These slides were presented at the Semrush webinar "The True Value Of Local Search: A Case Study Across Five Countries | 5 Hours of Local SEO". Video replay and transcript are available at https://www.semrush.com/webinars/the-true-value-of-local-search-a-case-study-across-five-countries-or-5-hours-of-local-seo/

1. part of
Rasmus Himmelstrup
Head of Resolution, Denmark
rasmus.himmelstrup@resolutionmedia.com
twitter.com/rasmusgi
The True Value of Local Search

2. Specsavers: A Multi-
national Optical and
Hearing Retail Chain
Specsavers is a multinational optical
retail chain with presence in 12
countries and 2100+ locations
worldwide.
This case is for the locations in
Denmark, Sweden, Norway, Finland
and the Netherlands.

3. Localisation of the Search Engine Result page
(examples)
Store location extensions
Bidding strategies based
on store visits (O2O)
Bidding adjustments
based on store proximity
Google My Business
(GMB) pages
Service short-cut directly
from GMB
Offer Ads in GMB with
current promotions
Reviews & Q&As

4. We started with few listings and missing data
81 profiles found of 430 From those 81 profiles we saw…
Google, Google Maps, Facebook, Foursquare, Where to, Navmii, Brownbook, Infobel, Tupalo og Cyklex

5. Lack of ownership, information and visual identiy

6. Several Duplicates, No Tracking And No Activation Of
GMB Data
Lack of tracking
Lack of information
Lack of ownership
Wrong phone number
No use of service URLs
No review management
No Q&A management
Increased visibility
Conversions from GMB
GMB added features
GMB data activation
Enhancement of ‘Store
Visits’
Status on Google My Business Google My Business Possibilities

7. ..and no visibility in 3-packs

8. We First Optimised..
Then Tested All Possible Ranking Factors
Google My Business ranking factors
Local Search ranking factors
RELEVANCE DISTANCE PROMINENCE
Correct, proper
data and
ownership
GMB Features
Category /
attributes
Reviews
Images /
video

9. Correct, proper
data and
ownership
GMB Features
Category /
attributes
Reviews
Images /
video

10. Initial Google My Business Optimisations
10
GMB
Basics
GMB
(Covid) Posts
GMB
(Covid) Q&As
GMB
Products

11. +133%
Impressions
+70%
Views
+133%
Website Clicks
+96%
Calls
+56%
Actions
+14%
Directions
+250%
Brand Searches
+113%
Maps Searches
+96%
Discovery Searches

12. GOOGLE MY
BUSINESS
DASHBOARD
Initial Google My Business Performance

13. Insights From Paid Search – CPV Vs. Cpo
12%
2%
21%
39%
2%
23%
kr. 0,00
kr. 50,00
kr. 100,00
kr. 150,00
kr. 200,00
kr. 250,00
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4 5 6
% of budget CPV
12%
2%
21%
39%
2%
23%
kr. 0,00
kr. 100,00
kr. 200,00
kr. 300,00
kr. 400,00
kr. 500,00
kr. 600,00
kr. 700,00
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4 5 6
% of budget CPO
O2O OAS

14. Conversion Rate Assessment For Webshop Sales Vs. Store
Sales Offline By Distance
0%
2%
4%
6%
8%
10%
12%
Within 700
meters
Within one
kilometer
Within 5
kilometers
Within 10
kilometers
Within 15
kilometers
Within 20
kilometers
Within 25
kilometers
Within 30
kilometers
Within 35
kilometers
Within 40
kilometers
Within 45
kilometers
Within 50
kilometers
Within 55
kilometers
Within 60
kilometers
Within 65
kilometers
Beoynd 65
kilometers
Webshop sales Store sales offline
14

15. Organic Traffic Performance
0
5000
10000
15000
20000
25000
0
100000
200000
300000
400000
500000
600000
Organic
Sessions Y1 Sessions Y2 Conversions Y1 Conversions Y2
Store visits
Convers.: Index 130
Sessions: Index 140
YoY
Shop visits: Index 150
Store visit rate: Index 120
Sep-Dec. YoY
0
0,02
0,04
0,06
0,08
0,1
0,12
0,14
0,16
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Shop Visits Y1 Shop Visits Y2 Store visit rate Y1 Store visit rate Y2

16. Store Visits – CVR From GMB
• GMB – 17,54%
Store Visit Rate
17,9%

17. Store visits in Analytics is on predefined cities only…

18. ..unless you can identify the stores onsite

19. …and it can be adjusted exactly as you prefer
(if data is available) – e.g. Product category, gender,
best buyers etc.
Custom categories

20. Steady increase in Traffic and Revenue
6-digit revenue growth from local search per market
Sessions: Index +300
YoY
Revenue: Index +300
YoY

21. Google My Business Effect From Sales Model (Denmark)
Modelled On Clicks
Search
Effect pr. 1000 clicks
GMB Organic Paid brand Paid generic
100 110
105
330

22. 22
On average people who have visited a local listing buys
2,6 times more of [insert product] offline

23. How To Gain Maximum Value Of Local Search
23
Proper information. Make sure all
locations contain proper information
across all local directories.
Use local insights to optimise income
online and to create footfall offline
Use all possible features of Google
My Business and integrate with Ads,
Social and Analytics.
Proper information Location data Optimise online and offline
Local Management tools The value of local search Proximity and time
The value of local search and the
activation of local data is huge when
activated properly.
Activate local data and bids based
on proximity, demographics and
time.
Activate all data across platforms
using local management tools.

24. Rasmus Himmelstrup
Head of Resolution
Resolution Media
@rasmusgi
rasmus@seoanalyst.dk
rasmus.himmelstrup@resolutionmedia.com