Local SEO for enterprises: Optimising for the Local 3-Pack.
Fifteen years ago, if a customer needed a hammer, they’d probably get out a phone book, look up “Hardware Store,” choose the hardware store closest to their house, drive there, go inside, and ask the clerk “Do you sell hammers?” If they happened to be out of hammers, the clerk might draw the customer a map to the next closest hardware store and the process would start all over again.
Now that most of us are walking around with tiny computers in our pockets, much preliminary research is taken care of in a matter of seconds via mobile search. If a customer needs a hammer, they simply google “Hardware Store,” and three nearby results pop up instantly.
Chances are, that customer will then be done searching. Any stores that don’t pop up will not get their business. Securing one of those top three spots in a Google search is an essential part of nailing local SEO.
This is especially significant for enterprise brands to be able to compete at the local level.
With hundreds or thousands of locations, it can be overwhelming to ensure data accuracy across the board. Partnering with a local search solution to maintain and monitor listings across all locations is a great way boost online presence and drive foot traffic.