{"id":106682,"date":"2018-05-25T19:20:00","date_gmt":"2018-05-26T00:20:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/effect-online-visibility-customer-engagement-2\/"},"modified":"2024-12-20T09:21:51","modified_gmt":"2024-12-20T14:21:51","slug":"effect-online-visibility-customer-engagement-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/effect-online-visibility-customer-engagement-2\/","title":{"rendered":"The Effect of Online Visibility on Customer Engagement"},"content":{"rendered":"<p>Many marketers struggle with showing the exact value of proper <a href=\"\/en-gb\/services\/local-listings-management\/\">local listing management<\/a>. Everyone knows that having your business information correct on search engines, directories, voice assistants, etc\u2026 is key to a successful local search program. What isn\u2019t always clear is condensing proper citation management down to a single value statement. With this in mind, DAC embarked on a journey to shed some light on the value of increasing a business\u2019s online visibility in maps channels.<\/p>\n<h3><strong>Purpose of Study:<\/strong><\/h3>\n<p>To determine the correlation between local listing management and customer interactions. To measure if an increase of the online visibility of a business\u2019s locations across directories including but not limited to Google will directly result in increased KPIs of consumer engagement.<\/p>\n<h3><strong>Methodology:<\/strong><\/h3>\n<p>Data was gathered from DAC\u2019s clientele comparing their performance in January 2017 to January 2018. The data set was therefore limited to clients who have been with <a href=\"\/en-gb\/\">DAC<\/a> for over a year and measured their customer engagement through Google Analytics during that time. Business sizes varied greatly from those with a few dozen locations to those with several thousand. A total of 39 unique businesses spanning a multitude of industries were used in this study.<\/p>\n<p>The main factors analyzed were <strong>listing visibility and accuracy<\/strong> which were compared to the number of website visits, phone calls, and request for directions that business received. Online visibility is a measure of what percentage of the client\u2019s locations are listed across all monitored directories including but not limited to <strong>Google, Bing, Apple Maps, Facebook, Foursquare, and Yelp<\/strong>. Accuracy is the measurement of the client\u2019s provided NAP (Name, Address, Phone Number) and other location attributes matching across websites. To not falsely attribute an increase of customer actions to simply an increase of locations, the overall tally of customer interactions are divided by the number of locations.<\/p>\n<p>A sample of the data collected can be seen below.<\/p>\n<h3><strong>Data:<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16662 size-full\" src=\"\/wpe-content\/uploads\/2018\/05\/Sample-Business-Chart.jpg\" alt=\"\" width=\"3399\" height=\"964\" \/><br \/>\n<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16663 size-full\" src=\"\/wpe-content\/uploads\/2018\/05\/Effect-on-Visbility-Chart.jpg\" alt=\"\" width=\"2641\" height=\"1566\" \/><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d27e05b7718'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d27e05b7718');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h3><strong>The Results:<\/strong><\/h3>\n<p>While some businesses had a much more drastic increase, it was found that <strong>on aggregate, businesses saw a 10% lift in visibility with a 40% increase in Google KPIs per location. <\/strong>The large data set as well as a strong mix of both sizes of the businesses and a wide range of industries assisted in offsetting other influences. Uncontrolled factors were mitigated by the size of the data set which would capture both positive and negative influencers within the different businesses. Companies which saw no change in visibility but still had an alteration in their KPIs are an indicator of these external marketing factors.<\/p>\n<p>It was also found that an increase in accuracy and visibility resulted in a decrease in phone calls while still having an overall increase in KPIs. This can be attributed to fewer customers calling the business to acquire information they were unable to find online. Visible and accurate hours of operation and addresses will result in more customers requesting directions to your business rather than spending time calling for that information.<\/p>\n<h3><strong>Conclusion:<\/strong><\/h3>\n<p>The value of proper online listing management is an incredible 40% increase in Google My Business KPI\u2019s. It shouldn\u2019t be news that citation management will help a business but what is interesting here is how much it can drive KPI\u2019s.\u00a0 For any brand or marketer still trying to find budget or convince senior management to focus on local search, hopefully, this case study is the tipping point.\u00a0 There are a lot of other things brands can be doing in local search but if you haven\u2019t started with your listings now is the time.<\/p>\n<p><em>Kyle Harris is the Product Director at DAC. For more insights on how to maximize your online visibility, please\u00a0<a href=\"\/en-gb\/contact\/\" target=\"_blank\" rel=\"noopener\">contact DAC<\/a>!\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many marketers struggle with showing the exact value of proper local listing management. Everyone knows that having your business information correct on search engines, directories, voice assistants, etc\u2026 is key to a successful local search program. What isn\u2019t always clear is condensing proper citation management down to a single value statement. With this in mind, [&hellip;]<\/p>\n","protected":false},"author":61,"featured_media":106635,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.65,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[951,490,1043,948,923,945,1009,202,998],"class_list":["post-106682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-customer-experience-2","tag-google-2","tag-google-my-business-2","tag-kpi-2","tag-listing-visibility-and-accuracy-2","tag-local-2","tag-location-2","tag-roi","tag-visibility-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Effect of Online Visibility on Customer Engagement | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/effect-online-visibility-customer-engagement-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Effect of Online Visibility on Customer Engagement | DAC\" \/>\n<meta property=\"og:description\" content=\"Many marketers struggle with showing the exact value of proper local listing management. Everyone knows that having your business information correct on search engines, directories, voice assistants, etc\u2026 is key to a successful local search program. What isn\u2019t always clear is condensing proper citation management down to a single value statement. 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