Case Study: How Indigo grew Google impressions by 30% and engagement by 32% across international markets

As a global leader in parking and individual mobility, Indigo supports drivers from the moment they search for a spot to the moment they pull away. The group operates off-street and on-street parking, EV charging, and an expanding set of mobility services, including 8,000 urban charging points and a fast-growing reservation and payment app.

Growth made one thing clear. As Indigo scaled across Europe and beyond, the way each location showed up in local search had to keep pace. Drivers searching for parking or charging shouldn't see outdated hours, duplicate entries, or missing services. They should find Indigo, and all the necessary information, the first time.

Indigo's local information was scattered. Many Google listings had been created in different ways over the years. Some by Google itself, some by local operators, some duplicated across accounts. The result was an uneven map of the company across markets, with no common standards and limited central oversight.

For a customer searching for parking or a charging station, this matters. Local listings are often the first interaction someone has with the brand. If the address is wrong, the hours are missing, or two listings show different prices, the customer hesitates. Sometimes they drive elsewhere.

Indigo already used a centralized platform, but the team wanted more than software. They wanted a partner who could help them tighten governance, share standards across countries, and move faster on the work that pays off in local search. The RFP made that clear. The goal was long-term support at international scale, not a tool to set up and walk away from.

With Yext, Indigo built its approach around three pillars: centralization, automation, and partnership.

The first job was harmonizing how listings get managed across the group. Indigo unified its local data and set up clear governance, both internally and with Yext. Common templates and processes gave mature and fast-growing markets a shared starting point, while leaving room for local nuance.

Next came automation. Indigo connected Yext to InPark, its internal source of truth, so listings could be created and updated automatically. That cut manual work, sharpened data accuracy, and made the team faster to respond when sites opened, closed, or changed hands. The same pipeline supported new categories like EV charging and mobility services.

The team also activated higher-impact Google features, including Google Reserve. They tightened up local content, set up automated review responses, verified listings in newer markets, and used analytics to see what was working in each country.

For Indigo, the working relationship mattered as much as the tooling itself. Regular check-ins, business reviews, and hands-on help on complex projects, including the InPark integration and the global rollout, kept momentum steady.

The partnership with Yext became a turning point for Indigo's numbers and for how the team organizes the work behind them.

In 2025, Indigo saw more than 30% growth in impressions across all listings and countries, paired with a 32% increase in actions. Customers were finding Indigo locations more often and engaging with them more deeply.

Conversion improved too. Google Reserve lifted conversion rates 3 to 4 points above the overall website average, with some flows doubling their conversion rate outright. Customers coming in through these paths were further along in their decision and closer to purchase.

The work also raised the bar internally. Indigo brought on a dedicated SEO lead, which gave the program a clearer center of gravity. Countries took more ownership of their data. Quality and consistency improved. Strong moves in one market spread faster to others, and local SEO governance got tighter across the board.

Around 20 users now manage the platform centrally across markets, with plans to widen access to local teams as new features come online.

That created a positive loop: cleaner data builds stronger listings, stronger listings drive more impressions and actions, and the insights from both feed the next round of improvements.

Indigo and Yext share a clear ambition: make local search a sustainable performance driver at a global scale.

With centralization, automation, and optimization in place, Indigo is looking at what's next. That includes generative engine optimization (GEO), how customers search in conversational interfaces, and the steps needed to show up clearly in AI answer engines.

The team is already exploring richer content, sharper discoverability, and what changing customer behavior means for surfaces like Google Maps, AI assistants, and the search experiences that haven't fully arrived yet.

The goal stays the same. Accurate, useful, high-performing local information, and a system that's simple for central and local teams to run.

For Indigo, local search has moved from a checkbox to a strategic lever that sits at the intersection of data, customer experience, and growth.