashboard.
Brands who engage directly with customers benefit from uncovering valuable insights about customers and how they view your products, services, and brand. Brands can better manage complaints and questions in a timely manner and develop stronger value propositions by showing prospects and customers that you care. Socially active brands build better relationships with their customers, which creates brand loyalty and trust. Brandify will work with you to create a well-structured digital marketing strategy that aligns with your business goals. Find all of your social tools in one place. Schedule, post, monitor, and view campaign results for all locations.
Monitor performance of locations in comparison with each others, as well as customizable location groups. Our proprietary Brandscore metric as well as other comparative metrics help you identify which locations are top performers and which are in need of targeted marketing assistance.
Compare your digital performance at the local level against the performance of top competitors in your sector. Our proprietary Brandscore metric as well as other comparative metrics help you identify areas of success as well as opportunities to outpace the competition with campaigns targeted to specific activities or geographic regions.
Mine reviews and social data for trending topics and associated sentiment. See how popular topics and sentiment trend historically. Brandify's sentiment analysis tools make use of machine learning to understand consumer intent and glean insight from social data at scale.
Google Posts provides brands with a convenient way to post text and photos directly to Google My Business. Content appears on the Knowledge Panel and on Google Maps. Posts receive prominent placement in mobile search, and although they function like a business advertisement, they are currently free to use.
Google business listings have a question and answer feature that lets any user ask or answer questions about a business. Google’s Q&A feature is frequently overlooked by brands. However, when it’s monitored and used effectively, it can be a valuable tool for staying ahead of the competition.
Many brands are now using Google Q&As to improve their ranking in local search. Google Q&As give businesses a way to display information that may not be available in the structured attributes of Google My Business or a business’s own website.
Google Posts allow businesses to post text and photos directly to Google My Business. Posts appear on the local panel and on Maps, and they are completely free for businesses. Posts can be used to highlight seasonal offers, same-day flash sales, new product launches, special promotions, emergency updates, open positions, new arrivals, and top products.
Google Posts become less prominent after 7 days, so brands should plan to continue adding new Posts on a regular basis. The only exceptions to the 7-day rule are event and offer Posts, which can be configured to display for the duration of the event or offer.
As a best practice, multi-location businesses should create custom landing pages to match the content in all Google Posts. Brands that are finding it difficult to manage Google Posts at scale via API connection should find a partner like Brandify to streamline and optimize the process.
Multi-location brands can use Brandify's tools to post to local Facebook pages at scale, using various media types: text, images, videos and more.
Local advertising is the practice of targeting consumers close to the location of a business with messaging that reflects the local market. Local landing pages, review management, and online listings all play a part in a broad local advertising strategy.
When clients partner with Brandify for digital marketing services, they enjoy the benefits of a truly holistic approach to local. Our products and services are designed to cover every aspect of the local consumer decision journey. We manage and syndicate location data at scale. We help consumers discover, connect, and interact with brands online and offline. We leverage mobile location data, industry trends, and audience insights to drive performance across multiple channels. With a highly customizable tech stack, seasoned subject matter experts, and a commitment to driving results, Brandify is a valuable add-on to any in-house marketing team.
First, it is about knowing the ‘target audience’. Our expert SEM managers work with you to create highly relevant, location-specific ads. The benefit here is our delivery of ads to potential buyers which are optimized for context, content, location, and situation.
Brandify serves as a strategic partner to help national brands drive visibility of nearby locations to users across devices. Brands that benefit from Brandify’s omnichannel approach to local advertising are enterprises with hundreds or thousands of locations with near-term top-of-funnel objectives like driving awareness for nearby locations or foot traffic.
The innovation of local advertising is in the available variants marketers can leverage and use to be hyperlocal. A powerful exercise that turns generic advertising campaigns into highly impactful, meaningful content. An example of one of our many success stories includes increasing CTR of Ads. The industry standard for click-throughs of .06% was used as a benchmark to measure conversions. Before switching to the Google Display Network, the brand was averaging around .1%. After switching and tailoring messaging for location-specific ad campaigns, CTR jumped 613% and increased website page views from 300,000 monthly to 2 million. On a monthly basis, CTR had been regularly jumping 25%, demonstrating the power of location-specific content in driving awareness across devices.
Brandify leverages mobile location data and advanced audience targeting to drive foot traffic to individual store locations via dynamic creative served up on mobile devices.
Some examples include:
Foot Traffic Attribution
Using Brandify's own ad server, we plug in to multiple demand-side platforms to drive awareness and engagement across different audiences and devices types.
Brandify provides display ads for desktop, mobile, and custom audience targeting.
Brandify designs, manages and optimizes Google and Bing Ad campaigns based on location, inventory, and promotions to drive leads, traffic, and sales to websites and store locations.
Some examples include:
Local Inventory Ads
Brandify can target existing audience segments and attract new customers using custom creative, photos, videos, slideshows, and more. Boost visibility, grow sales, get leads, and retarget based on interests, behaviors, and location for Facebook, Instagram and Snapchat.
We help ensure your website is optimized for peak performance in organic search. Our in-house SEO experts will provide recommendations on improving content, navigation, structure, and address issues that relate to on-page optimization, site speed, crawling, and indexing of pages.
Some services we provide are:
Local Pages at Scale
Brandify's relationship with key local advertising channels helps enterprise brands generate the visibility and awareness needed to drive conversions. Although the right local mix will vary depending on a brand's needs, the most popular types of local advertisements currently are hyper local display, display, paid search, and paid social advertising.
Scale and efficiency are the key to maximizing ROI in local advertising. At Brandify, we understand that time is money. We design, manage, and optimize paid search campaigns so multi-location brands see the greatest possible impact from their local marketing budgets.
Every step a consumer takes on the path to purchase is a chance for your brand to become more relevant and valuable. At Brandify, we use display, search, and social advertising to connect enterprises with local customers at scale.
Local analytics are used to measure, analyze, and benchmark digital locations by providing brands with impactful and competitive data. Local analytics should be visual, measurable and actionable. They should ideally include local, organic, and competitive insights from Google, Facebook, Yelp and more.
We provide the metrics for measuring traffic and engagement on locators and local pages. For local pages and listings, we offer search ranking reports that assess ranking performance of store locations across thousands of keyword+geography combinations. For local listings, we offer a rich set of analytical measurements, with particular emphasis on Google and Facebook where the available metrics are the most extensive. We report on searches, views, actions, likes, check-ins, shares, and more, and will soon expand our reporting to include photo engagement, Q&A statistics, and trending search query terms. In addition, we measure reputation signals such as review count, review velocity, and average rating.
Yes, Brandify was among the first companies to develop an algorithm for assessing overall local search performance. This proprietary measurement, which we call Brandscore, works on a scale similar to credit scores (450-850) and measures more than 200 factors that influence digital performance including listing accuracy, search ranking, reputation, and social engagement signals. Brandscore can be used in a variety of ways: as an industry benchmark, a competitive measure between brands, a historical record of improvements in performance, or a comparative measure allowing brands to highlight high-performing locations and those in need of improvement.
We provide local and organic ranking reports for both Google and Bing, measuring the ranking of local pages and listings for a set of keywords the brand is most concerned to rank for. Our reporting is updated regularly to reflect changes that may occur due to algorithm updates, content updates, local campaigns and promotions, or shifts in the competitive landscape. Our rank reporting tracks changes historically in order to identify successes and areas in need of attention. Rank reporting also provides a snapshot of locations that belong to low, middle, and high performing subsets relative to the rest of the brand.
We offer a competitive dashboard that helps brands understand how their local search performance stacks up against prominent competitors. We use Brandscore as our guiding metric as well as the Brandscore pillars of listing accuracy, search ranking, review strength, and social engagement. With these metrics, we can assess in detail where one brand's digital strategy wins out over the competition or falls behind the pack. Brands have used our competitive intelligence as a primary driver in strategic planning; for instance, a decision to embark on a local page optimization or reputation management campaign because the data indicates an opportunity to gain competitive advantage.
We consider two measurements to be of central importance in assessing engagement with online profiles. The first is user actions as an indicator of conversion intent. No metric is a clearer signal of intent to purchase than action metrics like clicks for directions or clicks to call. Other action metrics, such as likes and shares on social platforms, also indicate strong engagement with the brand. The second metric we examine is the proportion of searches that result in actions. Our data shows, for example, that in 2019, 2.9% of users who searched for a business in GMB subsequently took an action such as a click for directions, click to call, or click to the business website. Such metrics can be used as a benchmark for brands to assess their own performance, both at specific moments in time and historically.
Yes, the Brandify dashboard allows you to export a large variety of reports and share important data with your team.
Brandify has built a user-friendly interface that allows for robust filtering by time frame, top performers, locations and more.
Brandify offers a wealth of reporting within the dashboard, a propriety Brandscore tool, and ad-hoc report writers to create the reports that provide specific information important to your brand.
Robust digital marketing dashboards provide brands with a place to quantify the results produced from local marketing efforts. Brandify’s detailed analytics dashboard uses location insights to monitor top performing locations and optimize low performing locations.