 Overview 7-Eleven is one of the largest convenience stores in the United States, with more than 36,800 corporate and franchise locations throughout the world. Local support for its locations is critical to driving overall revenue; however, due to the large number of properties, finding ways to effectively assist each individual location in its particular geography can prove a daunting logistical endeavor. The client wanted to raise its natural search visibility to support visitors at each of its locations without having to devote significant internal resources towards technical implementation of a campaign. Solution AddReal developed a search strategy to increase the chain property's footprint in all natural search results, including geo-modified search terms, maps, and Universal Search results. The strategy leveraged a combination of keyword research, feed development, and off-site optimization techniques to dramatically improve visibility for their locations in relevant natural search results, as well as on mobile devices. AddReal first used its proprietary technology to isolate a list of 1,500 high-value terms that would be the focus of optimization efforts and regularly measured for improvement. AddReal identified more than 85 local search engines and IYP publishers, such as Google Maps and YellowPages.com, for feed submission and optimization on these key terms. Since each of these local search engines required different information, 7-Eleven and AddReal worked together to develop a submission protocol that would standardize information types provided to the various local search engines, ensuring a repeatable and keyword-rich listing structure that would remain consistent across all engines. Secondarily, the feed enabled AddReal to quickly clean up inaccuracies in listings, such as changes in phone numbers and addresses. Results - 7-Eleven experienced an enormous lift in geo-modified search results and was able to reach consumers searching for convenience stores locally via mobile devices. - Premium positions measured as natural results ranking 1-to-4 increased over 360%. - 7 Eleven's presence on relevant, geo-modified searches (e.g., "Convenience stores San Diego") increased 223%.   |
