This year, Google rolled out its Mobile First algorithm, which means that the engine now bases its rankings on the mobile version of websites. Before, sites were ranked based on desktop versions. This underscores the power and importance of a mobile strategy.
List Every Store Consistently, Accurately
Whether you operate two or 20 locations in a given area, grocers need to ensure that information is live and up to date on each store if you want all of them to rank.
Obar explains that it’s also not enough to have basic information up on the stores – listings must be complete and identical.
"You want to make sure that those store listings are on every reputable directory site – Yelp, Google My Business, Bing, Foursquare – because Google checks all of them for accuracy," he says. "The more listings, the more trustworthy the location is."
"Retail businesses need to optimize their site and business listings to make sure content is consistent about them and all their locations across the web," Camerata agrees.
As a rule of thumb, when it comes to filling out store information on online directories, remember "NAP" – name, address and phone number with area code. This information has to be identical to, and consistent with, the grocer’s website and all other listings. If there’s a discrepancy between listings, it can confuse Google’s bots.
For instance, a store might located at "5204 Mott Street." However, if its operator uses that format in one directory but lists "5204 Mott St., 60113" in another, Google’s bots might not see them as the same listed store.
Listings should also house a unique description and images of each store.
"Pay attention to all the details, because it could mean the difference between your store or a competitor’s being shown to a customer on the go," Obar advises. "This is one time that taking a ‘NAP’ at work is beneficial for your business."
Use Regional Keywords
When titling stores in a website’s local pages or directory listings, grocers must include a town, neighborhood or other indicator of the store’s specific location, whether in regard to one store in a smaller town or several within a larger city, Obar explains.
"The key is to be specific," he says.