Scaling Foot Traffic: A GMB & Local Landing Page Strategy for 100+ Stores
Client: A national retail chain with 150 storefronts across the United States.
Challenges We Faced
The client’s brand was well-known, but their individual stores were invisible in local search
No “Map Pack” Ranking
They had a GMB, but were completely absent from critical medical directories like Healthgrades, Vitals, and Zocdoc.
Duplicate GMB Listings
Dozens of store locations had duplicate, unclaimed GMB profiles with conflicting information.
Chaotic NAP Inconsistency
A Comprehensive Multi-Location Audit found their NAP (Name, Address, Phone) data was incorrect on 40% of all listings.
No Local Landing Pages
The website had a single “Store Locator” page, but no unique, crawlable pages for each individual store, making it impossible to rank for “[Brand] in [City].”
No Localized Content
All stores were treated as “one,” with no local promotions, photos, or reviews being managed.
Dominate Every Local Market
“Want every one of your stores to rank #1? Our Retail Chain & Storefront SEO services are built to manage your brand at scale.”
Our Approach – How We Solved These Challenges
Citation & Listing Management
We used a Multi-Location Listing Tool (like Yext) to claim, merge, and clean up all 150 GMB profiles and 5,000+ citations from a single dashboard.
Local Landing Page Creation
We designed and built 150 new, unique Local Landing Pages on their main website. Each page featured the store’s unique address, hours, photos, and local reviews.
GMB Optimization at Scale
We bulk-verified all GMBs and used Bulk GMB Post Scheduling to push out national promotions to all local pages simultaneously.
Technical SEO (Site Architecture)
We integrated the new local landing pages into the website’s main “Store Locator,” ensuring it was 100% crawlable and user-friendly.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| GMB “Get Directions” Clicks (All Locations) | 250,000/mo | 700,000/mo | +180% |
| Organic Traffic (to new Local Pages) | 0/mo | 85,000/mo | +85,000/mo |
| Locations in “Map Pack” Top 3 | 15 / 150 | 110 / 150 | +633% |
Free Multi-Location Audit
“Not sure why your stores aren’t ranking? Claim a Free Multi-Location Audit and let our multi-location SEO company find your errors!”
Advice for Marketers & Brand Owners
- A “Store Locator” is not enough. You must have a unique, crawlable Local Landing Page for every single location.
- You cannot manage 100+ locations manually. Use a Multi-Location Listing Tool (like Yext or BrightLocal) to control your NAP consistency.
- Centralize GMB ownership. Do not let local managers control their own GMBs. This is the #1 cause of brand inconsistency and duplicate listings.
- NAP consistency is the foundation. This is the most critical component of any multi-location SEO strategy.
Extra Factors That Made It Work
- The Local Landing Page Creation at scale was the biggest driver of organic traffic.
- Using Yext to instantly claim and fix thousands of incorrect listings built a foundation of trust with Google.
- The new, crawlable store locator helped Google (and users) find all 150 new pages.
