Did you know? Google crawls the web and references information about your brand.
Search engines like Google will crawl other digital properties to help determine where and how to showcase your brand in search results. This includes your website, but it also includes third-party publishers like Facebook, Bing, or Apple Maps.
Any inconsistencies with how your information appears on these third-party publishers could hurt your ability to show up in local search. Whether you have a few listings, a couple hundred, or maybe even thousands, it's important to have accurate brand information on all your digital properties. Otherwise, you risk adding friction to the customer journey.
For instance, Google features something called local justifications in the local map pack. Examples of local justifications include:
Website justifications: information pulled directly from the content on your website
Review justifications: keywords pulled from review content that match keywords used in a search query
Menu justifications: meals and pricing information pulled from a restaurant's menu within the Google Business Profile
Local justifications may or may not impact your rank in local search results. However, it's clear that Google references this information when they provide results to consumers. Like their new Generative Search Experience, this is meant to enhance users' experiences on both the Google search engine and with your brand.
This means local marketers have to manage information everywhere to manage their Google listing.
Here's a real-world example: When Will Hanrahan, Senior Manager of Digital Marketing, took over the Fazoli's website and digital footprint, it was challenging to manage all of the brand's information for a loyal and growing customer base. This was especially true for menu offerings, which changed frequently and varied by location. Consumers searching online couldn't always see the correct menu for the location nearest to them, causing confusion that sometimes led to negative reviews.
Fazoli's decided to work with Yext to rebuild the brand's digital footprint with the marketing solutions framework. Altogether, Fazoli's has seen 3.6x growth in online sales after kicking off a Yext-assisted digital transformation. Read the full case study for an in-depth analysis of Fazoli's digital visibility strategy.