How to easily measure the impact of local SEO

Comment mesurer l'impact du referencement ?

Getting into local SEO is easier said than done, especially on a large scale. Optimising the SEO of an entire network of retail outlets is a major challenge. 

However, it is important to get started. Google is a great channel for acquiring new customers. It is the cornerstone of any self-respecting web-to-store strategy. 

That said, how do you measure the impact and ROI (return on investment) of your local SEO optimisations?

Why dedicate part of your marketing budget to improving your ranking on Google Business Profile, Local Pack and other local platforms? We explain why.

Is it difficult to measure the impact of local SEO?

What is the purpose of any local SEO strategy, what really matters?

Increase your web-to-store traffic – the number of customers who come into the shop after visiting your Google business listings. Because more customers usually mean more sales.

Unfortunately, it is difficult to accurately attribute the increase in web-to-store traffic to your improved local SEO.

The cause and effect link is complicated to measure. Although the two are obviously linked. 

So how do you give your local SEO strategy the credit it deserves? 

There is no miracle solution. But there are some performance indicators that will help you to understand the success of your local SEO strategy. 

This will justify the investment if necessary and show the value of local SEO for your network of establishments.

How to measure the success of local SEO?

As we said, it is not always easy to measure the success of your efforts to be more visible on Google and Google Maps. 

So here are some reliable indicators you can rely on.

The number of views of your listings

The simplest variable, but also one of the most significant. The more views you get, the easier it is for people to find you on Google and Google Maps. And the higher you are in the search results. 

This is the first step in your potential customers’ buying journey. By increasing your visibility on search engines, you can boost your web-to-store traffic. 

The number of clicks and actions performed on your listings

This includes the number of clicks to your website, the number of route requests and the number of calls made from your Google Business Profile. 

This is probably one of the best indicators of the impact of your local SEO strategy. 

The number of views of your photos

The photos in your listings should not be taken lightly. According to Google, establishments that provide up-to-date and good quality photos receive 42% more direction requests.

This is huge: Internet users who ask for directions are more likely to go to the shop in the same time.

How can we access all this data easily?

To evaluate and defend your local referencing strategy, it is better to be able to access your statistics easily. And to be able to count on up-to-date data, well presented and accessible in a few clicks.  

Partoo allows you to centralise all your data on a single platform. 

This way, you can measure the impact of your local SEO strategy effortlessly. The statistics are even updated in real time. 

What data is available?

  1. The number of views on your business listings on Google and Google Maps
  2. The number of actions taken (route requests, calls, clicks to your website)
  3. The type of search carried out: direct (the Internet user searches for the name of your company with a precise geographical indication), discovery (he/she searches for a type of company or a product, and you appear) or brand (he/she searches for a brand or a company without precise geographical indication)

How are the statistics presented?

At the top of the page, Partoo users have access to their detailed overall statistics for the period and establishments of their choice. 

Just below, they see graphs that detail the evolution of the data over the period of their choice. This is perfect for comparing performance and illustrating the progress made through local SEO. 

Finally, exporting the statistics takes only a few seconds. Just click on the green “export data” button at the top of the screen. The statistics are then available for the selected period and locations.

Want to know more? Do not hesitate to ask our experts your questions, you can book a time slot whenever you want. 

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By Andile Khuzwayo

Content Creator

Heading Marketing expansion efforts in the EMEA region. Andile holds a Masters degree in International Business Management, with 8 years in Marketing and Events, the mission is clear, to help businesses get closer to their clients.
Heading Marketing expansion efforts in the EMEA region. Andile holds a Masters degree in International Business Management, with 8 years in Marketing and Events, the mission is clear, to help businesses get closer to their clients.

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