{"id":117313,"date":"2023-04-27T22:32:00","date_gmt":"2023-04-28T03:32:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/why-local-presence-management-is-critical-for-your-brand-health-2\/"},"modified":"2024-12-30T06:19:10","modified_gmt":"2024-12-30T11:19:10","slug":"why-local-presence-management-is-critical-for-your-brand-health-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/why-local-presence-management-is-critical-for-your-brand-health-2\/","title":{"rendered":"Why Local Presence Management is critical for your brand health"},"content":{"rendered":"

The world of SEO is an everchanging landscape, and one area organizations may overlook when managing their organic content is local search. Local search, which involves optimizing a company’s online presence for local consumers and search engines, is crucial for driving business outcomes. It’s built on the foundation of Local Presence Management<\/a> (LPM), which is a multidisciplinary practice that manages all aspects of a company\u2019s local online identity through optimization of vital information, such as online reviews and Google Business Profile (GBP) listings.<\/p>\n

Our research found that brands deploying a strong Local Presence Management strategy saw two main improvements:<\/p>\n

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  1. Increased discovery through non-branded search results on Google Maps<\/li>\n
  2. Increased call centre activity, website traffic, and direction requests, which lead to additional business outcomes<\/li>\n<\/ol>\n

    DAC\u2019s research included data from six businesses in the service, food, and retail industries across 7,500 locations across the United States and Canada over a 12-month period in 2022.<\/p>\n

    From cost center to growth driver <\/strong><\/h2>\n

    Although the fundamental aspects of Local Presence Management have been around for years, a more sophisticated strategy is now needed to stay up to date with the increasingly diverse ways customers seek information online. Businesses run the risk of losing out on possible advantages if they treat Local Presence Management like a cost center rather than a source of revenue or growth. Proper listings management, for example, requires effort and attention to detail ensure all information is accurate and updated regularly.<\/p>\n

    Although the benefits of Local Presence Management have long been recognised by DAC and our clients, it has been a challenge to quantify its value beyond specific KPIs. Anecdotally at least, managing your listings and your brand\u2019s online reputation\u2014as well as improving the content of your website and local experience\u2014is an effective way to increase customer engagement and drive business at a strategic level.<\/p>\n

    DAC\u2019s research on Local Presence Management reveals important insights <\/strong><\/h2>\n

    Our research provides insights into how brands can start to quantify the value of a Local Presence Management program. We analyzed brands that use the TransparenSEE<\/a> platform and its Local Rank+<\/a> feature, which determines how a business\u2019s search rankings change when a user searches for a specific keyword from various proximities to its location. Notably, the results show a direct correlation between a company’s Local Rank+ score and an increase in actions (such as website visits and direction requests) from the Google Business Profile section on the search engine results page (SERP).<\/p>\n

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