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Optimizing Google My Business: The Importance of NAP Consistency

Optimizing Google My Business: The Importance of NAP Consistency

Every retailer needs a Google My Business listing. 

It’s the single most important tool that store owners can leverage to gain local exposure. But it’s not enough to just have a listing, you must optimize it so you can reach as many local shoppers as possible. 

In this post, we’ll discuss the first step in optimizing your business listing. 

What is NAP Consistency?

To get started, Google My Business will request basic store information including your store name, address, and phone number (also known as NAP). 

This will act as the starting point for your store’s local seo

NAP

It is extremely important that the NAP you provide Google My Business is exactly the same as the information listed on your website. Otherwise, your ranking in search results will be negatively impacted. 

In fact, your store’s NAP should be consistent across the entire web – including other local directory listings and your social media.

This is known as NAP consistency: it can be defined as having your store’s name, address, and phone number (NAP) consistently listed the same across the entire web. 

How Does it Affect Local SEO? 

NAP inconsistencies are the #1 issue affecting local search ranking.

ranking issue graph

NAP is critical for any retail store that wants to rank high in organic search and be found locally. This is because NAP is what causes your retail store to appear in local or geo-targeted searches. In other words, when a user searches for product or store information, Google uses NAP information to decide which stores to display in the search results. 

NAP Helps Google Determine Legitimacy 

It’s important to note that Google prioritizes businesses and sites that it believes to be legitimate. And to determine the legitimacy of a business, Google will reference how a business’s NAP appears across the web (including websites, local directory listings, social media profiles etc). If this information is not consistent, Google won’t know to display your store information to local shoppers. 

NAP Consistency Checklist for Retailers 

1. Decide how to format your name, address, and phone number. 

Tip: Keep your business name, address, and phone number consistent. For example, if you use Allison and Bret’s Pet Store, 123 Main street, and 555-555-5555 on your website, don’t use AB’s Pet Store, 123 Main St., or (555)-555-5555 on Google My Business.

2. Post your NAP on your website. You’ll want to ensure that it is visible on specific parts of your website including: a prominent location on your homepage, your contact page, and the header/footer on the rest of your webpages. You may also want to include an embedded Google Map of your business address on your contact page (this acts as a strong local SEO signal). 

3. Post your NAP on your Google My Business listing. Remember, it has to be exactly the same as the information listed on your website.

4. Improve local SEO by listing your business on local directories. Again, NAP on each listing should be consistent with your Google My Business profile and your website. The following are some online directories that will help your store appear in local search results:

  • Yelp

  • Yahoo Local 

  • Bing Place for Business

  • MerchantCircle

  • Yellow Pages

  • Foursquare

  • Manta

  • Angie’s List

  • Citysearch 

5. Add your NAP to your social media accounts (Twitter, Facebook, Instagram, Pinterest etc.). 

6. Once your NAP is listed across the web, make sure to periodically check that it is accurate and consistent.

SEO

Looking to increase foot traffic and store sales? Easily implement Google Local Inventory ads with our new Google integration. Learn more here.  

#NAPconsistency #NAPdefinition #localseo #googlemybusiness #optimizinggooglemybusiness

Increase Retail Store Foot Traffic with Google Local Inventory Ads

Increase Retail Store Foot Traffic with Google Local Inventory Ads

Google Local Inventory Ads (LIA) significantly increase retail store sales by turning nearby shoppers who are searching online into in-store customers.

River IslandBest Buy, and Williams-Sonana Inc. are examples of retailers who have successfully leveraged Google LIA together with their POS systems to grow foot traffic and sales. Now, smaller retailers have the chance to do the same with a minimal budget. 

Keep reading to find out how you too, can take advantage of this opportunity to increase your retail sales.

Local and Mobile Searches Lead to In-Store Purchases 

There are two factors that make Google LIAs so effective:

For retailers, this means that there is a lot to be gained by being easily found online. The challenge then becomes figuring out how to give target shoppers the answers they are looking for at the exact moment that they are searching. 

This is where Google Local Inventory Ads come in. 

Google LIAs helps store owners succeed in these micro-moments – by capturing shopper intent and most importantly, the sale.  

What are Google Local Inventory Ads (LIA)? 

Local Inventory Ads showcase product and store information to nearby shoppers who are searching on Google. They are different from traditional Google ads as they are designed to drive shoppers to your physical store. While users also have the option of purchasing online (if you have an e-commerce store), LIAs are meant to attract nearby users and only show when a shopper is within a certain range of your store. 

When shoppers click on an ad, they are taken to the local storefront page which can be either a Google-powered product listing or your own e-commerce site. Here, they can view other in-stock merchandise as well as important store information such as business hours, directions, current promotions, and more. 

Below is an example. 

laundry detergent google search

When I search for “laundry detergent near me”, Local Inventory Ads  appear next to the search results. Both Canadian Tire and the Home Depot are currently running LIA campaigns for laundry detergent (pointed out in red below). 

I know that at Canadian Tire and the Home Depot, the items are definitely in stock because of the “in store” label. 

Google LIA example

How do Local Inventory Ads Work?

Let’s take a look at the example below. 

Canadian Tire is looking to increase foot traffic to their physical stores. 
So they’ve purchased Local Inventory Ads hoping to target local shoppers like me. They’ve set up a Google Shopping campaign that showcases ads to shoppers within a 45 km radius.

google local inventory ads

As you can see above, I’ve made a search on my mobile phone for a ceramic stove top-cleaner. Like most people (87% of shoppers), I frequently turn to a search engine as a resource for product information.  

By looking at the search results, I can see that Canadian Tire has what I need in stock and the closest store is only 2 km away. 

I decide to head to the store because I am certain that they have the product that I need. A store associate is able to tell me more about the product in-store and even recommends I try out a surface scraper. After my conversation with a store employee, I’m happy to purchase both products. 

Key Benefits of Google Local Inventory Ads 

1) Promote In-stock Inventory: 41% of shoppers wish that retailers would do a better job at sharing inventory information.

LIAs let local shoppers know that you have the items they are looking for – at the exact moment that they are searching for it. The ads even create a sense of urgency and encourage shoppers to act by letting them know when certain items are low in stock. 

2) Advanced Geo-targeting Capabilities: Target local shoppers who are actually nearby the store and are looking to purchase. Advanced geo-targeting capabilities allow retailers to reach target shoppers within a certain km radius.  

3) Measure Campaign Results: See how your ads are impacting your bottom line. Monitor the effect LIAs are having on foot traffic and in-store sales – and adjust your campaign bids accordingly. 

4) Gain a Competitive Edge as an Independent Retailer: In the past, Google LIAs were only available to national retailers. But now, independent retailers have the ability to run high-performing ads on Google with a minimal budget. For as little as $150-$300 per month, store owners have the ability to drive local foot traffic and increase store sales.

5) Automatic Ad Optimization: To minimize marketing costs, LIAs automatically turn off when products sell out. Not only does this benefit your bottom line, it also results in a better shopping experience for your customers.


To learn more about how your retail store can easily implement Google LIAs to increase foot traffic and in-store sales, click here

#google #localinventoryads #retail #onlinesearch #foottraffic #physicalretail #retailstore 

What is Local SEO and how can it Benefit your Retail Store?

What is Local SEO and how can it Benefit your Retail Store?

Reaching a local audience is critical to the success of any brick-and-mortar retailer. This is why local search engine optimization (or local SEO) is so important. 

Local SEO helps store owners promote their retail business to local shoppers.

In this article, we’ll go into detail about what local SEO is and how it can benefit your retail business – from increasing your online visibility, driving foot traffic, and ultimately growing your revenue. 

What is Local SEO?

Local SEO stands for local search engine optimization. It is the process of “optimizing” your online presence so that your store can appear as high as possible in search results. By focusing on local SEO, you can attract more business from relevant local searches.

Essentially, the purpose of a local SEO strategy is to ensure that users can find you – both online and offline. 

The Importance of Local Search

shop local flag

According to Google: 

  • 4 in 5 shoppers use a search engine to find local information.

  • 50% of shoppers who conducted a local search on their smartphone, visited a store within the same day.

  • And 34% of users who searched on a computer/tablet did the same. 

Having said that, the amount of users that are conducting local searches is also growing at a significant rate. 

Over the past several years, there has been over a 500% growth rate in “near me” mobile searches that contain the phrases “can I buy” or “to buy”. 

For shoppers, search is no longer about finding a specific business. It is about finding a specific product in a specific place and in a specific period of time. 

The challenge for store owners then becomes giving target shoppers the answers they are looking for at the exact moment that they are searching. And by doing so, capturing both their interest and the sale. 

This is where local SEO comes in. 

The Benefits of Local SEO 

local store

We know that the modern shopper prefers to conduct product research online before making purchases in store. So it makes sense that retail businesses with the greatest local online presence (or a strong local SEO strategy) will capture the majority of sales in a certain area. 

Listed below are the key benefits of a local SEO strategy. 

Local SEO Strategies

seo strategy

As a local store owner, you may feel that investing time into your Google search ranking is useless as it means competing with larger retailers like Amazon and Walmart. But this isn’t the case for local search.

Google recognizes the benefits of local business and it knows that shoppers do too. So in order to determine how your business ranks in local search and if it is geographically relevant, Google takes a certain set of factors into consideration. 

With that being said, there are key elements to ranking well in local search – which can be broken down into the following three components: 

  1. Optimizing your Google My Business listing: Google My Business is a free online listing service offered by Google. It is a powerful yet easy tool that retailers can leverage to drive local foot traffic. To learn more about Google My Business, click here
  2. Optimizing your store’s website for on-site SEO: Increasing your on-site SEO involves updating your website to optimize for several ranking factors. This includes improving internal linking structure, building local content, optimizing for keywords (website URL, meta descriptions, titles, headers etc.), and ensuring that your website is mobile-friendly. 
  3. Optimizing for off-site SEO: This involves everything you should be doing across the web (other than your own website). Key strategies to focus on include NAP consistency, inbound links, and local directory listings. 

If you would like help implementing a local SEO strategy for your retail business, hiring a local SEO consultant is a good place to start. Click here for an informative and thorough guide on how to find the best local SEO company for your retail store. 


Keep an eye out on our blog for more SEO tips. 

In the meantime, if you would like to learn more about how you can increase foot traffic and store sales, click here

 
Retail Marketing: Halloween Marketing Ideas

Retail Marketing: Halloween Marketing Ideas

Retailers are beginning to prepare for the holiday shopping rush. 

And considering this year’s estimated spending of $8.8 billion, Halloween presents the perfect opportunity to kickstart your store’s marketing before the holidays.

Halloween by the Numbers

shopping inspiration graph

Based on the National Retail Federation’s (NRF) Annual Halloween Spending Survey, 68% of shoppers plan on celebrating Halloween this year – spending an average of $86.27 per person

And the top places that shoppers are gathering Halloween shopping inspiration are from online searches, inside physical retail stores, and through friends and family

The post popular items that shoppers are planning on purchasing include candy (95%), costumes (67%), decorations (72%), and greeting cards (34%)

NRF Halloween Survey Results

With these numbers in mind, we’ve put together a list of Halloween marketing ideas. Keep reading to find out how you can take advantage of these insights and sell more this Halloween season!

4 Halloween Marketing Ideas to Help you Sell More

1) Halloween Merchandising 

Halloween outdoor merchandising

28% of shoppers plan on gathering Halloween shopping inspiration from inside physical retail stores. 

So get shoppers through your door by displaying your Halloween merchandise (whether you plan on using an entire aisle or a single point-of-purchase display) at a prominent location. Ensuring that you have proper signage and a clear path leading shoppers to your Halloween-themed merchandise and displays, will also make them more likely to purchase.   

Even if you’re not in the business of selling costumes or other Halloween products, you can still spook out your store with some festive decorations and visual merchandising. Think about creating a window or point-of-purchase display that showcases products that you already sell – but with a Halloween twist. You can use spider webs, jack-o-lanterns, leaves, and Halloween colours (black,orange,red etc.) to spook things up. 

halloween window display

2) Halloween-ize your Online Presence 

halloween decorations

35% of shoppers site online search as their source of Halloween shopping inspiration. So in addition to dressing up your physical store for Halloween, it’s also a good idea to add festive elements to your online presence as well. 

Completely revamping your store’s website is time-consuming and in some cases, it can be expensive. But adding a Halloween touch to your website can go a long way in getting shoppers in a festive spirit. Including Halloween images on your homepage (download free Halloween stock images here), fixing themed add-ons, and adding pop-up designs are all cost-effective and easy ways to add a spooky feel. 

You can also drive more shoppers to your website by creating a separate page (a landing page) dedicated to Halloween. Here are a few tips: 

  • Create a Halloween gift guide for your shoppers that features all of your Halloween merchandise. If you don’t sell Halloween merchandise, consider posting helpful Halloween content. Some good content or blog post ideas include: “Halloween costume ideas for children”, “Halloween decor ideas”,”DIY costumes for adults”, and “tips for hosting a Halloween party”. 

  • Use Halloween keywords (this will help your store appear higher up in search). 

  • Promote any Halloween discounts or promotions that you are holding. 

Don’t forget to decorate your social media and email marketing campaigns for Halloween as well!

3) Google Local Inventory Ads (LIAs)

Google LIAs

Considering that the majority of shoppers are planning to use a search engine as a source for shopping inspiration, it is also a good idea to run local inventory ads on Google. These ads are tailored to users based on their location. So when a shopper searches for Halloween related merchandise, they will be shown in-stock product of local retailers in the area. 

Running Google local inventory ads (LIAs) is an effective strategy that many retailers have leveraged to drive foot traffic. In fact, Best Buy drove over 1 million shoppers to their stores with Google LIAs. The ads also resulted in a 44% increase in clicks to their website. 

Here are a few tips for optimizing your Google LIA campaigns: 

  • Target mobile shoppers: shoppers are searching on their phone before visiting physical stores – to ensure that their trip is worth it. In fact, 86% of Canadian shoppers said they will go to the store to buy when that store has an item they need or want immediately. You can target mobile shoppers by placing a positive mobile bid adjustment to your campaigns. It’s best to boost ad groups/campaigns that have strong mobile performance. 

  • Adjust for high traffic hours: while you want to keep ads active 24/7, it is a good idea to boost ad performance during high traffic hours. This includes the hours that your store is open and when your shoppers are most likely to search. 

  • Consider physical location: It is probable that shoppers from all parts of your city are interested in your products. But users closest to your store (20-35 km radius) are much more likely to visit. Target local shoppers by increasing bids for users that are closest to your store. 

For more information on how your retail store can easily implement Google LIAs to increase foot traffic and sales, click here

4) Add Halloween Products 

Halloween treats

If your store doesn’t sell any Halloween merchandise, you may want to consider selling seasonal items to boost your store sales. After all, Halloween is a billion dollar industry. 

To help you decide which items to sell/what would work best for your store, think about referencing last year’s shopping trends (shown above). 

The following are some good examples of how retailers can add in popular seasonal offerings: 


Happy Halloween and happy selling!

We will be posting more holiday related articles in the upcoming weeks. Keep an eye out on our blog or subscribe for more holiday marketing tips. 

#halloween #retail #increasesales #retailmarketing #marketingtips #builtforretail #retailpos #cloudpos 

Holiday Marketing: Free Halloween Stock Photos

Holiday Marketing: Free Halloween Stock Photos

The holiday season is approaching! And we know how busy this time of the year can get for retailers.
 
So to help you save time, we’ve put together a collection of royalty-free Halloween stock photos.
 
Feel free to use these images in your Halloween marketing campaigns.
 
Click here to download the images for free.
 
Happy Halloween and happy selling!

#halloween #royaltyfree #stockimages #retail #marketing #halloweenphotos 

Sell More: 3 Thanksgiving Marketing Ideas for Retailers

Sell More: 3 Thanksgiving Marketing Ideas for Retailers

Fall is fast approaching, and for Canadian retailers this means gearing up for the Thanksgiving long weekend. 

Although Canadian Thanksgiving isn’t as closely associated with shopping (compared to the U.S. holiday), retailers can still create a unique experience for shoppers. 

Keep reading to find out how you can gobble up your fair share of sales this Thanksgiving weekend. 

3 Thanksgiving Marketing Strategies to Help you Sell More

1) Have an Attitude of Gratitude 

Retail sale

Thanksgiving is the ideal occasion to express your gratitude to shoppers. At the same time, it’s an opportunity to excite them with upcoming Thanksgiving promotions and discounts. 

So thank loyal customers for their business by offering them something in return – in the form of special deals, coupons, or gifts! The following is a list of possible promotions you can run during the weekend: 

A Free Gift with Every Purchase: This promotion type encourages shoppers to make a purchase by offering more value for the same price. In order to create a sense of urgency among customers, retailers should stress that the promotion is limited and exclusive. Meaning that the gift is only offered for a certain period of time and until stock runs out. For example, think about using the words “while supplies last” or “offer valid from October 6-14” on your promotional materials. 

Percentage Discount: This is the most straight-forward and popular promotion type. Seasonal discounts help attract new customers and get rid of slow moving or seasonal stock. 

Buy One, Get One Free: Studies show that offering shoppers something for free is oftentimes more effective than a discount. You can pair high-margin items with slow moving stock. Or, you can increase the amount of items required in the promotion. For example, “Buy 3, Get 1 Free”.  The Body Shop is a retailer that frequently and effectively employs this promotion strategy. 

Once you’ve gotten your promotion strategy in place, make use of digital marketing tools to spread the word about your’s store Thanksgiving promotions. An email marketing campaign and social media are both effective tools that will help generate a buzz and increase foot traffic for your store. 

2) Thanksgiving Email Marketing

thanksgiving email marketing

Email marketing is a cost-effective way to reach shoppers and drive store sales. According to Hubspot, email generates $38 for every $1 spent

Listed below are best practices to follow for creating an email marketing campaign that converts subscribers to shoppers: 

  • Include an incentive in the subject line. Many business owners overlook the importance of email subject lines. If your email headline does not grab the attention of shoppers (even if it is drafted to perfection), it is unlikely that anyone will open it. By including an incentive in the subject line, you can improve your email open rate. An example of a compelling, incentive-driven subject line is,”35% Off Thanksgiving promotion starts tomorrow”. 

  • Get the timing right. Thanksgiving is a busy time for most shoppers. On top of that, most people are expecting a bombardment of holiday emails (Halloween, Black Friday, American Thanksgiving, Cyber-Monday etc.). That’s why retailers can expect lower than average open and click through rates in November. So it’s important to start your email marketing campaign at least a week prior to the Thanksgiving weekend. Earlier in the week is also proven to be better for email campaigns – with Monday having the highest open rate

  • Personalize the email. You can do so by including the shopper’s first name in the email or subject line. Personalized subject lines are 26% more likely to be opened

3) Give Back to Your Community

thanksgiving marketing through charity

There are many ways to give back to the community this Thanksgiving season. 

One way is to partner up with a local food bank by holding a canned food drive at your physical storefront. Not only does this showcase your store’s community support, it also helps drive foot traffic to your store. Create incentives for shoppers to donate by giving a % discount to every shopper who drops by your retail business with canned food. 

You don’t necessarily have to partner up with a food bank either. Think about teaming up with a local organization that is related to your business. For example: 

  • A pet food store could partner with an animal shelter. 

  • A women’s clothing store could team up with a domestic violence shelter in the area. 

  • Health food stores could work with local homeless shelters.  

Supporting a cause that both you and your shoppers believe in will help you build brand awareness and create new marketing opportunities for your retail business. 

Get Ready For Halloween and Black Friday

Remember, Thanksgiving sets the stage for Halloween and Black Friday – two of the biggest shopping days of the year. So it’s a great opportunity to generate a buzz and get shoppers excited for upcoming promotions and deals! 


Did you find this article helpful?

We will be posting more holiday marketing tips in the upcoming weeks. 

Subscribe to our blog to stay updated!  

#thanksgiving #marketing #ideas #holidaymarketing #retail #sellmore