A localized marketing approach can unlock major growth potential for your business – but it can also be highly competitive. So what will it take for you to raise the bar and outperform your competition? How can you avoid missed revenue opportunities and maximize your brand’s visibility? Join us and we’ll show you… Presenting their first party research on localized benchmarks, in this webinar, Damian Rollinson, Director of Market Insights at SOCi will share the results of the Local Visibility Index (LVI), and uncover just how costly it is to fall short of the high standards required for localized marketing. Key insights you’ll gain from the LVI: - Factors that drive success in search, reputation, and social media marketing for multi-location brands, with a focus on metrics that correlate to revenue growth. - Industry benchmarks for approximately 40 industries covering the full breadth of local B2C commerce. - The high cost of low visibility, which equates to $2.4 billion in lost revenue per year across the U.S. retail sector, and similar opportunity cost across all B2C industries.

2. August 11, 2021
Maximize Your Local Visibility:
Mastering Google, Local &
Reputation
May 2023
Monica Ho, CMO
Damian Rollison, Director of Market Insights

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AGENDA ● The High Cost of Invisibility in Local Search
● The secrets to obtaining top visibility
○ The Local Visibility Index: Results and Trends for
2023
● Breakout Session / Q&A

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RESEARCH
BACKGROUND
● Annual research study
● 5 years of historical data
● Real World presence data vs. survey
● Analysis of nearly 600 multi-location brands and 106k
locations in 39 industries
● Evaluates actual visibility of brands in the most important
digital channels: local search, reputation management, and
social
● Provides success benchmarks and tactics brands can
follow to outpace the competition and dominate local
search visibility

5. ● Majority of consumers use digital tools to find and discover information
about local businesses
WHY TOP SEARCH VISIBILITY MATTERS
ACTIVE SEARCH
How consumers research business needs
Search 90%
Social 45%
Consumer Reviews 39%
Q&A sites 21%
16%
Live chat
PASSIVE SEARCH
How consumers discover businesses
Social Platform
74%
Search
55%
Business website
41%
source: Facebook IQ: Discovery lead Shopping Study
source: GWI: 2021 Social Media Report

6. ● Consumers have high expectations for information
availability in digital channels
● Nearly 8 out of 10 searches are non-branded
● 1 out of 2 of these searches contain a Google 3-pack
○ Top page search results receive 93% of this organic traffic
WHY TOP SEARCH VISIBILITY MATTERS
Sources: Safari Digital, Local SEO Stats that Matter in 2022, *SOCi Ranking Correlations Study, 2022
2X Conversion
Businesses in the 3-Pack receive 126% more conversion rich actions
(calls, website clicks, and driving directions) than businesses ranked 4-
10, according to SOCi research.*

7. THE KEYS TO TOP SEARCH VISIBILITY
● Expertise + Experience
○ Content that shows the business has expertise and/or experience in the keyword /
subject matter (ex - social and search posts as well as reviews)
● Authority
○ Digital assets found across the web that validates the business and information about
the business (ex - local listings management / citations + local landing pages)
● Trustworthiness
○ Information found across the web that speaks to the businesses reputation with
consumers (ex - positive local reviews and social sentiment)
E2
A
T

8. ACCORDING TO OUR 2023 LOCAL VISIBILITY INDEX,
THE AVERAGE U.S. BUSINESS …
● Is virtually invisible in 2 out of 3 local searches
● Ignores 92 percent of customer questions
(like “Are you open late on Christmas Eve?” and “Do you
sell golf equipment?”) posted to their Google profiles.
● Doesn’t respond to 54% of their consumer reviews,
failing to address complaints and, worse, thank
consumers for their feedback.
BRICK & MORTAR BRANDS ARE STRUGGLING
to keep up with consumers’ online expectations

9. Brands are literally
ghosting consumers.

10. And this invisibility is costing
your business money.

11. $2.4B
In the US Retail Industry Alone
Lost revenue across the U.S. multi-location retail industry

12. $2.4B
In the US Retail Industry Alone
$17.7M
Per brand due to
low search visibility*
$5.3M
Per brand due to
bad reputation management*
$1.3M
Per brand due to neglect of
your social community*
Lost revenue across the U.S. multi-location retail industry
* Lost revenue for the average U.S. multi-location retailer

13. HIGH PERFORMERS IN
LVI SHOW THE VALUE OF
LOCAL VISIBILITY
● Kohl’s, after struggling to compete in
recent years, is posting record profits by
listening to the needs of local consumers
and expanding its cosmetics, pet, home
decor, and gift offerings
● Kohl’s is also the top performing
department store brand in this year’s Local
Visibility Index, outperforming Target and
Macy’s in localized marketing

14. HIGH PERFORMERS IN
LVI SHOW THE VALUE OF
LOCAL VISIBILITY
● Kohl’s, after struggling to compete in
recent years, is posting record profits by
listening to the needs of local consumers
and expanding its cosmetics, pet, home
decor, and gift offerings
● Kohl’s is also the top performing
department store brand in this year’s Local
Visibility Index, outperforming Target and
Macy’s in localized marketing

15. KOHL’S EDGES OUT THE LVI COMPETITION
81-100
61-80
41-60
21-40
0-20
68
70
SEARCH: 82
REP: 56
SOCIAL: 71 SEARCH: 78
REP: 55
SOCIAL: 70
67
SEARCH: 78
REP: 55
SOCIAL: 70

16. THE LOCAL VISIBILITY
INDEX
MEASURING WHAT MATTERS

17. WHY CREATE THE LOCAL VISIBILITY
INDEX?
17
1
Create standards for
measuring multi-location
brand presence
2
Measure and score the
performance of today’s top
multi-location brands
3
Establish benchmarks for
the activities that define
local visibility
We define an LVI benchmark as the minimum level required to
outperform the average competitor.

18. LMBR 2022
LMBR 2022
LMBR 2022
THE DATASET
18
LMBR 2022
106,000
Total Locations Audited
100+
Metrics Per Location
We audited nearly 600 of the top multi-location brands in the United States in 39 industries.
For each location, data from Google, Yelp, and Facebook was extracted using Places Scout.
4.6M
Reviews
172K
Local Posts
400M
Engagements

19. LVI SCORING
● Weighted scoring based on significance
● Search, Social, and Reputation each
divided into 5 subcategories
● Categories and subcategories scored on
0-100 point scale
● Overall Local Visibility Score is the
average of the three category scores
19
LOCAL
VISIBILITY
SCORE
0-100

20. THE RESULTS
LVI 2023

21. 47
2022 Local
Visibility
Benchmark
2021 Local
Visibility
Benchmark
43
50
2023 Local
Visibility
Benchmark
49
2022 Search
54
2023 Search
We see incremental improvement in overall performance when compared to last year’s report, with
brands showing strongest 2023 performance in search and greatest opportunity in reputation.
SCORING TRENDS 2021-2023
46
2022 Rep
46
2023 Rep
48
2022 Social
50
2023 Social
2021 Search
53
2021 Social
34
N/A

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2023 LVI
Category
Leaders
2023 LVI
Benchmark
50
77
2023 LVI
Top 10
Leaders
20%
Average
Growth Rate
Category Leaders
Average
Growth Rate
Multi-Location
15%
29%
Average
Growth Rate
Top 10
LVI Leaders Grow
2x Faster than Peers
Year-over-Year Revenue Growth Trend
Revenue statistics provided by a range of sources including Yahoo Finance, the Wall Street Journal, Crunchbase, Inc.com, and Seeking Alpha.
2023 Average LVI Scores
LVI SCORES MAP TO REVENUE GROWTH

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SEARCH/REPUTATION HIGHLIGHTS
2022 2023 2022 2023
Metric Google Local Yelp
% Profiles Claimed 99% 98% 97% 94%
% Profiles Complete 98% 94% 90% 89%
% Locations in 3-Pack/Page 1 24% 33% -- 32%
Avg. Review Count 224 179 20 15
Avg. Rating 4.2 4.2 3.2 3.2
Review Response % 36% 46% 6% 6%
Avg. Response Time (Days) 27 6 13 8
Metric Google Organic
% Locations on Page 1 -- 2%
% Has Local Business Schema 60% 30%

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SOCIAL HIGHLIGHTS
2022 2023
Metric Facebook
% Profiles Complete 85.7% 88.4%
Avg. Followers per Page 523.1 457.3
Avg. Posts per Month 7.3 8.9
Avg. % Image Posts 72.6% 69.7%
Avg. % Video Posts 10.0% 2.4%
Avg. Likes per Post 9.8 2.5
Avg. Comments per Post 1.9 0.3
Avg. Shares per Post 1.1 0.4
Avg. Engagement Rate 2.5% 0.7%
Metric Google
Avg. Posts per Month 0.2 0.3
% Q&A Answered 6.6% 8.3%

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THE MOST
IMPROVED
BRAND OF
2023
#44 in 2022 with
a score of 62
#5 in 2023 with
a score of 78

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VISIBILITY IN
SEARCH
Average local rank for Google listings for “pet
supplies near me” is now 1.7
95.5% of locations appear in the 3-Pack
Improved utilization of URL field to list local
landing pages that are informative, helpful, and
engaging
Improved profile completeness on Google, Yelp,
and Facebook
● Matching contact info on all sites
● Better photo content
Much stronger utilization of Google Posts to
promote offers (1.7 posts per location per
month)

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WELL-OPTIMIZED GOOGLE PROFILES

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INFORMATIVE LOCAL LANDING PAGES

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ENGAGING
WITH
FEEDBACK
Robust review response strategy across
multiple sites
Improvements in response time to meet local
consumer expectations
The brand is now responding to:
● 96.2% of Google reviews with 1.9 day
average response time
● 86.8% of Yelp reviews with 6.6 day
average response time
● 83.3% of Facebook recommendations
with 1.8 day average response time

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BUILDING
LOCAL
AUDIENCES
Growing follower counts for every store page
and profile
Continuing to engage audiences with useful
and informative content
The brand is building on a strong localized
social strategy:
● Averaging 24.2 posts on Facebook per
location per month
● Utilizing a mix of photo & video content
● Earning over 14 engagements per post

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ENGAGING
SOCIAL
OUTREACH

32. HOW TO INCREASE SEARCH VISIBILITY
32
1
Increase 3-Pack presence
through Google profile
optimization
2
Claim and optimize all other
key profiles on sites like Yelp
and Facebook
3
Create informative,
properly coded local
landing pages

33. HOW TO BOOST LOCAL REPUTATION
33
1
Respond to as many
reviews as possible on all
platforms
2
Respond in a timely fashion
to all reviews, ideally within
24 to 48 hours
3
Use reviews as a source of
consumer feedback to
improve operation

34. HOW TO GROW LOCALIZED SOCIAL
34
1
Encourage page followers
to build local audiences for
every store or office
location
2
Post at or above benchmark
frequency each month to
engage local audiences,
utilizing photos & video
3
Create engaging,
informative, and helpful
content to keep audiences
interested

35. INDUSTRIES REPRESENTED IN LVI
35
Restaurants - Sit Down 65 Restaurants - Fast Casual & QSR 54 Moving Companies 45
Retail - Sporting Goods 65 Hotels & Lodging 53 Services - Home Services 45
Entertainment & Recreation 64 Services - Personal Care 53 Retail - Clothing & Accessories 43
Retail - Pet Supply & Pet Services 60 Retail - Furniture & Home 52 Property Management 42
Fitness 59 Health - Medical 49 Services - Business Services 42
Retail - Grocery 59 Retail - Hardware & Home Improvement 49 Services - Construction and Renovation 41
Restaurants - Coffee Shops 58 Storage 49 Insurance 40
Retail - General 58 Health - Eyewear & Opticians 48 Financial Services 38
Automotive - Dealers 57 Retail - Specialty 48 Real Estate 38
Restaurants - Beverages & Desserts 57 Services - Repair & Maintenance 48 Retail - Convenience 36
Retail - Hobby Shops & Toy Stores 57 Assisted Living 47 Services - Waste Management 36
Automotive - Parts & Service 55 Education 47 Financial Services - Banks & Credit Unions 35
Health - Dentistry & Orthodontics 54 Services - Cleaning Services 46 Travel 34

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THE LOCAL VISIBILITY DASHBOARD
Data visualizations help to
illuminate LVI findings
Industry drilldowns reveal
benchmarks and target metrics
for 39 industries
Continually updated to provide
up-to-date findings
Check it out and request an
audit at lvi.meetsoci.com

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BREAKOUT / Q&A