Belle Tire, a major tire retailer and automotive repair shop with almost 100 locations across the midwest, was looking to improve the search engine rankings for their individual store locations and improve the conversion rates for the major actions on their website that they wanted users to take.
With Google showing fewer and fewer non-paid results for local search terms, there are a number of optimizations that are necessary for retail locations to rank for local search traffic. Standard Search Engine Optimization (SEO), while still important, is no longer enough to ensure the correct retail location is showing up for a local user search. And with google constantly adjusting their search algorithms, competition for the remaining spots is higher than ever.
The first thing we did was perform an in-depth SEO audit on their website and a complete local search listing assessment for all store locations across Michigan, Ohio and Indiana.
If you've ever tried to manage online listings for this many retail locations after a long period of inactivity, you know that the local search information for every store will be inconsistent at best, and flat out wrong in most cases. There are a variety of reasons as to why this happens over time. Regardless of how it happened, our job was to clean up and optimize those listings across the internet.
The first step was to sit down with the team at Belle Tire and put together a plan for how these listings should look, and to get the specific details and images that were unique to each retail location. Since Google and Bing heavily rely on these 3rd party business listing and review websites to determine their local search rankings, it's vital to get this part right. Also, since we're dealing with review websites, there is a very important component of Online Reputation Management involved as well.
Beyond the off-page optimizations that are a key component of ranking high for local search results, it's crucial to ensure that you have specific pages for each store location that are optimized as well. This required a full-scale SEO audit and some adjustments to those retail location pages.
There were 3 major Key Performance Indicators (KPI's) that we tracked as goals on the website. Since this was not an eCommerce site, the goal is to get the customer in the door. You could make an appointment on the website, get a custom quote if you knew what tires/wheels you were looking to buy, and you could also sign up to their email list and receive a coupon.
With those goals in mind, we properly configured their Analytics and set about tracking the flow of traffic through the website and monitoring the data. Although there wasn't a budget to rebuild the website, we were able to work with their team to implement some key changes based on our Usability Testing and Post Click Analysis.
Now that we had our Local SEO plan in place to get more traffic to the website and our on-page optimizations in place from our Usability Testing, we were able to reap the rewards in the form of more traffic to the site and more customers in the door.
Hunch Free didn't just build my company a website, they built a fully integrated e-commerce solution. I was amazed when Hunch Free took the time to learn about my business, studied competitors and analyzed the market before even starting on the design.
Jeff Stern, Owner
The end result was a consistent presence across the countless business listing and review websites online, an airtight plan to deal with reviews, more traffic to the retail store pages and more customers coming through the door. Get in touch with us to see how we can help you too.Get in touch with us to see how we can help you too