2024_04_25 EN Brighton SEO: KFC & Uberall Presentation

Transcript

1. Cracking Open the Local SEO Bucket: 5 Finger-Lickin' Strategies for 2024 Jaime Arribas KFC Speakerdeck.com/arribashauch Sebastian Hauch Uberall
2. Is Location Marketing Even Relevant Anymore? Increase in searches for “open now near me,” according to Google research (YoY)* 400% 57% Evaluate a business online through search** 86% Of customer use Google Maps to find businesses*** Sources: *Think with Google, 2022 **Financeonline.com, 2024 ***Safari Digital, 2024
3. The 5 Truths Powering Location-Driven Growth at KFC Local Naming Convention Localized Social Media Pages Opening Hours Profile Completeness Questions & Answers
4. ➔ Enhanced file sharing system for central data management ➔ Extra location details added to the business name ➔ Additional GBP features to increase local rankings Local Naming Conventions
5. ➔ Up to date business hours for each location (especially. evening hours at weekend) ➔ Operating hours distinguished by services (e.g. drive through) Extra Opening Hours
6. Extra Opening Hours Google appears to be looking at whether a business is currently open as a ranking factor for local pack rankings. *How a business ranked when they were closed vs two hours later when they were open ⏰` *Source: https://www.sterlingsky.ca/google-added-a-new-ranking-factor/, 2023
7. Profile Completeness Photos for search engines. Adding of relevant data to GBP. Menu details set expectations. Complete profiles for better ranking. NAP Data Photos Completeness Menu
8. -28% Clicks decrease on* call CTA in 2 years Sources: *GBP Insights & Uberall 2024 ➔ FAQs by KFC that are pre-filled with answers ➔ Customer questions with answers in real-time Questions & Answers
9. Localized Social Media Pages ➔ Clear CTAs and incentives ➔ Quality Content ➔ Local Influencers ➔ Honest review-like-content
10. ➔ 🍔 Teriyaki Burger campaign with chef Akito Greenland ➔ 🎄 Christmas campaign with ex-footballer Chris Kamara Localized Social Media Pages
11. Loads of positive reviews CTAs for engagement & conversions Phone number & website link Up to date business hours Many photos & videos
12. KFC Serves a Delectable Customer Experience to its Hungry Customers +132% 7.5M 37:1 Clicks to Directions (+23%) Google Map Impressions Return on investment Source: Uberall, 2024.
13. Manager Solutions EMEA Sebastian Hauch Senior Marketing Technology Manager Jaime Arribas Thank for your attention – let’s get in touch!