According to Google, 4 in 5 users use search engines (namely, Google) to find local information. But ranking high on the search engine results page (SERP) with inaccurate listing information only pushes high-intent shoppers towards the competition. Managing hundreds, if not thousands, of location listings can seem daunting and time-consuming, but by accurately maintaining your business information for each location, you can successfully capture shoppers at their highest intent moments — all while building their trust and loyalty in your brand.
According to a Salsify consumer research report, 46% of shoppers in the US will not buy a product if they don't find detailed product/store information online. By maintaining key facts about each location — including store hours, holiday schedules, contact information, products, and services — brands can accelerate the purchase decision process by delivering accurate information to customers.
James Connell, Chief eCommerce & Customer Experience Officer of Roots Canada agrees: "In order to bring in customers, we need to have accurate brand and store data everywhere, as well as the ability to consistently update that information and ensure uniformity." Since launching with Yext, Roots has seen a 22% year-over-year increase in listing clicks, including a 12% year-over-year increase in direction clicks, and a 34% year-over-year increase in website clicks.
If you're doing everything right, your listings should work great on their own, and they help deliver accurate and concise information to your customers through search. However, there is a way to drive even greater results.