Cracking Open The SEO Bucket: Proven Local Marketing Strategies

Boost your local visibility and improve user experience with expert insights from big brands.

Watch as we simplify local SEO with five key strategies for success. You'll walk away with actionable steps to enhance your digital presence and drive impactful results.

Explore the core areas of discovery, relevance, experience, engagement, and conversions, with actionable takeaways to master the dynamic landscape of local SEO.

Learn about:
- Proven strategies KFC used to enhance their local SEO.
- Insights on tactics that can improve your online visibility instantly.
- How local search has changed recently, and what you need to do to adjust your strategies.

With Uberall’s Matt Coghlan, we’ll show you how to optimize your local SEO to drive more foot traffic and enhance your digital presence.

Don't miss out on these practical insights to boost your brand discovery and conversions!

2. Proven Local Marketing Strategies
Cracking Open the
SEO Bucket:
Sebastian Hauch Matt Coghlan

3. 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

4. a.Excellent
b.Good
c.Average
d.Poor
e.Not sure
How would you rate your current
local marketing strategy?

5. How have we seen local search
evolve for restaurants?

6. Diners’ online
expectations
have changed
1
Then
Now

7. Restaurants invest in their
websites and brick and
mortar locations but ignore
where most diners discover
them…
2

8. Restaurants
haven’t kept up
with consumer
expectations
3

9. Now, what does this
look like in practice?

10. Understanding your
source of truth and
doing the basics

➔Several Places to update data:
With a combo of an internal dataplace
plus manually updating publishers

➔Can’t be found outside of Google
Only listing on Google hurts your
acquisition

➔Missing or incomplete information hurts
local rankings and click through rates

11. ➔One source of truth: remove
human error from the picture.

➔List across multiple
publishers: Ensure you’re
found wherever diners search

➔Additional GBP features to
increase local rankings and
click through rates

Understanding your
source of truth and
doing the basics

12. Loads of positive reviews
CTAs for engagement & conversions
Phone number & website link
Up to date business hours
Professional photos & videos

13. Extra Opening
Hours
➔Operating hours need to be
clear to avoid potential loss
customers

➔Customer trust will reduce if
they don’t find clear and
accurate information

14. ➔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
*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
Google appears to be looking at whether
a business is currently open as a ranking
factor for local pack rankings.

15. -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

16. Localized Social
Media Pages
➔Clear CTAs and incentives
➔Quality Content
➔Local Influencers
➔Honest review-like-content

17. ➔?????? Teriyaki Burger campaign
with chef Akito Greenland

➔?????? Christmas campaign with
ex-footballer Chris Kamara
Localized Social
Media Pages

18. 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.

19. What’s the next big
thing restaurants
should be paying
attention to?

20. The perfect place card hinges on a few key
elements:
●Showcase
●Logo
●Mobile app redirect
●Payment methods
●Business hours
A concrete example: KFC Aberdeen
Spice it up! Leverage Apple
Business Connect:

21. Director of SEO
Partnerships
Matt Coghlan
Manager Solutions
EMEA
Thank for your attention – let’s get in touch!

Sebastian Hauch