Local Listings SEO: Which multi-location retailers are doing a super job with local listings? I'm also interested in finding retailers who are using schema.org microdata format to structure their store-level data.

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Do you know of any enterprise level restaurant or retail chains that are doing a great job with their local listings content? Just looking for some links/examples of best practice executions.  Also, I'm very interested in finding retailers or other multi-location businesses that are using schema.org microdata format to structure their local store location data.

[MiriamEllis]

Hi Sonia,

This may be a toughie because, in my experience at least, most enterprise level chains have pages like this to help you find a local location:

http://www.bk.com/en/us/restaurant-locator/index.html

You type your location into a search box and are typically only shown a map and address. There isn't really content here. Maybe someone in the community knows of someone who is doing this better, but it seems to me that big franchises can lean on the strength of the branding and expect Google to 'figure it out' rather than having to make the efforts smaller businesses do. Does the community agree with me on my take on this? I'd like to know!

Regarding the Burger King results page, I can't even find the address I've searched for on the page source code, so I can't tell if they are using schema.

You've asked a good question and I'll be interested to see if anyone can provide an example of what you're looking for.

[RobertFisher]

Miriam,

You are so correct on this. It always amazes me how many large companies rely on their brand, people know them, etc. and are just unwilling to even look at the improvements they could make with SEO.

One of the first people I ever heard the term SEO from was Jon Schepke who with his cousin Steve were co-founders of Meandur Internet (Proceed Interactive). Jon is CEO of SIM Partners and I know they do local on an enterprise level. Out of curiosity, I looked at their clients page and did not see any retailers that I recognized. What stood out is that companies involved with destinations are all over local.

I do not see larger retailers who are making an attempt at really making local work for them (and you and I know it would), no microdata, etc. But, when things start going a bit South, I am guessing we will see it then.

Best

[MiriamEllis]

Hi Robert,

Thanks so much for weighing in on this. I really appreciate the wider input on this topic, as my own view could be slanted by the fact that I tend to try to shop small local brands whenever I can. Even my favorite grocery store is an independent one - hard to find these days in the USA. Interestingly, Sonia started two threads on a similar topic, and on her other one, David Mihm was able to point out one larger retailer that is doing a good job...REI.com. Check out their location pages. I was impressed!

But when it comes to restaurants, I just have not seen anything like this in looking at the biggies like fast food chains. I find this interesting, because with their enormous incomes, they would certainly have the money to do this, but as things currently are, there's not much incentive to do so. It's easy to find McDonald's or Burger King in any town, regardless of a lack of Local SEO.

Appreciate your feedback. Maybe someone can dig around and find the food franchise that breaks the mold on this

[RobertFisher]

I was pondering this and I think on the large restaurant chains they run into a problem we used to run into when I was involved with a franchise group. You have all these locations that are owned by individuals and not one person/group owning everyone in a larger city. It is very difficult to convince each one to spend money, etc.

Just a thought,

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That's true in some cases where franchisees run a lot of locations, but largely the national company is responsible for national media buys and investments - which should include local search presence at scale.

[RobertFisher]

Sonia

I do not disagree. I was a large equity holder in a national franchisor and my experience was that the franchisees still had say in what happened on the local level. Similarly, we have a client who has franchisees and even though the franchisor controls the portion of the fees that are allocated contractually to the "local" spend, the franchisee's have a committee that rules on a lot of that. 
With something like McDonald's where they seem to have and exert a lot more control, it would make sense that they handle it (as you said, they achieve economies that way).

I would suggest at least an email to Jon Schepke at SIM and you are free to let him know I suggested you contact him. If anyone would be able to give an expert answer to your query, it would be Jon.

Great question Sonia,

Robert

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Thanks, Robert. I really appreciate the tip. I do think that it is an issue that is probably hard to gather a lot of franchisee support around.

[RobertFisher]

Let me see...

Getting a group of franchisees to agree on marketing could be replaced with herding cats, pulling teeth, root canal, flat tire on freeway, all at the same time and you would avoid a lot more headaches.

Best

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FYI - in case anyone is interested...

• Costco.com store finder uses Schema.org/store and /postaladdress on individual warehouse locator pages
• Walgreens.com uses Schema.org/pharmacy, /postaladdress and /local business on individual store finder pages

I also looked at JCPenny, WalMart, Target, WaWa, Macys and several others and was unable to confirm that they use Schema.org or other formats to structure their store finder location data for the semantic web. I'm still looking for examples in case you happen to know of any especially good ones.

Thanks!

Sonia

[RobertFisher]

I am surprised you found 2/10.

[MiriamEllis]

Good for you for finding at least two, Sonia!