Tesco – Local SEO Campaign
Tesco is the UK’s largest grocer, and is a truly recognisable brand around the world. The size and scale of the business has continued to grow and during the COVID-19 pandemic we were tasked with continuing this upward trend through a dynamic local SEO project which looked at Google My Business (GMB) and store location as well as ongoing technical SEO.
Our objectives for 2020 were to increase the organic visibility of the store location pages, and make sure that local SEO was once again a focus. As the year went on, it was also important to monitor and adapt the strategy in line with government legislation, to ensure customers could get the information they needed online about shopping at their local Tesco during the pandemic.
We knew that in order to get the very best result for Tesco, we would need to work closely with multiple stakeholders including Tesco’s Store Location Services Team in Poland, Google, a variety of Internal Concession teams as well as Tesco’s Data and Brand Management Partner Yext.
It was only by utilising the strengths of each partner that we could build a bespoke strategy that would ensure data parity was delivered from the initial starting point of Tesco’s API, all the way to the thousands of separate GMB stores and concessions URLs.
We started by collating the data on each store and rounding up all of the store location pages. We then conducted a full site audit as well as a GMB audit.
This research phase led to the discovery that there were multiple issues with hundreds of pages and listings. These included:
• duplicate listings
• ownership conflict
• inconsistencies with name, address and phone number
• listing categorisations
Prior to our work on GMB, Tesco had lost its bulk verification status and as a result of our SEO work we have got the bulk verification status back.
The SEO project that we had undertaken had seen a YoY increase of 13.91% in terms of average website clicks. The GMB work that we implemented, and the post coronavirus updates we made to local search meant that, by the end of 2020, average website clicks were up 31.3% YoY.
This represents a 125.5% increase in YoY growth pre/ post our implementation,